G&G Universe (CEO Kang Ye) announced on the 11th that it will launch a new Chinese cuisine brand, ‘Gubaeknip Banjeom’.
This brand was created by combining G&G Universe’s logistics, supply chain, and ingredient procurement capabilities with some sauces and products from G.C. Company Global’s ‘Sorim Mala’. The brand name ‘Gubaeknip’ was inspired by the fact that all menu prices end in 900 won units.
The management philosophy of Gubaeknip is to provide affordable yet delicious Chinese food that can be enjoyed daily without burden. The signature menu item, ‘Gubaeknip Jjajangmyeon’, is priced at 4,900 won, allowing anyone to enjoy a meal without financial strain in this high-inflation era. CEO Kang Ye said, “We did our best to offer jjajangmyeon at the same price and taste as 10 years ago.”
The menu is composed of various packages such as single-person sets and two-person sets, boasting generous portions at affordable prices. Currently, only directly operated stores are in operation, but the brand is receiving positive responses on delivery platforms like Baedal Minjok and Coupang Eats.
Gubaeknip’s menu offers more than just jjajangmyeon. In addition to the basic jjajangmyeon priced at 4,900 won, there are various jjajangmyeon options such as spicy jjajangmyeon and meat jjajangmyeon. The ‘Gubaeknip Meat Jjamppong’, based on beef bone broth, is also popular.
Besides various jjamppong dishes like spicy meat jjamppong, fried rice, tangsuyuk (sweet and sour pork), chili shrimp, and menbosha (fried shrimp toast) are offered at prices lower than the market average.
Jjamppong starts from the 8,000 won range, and tangsuyuk, which usually costs nearly 20,000 won in the market, is sold for 12,900 won. Shrimp dishes and menbosha are priced between 14,900 won and 16,900 won.
The company emphasized that despite the low prices, high quality is maintained. The menu, recipes, and store system of Gubaeknip are overseen by CEO Park Daljae, who has 25 years of experience in Chinese cuisine. He built the brand drawing on his long career as a Chinese cuisine specialist chef.
G&G Universe secured cost competitiveness by collaborating with Sorim Mala to supply some sauces and menu items. The company also plans to introduce a dual-store format combining mala tang and Chinese restaurant concepts.
Gubaeknip has already attracted attention by receiving store entry proposals from well-known department store brands. Prospective franchisees are also inquiring frequently, attracted by the groundbreaking 4,900 won price for jjajangmyeon.
CEO Park Daljae, who oversees the Gubaeknip brand, said, “We prepared a Chinese cuisine brand where anyone can become a Chinese food expert after just five days of head office training, even if they only know how to cook ramen,” adding, “We made it easy for prospective franchisees to start a business without worrying about cooking skills.”
G&G Universe plans to fully promote franchise store openings starting in the second half of this year after establishing the brand and improving the menu at directly operated stores.
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