[Content Commerce] Curious About Famous Restaurant Recipes? 'Deuruwa'... 30-Year Veteran of the Food Service Industry

31 Years in Food Service 'Matyeonsa' Shin Heeyong CEO
Cooking Creator Uploading Videos for Self-Employed
Sharing Professional Recipes Including Measurements and Cooking Order
Milkit and Commercial Products Sold on YouTube Shopping

"Commercial recipes can vary in taste depending on the intensity of the heat, the order of cooking, and even just a few grams of ingredients. I create detailed videos so that anyone can follow my secrets as closely as possible and make delicious dishes."

'Matyeonsa' is a cooking creator who uploads videos focused on cooking secrets and recipes. What sets this channel apart from others is that its main target audience is self-employed business owners. Matyeonsa has uploaded over 1,500 professional recipe contents for food service operators and has around 437,000 subscribers.

Creator 'Matyeonsa' Shin Heeyong.

Since the channel deals with professional recipes for self-employed business owners, it uses electronic scales to measure ingredient weights accurately to the gram during the cooking process. Detailed instructions on the order of adding seasonings and other cooking specifics are also a distinctive feature of Matyeonsa’s content. Unlike home cooking, which often uses approximate measurements with spoons, the goal here is to ensure the taste does not change even slightly, as the food is intended for sale.

Shin Heeyong, the CEO who runs the Matyeonsa channel, dreamed of becoming a food service operator since he was 19 years old. After that, he worked in restaurants for 31 years as a chef and franchise manager, building his career in the food industry. He also operated various businesses himself, including knife-cut noodle (kalguksu) and fried rice. He has been running his YouTube channel for about five years. When his commercial recipes based on his experience received a good response on YouTube, he began posting videos more actively. Shin’s long career itself serves as both a differentiator and a strength.

The channel name 'Matyeonsa' also reflects Shin’s extensive experience. He said, "The nickname Matyeonsa naturally came about 23 years ago during the early days of the internet when I ran a cafe called 'People Who Study Taste,' and I have been using it ever since." He added, "Even when making a basic side dish like radish salad (musaengchae), I teach how to cut the radish to preserve its texture by following the grain, so viewers often compliment me by saying 'Matyeonsa is different.'"

Recently, he has also ventured into content commerce using YouTube. Partnering with Kim Seongsu, CEO of the agency 'Monolight,' with whom he has collaborated for years, they launched Matyeonsa cold noodles and spicy bulbibim sauce. The products incorporate Shin’s accumulated secrets. The cold noodles maintain the 0.8mm thickness used in specialty shops while preventing sogginess, and it took a year of research to perfect the broth ratio.

As a creator for self-employed business owners, it is notable that he sells both home-use meal kits and bulk products for commercial use. According to Shin, over 300 restaurants nationwide currently use Matyeonsa cold noodles in their operations. Sales of the cold noodle products are doubling every month, which he attributes to opening a 'YouTube Shopping Exclusive Store' provided by Cafe24, allowing viewers to be naturally introduced to the products through videos.

Shin said, "Being able to intuitively expose products within the content and guide viewers to sales channels shortens the purchase journey for interested consumers and increases conversion rates." He emphasized, "Recently, we launched the 'Matyeonsa Gukbap 3-Set'?including beef tripe soup, Yangpyeong hangover soup, and beef market soup?to expand our B2B and B2C businesses for small-scale self-employed owners."

The Matyeonsa brand is actively developing new products based on the 'powder cooking' method frequently featured on YouTube. They plan to challenge the home meal replacement (HMR) market with a cooking method that is even simpler yet delivers excellent taste. They are preparing powdered and liquid products made by extracting various ingredients and mixing them in optimal ratios so that anyone can create specialty restaurant flavors by simply dissolving them in water.

Shin has ambitions to enter the global market. He said, "Recently, a Korean-style diner opened in LA and became a hot topic, which gave me confidence that recipes favored by Koreans can also succeed worldwide." He added, "Many people overseas are already running businesses using the recipes I introduced, and ultimately, I want to expand into the global market with a franchise business centered on Korean cuisine."

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