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Gyodong-Champong, flying to California, US
Gangneung Gyodong-Champong, Keeping the 36 years of taste
Leemangu Gyodong-Champong CEO La, Younggap and Advisor Lee, Mangu

True originality, coming back to keep its authentic taste
The 5 national Champong are made at Jinheung-Banjum in Daegu, Donghaewon in Gongju, Boksungru in Gunsan, Youngbinru in Songtan and Gyodong-Banjum in Gangneung. They all became famous through online and loved by many for their consistency in taste. The last one among them is very popular now as it has branches nationwide, introduced PB products in cooperation with major companies, and is called as the best Champong in Korea. But not many people know the fact that the current Gyodong-Champong is different from the original one.

Lee created Gyodong-Champong in Gangneung. Many people were lining up in front of Lee's restaurant to learn the skill. It was not easy for Lee to pass down his year-long experience and know-how of making Champong to other people but he could not help feeling sorry for those who were trying to get by. So, Lee passed down his skill to 10 people at the cost of material fees only.

Lee says "the key of (Koreanized) Chinese food is at the method to handle fire, oil and wok. Champong, in addition, needs appropriate ingredients to create the right broth. Gyodong-Champong's secret comes from good ingredients and hand skills which I acquired from years of making and trying." The problem was that while the popularity of Gyodong-Champong was spreading nationwide, its original taste was becoming different. Lee actually sold his restaurant due to his bad health but decided to come back to the business to revive the original taste.

Gangneung Gyodong-Champong as the original
They are always disputes over the originality. For example, it is still obscure where these food actually came from: Hwangnam-Pang in Gyeongju, Jangchung-dong Wangjokbal, Sindang-dong Topokki and Euljiro Golbangi. But nobody objects to the fact that Lee created Gyodong-Champong. Aforementioned food just happened to be in the region. Jangchung-dong Wangjokbal was sold in the market by the people from the North who settled down in the area and it eventually became the name, and Sindang-dong Topokki became popular as students from Dongdaemun Baseball Stadium often visited the alley to have Topokki after the game. Gyodong-Champong on the other hand was first introduced by Lee while he was running Gyodong-Banjum in Gangneung.

Lee says "I didn't want to launch a franchise even though the food became very popular because its original taste could be lost. It is really important to have consistency in taste. Otherwise, we cannot give the same impression to the customers."

The word 'taste' can mean a 'strong memory'. We do not want to have the food which gave us bad impression because the experience is stamped on our memory. Likewise, good food give us a good impression in our memory system. Lee wants to give people a good memory with Gyodong-Champong and this was the reason he did not want to do a franchise but came back to the business to revive the original taste.

The true taste of Gyodong-Champong
To revive the original taste of Gyodong-Champong, Lee joined his hand with La, Younggap who once ran the biggest Korean restaurant in Gangneung. They obtained a patent for the food and systematized the traditional recipe.

Lee says "Gyodong-Champong keeps the recipe which was used by the Chinese who lived in Korea. The reason the current Champong has different taste is because they simplified the process of making Champong in the hope of reducing time and cost. But we only use fresh ingredients and we buy, dry and grind the chilli pepper powder ourselves. This is very important because chilli pepper powder decides the taste. In addition, we use marine products from the South Sea."

Lee also made a fire pot himself to create the right fire. It has a stronger heating power than the existing pots used in other Chinese restaurants.

While Lee is in charge of the food, La is focusing on management and is preparing a franchise. They opened a branch in Yeoju resting area on the Young-dong Expressway last April and are running directly managed stores in Lotte Department Store and Lotte Outlet as well as one in Daegu, the city where Champong is very famous.

Lee says "there are many popular dishes in Daegu and Champong is most popular. Most Chinese restaurants have 6 kinds of Champong while Jajangmyeon is less than 4 in Daegu. One of 5 national Champongs 'Jinheung-Banjum' is also in Daegu and the citizens even vote for top 3 Champong in the city. This can mean that if our Champong is successful in Daegu, we can make it nationwide."

Knocking on the global market

Leemangu Gyodong-Champong so far has opened directly managed stores only. Despite the inquiries flooding in from all over the nation, Lee and La keep their principle to avoid careless expansion of the business in case the taste goes differently again. They are focusing on spreading their brand in the first half of the year and then gradually moving on to the expansion in the second half of the year. It is a challenge for them to spread the original taste to people who have become familiar with the wrong taste but it is their goal to provide the right taste nevertheless. But their biggest challenge is to enter the US market.

Lee says "we established a corporate body in the US and started a franchise. We opened a branch at Food Court in LA Zion Market and signed a contract for 15 other branches. We want to make it in one of the fiercest food franchise areas in the US."

Korean Barbecue currently is the most popular Korean food in LA and Gyodong-Champong is expected to be a representative Korean food alongside the barbecue. Considering the fact that more and more people are craving for hot food, Gyodong-Champong will surely attract gourmets. It is said that the food is popular among Korean, Chinese and Hispanics in LA.

Lee supplies meat broth soup made from chilli powder and shrimp, and mussels from New Zealand or Chile as they have similar taste to mussels in the South Sea of Korea. Don Shin, the president of Gyodong USA, says that one branch in Western GAJU Marketplace and 4 branches in Korea Town are schedule to open soon and they are planning to open 50 branches in the future.

Keeping the tradition of 36 years of Gyodong-Champong
Lee and La's hope is simple. They do not want a huge success in business but they hope people will recognize the true taste of Gyodong-Champong. The food is Lee's life itself. That is why Lee cannot just sit and watch his food being misunderstood.

Lee says "I feel sad whenever I read negative feedback about Gyodong-Champong online. This is the result of the restaurant owners' careless management and wrong attitude about the food."

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