Among the eateries along the streets of Mira Road, a poster with the words, ‘I BTS’ is evocative for fans of the seven-member South Korean boy band Bangtan Sonyeondan. Inside, upbeat K-pop songs fill the air, and a poster spans the length of a wall with the boyish faces of the band recognised the world over for their varied discography, intense dance moves, and cross-cultural impact.

Bangtan Shefs is one of Mumbai’s first BTS-themed restaurant launched in 2020 by Riya Goon, 28. It offers BTS fans, or the Army as they are called, a space to connect with other fans over their love for Korean music, food, and culture. “These band members came from being nothing, to being BTS. For me, that was motivating,” says Goon, who has no background in hospitality. The foodie, who studied business management in London, began her culinary journey by selling momos during the lockdown. It’s what encouraged her to go big. But also, that Goon’s sister, an ardent BTS fan, was going through a rough patch. Goon thought this would change things for her. It took six months of savings to transform from a stall selling a single food item to being a restaurant that supports a community of K-pop music lovers.