[Report] ‘Buchang Bakery’ Reborn Through Lee Jang-woo’s Hands... “Waited 4 Hours”

Sold Out of Prepared Stock Within 3 Hours on Launch Day

"I think what actor Lee Jang-woo chose is something you can trust and enjoy eating. I made a reservation to buy walnut cookies and received them in just 4 hours. They are so savory and delicious."

Actor Lee Jang-woo is holding an opening ceremony at Buchang Bakery's first store, which opened on the 1st basement floor of Sweet Park at Shinsegae Department Store Gangnam on the 22nd. Photo by Moon Hye-won

On the 22nd, the scent of freshly baked savory walnut cookies gently spread from early morning at Sweet Park on the B1 floor of Shinsegae Department Store Gangnam branch. Actor Lee Jang-woo opened the first Buchang Bakery store at Shinsegae Department Store Gangnam, following his udon and gukbap restaurants, marking its grand opening.

Lee Jang-woo introduced a new brand under the original name of Buchang Bakery, which sold bread, walnut cookies, and traditional snacks in Gyeongju since 1963. Although Buchang Bakery disappeared after the 1990s, it was reborn this year through rebranding as a walnut cookie brand full of retro sensibility.

Lee Kyung-won, CEO of FG and the great-grandson of the founder of Buchang Bakery, said, "After about a year of development with Lee Jang-woo, we launched the new brand," adding, "We plan to open stores at major railway stations nationwide starting early next year." He explained that the main menu item, 'Uyuni Salt Walnut Cookie,' is made using salt from the actual Uyuni Desert. They also plan to sell Buchang Latte, which features soft ice cream with a high milk cream content and a smooth coffee flavor.

On the 22nd, customers waiting in line to purchase products at the opening ceremony of Buchang Bakery's first store, which opened on the B1 floor Sweet Park of Shinsegae Department Store Gangnam Branch. Photo by Moon Hyewon

Known for his love of food and big appetite through various entertainment shows, Lee Jang-woo operates the udon restaurant 'Ubulsikdang' and the gukbap restaurant 'Hoseokchon.' His connection with Buchang Bakery began about a year ago.

Lee Jang-woo actively participated in the business development and planning process of Buchang Bakery. From the early stages of development, he gave active feedback on all processes including dough and filling preparation. He also serves as a promotional model. At the event, he personally baked walnut cookies and enthusiastically communicated with visiting customers while explaining the products. To celebrate the store opening, a 'Traditional Lottery Event' was also held.

Lee Jang-woo said, "I was saddened to see long-established traditional stores disappear, but I had the opportunity to work with the great-grandson of the founder of Buchang Bakery," adding, "I hope many people will come to enjoy walnut cookies, a beloved national snack."