Sam Sam Sam is a new Novena restaurant specialising in personalised samgyetang bowls, letting diners customise their ginseng chicken soup with different broth intensities and premium toppings. The retro Korean interior adds to its appeal as a standout addition to Singapore's Korean dining scene in 2026. More detail is likely to follow.
A new Korean restaurant called Sam Sam Sam has opened in Novena, and it is doing something specific: every bowl of samgyetang, the classic Korean whole-chicken ginseng soup, is personalised to order. The restaurant leans into a retro Korean aesthetic, think vintage signage and warm timber tones, making it one of the more visually distinct spots to land in the Novena dining strip in 2026.
If you have ever found samgyetang too one-note or too heavy, Sam Sam Sam's approach is worth your attention. Diners choose their broth intensity, add-ons, and accompaniments, so the bowl you get is genuinely tailored rather than a fixed kitchen output. That matters in a category where most spots in Singapore serve a single standardised version. The personalisation angle also means the restaurant works for groups with different heat tolerances or dietary preferences, which is a practical win for anyone organising a dinner with fussy eaters.
The menu centres on the signature samgyetang bowl, built around a whole young chicken stuffed with glutinous rice, ginseng, jujube, and garlic, the traditional base remains intact. From there, diners can dial up the ginseng intensity, add abalone or other premium toppings, or adjust the seasoning profile. Side dishes lean traditional: kimchi, pickled radish, and seasoned spinach round out the table. The space seats a comfortable number of covers and the retro interior gives it a personality that goes beyond the food alone. Here is a quick look at what to prioritise on your first visit:
- Classic Samgyetang, the foundation, order it before experimenting with add-ons
- Abalone upgrade, worth the premium if you want a more luxurious bowl
- Kimchi and pickled sides, do not skip these; they cut through the richness effectively
- High-ginseng broth option, recommended for anyone who visits samgyetang for the restorative quality
Sam Sam Sam is located in Novena, Singapore. Check their social channels for current opening hours as the restaurant was newly launched at time of writing. Pricing has not been officially published in full, so expect to confirm costs on arrival or via their reservation page.
Novena
📍 Singapore
Why it matters: Samgyetang has a loyal following in Singapore but very few dedicated restaurants push the format beyond the standard bowl. Sam Sam Sam's customisation model and strong aesthetic identity give it a genuine point of difference in a crowded Korean dining scene. If the kitchen executes consistently, this could become the go-to address in Novena for Korean comfort food that actually fits what you want to eat, not just what the kitchen decided to serve.
