Assa Review - Soho - London - The Infatuation
"At Assa, know that you’ll have to wait at least 20 minutes for a table, no matter the day of the week. Although the Soho spot is a relatively well-kept secret, it’s got a low-key fan group who will wait in line—for good reason. What the plain white walls and shiny wooden tables lack in visual stimulation, the excellent Korean food makes up for. The decor won’t matter once you’re past the fast-moving queue, because there’s so much more to see inside. Hot pots get the respect they deserve at the centre of most tables while friends take turns scooping beef bulgogi out of the spicy broth. Couples are given a table for four because they’ve knowingly over-ordered—and everywhere people are dipping pajeon in soy sauce, throwing fried chicken into their mouths without waiting for it to cool down, and splashing themselves or someone on their table with gochujang. Assa sounds like it should be a chaotic place to be. But in reality, orders come out quickly, and staff are attentive and friendly even when there’s a bunch of hungry people waiting for you to pay the bill. The right way to start a meal here is to order a crispy pajeon as soon as you sit down. It’s an excellent spring onion-filled pancake that’s ideal for snacking on while you look through the short story that is the menu. But if there’s something that this Soho spot does better than anywhere else, it’s the spicy beef noodles. You’ll notice it on most tables. The next best thing is the tteokbokki —get one of these for the table and you’ll be everyone's favourite person. Even with a big group, this menu is a feat to get through which makes it the kind of place you’ll more than willingly return to. " - Rianne Shlebak
