The representative of a waffle franchise with annual sales of 70 billion won, Seo Jang-hoon, confessed that the secret to becoming wealthy is "because I didn't worry about money."
On the 16th, in the EBS and E Channel co-produced program "Seo Jang-hoon's Neighbor Millionaire" (hereafter "Neighbor Millionaire"), the representative, known as "Waffle President" Seo Jang-hoon, appeared and shared his life story. Seo Jang-hoon's waffle brand, conceptually based on universities, offers over 100 different menu items, effectively capturing the tastes of the MZ generation. Currently operating over 350 franchise locations nationwide, it has achieved annual sales of 70 billion won as of 2024, making it undoubtedly the "No. 1 waffle franchise in South Korea."
Having once sold children's clothing and fallen victim to a scam, Seo Jang-hoon began selling fish-shaped pastries in Sinchon with a cart he bought for 300,000 won, which was all his assets. Initially baking fish-shaped pastries with sweet potatoes he brought for his meal, he later created unique pastry flavors like sweet potato and cheese chili. After changing his item from fish-shaped pastries to waffles as the seasons changed, Seo Jang-hoon showcased 12 different waffle flavors, achieving great success as a street vendor in Sinchon. The current brand name was born at this time. Seo Jang-hoon noted, "The idea that various creams resemble a university with various departments came from students," adding, "I don't know who the exact namer is. If they appear after watching the show, I will repay their kindness."
Thanks to the popularity gained from street vending, Seo Jang-hoon entered into a store within a subway station and revealed that he received an investment of 40 million won from fellow street vendors to secure a deposit. Regarding the secret to obtaining such a large investment, he said, "We are not a generation that lived hard to eat well and live well. We did it to raise our children well," indicating that fellow vendors seemed to believe in the hearts of their parents. He explained that starting with the success of the first subway location, he embarked on a full-fledged franchise business that has led to the present. Seo Jang-hoon also revealed that he is soon opening a direct store in Las Vegas, USA. Seo Jang-hoon commented, "I believe it is completely possible. The waffles eaten in the U.S. are typical. They can't imagine something diverse like K-waffles."
When asked how one can become wealthy, Seo Jang-hoon replied, "If you chase money, it runs away; if you don't worry about it, it follows you. My goal wasn't to become wealthy. My goal was not to go bankrupt." When Seo Jang-hoon posed the question, "If your second daughter, who is a student, asks for a car worth 300 million won, would you buy it for her?" Seo Jang-hoon expressed, "The value of money changes depending on how it is used. It can be used for the benefit of many, so I wouldn't necessarily... (I won't buy it)." Finally, Seo Jang-hoon shared his philosophy on "money," stating, "Having grown older, I feel that money comes to me because I have reached a level in life where I know how to use it properly. Money runs away if you don't know how to use it right."
Next week, an episode featuring "Chairman Lee Hyun-sam, who suddenly became a naturalist after leaving a company with annual sales of 200 billion won" will be broadcast. EBS x E Channel's "Seo Jang-hoon's Neighbor Millionaire" airs every Wednesday at 9:55 p.m.
[Photo] Provided
[OSEN]