[Revitalizing the Local Economy to Grow Korea] 20th Anniversary of a Homegrown Hongcheon Enterprise
From 10 Employees to a Thriving Mid-Sized Company
Active Communication with Franchisees for Shared Growth
Operating Stores in Rest Areas and Baseball Stadiums
Launching Korean Street Food in Thailand – CEO Lee Ho-sung
"Confident in Leading the K-Food Wave"
▲ Sandol Foods held a meeting with approximately 240 franchisees of its "33 Tteokbokki" brand on October 24th.
Gangwon Province local enterprise Sandol Foods celebrates its 20th anniversary this year.
Established in 2004 with a modest 10 employees, Hongcheon-based Sandol Foods has grown into a leading mid-sized enterprise not only in Hongcheon and Gangwon Province but also nationwide, with approximately 150 employees and annual sales of KRW 45 billion. Sandol Foods, which prioritizes both local community growth and corporate profits, has consistently achieved success, including the opening of the "33 Tteokbokki" store at the Hongcheon Sono Hotel & Resort Vivaldi Park on the 7th.
■ Hongcheon County's First Prestigious Sharing Company
"Sandol Foods"
The presence of a solid company in a region facing population decline is a welcome development for both the local government and residents. Sandol Foods has been established in the Hongcheon area for 20 years and has maintained its growth. With employees who have been with the company for 20 years, Sandol Foods is a great place to work and plays a significant role in creating local jobs.
Every year, the company donates its products, such as rice cakes, kalguksu (noodles), and meal kits, to local seniors. The company also actively participates in various community events, consistently contributing to its social responsibility. Annual donations, including those for the Hongcheon Mugunghwa Scholarship and wildfire relief, reach tens of millions of won.
■ "It's not a franchise, it's friends." A win-win management philosophy shines
This corporate spirit extends to franchise operations, shining a light on win-win management.
On October 24th, at a meeting to strengthen communication with the approximately 240 franchisees of "33 Tteokbokki," which has seen a significant increase nationwide, Sandoll Foods CEO Lee Ho-seong presented the slogan, "33 Tteokbokki is not a franchise, it's friends."
Notably, of the approximately 13,000 franchises nationwide, only about 1% have more than 200 stores, highlighting the remarkable growth of Sandoll Foods' "33 Tteokbokki," a local company.
Approximately 200 franchisees from across the country attended the event, which included an awards ceremony for long-term franchisees, discussions on industry trends and brand policies, and discussions on improving customer-centric service.
Franchisees unanimously agreed, saying, "The biggest reason franchises are controversial is the lack of communication with headquarters. Often, even when we try to discuss operational difficulties, headquarters refuses to meet with us. We are so grateful that 33 Tteokbokki headquarters took the initiative to organize this meeting and listen to our opinions."
Just as Sandol Foods strives to grow with its local communities, it plans to continue strengthening its networking and communication with franchisees, aiming for shared growth by sharing corporate performance.
▲ 33 Tteokbokki Busan Sajik Stadium Store
■ The Remarkable Growth of its Flagship Brand, "33 Tteokbokki"
Since its first store in Incheon in 2016, Sandol Foods' flagship brand, "33 Tteokbokki," has experienced explosive growth every year, expanding to approximately 240 franchise stores this year. The company is aiming to reach 250 stores by the end of the year. Last year, the company garnered attention again by successfully developing a digestive tteokbokki sauce (a sauce that lowers blood cholesterol and aids bowel movements) that was the first in the country to be certified for functional labeling.
Notably, 33 Tteokbokki began opening at rest stops in Gapyeong, Naerincheon, and Mungyeong last year, and is currently available at around 20 rest stops. Its popularity is evident, with monthly sales reaching 180 million won at Naerincheon Rest Stop and 130 million won at Gapyeong Rest Stop.
Furthermore, its stores in Times Square, Busan Sajik Stadium, and Alpensia are contributing to increased sales during peak seasons such as baseball games. Busan Sajik Stadium generated approximately 90 million won in sales over the three days before the opening game. Following this, on the 7th, a new "33 Tteokbokki" store opened at the Hongcheon Sono Hotel & Resort Vivaldi Park, generating sales of well over 5 million won on its first day.
Products from Sandol Foods' second brand, Dora Bowl, a Sapporo-style soup curry restaurant, are also gaining popularity. Opened in 2022 in the Bukchon Hanok Village, Dora Bowl quickly captured the hearts of customers, with long lines even on weekdays despite its lack of an exterior sign.
■ Beyond the Nation, to the World
Sandol Foods' ambitions are expanding beyond the domestic market and into the global market.
Sandol Foods is introducing its signature Korean street food, including tteokbokki (stir-fried rice cakes), hot dogs, and hotteok (spicy Korean pancakes) from "33 Tteokbokki," to the Thai market. Previously, Sandol Foods subsidiary Sungbaek F&S signed an MOU with Thai company YB and CP Group affiliate BPI in October to advance into the K-food market in Thailand. Under this MOU, the three companies plan to officially launch the "33 Bunsik with 33 Tteokbokki" brand in Thailand by the end of this month and open two stores within the year.
Following a successful launch, the company agreed to open up to 1,000 additional stores. The plan is to introduce iconic Korean street foods like tteokbokki to Thai consumers, while captivating their palates with localized menus.
▲ Lee Ho-seong, CEO of Sandol Foods
Lee Ho-seong, CEO of Sandol Foods, stated, "We will share all of our company's achievements with our employees, local communities, and franchisees. We will grow into a company that promises a century and prepares for a millennium, leading the global K-food market."
