The walnut snack brand 'Buchang Confectionery No. 2,' launched by actor Lee Jang-woo and the food content company FG, is experiencing a box-office success, selling 100,000 units just three days after opening.

Buchang Confectionery is a brand that generated explosive responses after opening its first store at Shinsegae Gangnam last year. On the opening day, a long line of customers formed, and the prepared quantity sold out in three hours, earning the nickname 'selling 50 units per minute.'

Actor Lee Jang-woo visits the 2nd branch of Bunchang Bakery in Daegu./Courtesy of Bunchang Bakery

The second store, measuring 6 pyeong, opened inside Shinsegae Daegu and surpassed 12 million won in sales on the day following the opening, 18th. A food industry official noted, 'Luxury brands, known as the flower of department stores, are reported to generate approximately 1 million to 1.5 million won per pyeong per day when converted by area,' adding, 'The popularity of small dessert brands gaining traction through word of mouth is comparable.'

Bunchang Bakery 2nd branch in Daegu./Courtesy of Bunchang Bakery

The atmosphere became even more heated when actor Lee Jang-woo visited the store on the 18th to commemorate the opening. As he directly interacted with customers and recommended products, fans and regular visitors flocked in, filling both the interior and exterior of the store.

Buchang Confectionery is not just a simple new brand. It is a brand that inherits the tradition of Buchang Confectionery, which sold walnut snacks and bread in 1963 in Gyeongju, North Gyeongsang Province. After being closed for a time, the brand was reinterpreted with a modern sense by FG's Lee Kyung-won, a grandson of the founder, and successfully underwent rebranding this year. Lee Jang-woo is also known to have participated from the product development stage, carefully researching the harmony of the walnut snack dough and filling.

Currently, there are ongoing discussions about entering locations within major national historical sites, domestic large distribution channels, and local large distributors in Japan, Hong Kong, and the United States. The company is also receiving many collaboration proposals and love calls from large domestic enterprises. Plans are in place to actively consider overseas expansion in Japan and the United States early next year.