'Nostalgic Instant Tteokbokki' Oseong Bangatgan Tteokbokki Enters Jongno, a Hot Spot for Foreign Tourists

Tteokbokki brand operated by Oseong Millworks
Modern reinterpretation of the 1980s vibe
Expanding company-owned stores into major commercial districts... exploring overseas expansion too

Exterior of Oseong Bangatgan Tteokbokki's Jongno branch. Photo provided by Oseong Millworks.

The instant tteokbokki brand Oseong Bangatgan Tteokbokki opened its company-owned Jongno branch on October 13.

Oseong Millworks, a foodservice company, said on October 14 that it had expanded the menu development and operating experience it accumulated at the brand’s flagship store in Yeonnam-dong, Mapo-gu, Seoul, into a downtown commercial district.

Oseong Bangatgan Tteokbokki features an atmosphere that reinterprets the feel of snack shops from the 1970s and 1980s in a modern way, and customers can choose their own toppings and sauces. Its offerings include basic instant tteokbokki, as well as tteokbokki with beef brisket, whole beef large intestine, beef small intestine, flame-grilled chicken, and assorted ingredients. It also offers a variety of sauces, including soy sauce-based, Toowoomba rose, and mala Toowoomba rose sauces.

Brand founder and CEO Kim Hwanseok drew on his experience working in the foodservice industry and at an architecture firm to develop the menu and design store layouts. Co-CEO Hwang Seongpil is a professional manager who has spent about 28 years overseeing corporate management and growth strategies across a range of fields, including finance, listed companies, medical AI startups, entertainment, education, and foodservice.

With the opening of the Jongno branch, Oseong Millworks plans to standardize store operating guidelines, including menus and cooking procedures, before expanding its company-owned stores into major commercial districts. It also plans to gradually pursue businesses supplying its own sauces and meal kits, as well as business-to-business (B2B) supply. To support these efforts, the company is developing software that uses artificial intelligence (AI) to forecast demand and assist with ordering based on sauce supply, order, and inventory data.

After validating its domestic operating model and food supply system, Oseong Bangatgan Tteokbokki plans to enter global markets, including Japan, China, and the United States. CEO Kim said, "Oseong Bangatgan Tteokbokki was launched to bring back to today's dining tables the scenes of people gathering around a pot at a snack shop in those days, cooking together and sharing stories. We have preserved the nostalgic feel while offering a variety of toppings and sauces to suit each customer's taste. At our Jongno branch, we will provide a dining experience that leaves customers with lasting memories not only of the food but also of the time spent together."

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