'Baeksajang 3' created tension between Paik Jong-won, CEO of The Born Korea, and a successful bossam and undercooked steamed makgeolli bread.
On the night of the 3rd, the tvN variety show 'Baeksajang 3' depicted Paik Jong-won, Lee Jang-woo, John Park, Kwon Yuri, and Yoon Si-yoon of the 'Hanpanjip' on their fourth day of doing business in France.
That day, Hanpanjip's new menu was bossam. Paik Jong-won created a 'bossam platter' of oven-roasted meat served with julienned radish, squid-and-shrimp spicy-sour salad, leafy vegetables and salad for wrapping, and cucumber salad all on one plate to suit local tastes.
Because bossam is unfamiliar to French people, explanation was important. When Paik Jong-won emphasized, "You have to explain it well," staff in charge of serving such as John Park, Yoon Si-yoon, and Kwon Yuri worked hard. Yoon Si-yoon even put on gloves and used chopsticks to demonstrate making wraps in front of customers. They also explained unfamiliar Korean sauces for locals, such as special salted shrimp and ssamjang, to help customers properly enjoy the menu.
People who were amazed by the unfamiliar wraps began to fall for the flavors they could enjoy according to their own preferences. Seeing people enjoy a full bite with well-cooked bossam meat, various wraps, and julienned radish at once made onlookers want to try a wrap themselves.
Among them were customers familiar with Korean food. Customers who said they had visited Korea two or three times ordered seafood pancake, makgeolli, and even lemon soju. Some, tasting the pancake and makgeolli, marveled at the foolproof combination. Riding on that, they sold 40 servings, half of their lunch target of 80 servings. A hotter dinner service was anticipated.
During a break, the 'Baeksajang 3' team made thorough preparations. John Park said, "No one sat at the floor benches. I thought it was too unfamiliar," describing French culture's discomfort with sitting on the floor. Paik Jong-won boldly decided, "Let's remove the floor benches and put tables instead."
In particular, Paik Jong-won prepared makgeolli steamed bread as a new item for dinner. He said, "I wanted to make bread rather than run Hanpanjip." And for good reason: France ranks first in the world in bakeries per capita, and 12 million people visit bakeries a day. People even say they move to follow bakeries.
Paik Jong-won challenged himself to make the Korean traditional bread, makgeolli steamed bread. He said, "I wanted to try it once. Making makgeolli steamed bread in the country of baguettes. Makgeolli steamed bread, which we are familiar with, will be strange here because they steam the bread. When you take the bread out of the steamer and steam rises, people watch, and that seems to be common worldwide," expressing his expectations. This bread was planned to be served as Hanpanjip's unique dessert with sweet grandmother coffee.
One minute after dinner opened, the terrace seats began to fill. Food went out without issue to a family with a nut allergy. Yet even as peak time approached, only three parties had come in. Paik Jong-won steamed the makgeolli bread and showed the steaming scene with rising steam beyond the window. He also moved the meat-cutting station to the window and performed knife sharpening to create a spectacle. New customers quickly filled the seats, and earlier customers finished their meal and requested makgeolli steamed bread for dessert.
But a problem arose with the makgeolli steamed bread. Despite the determined performance to present it, it came out undercooked. Even after a second steaming, Paik Jong-won's expression was dark. This raised concern over whether the momentum Hanpanjip had built with bossam would collapse in front of the steamed bread.
[Photo] Source: tvN.
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