EBS Showcases the Inspiring Journey of South Korea's Bakery Legend Lee Heung-yong

Famed property owner Seo Jang-hoon is left in awe by the story of Lee Heung-yong.

On EBS's 'Seo Jang-hoon's Neighboring Millionaire,' viewers will be introduced to the remarkable life of Lee Heung-yong, the 13th Master Baker of South Korea, known for his 'Busan Bakery Pilgrimage' success story. Operating eight stores in Busan alone, Lee boasts an annual revenue of 21 billion KRW (approximately $15.7 million) as of 2024, leading a team of 180 employees.

Lee Heung-yong opened his first bakery in 1995 at the age of 30, burdened with millions of KRW in debt to his family. On the first day, sales were a mere 130,000 KRW (around $97). Driven by the disappointing start, he worked tirelessly, even slicing bread with his daughter on his back. Within a decade, he achieved daily sales of 3 million KRW and monthly sales of 100 million KRW, establishing his bakery as a local staple. Reflecting on those times, Lee shares, "There was nowhere else to retreat."

However, Lee faced his greatest challenge when a major franchise bakery opened just 3 meters away. With aggressive promotions like telecom discounts and seasonal gifts, Lee felt powerless. He confesses, "It hurt the most when our regulars walked past with bags from the bakery across the street."

In response, Lee devised an unexpected survival strategy. While 22 local bakeries gradually closed, only Lee's and the franchise remained. He recalls, "One day, I realized I was the only one left." The secret to his resilience against the franchise will be revealed on the show.

Additionally, the episode will feature Lee's 350-pyeong (approximately 12,400 square feet) mansion. With a main house and a guest house, the sophisticated exterior resembles an art gallery. The entrance door, valued at 50 million KRW (around $37,500) and dubbed the 'Hermès of doors,' leaves Seo Jang-hoon and Jang Ye-won in awe. The panoramic mountain views through the large windows and the guest house dedicated solely to visitors are other highlights. After touring the home, Jang Ye-won remarks, "Is this what success tastes like?"

Catch the full story on EBS's 'Seo Jang-hoon's Neighboring Millionaire' at 9:55 PM on the 4th.

Reporter: Kim Se-ah, TenAsia haesmik@tenasia.co.kr