Lee Jang-woo’s Buchang Confectionery Tops Luxury Brand Sales at Shinsegae
May 04, 2025
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According to related industries on the 4th, Buchang Confectionary recently recorded daily sales of 18 million won to 20 million won at Shinsegae Department Store's Centum City branch. In particular, as sales per pyeong of stores exceeded about 2 million won, it is known that it has achieved remarkable results that exceed the average sales of major luxury brands such as Louis Vuitton and Chanel.
Starting with Shinsegae Department Store's Gangnam branch in October last year, Buchang Confectionary quickly expanded to Daegu, Centum City, Daejeon, and Starfield Suwon, surpassing 100 million cumulative sales in five months. With its trendy sensibility and retro sensibility that stimulates nostalgia, it is attracting explosive reactions by capturing not only consumers in their 20s and 30s but also family customers.
Unique lineups such as the main menu 'Milkney Salt Walnut Snacks' are also the secret to their popularity. This menu, which broke away from the image of existing walnut snacks, quickly went viral with the title of 'K Desert' centered on SNS and the community.
In particular, entertainment star Lee Jang-woo's direct participation in product planning and development drew greater attention to the brand. It is rumored that he played a practical role from the early stages, such as developing dough and adjusting the taste of the paste, and actively expressed his opinion on the brand's identity and visual concept.
Buchang Confectionery is a modern brand that restored traditional bakeries that started in Gyeongju, North Gyeongsang Province in the 1960s and closed in the 1990s. FG CEO Lee Kyung-won, the founder's only grandson, revived the slogan of harmony between memories and novelty under the banner, and actual photos and posters of the past Buchangjegwa are displayed throughout the store, drawing attention as an element of brand storytelling.
The word of mouth of the brand is spreading abroad as well. Japan's Nihon Keizai Shimbun recently introduced Buchang Confectionery with a 'Dessert that draws attention in Korea', helping to advance into the Japanese market. In fact, Buchang Confectionary plans to enter famous Japanese department stores in the second half of this year, and is also discussing collaboration with lifestyle brands. In the mid- to long-term, it is promoting global expansion such as the United States and Vietnam.
mj.cho@sportschosun.com
