"Last year was difficult, but it became an opportunity to grow our online mall and products."
On the 2nd, at Yuseon Market in Yuseon County, Chungcheongnam-do, Lee Gang-min (President) (47) of Gwangsi Castella is in the midst of standing on his own. A native of Yuseon, Lee took over 'Gwangam Supermarket' operated by his parents and opened a dessert shop named after Gwangsim-myeon, Yuseon County, in 2023. The signature menu is castella made with pure domestic apples. Unlike other products that merely add apple flavor, the idea was to use actual apples since Yuseon is famous for them. This concept began from consulting by Baek (CEO), and since last year, market research has been conducted and menus improved to boost sales.
Gwangsi Castella is a case showing the current state of the Yuseon Market revitalization project launched by Doobon Korea after signing a memorandum of understanding (MOU) with Yuseon County in 2020. According to Doobon Korea, visitor numbers at Yuseon Market reached 3.7 million in the first year of opening in 2023 and 4 million in 2024, but dropped to 1.3 million last year. Store operators attribute this decline to various controversies surrounding Baek (CEO). However, from January to May this year, 1.4 million visitors came, surpassing last year's annual total and achieving a rebound.
At a press conference held in Yuseon, Chungcheongnam-do on that day, Baek (CEO) evaluated the self-sustaining capacity of stores that started with consulting from Doobon Korea at 80-90%. He explained that some merchants are finding new paths by creating their own products and engaging in online sales. Baek (CEO) added, "Stores that were once rented out at bargain prices are now receiving key money, indicating the commercial area has grown."
The reason Baek (CEO) is investing effort into Yuseon Market and other areas is to inject self-sustaining power into local commercial districts. His philosophy is that it should not be limited to repairing old facilities; rather, reasons for tourists to visit, stay, and spend must be created. By connecting local specialties, regional foods, and idle spaces as content, and having local governments, residents, and private companies with expertise move together, sustainable commercial areas can be established.
Baek (CEO) emphasized that the regional development project is not being pursued for short-term profits. According to Doobon Korea, the cumulative deficit of the regional development project from 2023 to 2025 is approximately 5 billion won. Baek (CEO) explained, "If we operated the stores directly, we could increase profits, but it would be difficult to foster local self-sustaining power. It should be viewed as an investment to build a sustainable regional development model rather than one focused on profit."
Doobon Korea also gains significantly. Through consulting on creating and selling menus using local specialties during the regional development process, they can confirm consumer reactions regarding taste and price. They also gain experience in standardizing ingredients so even beginners can produce food of consistent quality and increasing the utilization rate of sauces. Baek (CEO) explained that this know-how has led to menu development for Doobon Korea's franchises and competitiveness in overseas sauce businesses.
Doobon Korea plans to expand its experience gained in Yuseon into region-specific development models. Following support for creating a gopchang (intestine) specialty street at Sapgyo Market in 2023, the company is promoting projects to transform idle spaces at Chungnam Textile into a complex content hub and to build a traditional liquor experience zone utilizing abandoned schools. In Yeosu, Gyeonggi Province, they are planning to combine food and tourism content in the former Gyeonggi Silk factory.
Baek (CEO) compared regional development to tilling land and planting seeds, stating, "I believe you shouldn't make money on the first dig." He added, "Rather than seeking immediate profits, we will pursue projects that solidify the foundation for local growth and continuously reap results over time."
in LIVING
