"Buchang Bakery's Walnut Pastry, Official APEC Dessert, Now Available at Lotte World Mall"

"Lee Jangwoo Walnut Pastry" Surpasses 100 Million Sales in Just Six Months
Selected as Official Dessert for APEC Summit Attended by Trump, Xi Jinping, and Other Leaders

Food content company FG announced on October 2 that Buchang Bakery, known for its "Lee Jangwoo Walnut Pastry," has opened a new store at Lotte World Mall in Songpa-gu, Seoul. This new location is seen as both an entry into a key commercial district in Gangnam and a strategic foothold for nationwide expansion.

Photo by Buchang Bakery

Buchang Bakery is also expanding its presence on the global stage. This month, it was selected as the official dessert for the Asia-Pacific Economic Cooperation (APEC) Summit, which will be held in Gyeongju, further elevating the brand's status. Leaders from around the world, including U.S. President Donald Trump and Chinese President Xi Jinping, will attend the summit.

The company's marketing efforts in collaboration with the local community are also drawing attention. A prime example is the "Smile Gyeongju" campaign, which originated in Gyeongju. What began as a small movement to welcome foreign visitors with warm smiles has grown into a nationwide campaign, thanks to the participation of celebrities and public figures such as Kim Junsu, Tak Jaehoon, Lee Sangmin, and Lee Jangwoo. Recently, the release of campaign merchandise has helped transform this from a simple event into a cultural movement with active citizen participation. The enthusiastic voluntary involvement on social media platforms is having a positive effect on the region's image.

Buchang Bakery was founded in Gyeongju in 1963. Although it ceased operations in the 1990s, the brand was revived in 2023 by Lee Kyungwon, CEO of FG and grandson of the founder, together with actor Lee Jangwoo. Just six months after reopening, the bakery was listed in the Guinness Book of World Records for surpassing 100 million cumulative sales of its walnut pastries. Japan’s Nikkei newspaper also reported on this achievement, describing it as "Korea's hot dessert."

CEO Lee Kyungwon stated, "The opening of the Lotte World Mall store, selection as the official dessert for APEC, and the nationwide spread of the Smile Gyeongju campaign are important milestones for Buchang Bakery's growth. We will continue to innovate and expand globally to establish ourselves as a beloved dessert brand worldwide."

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