"Waited 4 Hours" Actor Lee Jang-woo's Walnut Cookies Selling 20,000 Daily Open 2nd Store

Buchang Bakery Opens Daegu Branch Following Shinsegae Gangnam Store

Actor Lee Jang-woo participated in the development of the walnut pastry brand known as 'Lee Jang-woo Hodugwaja,' and Buchang Bakery is opening its second store at Shinsegae Department Store Daegu Branch.

According to industry sources on the 16th, the walnut pastry brand Buchang Bakery will open its second store on the basement first floor of Shinsegae Daegu Branch on the 17th. To commemorate the opening of the second store, Lee Jang-woo is scheduled to visit the store in person on the 18th to meet customers.

Actor Lee Jang-woo participated in the walnut cookie brand Buchang Bakery, which will open its second store at Shinsegae Daegu on the 17th. Buchang Bakery Instagram

Buchang Bakery is a walnut pastry brand created in collaboration with FG, a food content company co-planned by actor Lee Jang-woo and the KBS entertainment program 'Popup Landing Operation.' Lee Jang-woo, who showed his genuine passion for food and taste on the MBC entertainment program 'I Live Alone,' opened the udon restaurant 'Ubul Sikdang' in January last year and established the soup restaurant 'Hoseokchon' in December of the same year, emerging as a strong figure in the celebrity dining industry. He also launched meal kit products and recently announced plans to open a curry restaurant.

Buchang Bakery is a brand derived from the original Buchang Bakery, which sold walnut pastries, traditional snacks, and bread in Gyeongju, Gyeongbuk, since 1963. The 'original' Buchang Bakery closed in the 1990s but returned this year through rebranding. FG CEO Lee Kyung-won is the great-grandchild of the founder of Buchang Bakery and revived the bakery operated by his grandfather as a brand full of retro sensibility. Lee Jang-woo is known to have participated from the brand planning stage to the product development process, including the preparation of walnut pastry dough and filling.

The first Buchang Bakery store opened last October at the dessert specialty section 'Sweet Park' in Shinsegae Gangnam Branch. On the opening day, visitors lined up from 8:30 a.m., before the department store opened, waiting more than four hours due to its immense popularity. The prepared sales quantity was sold out within three hours. Even now, nearly two months after opening, more than 20,000 items are sold daily.

The second store is located at Shinsegae Daegu Branch, situated in the Dongdaegu Station Complex Transfer Center, making it convenient not only for Daegu residents but also for visitors traveling by KTX and express buses.

FG CEO Lee Kyung-won said, "After about a year of development and research with actor Lee Jang-woo, Buchang Bakery, which succeeded with its first store, is opening its second store in Daegu. We are currently negotiating entry into major locations within key stations nationwide, large domestic distribution channels, and major local distributors in Japan, Hong Kong, and the United States."