Assa is a busy, cashless-feeling-for-the-wallet Korean spot in Soho that wins on fast service, comfort-heavy dishes, and strong value, but queues, occasional service friction, and a few serious food-safety complaints mean timing and expectations matter.
Assa delivers solid casual Korean dining with strong food quality and exceptional service speed that justify its loyal following in central Soho. However, inconsistent execution and a cluster of food safety concerns prevent a higher grade—diners seeking reliable comfort food will find it here, but should be aware of reported hygiene issues. The convenient Soho location and excellent value make it worth trying for Korean classics, though the cramped room and peak-hour queues aren't for everyone.
One caveat: Queues and seating delays can run from a few minutes to nearly an hour at peak times.