Source: Gangwon Domin Ilbo, Reporter Yoo Seung-hyun
▲ Sandol Foods held a meeting with approximately 240 franchisees of its "33 Tteokbokki" brand on October 24th.
Gangwon Province local enterprise Sandol Foods celebrates its 20th anniversary this year.
Established in 2004 with a modest 10 employees, Hongcheon-based Sandol Foods has grown into a leading mid-sized enterprise not only in Hongcheon and Gangwon Province but also nationwide, with approximately 150 employees and annual sales of KRW 45 billion. Sandol Foods, which prioritizes both local community growth and corporate profits, has consistently achieved success, including the opening of the "33 Tteokbokki" store at the Hongcheon Sono Hotel & Resort Vivaldi Park on the 7th.
■ Hongcheon County's First Prestigious Sharing Company
"Sandol Foods"
The presence of a solid company in a region facing population decline is a welcome development for both the local government and residents. Sandol Foods has been established in the Hongcheon area for 20 years and has maintained its growth. With employees who have been with the company for 20 years, Sandol Foods is a great place to work and plays a significant role in creating local jobs.
Every year, the company donates its products, such as rice cakes, kalguksu (noodles), and meal kits, to local seniors. The company also actively participates in various community events, consistently contributing to its social responsibility. Annual donations, including those for the Hongcheon Mugunghwa Scholarship and wildfire relief, reach tens of millions of won.
■ "It's not a franchise, it's friends." A win-win management philosophy shines
This corporate spirit extends to franchise operations, shining a light on win-win management.
On October 24th, at a meeting to strengthen communication with the approximately 240 franchisees of "33 Tteokbokki," which has seen a significant increase nationwide, Sandoll Foods CEO Lee Ho-seong presented the slogan, "33 Tteokbokki is not a franchise, it's friends."
Notably, of the approximately 13,000 franchises nationwide, only about 1% have more than 200 stores, highlighting the remarkable growth of Sandoll Foods' "33 Tteokbokki," a local company.
Approximately 200 franchisees from across the country attended the event, which included an awards ceremony for long-term franchisees, discussions on industry trends and brand policies, and discussions on improving customer-centric service.
Franchisees unanimously agreed, saying, "The biggest reason franchises are controversial is the lack of communication with headquarters. Often, even when we try to discuss operational difficulties, headquarters refuses to meet with us. We are so grateful that 33 Tteokbokki headquarters took the initiative to organize this meeting and listen to our opinions."
Just as Sandol Foods strives to grow with its local communities, it plans to continue strengthening its networking and communication with franchisees, aiming for shared growth by sharing corporate performance.
▲ 33 Tteokbokki Busan Sajik Stadium Store
■ The Remarkable Growth of its Flagship Brand, "33 Tteokbokki"
Since its first store in Incheon in 2016, Sandol Foods' flagship brand, "33 Tteokbokki," has experienced explosive growth every year, expanding to approximately 240 franchise stores this year. The company is aiming to reach 250 stores by the end of the year. Last year, the company garnered attention again by successfully developing a digestive tteokbokki sauce (a sauce that lowers blood cholesterol and aids bowel movements) that was the first in the country to be certified for functional labeling.
Notably, 33 Tteokbokki began opening at rest stops in Gapyeong, Naerincheon, and Mungyeong last year, and is currently available at around 20 rest stops. Its popularity is evident, with monthly sales reaching 180 million won at Naerincheon Rest Stop and 130 million won at Gapyeong Rest Stop.
Furthermore, its stores in Times Square, Busan Sajik Stadium, and Alpensia are contributing to increased sales during peak seasons such as baseball games. Busan Sajik Stadium generated approximately 90 million won in sales over the three days before the opening game. Following this, on the 7th, a new "33 Tteokbokki" store opened at the Hongcheon Sono Hotel & Resort Vivaldi Park, generating sales of well over 5 million won on its first day.
Products from Sandol Foods' second brand, Dora Bowl, a Sapporo-style soup curry restaurant, are also gaining popularity. Opened in 2022 in the Bukchon Hanok Village, Dora Bowl quickly captured the hearts of customers, with long lines even on weekdays despite its lack of an exterior sign.
■ Beyond the Nation, to the World
Sandol Foods' ambitions are expanding beyond the domestic market and into the global market.
Sandol Foods is introducing its signature Korean street food, including tteokbokki (stir-fried rice cakes), hot dogs, and hotteok (spicy Korean pancakes) from "33 Tteokbokki," to the Thai market. Previously, Sandol Foods subsidiary Sungbaek F&S signed an MOU with Thai company YB and CP Group affiliate BPI in October to advance into the K-food market in Thailand. Under this MOU, the three companies plan to officially launch the "33 Bunsik with 33 Tteokbokki" brand in Thailand by the end of this month and open two stores within the year.
Following a successful launch, the company agreed to open up to 1,000 additional stores. The plan is to introduce iconic Korean street foods like tteokbokki to Thai consumers, while captivating their palates with localized menus.
▲ Lee Ho-seong, CEO of Sandol Foods
Lee Ho-seong, CEO of Sandol Foods, stated, "We will share all of our company's achievements with our employees, local communities, and franchisees. We will grow into a company that promises a century and prepares for a millennium, leading the global K-food market."
Source: Gangwon Domin Ilbo, Reporter Yoo Seung-hyun