[K-Soy Industry]④ Kongbugak: A Modern Take on the Local Snack 'Kong Twigim'... "Kongdeushu from Daejeon"

"Kongbugak is a reinterpretation of 'Kong Twigim,' a traditional snack from Daejeon. Made with 100% Korean soybeans, it is a healthy treat that is especially popular among the younger generation, particularly children," said Seodonga, CEO of Kongdeushu.

I visited 'Kongppugak,' a kongbugak retailer located in Daejeon. This cafe-style shop sells Kongdeushu's signature Kongbugak products and is run by Seodongju, the younger sister of CEO Seodonga.

Seo Dong-a, CEO of Kondoshue (left), and Seo Dongju, CEO of Kongppukak, are posing for a photo holding Kongbugak products. Photo by Joo Sangdon

Upon entering the store, the savory aroma of soybeans was immediately noticeable. Customers can choose from not only packaged Kongbugak products but also about 15 different varieties, including sweet cheese, purple sweet potato, corn, and seoritae (black soybean) & baektae (white soybean) flavors, and fill their cups as they wish. There is also a tasting corner at the entrance where customers can sample products before purchasing, allowing them to try various flavors before making a decision. CEO Seo explained, "Not only the younger generation in their 30s and 40s, but also children enjoy flavors like sweet cheese and onion. We've transformed Kong Twigim, a side dish commonly eaten in Daejeon, into a snack form as Kongbugak, and are offering it in a variety of flavors."

Kongbugak is made entirely with Korean-grown soybeans. While they have tried making Kongbugak with imported soybeans, it was difficult to produce kongbugak with the desired quality. Imported soybeans cost around 2,000 won per kilogram, which is two to three times cheaper than Korean soybeans, which are about 5,500 won per kilogram. CEO Seo emphasized, "Kongbugak is made with 100% Korean soybeans, specifically large-grain varieties. Although we have tried using Chinese, American, and Canadian soybeans, which are cheaper than domestic ones, the imported soybeans are too small, and the rice flour coating tends to break easily, resulting in a lower-quality product. That is why we use only Korean soybeans."

Kongdeushu’s main product, Kongbugak, transforms Kong Twigim-traditionally enjoyed in the Daejeon region-into a snack or chip form. CEO Seo took the kong twigim her mother used to supply to markets and food ingredient companies and created Kongbugak by coating it twice with rice flour instead of wheat flour. Seo explained, "Kong Twigim is a side dish made by coating soybeans with wheat flour and deep-frying them. They are quite hard, so people usually eat them mixed with stir-fried anchovies or liquid sauces. Based on my mother’s recipe, which she has been using for over 20 years, I developed a new method using glutinous rice instead of wheat flour for a double coating. We have patented this manufacturing process and are producing Kongbugak based on it."

Inside the Kongppugak store, a cafe-style shop selling Kongdeushu's Kongbugak. Customers can purchase packaged Kongbugak products as well as choose their preferred items by the cup. Photo by Jang Sanggon

Born in 1991, CEO Seo is 35 years old this year. During high school, she dreamed of becoming a musical actor and entered university to study theater and film. After graduation, she participated in a project to develop local cultural products in Daejeon, which led her to start her business at the Youth Mall in Daejeon Central Market in 2017, modernizing her mother’s Kong Twigim into Kongbugak. The early days of the business were challenging. Seo said, "At the time, the entire Youth Mall had so few customers that our monthly sales were only about 1 million won. Fortunately, the next year, we opened a pop-up store at a large supermarket, and sales jumped significantly to around 60 million won."

As Kongdeushu’s Kongbugak became more widely known, sales increased sharply. In 2024, sales exceeded 660 million won, and last year, they surpassed 700 million won. With the growth in sales, soybean consumption also surged. In 2024, 26 tons of Korean soybeans were used for products like Kongbugak, and last year, 30 tons were used. Seo explained, "One 30g bag of Kongbugak contains 130 kcal and 5 grams of protein, which means it has lower calories and sugar but higher protein than typical snacks. It’s popular not only among the older generation who have always enjoyed soybeans but also among parents who want to provide their children with healthy snacks."

Exports are also gradually increasing. Each shipment to India and Hong Kong is worth several million won. Seo said, "After participating in local food fairs, overseas buyers have continued to place small but regular orders for Kongbugak. We are still gauging the response from local consumers, but based on the taste and quality of our Kongbugak, we expect exports to increase gradually."

Seo stated, "At Kongdeushu, we cannot mass-produce like large corporations or lower the price of Kongbugak by using cheaper, smaller imported soybeans. To boost the consumption of Korean soybeans, it is important to develop a wider variety of recipes that create a unique market for Korean soybeans, in addition to using them in traditional dishes like Kong Twigim or Kongjaban (soy sauce-glazed beans)."

This content was produced with the assistance of AI translation services.