Ijangu's Walnut Cookies 'Buchangjega', Sold 100 Million Units, to Open Seongsimdang Headquarters in Daejeon

Store Opening at Shinsegae Daejeon on the 16th
Featured by Japanese Media Outlets Including Nikkei
"Promoting K-Desserts Worldwide"

Buchang Bakery, known for 'I Jang-woo Hodugwaja,' is expanding to Daejeon following Seoul, Daegu, Suwon, and Busan.

Buchang Bakery will open its 5th store at Shinsegae Department Store in Daejeon on the 16th. Buchang Bakery

On the 14th, Buchang Bakery announced that it will open its 5th store at Shinsegae Department Store in Daejeon on the 16th.

Buchang Bakery is a hodugwaja (walnut cookie) brand created through a partnership between actor I Jang-woo and the food content company FG, which jointly planned KBS entertainment program 'Popup Sangryukjakjeon.' To commemorate the opening of the 5th store, I Jang-woo is scheduled to visit the store in person on the day.

Since opening in October last year, Buchang Bakery has gained immense popularity, selling a cumulative total of 100 million pieces in just six months. Industry insiders say that not only unique menu items such as 'Uyuni Salt Hodugwaja' but also the special brand story have captured consumers' attention.

The 5th store at Shinsegae Department Store in Daejeon will launch a new menu item: Chodang Corn Hodugwaja.

Photo of the founder of Buchang Bakery and family in the 1990s. Buchang Bakery

Buchang Bakery is a bakery that sold hodugwaja and traditional bread in Gyeongju, Gyeongbuk, 60 years ago. Although it closed in the 1990s, the brand was revived after 30 years by FG CEO Lee Kyung-won, the founder’s grandson, and I Jang-woo. Photos and posters of the old Buchang Bakery stores are displayed throughout the store.

Buchang Bakery is also focusing on expanding into overseas markets beyond Korea. Recently, Japan’s Nihon Keizai Shimbun (Nikkei) featured Buchang Bakery in an article introducing 'famous Korean desserts.' Later this year, the brand plans to open stores in major Japanese department stores and collaborate with well-known Japanese lifestyle companies. In the mid to long term, expansion into the U.S., Vietnam, and other overseas markets is also planned.

CEO Lee stated, "Domestically, we plan to expand to around 10 branches by the first half of next year," adding, "We are considering establishing a bakery school in Gyeongju to create local jobs and open a flagship store."