President Yoon Seok-yeol, accompanied by leading figures from major South Korean conglomerates, visited a traditional street stall in Busan's Gukje Market on December 6.
The visit marked President Yoon's first to the market since being the President.
Notable attendees included Samsung Electronics Chairman Lee Jae-yong, SK Group Senior Vice Chairman Chey Tae-won, LG Group Chairman Koo Kwang-mo, Hanwha Group Vice Chairman Kim Dong-kwan, HD Hyundai Vice Chairman Chung Ki-seon, Hanjin Group Chairman Cho Won-tae, Hyosung Group Chairman Cho Hyun-joon, and Pungsan Group Chairman Ryu Jin who is also the head of the Federation of Korean Industries.
The event was organized to showcase a more approachable side of some well-known leaders. It quickly went viral online, especially for the pictures of them enjoying tteokbokki, a spicy Korean dish made with chewy rice cakes, and fish cakes in soup. This casual dining experience was perceived as a rare opportunity to see the more relatable aspects of these influential people, who are typically known for their professional personas.
President Yoon actively engaged with the market vendors, tasting various local foods including tteokbokki and Bindaetteok-a Korean pancake made by grinding soaked mung beans, adding vegetables and meat and pan-fying it round and flat. He was seen sharing cut pieces of Bindaetteok with the corporate leaders, praising the vendors for their delicious offerings.
Following the release of this scene by the media, several social media and online communities started sharing the pictures nicknamed "tteokbokki eating by chaebol(a large family-owned business conglomerate) leaders" as it showcased the down-to-earth side of the chaebol leaders, which is rarely seen. It also revealed their distinct personalities.
Chairman Lee Jae-yong proactively engaged by asking a vendor to recommend a dish, smiling and nodding at the mention of 'tteokbokki', when President Yoon was meeting with other citizens.
Additionally, while enjoying the market's food, Chairman Lee suddenly stepped forward and requested fish cake soup. After trying the hot soup, Lee exclaimed with satisfaction, "Wow..."
Hyundai's Vice Chairman, Chung Ki-sun, showed great enthusiasm as he eagerly dug into his plate of tteokbokki. He visibly enjoyed the meal and, as soon as he arrived at the street vendor, he asked if he could eat the food before it got cold.
Following the release of this scene by the media, numerous social media and online communities shared the pictures a.k.a. "tteokbokki eating by chaebol leaders" because it presented the chaebol's down-to-earth side which is seldom seen, as well as the revelation of their distinct personalities.
This article was originally published on Dec. 8, 2023.