"990 Won Salt Bread" Controversy: "I Thought People Would Like Cheap Bread, But I Was Wrong," YouTuber Shuka Apologizes

Pop-up Aimed to Address 'Breadflation' Phenomenon
"No Intention to Criticize Small Business Owners"

YouTuber Shuka started the 'Ireonsikbbang' project, aiming to make affordable bread. Screenshot from YouTube Moneycomics

Shuka, the operator of the YouTube channel "Shuka World," who sold bread at prices lower than the market rate in an effort to address South Korea's excessive bread prices, has issued an apology.

On the 31st, Shuka said during a broadcast, "I thought people would appreciate it if I made affordable bread, but that wasn't the case. I'm sorry," adding, "I have never criticized small business owners. I am a small business owner myself. I only wanted to discuss the structural issues behind bread prices, but it's unfortunate that it was interpreted differently."

Previously, Shuka World collaborated with the space and brand planning company Glow Seoul to open a bakery pop-up, "ETF Bakery," in Seongsu-dong, Seoul, on the 30th. The main bread prices were 990 won for salt bread, plain bagels, and baguettes; 1,990 won for sliced bread and fig bagels; 2,450 won for pollack roe baguettes; 2,930 won for omegi red bean bread; 3,490 won for shiitake mushroom truffle ciabatta; and 18,900 won for a No. 2 peach cake-significantly lower than regular market prices.

However, small business owners expressed concern that Shuka World might create the impression that they are making excessive profits. One business owner said, "Even if I sell 1,000 or 10,000 salt breads a day, I could never sell them for 990 won. The cost per bread is 1,000 won, so how could I sell it for less? The issue isn't inflated sales prices, but inflated distribution costs, which prevent lowering the price."

Another business owner commented, "Sales have plummeted rapidly over the past few days, and a customer said, 'Why are you selling bread so expensively? A YouTuber is selling it for 990 won, so I can't buy it at these prices,' before leaving. I get up at 4:30 a.m. to start work, and it's disheartening."

They continued, "Even so, I study and sleep only three to four hours a night to make bread that brings happiness with every bite, and I try to keep margins low. It's really discouraging to be disparaged like this."

On the other hand, consumers online had different opinions. They said, "Isn't it true that bread is expensive in Korea? Selling salt bread for 3,000 won makes even less sense," and, "Of course consumers want lower prices. If someone wants to sell cheaply, should that be criticized in a capitalist society?"