I finally tried the ssam to realize it myself - David Chang is very talented and innovative. Who would have thought to put edamame and kimchi puree inside of a tortilla?? The original ssam, although pricey (about $10) bursts with incredible flavors that blow my mind. I can't believe Mr. Chang is able to invent dishes that sound so odd but taste very good and sell pretty well. I couldn't afford to have this wrap that much (when you can get a banh mi for $3.75?), but it's definitely worth trying.