The Place New at Velocity @ Novena Square, SAM SAM SAM serves body-matched samgyetang in a retro 1980s Seoul herbal shop setting. This no-pork, no-lard concept from the MODU team features a diagnostic wellness quiz and comforting ginseng chicken broths starting around S$29. Think walls lined with traditional wooden medicine drawers, ceramic vessels, and dark timber surfaces mixed with playful 90s sports touches. The space is cosy and nostalgic, and a major mood for a mall unit in Novena. 

The name SAM SAM SAM draws from two meanings of the word sam: the number three, a symbol of balance in East Asian culture, and insam, the Korean word for ginseng. Together, they reflect the brand’s philosophy of nourishment, balance, and shared dining. 

The Food Before ordering, you take a quick “body-feel” quiz to match your physical state with the right ginseng chicken soup. The samgyetang here is inspired by traditional Korean herbal medicine and formulated in consultation with Licensed Traditional Korean Medicine Doctors. Herbal ingredients are sourced from Korea according to these formulation specifications to ensure quality, consistency, and adherence to the original formulations. 

For samgyetang, there are a couple of options: Vitality Tonic (S$29) which is recommended for first timers as this is the classic flavour here: Circulation Elixir (S$29) which is good for skin vitality, circulation support and inner balance; Nourishing Perilla (S$30) for lung health and deep nourishment; and Immunity Black (S$32) which features slow-aged black garlic good for energy replenishment and immunity. There is also a complimentary refill of the original soup base regardless of which flavour you go for. 

The top picks amongst my group are the Vitality Tonic and Immunity Black, where the former is easy to drink and very soothing, while the latter boasts a strong black garlic profile. The Nourishing Perilla, on the other hand, is a tad too thick in terms of texture which makes it less drinkable as compared to the rest. 

Other than samgyetang, there are other options such as Samgye Kalguksu (from S$25) which is hand-pulled noodles in slow-cooked ginseng chicken broth, available in three variations: Vitality Kalguksu, Spicy Jang Kalguksu, Perilla Nourish Kalguksu. 

There is also porridge available in Chicken Porridge, Dried Pollack Porridge and Abalone Porridge. I had the Abalone Porridge (S$25) which is a generous portion.   

For sides, there is a good variety where my favourite is the Fried Mushroom (S$12) fried to a nice and crisp texture.

There are also options like Kimchi Pancake (S$12), Market-style Tofu & Kimchi (S$12) and Fried Fresh Ginseng (S$18) where three pieces of whole ginseng are fried to golden brown.

The Market-style Tofu & Kimchi combination works surprisingly well too. My only gripe is the Kimchi Pancake which is not as crisp as I expected it to be. 

For drinks, there are various teas to choose from such as Tangerine (S$8) herbal tea.

Rants No reservations taken and it is on walk-in basis only where the queue time can be up to two hours.   

Will I Return Again? A great addition to Novena for comforting Korean food. Samgyetang has become a national favourite in Singapore in the past two years and SAM SAM SAM offers a unique medicinal approach. I had a good meal, though I personally wouldn’t queue for more than an hour. 

TheRantingPanda says:
Taste bud: 4/5
Hole in the pocket: 4/5
Ambience: 4/5
Overall Experience: 4/5  

SAM SAM SAM 
#02-46, Velocity@Novena Square 
Singapore 307683 

Opening Hours 
Monday to Sunday: 11am to 10pm 

Ranted by The Ranter