With the growing number of samgyetang restaurants popping up in Singapore, SAM SAM SAM (삼삼삼) at Novena Square takes a slightly different approach. Rather than simply serving traditional Korean ginseng chicken soup, the restaurant positions itself as Singapore’s first samgyetang concept, developed in consultation with licensed Traditional Korean Medicine doctors, with each variation designed around a different wellness focus.
Stepping into SAM SAM SAM feels like travelling back to 1980s Seoul. The space is styled after a traditional Korean herbal medicine shop, complete with a nostalgic retro aesthetic that ties in nicely with the restaurant’s focus on Korean herbal traditions.
The name SAM SAM SAM (삼삼삼) carries a double meaning. “Sam” refers to the number three, symbolising balance in East Asian culture, while “insam” (인삼) is the Korean word for ginseng. Together, the name reflects the brand’s philosophy of nourishment, balance and shared dining. At the heart of the menu is, of course, samgyetang — whole young chicken stuffed with glutinous rice, ginseng, jujube and garlic, then slow-cooked until the meat is tender and the broth takes on all the flavours of the ingredients.
Immunity Black Samgyetang 4.2/5
The Immunity Black Samgyetang ($32) is the most intense and robust variation on the menu, built around slow-aged black garlic from Uiseong. The broth has a deeper, more savoury character than traditional samgyetang, with the black garlic lending mellow sweetness and layered umami without becoming overly heavy. The unmistakable herbal aroma of ginseng and other botanicals still comes through, giving the soup a comforting depth. The whole young chicken comes generously stuffed with glutinous rice, jujube, garlic and Korean ginseng. After being slow-cooked, the chicken is incredibly tender, while the glutinous rice absorbs plenty of the fragrant broth. This is probably the bowl to choose if you prefer your samgyetang with a richer, more pronounced flavour.
Circulation Elixir 4/5
For something lighter, the Circulation Elixir ($29) offers a more delicate interpretation of samgyetang. The broth is light and highly aromatic, with subtle notes of ginseng, traditional herbs and goji berries. Compared to the black garlic version, this feels cleaner and less intense, allowing the herbal fragrance to come through more prominently. The collagen-rich broth comes with the same tender whole young chicken and comforting glutinous rice, making it an easy-to-eat bowl even if you are not accustomed to stronger herbal flavours.
Water Parsley Pancake 4.2/5
The Water Parsley Pancake ($14) was one of my favourite sides. Made with an abundant amount of Korean water parsley, or minari, the pancake is lightly battered and pan-fried until fragrant and crisp around the edges. Rather than being thick and doughy, it has a lighter texture, with plenty of fresh greens giving it a crunchy bite. The minari brings a bright, herbaceous and slightly peppery flavour that works particularly well alongside the rich, herbal chicken soups. It adds a nice textural contrast and freshness to the meal.
Market-Style Tofu & Kimchi 4/5
The Market-Style Tofu & Kimchi ($12) is a simple but comforting combination of warm tofu and stir-fried kimchi. Thick slices of tofu are served warm, silky and mild, providing a clean canvas for the more assertive kimchi. The stir-fried cabbage is savoury, tangy and slightly spicy, with enough seasoning to keep things interesting without overpowering the tofu. It is a lighter option than the fried sides and pairs well with the samgyetang.
Spicy Jan Kalguksu 4.2/5
If chicken soup with glutinous rice isn’t quite enough to fill you up, the Spicy Jan Kalguksu ($27) offers a more substantial noodle option. The dish combines a rich ginseng chicken soup base with house-made Korean chilli paste (jang), giving the broth a fiery kick while retaining the herbal chicken backbone underneath. I enjoyed the hand-pulled, knife-cut kalguksu noodles most. They have a silky yet springy, chewy texture that holds up well against the thicker, spicy broth. The heat is noticeable, but it is balanced by the savoury chicken broth and herbal notes. Definitely one for those who enjoy their Korean noodle soups with a bit more fire.
Ginger Ade, Jujube Ade $6
To wash everything down, we had the Ginger Ade ($6) and Jujube Ade ($6). The Ginger Ade is bold and zesty, with the natural warmth and slight pungency of ginger balanced by sweetness and sparkling carbonation. Served ice-cold, it provides a refreshing contrast to the piping-hot samgyetang. The Jujube Ade is gentler, naturally sweet and fruity, with the mellow caramel-like character of Korean red dates coming through. Both are refreshing choices, especially when paired with the rich, warming dishes.
SAM SAM SAM offers a different take on the samgyetang experience in Singapore by bringing together traditional Korean herbal food culture, a nostalgic 1980s Seoul-inspired setting and its body-matched approach to the menu.
I enjoyed the Immunity Black Samgyetang for its deeper black garlic flavour. At the same time, the Water Parsley Pancake stood out as a particularly enjoyable side with its crispy texture and fresh herbaceous bite. The Spicy Jan Kalguksu is also worth considering if you prefer noodles and a more fiery bowl of soup.
With its focus on chicken, ginseng, jujube and carefully selected botanicals, SAM SAM SAM is not just about having a comforting bowl of samgyetang, but also about exploring the traditional Korean idea of food as nourishment and balance.
Note: This is an invited tasting.
SAM SAM SAM (삼삼삼)
Velocity @ Novena Square
238 Thomason Road
#02-46
Singapore 307683
Tel: +65 8807 3806
Website
Nearest MRT: Novena (NS Line)
Opening Hours:
Daily: 11am - 10pm
Direction:
1) Alight at Novena MRT station. Take Exit B. Walk to the destination. Journey time is about 3 minutes. [Map]
