Ganghoyeonpa Operates Flagship Store 'Seongsu Supsoksanjang Branch'

Ganghoyeonpa Store.

[Asia Economy Reporter Moon Hyewon] Food content company FG, which operates the shabu-shabu brand ‘Ganghoyeonpa,’ announced on the 8th that it will open its first offline flagship store, ‘Seongsu Supsoksanjang Branch,’ near Yeonmujang-gil in Seongsu-dong, Seoul, on the 15th. Starting with this, FG plans to additionally open Ganghoyeonpa branches in Incheon Songdo and Daegu within this year.

In March last year, FG collaborated with popular mukbang YouTuber Bapgubnam (real name Oh Jin-gyun) of the YouTube channel ‘SanjeokTV Bapgubnam,’ which has 1.36 million subscribers, to launch Ganghoyeonpa at ‘The Hyundai Seoul,’ the largest department store in Seoul.

Ganghoyeonpa attracted attention as Bapgubnam directly participated in the entire process from planning to ingredient and menu selection under the leadership of Chef Song Chi-hoon of FG’s product development team. It is praised for its differentiation with representative menu items such as the ‘Single-person Shabu-shabu,’ where customers can enjoy mild beef and fresh vegetables, as well as ‘solo dining menus’ that can be enjoyed without burden even when dining alone.

Seongsu Supsoksanjang Branch, which will open after a pre-opening period until the 14th of this month, is based on the concept of ‘Shabu and Highball,’ adding menus that pair well with highballs, a type of cocktail, differentiating it from the existing The Hyundai Seoul branch.

Main menus include ‘Light and Nutty Shabu-shabu,’ where pork and beef can be enjoyed together, ‘Tofu Bulgogi Shabu-shabu,’ an impressive combination of sweet and savory bulgogi and shabu-shabu, and the spicy ‘Spicy Green Chili Shabu-shabu’ containing hot Cheongyang peppers. Various side dishes such as rose cream chili fries are also offered. Along with these, a variety of highballs such as basil tomato, earl grey cream, grapefruit, peach SCH, shine muscat, and Bapgubnam highball are prepared.

An FG official said, “We plan to expand stores nationwide,” adding, “We are also exploring ways to enter overseas markets in the future.”

This content was produced with the assistance of AI translation services.