Since the end of July and into August, our Fullerton community has been quite lively.

The reason is none other than the opening of the first Lotteeria in the U.S. right here in Fullerton.

The address is easy to remember: 150 W Orangethorpe Ave, Fullerton, CA 92832.

There was a line from the soft opening, and it seemed to be quite popular.

And on the day of the grand opening, even the mayor and the deputy consul came, so the atmosphere seemed good.

But honestly, I started to worry. The fact that Lotteeria is located right next to In-N-Out is a bit concerning, haha.

It's not right next to the same mall, but it's close enough that it takes about 15 seconds by car to get there.

In-N-Out is like soul food for Californians.

The menu is simple, but with fresh ingredients, reasonable prices, and you never regret eating a fresh burger.

Whenever I pick up the kids, I feel happy stopping by there once or twice, but having Lotteeria right next to it... I have to admit, that takes some courage.

On the left is the In-N-Out Double-Double, and on the right is the Bulgogi Burger... haha.

At first, people will probably flock in saying, "It's a Korean-style burger, how interesting!"

The Bulgogi Burger, Shrimp Burger, and Bibimbap Rice Burger definitely have unique points.

However, the sweet patty that appeals to Asian tastes might be a bit overwhelming for Americans.

Still, there are some who say it's a fresh taste they've never experienced before.

But the real issue is whether, after the initial excitement, they can provide a taste and satisfaction that will bring people back for a second or third visit.

The reason Korean franchises have failed in the U.S. is often found there.

When sourcing ingredients locally, the taste subtly changes, and managing staff is not easy due to U.S. labor laws...

All of this accumulates and ultimately leads to the reputation of being "expensive and not that great."

Look at the photo above....

The In-N-Out set offers such great value for the same price, and I wonder if Lotteeria can match that.

What I truly hope for is just one thing.

They need to cater to the local taste while maintaining Lotteeria's unique character.

A uniquely made rice burger in a Korean style can definitely be fresh.

But if the taste is ambiguous, it could backfire. Americans are honest with their expressions.

Seeing locals grimace while chewing on a burger saying, "What is this?" makes me uncomfortable.

As a Fullerton resident, I really hope Lotteeria does well.

I hope it doesn't become just another flash-in-the-pan store but establishes itself through proper competition.

That way, we residents will have one more option.

People around me have already tried it once and are saying, "The value isn't good."

Google reviews, which were once all praise, are starting to see more negative comments.

These days, a few lines in reviews can quickly change the atmosphere.

So please, I hope they can show a taste that makes people want to keep coming back even after the opening event... that's my humble wish as a housewife.

To be honest, my heart still leans towards In-N-Out.

But who knows? Lotteeria might surprise us with an amazing 'K-Burger' flavor.