‘Jjeopjjeop Doctor’ Lee Jang-woo Challenges Dessert Business Following Udon and Gukbap Success

Grand Opening on the 22nd at Shinsegae Department Store Gangnam Branch
Rebranding of 'Buchang Bakery' from Gyeongju, Established in 1963

Actor Lee Jang-woo, who succeeded in the udon and gukbap business, is also venturing into the dessert business through walnut cookies.

Actor Lee Jang-woo

Lee Jang-woo is set to open the walnut cookie brand ‘Buchang Bakery’ at ‘Sweet Park’ in Shinsegae Department Store Gangnam Branch, Seocho-gu, Seoul, on the 22nd. Buchang Bakery, which sold bread, walnut cookies, and traditional snacks in Gyeongju since 1963, has been rebranded into a retro walnut cookie brand. It is reported that Lee Jang-woo participated in product development from the planning stage to dough and red bean paste preparation.

Lee Kyung-won, CEO of FG and the great-grandson of the founder of Buchang Bakery, said, “We are launching a new brand after about a year of development with Lee Jang-woo,” adding, “We plan to open stores in major regions nationwide to reach more customers.”

Lee Jang-woo said, “I regretted the disappearance of long-established stores and came to know Buchang Bakery in Gyeongju, which has been making snacks for ordinary people for many years,” and added, “When I was considering how to start, I met the founder’s great-grandson who wanted to continue Buchang Bakery’s tradition, and among various items, I recommended walnut cookies, one of the nation’s popular snacks.”

Buchang Bakery’s signature menu is the ‘Uyuni Salt Walnut Cookie,’ made with salt from the Uyuni Desert. They also introduced soft ice cream with a high cream content and Buchang Latte, which emphasizes a smooth coffee flavor.

Lee Jang-woo has already gained attention in the food service industry by successfully operating udon and gukbap specialty restaurants. He currently runs the udon restaurant ‘Ubul Sikdang’ and the gukbap restaurant ‘Hoseokchon,’ and was recently selected as a model for convenience store Seven Eleven’s ready meals, releasing ready-to-eat products he personally developed.