Leveraging His Big Eater Image, Lee Jangwoo Transforms Into a Food Service CEO
From Udon Shop to Sundae Gukbap Restaurant, Expanding His Culinary Ventures
Actor Lee Jangwoo has closed his curry restaurant "Garae" after just nine months of operation. Garae ended its business as of August 31. Through Naver Maps, Garae announced, "We will be closing as of September 1. Thank you for visiting."
Garae, which opened in December last year as Lee Jangwoo's curry specialty restaurant, drew attention even before its launch, but soon faced controversy over its relatively high prices and small portions. The curry was priced at 10,000 won, while curry with an added egg yolk cost 10,500 won, and cabbage salad was served as a side dish. Customers could order an extra serving of curry for an additional 3,000 won. However, many reviews pointed out that the basic curry, priced in the 10,000 won range without any toppings, offered little in terms of substance and had an average taste.
Lee Jangwoo, besides his acting career, is expanding his role as a food service CEO by leveraging his image as a big eater to operate udon and sundae gukbap restaurants. Photo by Lee Jangwoo Instagram
However, reviews of the curry restaurant and other eateries operated by Lee Jangwoo have been somewhat mixed. Aware of this, Lee Jangwoo appeared on Jun Hyunmoo's YouTube channel at the end of last year and acknowledged the harsh criticism of his restaurants. He admitted, "When we first opened, business was booming. But then it started to decline. The taste changed. The reason the taste had to change was because the staff were struggling too much. We boiled 100 pig heads a day," adding, "Peeling them, discarding the bones, and washing all the ingredients was so exhausting from a systems perspective that the quality kept dropping. Even when I tasted it, it wasn't good."
He further explained, "Many people criticize us for using glass noodles in the sundae, but since many customers don't eat sundae, we decided to focus less on the sundae and offer more meat instead." Lee Jangwoo continued, "When I read the comments, I see people saying the taste has changed. I accept that and thought, 'Okay, I need to start over.' So I recently changed things back, and now it's returned to the original taste. The quality has improved again," he said confidently.
Lee Jangwoo, Sincere About Food, Focuses on His Side Ventures as Much as His Main Career
Lee Jangwoo has gained immense popularity for his unique approach to food and cooking, showcased on the popular MBC variety show "I Live Alone." Together with Jeon Hyunmoo and Park Narae, he formed the "PAMYU" line and even went on food tours abroad, extending his influence beyond Korea. Currently, in addition to his acting career, he is expanding his role as a food service CEO by leveraging his big eater image to operate udon and sundae gukbap restaurants.
Recently, they directly participated in the dough development and filling flavor adjustment process to introduce a product famous as "Lee Jangwoo Walnut Pastry." This product is a walnut pastry brand created in collaboration between Lee Jangwoo and the food content company FG, which jointly planned the KBS entertainment program "Popup Landing Operation." Buchang Bakery
Recently, he directly participated in the dough development and filling flavor adjustment process to introduce a product famous as "Lee Jangwoo Walnut Pastry." This product is a walnut pastry brand created in collaboration between Lee Jangwoo and the food content company FG, which jointly planned the KBS entertainment program "Popup Landing Operation." The brand name, Buchang Bakery, was inspired by a bakery in Gyeongju, North Gyeongsang Province, that sold walnut pastries and traditional bread 60 years ago. Since opening its first store in Gangnam in October last year, it has become extremely popular, selling over 100 million units of its signature "Uyuni Salt Walnut Pastry" in just six months. When the Gangnam branch opened, the so-called "open run" crowd caused waiting times to exceed four hours, drawing significant attention.
Industry insiders say that not only unique menu items like the "Uyuni Salt Walnut Pastry" but also the brand's distinctive story have captured the attention of consumers. Buchang Bakery has attracted attention not only in Korea but also internationally. Recently, Japan's Nikkei newspaper featured Buchang Bakery in an article introducing Korea's hottest desserts. Buchang Bakery will also officially sponsor walnut pastries for the Asia-Pacific Economic Cooperation (APEC) Finance and Structural Reform Ministers' Meeting scheduled for October. Additionally, Buchang Bakery plans to open stores in major Japanese department stores in the second half of the year and collaborate with a well-known Japanese lifestyle company.
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