Chemistry, Creativity, and Community Collide Deliciously at Love + Umami VA
By: Emily Mook | Photos By: Ashlee Glen
While visiting Japan in 2018, I became interested in the concept of umami, which is a Japanese word that translates literally to “essence of deliciousness” or “a pleasant savory taste.” Despite learning these translations and tasting authentic Japanese dishes that seemed to encapsulate the term, I still couldn’t fully distinguish umami from savory. Whether you are also familiar with the term but would struggle to produce its definition or are encountering it here for the first time, restaurateur and chemistry professor Amy Ngo has got you covered.
“I’m a chemist, so I’ll give you the scientific definition of umami first,” Ngo said. “Umami is recognized by receptors on your tongue that detect glutamate, a compound naturally found in ingredients like cooked meats, mushrooms, soy sauce, aged cheeses, tomatoes, and seaweed. Now for the foodie definition: Umami is that deep, savory richness that makes you stop after the first bite and say, ‘Wow!’ It’s the flavor that keeps you coming back for another bite and leaves you in the best kind of food coma.”
But Ngo and her husband, Kevin Jeon, who co-own new mobile pop-up food business Love + Umami VA, do more than define umami goodness—they consistently deliver it through their exciting, unique, and largely made-in-house menu of reimagined Asian comfort food offerings.
Among those offerings are their signature customizable umami rice bowls, which customers can tailor to their tastes by choosing a protein, unlimited toppings, and a drizzle to add to a bed of delicious jasmine rice. With delectable and unique protein choices such as spicy mapo tofu with mushroom and tom yum pork chili, fresh toppings such as furikake, scallion, and cilantro, and flavorful finishers such as peach soy and spicy mayo drizzles, you can’t go wrong with any customization plan.
In addition to these standout loaded bowls—and a variety of distinctive sides and desserts, including Jeon’s favorite, their Ube + White Chocolate Sponge Cake—Love + Umami’s menu boasts an item that you’ve likely never encountered before: umami hot dogs. Originally intended to be a one-night-only special at Three Roads Brewing, the item was such a hit that it has since become a permanent fixture.
“You can choose between our Korean Bulgogi Philly Cheesesteak dog, piled high with sweet and savory marinade and melty cheese, or our Thai Tom Yum Pork Chili dog topped with a rich, tangy and slightly spicy pork chili inspired by the bold flavors of tom yum,” Ngo said. “Then comes the fun part: loading it up with your favorite garnishes, including Kevin’s mom’s homemade kimchi, which we grill to bring out its smoky, caramelized flavor.”
In addition to the chemistry and creativity that set their cuisine apart, Ngo and Jeon prioritize consistency and community—all while both working full-time jobs on opposite schedules.
Although the couple just moved to Lynchburg last October and came up with the idea for their business in February, they have already cemented themselves as a staple with which many other businesses (both in and around Lynchburg) want to partner. Ngo also completed the Virginia Small Business Development Center – Lynchburg Region’s CO.STARTERS program to better understand all aspects of owning and running a mobile food business.
“CO.STARTERS has been really helpful in making me realize that running a food business is more than just cooking food and selling it,” she said. “There’s so much behind-the-scenes work and factors to consider when it comes to operations. I thought I would just get to cook and talk to customers all the time, but I do spend a good chunk of time filling out paperwork, making promo materials on Canva and grocery shopping, all while teaching chemistry full time at a local college. Also, the facilitators and my cohort this year have been so amazing and supportive since day one!”
As Ngo and Jeon work tirelessly on a day-to-day basis both behind the scenes and on the front lines to grow their business, they also have specific goals for the future in mind—such as expanding their menu offerings and potentially opening a brick-and-mortar location—as well as a general goal of becoming a household name in the sphere of Central Virginia cuisine.
“Our goal is to become a household name in Lynchburg and throughout the surrounding region,” Jeon said. “If you’re within a two-hour drive, we want Love + Umami to be the first place that comes to mind when you’re craving bold, Asian-inspired food.”
No matter what shape the journey ahead takes, Ngo and Jeon are grateful for the community support they’ve received and encourage foodies near and far to follow along for the ride.
“Our social media really tells our story, so if you want to see what we’re cooking up and where we’ll be next, give us a follow!” Ngo said. “You can find us on Instagram at @love.umami.va and on Facebook at Love + Umami VA. We’d love to have you along for the journey!”
