Ha Tae-kyung on '990 Won Salt Bread' Controversy: "What's Wrong With Good and Cheap? We Need More Innovators Like Shuka"

"The Reason for Criticism Is 'Affordable and Delicious'"
"Korea Becomes an Advanced Nation When There Are More People Like Shuka"

Interior view of the pop-up store of 'ETF Bakery' in Seongsu-dong, famous for the so-called 990 won salt bread. Popular products including baguettes are quickly sold out. Photo by Midam Heo

Ha Tae-kyung, Director of the Insurance Training Institute and a three-term former lawmaker from the People Power Party, commented on the salt bread controversy involving YouTuber Shuka, stating, "He should be praised, not criticized."

On September 2, Director Ha expressed through his social networking service (SNS), "If we live in a world where you are criticized for making good products at low prices, who would dare to compete in innovation?"

Previously, YouTuber Shuka collaborated with the space and brand planning company Glow Seoul to open a bakery pop-up store, 'ETF Bakery,' in Seongsu-dong, Seoul on August 30. Major bread items were sold at prices significantly lower than the market rate: salt bread, plain bagels, and baguettes for 990 won, sliced bread and fig bagels for 1,990 won, and pollack roe baguettes for 2,450 won.

Source: Asia Economy

However, some small business owners expressed concern that Shuka World might create the impression that they are making excessive profits. They argued that high retail prices are due to expensive distribution costs, not price gouging, and pointed out that their sales have plummeted since Shuka began selling bread at such low prices.

In the end, Shuka apologized, saying, "I thought people would be happy if I made affordable bread, but that wasn't the case. I'm sorry." He added, "I have never criticized small business owners. I am also a small business owner. I only intended to discuss the structural issues behind bread prices, but it is unfortunate that it was interpreted differently."

The operator of the YouTube channel "Shuka World," Shuka, is explaining the background and misunderstandings regarding the bakery business recently conducted in collaboration with Glow Seoul. Screenshot from YouTube Shuka World

"If you make good products at low prices, you should be applauded... People like Shuka are innovators, and I hope there will be more of them"

In response, Director Ha said he could not understand why Shuka was being criticized for making delicious and affordable bread, and offered praise and encouragement to the YouTuber.

Ha Tae-kyung, Director of the Insurance Training Institute. Photo by Asia Economy DB

Director Ha stated, "I often listen to Shuka, and when I saw he was being criticized, I found out it was because he offered delicious but inexpensive bread. What a tough world we live in," adding, "If you make good products at low prices, you should be applauded, not criticized. Those who create good and affordable products are innovators, but if they are criticized every time they innovate, who will take the lead in innovation?"

He continued, "When there are more people in Korea like Shuka who try innovative things, the country will make greater progress and become more advanced. I do not criticize Shuka; I praise him," and added, "He did an excellent job. Not only bread prices, but the cost of food in Korea is too high, so I hope more affordable and delicious food options will become available."