From Humble Beginnings to Bakery Mogul: The Inspiring Journey of Lee Heung-yong

Lee Heung-yong, known as a 'Master Baker,' has shared his remarkable 40-year journey from a small neighborhood bakery to owning eight stores in Busan, becoming a local icon in the process.

On the October 4th episode of EBS's 'Seo Jang-hoon's Neighboring Millionaire,' the story of 'The Bread King Who Created a Bakery Worth Lining Up For' was aired. Operating exclusively in Busan, Lee runs eight stores with 180 employees, achieving an annual revenue of 21 billion KRW (approximately $17.5 million), making his bakery a must-visit spot for bread enthusiasts nationwide. After dedicating 40 years to perfecting his craft, Lee even secured a patent for his bread and was honored as the 13th Master Baker of Korea in 2018. Seo Jang-hoon described him as "a presence akin to Seong○dang in Busan."

Lee's journey began in 1985 when, at the age of 20, he stumbled into the world of baking through a short-term job at a bakery. Despite being called "Lee-gun" instead of his name and earning a mere 50,000 KRW (about $42) a month, he was captivated by the taste of Soboro bread. This passion led him to study food and nutrition while working nights to support himself. In 1995, at the age of 30, he took over the bakery where he worked, opening his first store. Despite starting with debts from his family, his first day's sales were only 130,000 KRW (around $108). Driven by urgency, he and his wife practically lived in the bakery, working tirelessly day and night, even slicing bread with their daughter on their back. His daughter, who grew up in the bakery, is now studying at a culinary school in Japan, and Lee looks forward to working with her after graduation.

At one point, a large franchise bakery opened right across from his store, pushing him to the brink. As 22 neighborhood bakeries disappeared under the pressure of discounts and seasonal promotions, Lee resolved to outdo them in quality. He replaced margarine with butter in his pastries, a popular item at franchise bakeries, and introduced a tasting system while meticulously sourcing local ingredients.

Reflecting on those times, Lee said, "When you make products with sincerity, customers notice." As a result, his bakery became the only neighborhood bakery to survive against the franchises, achieving a monthly revenue of 100 million KRW (approximately $83,000) within ten years of opening.

Seo Jang-hoon asked, "You've achieved such great success in Busan, why not open a store in Seoul?" Lee candidly shared, "I once had stores in five department stores in Seoul, but the high fees made me realize it wasn't worth it, prompting me to focus more on my Busan stores." Despite his wife's objections, he published a recipe book containing all his secrets as a Master Baker.

He explained, "Sharing recipes could contribute to the development of Korea's baking industry and help neighborhood bakeries grow." Additionally, Lee continues to give back by donating bread to the Busan Association for the Blind and Food Bank, and offering free lectures to aspiring baking students.

Next week's episode will feature 'Young CEO Park Chi-eun Who Renovates Homes for Free.' 'Seo Jang-hoon's Neighboring Millionaire' airs every Wednesday at 9:55 PM.

Tae Yuna, TenAsia Reporter youyou@tenasia.co.kr