[Report] Seoul Youth Making Chili Pepper Bread in Cheongyang... "I Started a Business to Create Jobs for Youth Like Me"

CEO So Cheol-won, Who Started a Business in Cheongyang Through a 'One-Month Living' Connection
After Living There, He Says 'Jobs' Are Needed to Attract Youth
Developed and Sold Chili Bread Using Local Specialties Along with a Two-Week Living Tour Program

"Having grown up in Seoul, I have experienced many ups and downs since I started living in Cheongyang a few years ago, but for young people like me to live in rural areas like Cheongyang, jobs are the most important. So, following the 2-week living program, I opened a chili bread shop using Cheongyang chili peppers this February."

On the afternoon of the 24th, I met CEO So Cheol-won (32), who runs 'Charlie's Factory' near Chungnam Provincial University. CEO So is a young man from Seoul who was born and raised there and worked as a Taekwondo instructor. At 28, he quit being an instructor and lived in Jeju for a year, developing a desire to live in the countryside. In July 2021, he participated in a one-month living program conducted by Cheongyang County, establishing a connection with Cheongyang.

On the 24th, I visited Charlis Factory in Cheongyang. So Cheol-won, a young entrepreneur from Seoul (center), is making and selling chili pepper bread with his staff. (Photo by Joint Press Corps)

CEO So, along with two young people he met during the one-month living program in Cheongyang (currently employees), pondered what work they could do locally. They were selected for a Chungnam Province public project with a 2-week living tour program and have been running this program twice a year. However, a business that could generate continuous income was needed, and CEO So took on the challenge of full-scale entrepreneurship.

He previously operated a ramen shop selling Cheongyang chili miso ramen from September 2022 at 'Anyone's Store,' which supports youth startups. Anyone's Store is a shop where Cheongyang County lends stores it owns free of charge for six months to young entrepreneurs. This Anyone's Store has hosted six young entrepreneurs, including 'Geusungan Studio' (photo studio), 'Komeli' (dessert cafe), and 'Simcheongi' (handmade fruit syrup), and currently houses 'Ankkonyang,' a red bean dessert shop. According to Cheongyang County, since Anyone's Store started in May 2021, a total of 14 stores have been operated, with six successfully launching startups.

Having gone through Anyone's Store, CEO So received 7 million KRW in business development funds through Cheongyang County's startup competition and developed chili bread. Inspired by famous local foods such as sweet potato bread, potato bread, and citron bread, he utilized the shape and ingredients of the local specialty, Cheongyang chili pepper. He contracted with the Cheongyang Regional Revitalization Foundation's food plan to use local agricultural products like Cheongyang chili peppers, and donates leftover bread after same-day sales to the local food bank, contributing to the community.

So Cheol-won, CEO of Charlie's Factory, is explaining the settlement and startup process in Cheongyang on the 24th. (Photo by Joint Press Corps)

Having no prior experience living in rural areas, CEO So faced many challenges. He recalled, "When I first came to Cheongyang and rented a house in the rural area, there was no warm water in winter, so I had to shower with cold water. Later, I found out it wasn't that the boiler was broken but that the oil had run out. At that time, I naturally assumed city gas was connected and didn't think to fix it."

CEO So advised that for young people coming from outside to settle in rural areas, a broad understanding of rural life is essential. He said, "Having lived in Cheongyang for over three years, I think it's best to try living in the countryside first through programs like one-month or two-week living before considering permanent settlement to reduce failures. The most important thing is jobs, and although there are not many young entrepreneurs like me yet, when there are more startup items utilizing agricultural products, synergy can be created."