South Korean TV Personality Seo Jang-hoon Loses Composure Over Bakery Delights

Renowned South Korean TV personality and property mogul Seo Jang-hoon, known for owning a building worth 70 billion won, finds himself losing composure at a bakery.

On EBS's 'Seo Jang-hoon's Neighboring Millionaire,' the tumultuous success story of Lee Heung-yong, the 13th Master Baker of South Korea, who has been researching bread for 40 years and holds a patent, is unveiled. Operating eight stores in the Busan area alone, Lee Heung-yong's bakery empire boasts an annual revenue of 21 billion won and employs 180 staff members as of 2024. His bakery is so popular that it has become a must-visit destination for bread enthusiasts nationwide. Seo Jang-hoon humorously compares it to a 'small to medium-sized enterprise,' likening it to 'Busan's version of Seong○dang,' drawing laughter and agreement from everyone.

The episode features the exclusive reveal of Lee Heung-yong's patented bread creations. Unique breads, such as rock-shaped buns and eel-shaped sausage bread, capture the essence of Busan's local flavor and intrigue from the first glance. As Seo Jang-hoon and Jang Ye-won taste the freshly baked goods, they can't help but express their admiration. Seo Jang-hoon exclaims, "The Master Baker's taste aligns perfectly with mine," applauding enthusiastically. He humorously adds, "If it weren't for the filming, I'd want to take off my clothes and eat everything," showcasing his loss of composure in front of the delicious bread. The secret behind Lee Heung-yong's patented bread that drove Seo Jang-hoon wild can be discovered in the broadcast.

Meanwhile, Lee Heung-yong reveals that his pivotal moment in choosing the path of baking was unexpectedly inspired by 'soboro bread.' At 20, he began a short-term job at a bakery after seeing a help-wanted ad, leading to a fateful encounter with soboro bread that inspired him to study food and nutrition. Balancing work at the bakery by day and attending night classes, he endured a grueling schedule. Starting work at 5 AM, heading to school by 6 PM, and returning to the bakery by 10 PM until 2 AM, he managed on just three hours of sleep, with his weight dropping to 55 kg. He recalls a near-catastrophic moment when a fire almost ended everything, saying, "I almost died in the fire," as he reflects on the past.

The full story will be revealed on EBS's 'Seo Jang-hoon's Neighboring Millionaire' airing at 9:55 PM on the 4th.

Reported by Kim Se-ah, TenAsia haesmik@tenasia.co.kr