Seatmates: Simon Kim
On generosity as a hospitality philosophy, Korean food at 35,000 feet, and what ultra-luxury hotels still get wrong
This interview is part of Seatmates, a Window Seat series where tastemakers and creatives share how they move through the world—what they pack, where they stay, and the travel rituals that shape their lives.
Despite building some of the most celebrated restaurants in the country, Simon Kim insists hospitality starts by lowering yourself. As the founder of Gracious Hospitality and the force behind Cote, he’s created restaurants where generosity isn’t performative, it’s structural, shaping everything from pacing to service to how guests are made to feel the moment they walk in.
And that mindset travels with him. From what he orders on a plane to how he winds down in a hotel, or approaches a meal at his own table, Simon pays close attention to the small details that signal care—and how those moments shape the way people feel, no matter where they’re seated.
Read on to learn how he would approach a premium-cabin menu, why he thinks perfection is overrated, and the hospitality hill he’ll die on.
Tell us a little about yourself.
I’m Simon Kim, founder of Gracious Hospitality Management, proud dad of two, and someone who got his hospitality career at a young age. After studying at UNLV and working at MGM Grand, I moved to NYC to learn from legends like Chef Thomas Keller and Chef Jean-Georges. Those early experiences shaped everything I believe about hospitality. In 2017, we opened COTE Korean Steakhouse in New York, followed by Miami in 2021—the only Michelin-starred Korean steakhouses in the country. In 2024, we brought COTE to Singapore, our first international location, and opened COQODAQ, our “Better Fried Chicken” concept. Most recently, we opened COTE Vegas at The Venetian Resort. Not only was it our biggest and boldest project to date, but it was a true homecoming after starting out at UNLV. To me, hospitality is all about people—whether it’s a student or a CEO, everyone deserves to feel cared for. I’m incredibly proud of the passionate team we’ve built and the work we do with organizations like City Harvest and Taste of Asia. Our mission is simple: we delight our customers.
You’ve said before that hospitality should feel generous. What does generosity look like in a restaurant in 2026?
To me, hospitality is twofold: what happens at the table and what happens behind the scenes. Generosity should be felt the moment a guest walks through the door—not only through portion size or luxury ingredients, but through warmth, care, and intention.
In Korean culture, eating with loved ones is as much a ritual as it is a meal. If you want more rice or banchan, it simply appears. That, to me, is generosity. It’s important to me that someone on any budget can walk in, feel genuinely welcomed, leave satisfied, and know they were truly taken care of.
What’s a hospitality hill you will absolutely die on?
I believe that water runs from top to bottom. I always share with my team to position ourselves lower than our customers so that our customers’ love can continuously flow easily from top to bottom.
As the operator of restaurants that have really resonated with people, it’s easy for us to find ourselves standing above our customers. But to me, that’s the beginning of the end. We’re here to serve, not to be praised. And to ensure that our customers always have an incredible experience.
What’s the best in-flight meal you’ve ever had, and what made it stand out? If an airline ever asked you to design a premium-cabin menu, where would you start?
The best in-flight meal I had was on Singapore Airlines. They served amazing dumplings and noodle soups. Since planes are such cold and dry environments, eating something warm, hydrating, and comforting made all the difference.
I spend a lot of time flying as a passenger, so I’ve thought a lot about this question. As a restaurateur, that’s my puzzle—how would I be delighted dining on an airplane? To me, the ideal menu would include a Korean meal. Rice, kimchi, Galbi. Not only would it reheat well, but it would be comforting, hydrating, healthy, and easily consumable.
What’s been your most memorable stay?
I’ve had many memorable hotel stays, especially when I visited my partners at The Venetian Resort and COMO Hotels. The Venetian in Las Vegas is a tremendous hotel. It’s one of the largest in the world, but still manages to deliver hospitality at an extraordinary scale. COMO Parrot Cay feels like my own private paradise. It’s serene, restorative, and the food is exceptional.
Another unforgettable stay was at Airelles in Saint-Tropez. From the grounds to the uniforms, the spa, and the service, every detail was intentional. It was deeply inspiring.
Is there a destination or property at the top of your wishlist?
Le Sirenuse on the Amalfi Coast is at the top of my list. I’ve also never been on a safari, and I’d love to take my kids on one this year. I love visiting Japan for many reasons, including for the food alone, and San Sebastián is a destination I’m eager to explore.
What are your must-haves when it comes to luggage and items you travel with?
My Rimowa suitcase. I have a special-edition camo one that goes everywhere with me. I have a facial lotion I never travel without—Talitha Koum HM+Barrier Face Cream. It’s my secret weapon to stay hydrated while traveling. As long as I have that, I’m good. I also recently started carrying an artisan satchel from Santa Fe. It’s the perfect “man purse,” and holds everything I need. And of course, my Yankees hat. I represent New York wherever I go.
What is your go-to airport outfit?
If it’s a long flight and pajamas aren’t provided, I always bring my own. I treat flights as an opportunity to truly rest. With my schedule, red-eyes are common, and I use them as opportunities to really sleep well.
Do you have any rules or rituals when it comes to air travel?
Sleep and hydration. I aim for at least two liters of water and prioritize rest above everything else. I don’t eat on the plane unless I need to, sleep always comes first.
Last question: aisle or window seat?
Window seat, always. Fewer interruptions, more comfort.
For more from Simon, follow him on Instagram. Interested in being featured in Seatmates or know someone who should be? Drop me a line here.
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Tori Simokov is a Travel Writer and Graphic Designer/Strategist based in New York. To get in touch, email tori@v1projects.com. Want more? Check out Instagram, TikTok, or shop her curated favorites.
The through line of every Seat Mate is a rimowa. Just another reason to justify me buying one 💙 another great interview, Tori!