For Filipinos, there is just no getting over the taste of South Korea. Call it the influence of the Hallyu craze (AKA the “Korean wave” that has taken over TV, film, music, cuisine, and more). It is at this time that an establishment like Yedang can shine, for sure, but long-time patrons know: before trends pointed to all things South Korean, Yedang was around.
Now, one of Manila’s pioneers of Korean BBQ in is making its next move. How about taking the Korean experience on the go and straight to your homes?
The famed “Korean Culture House” has gone from serving authentic, traditional Korean specialties in its restaurants to offering the convenient quick mart experience. Today, Yedang Korean Mart is fast on the rise.
In a conversation with Yedang’s founders and stewards Chairman Miguel V. Tan, CEO and President Dong Woo Shin; and Director Aldrin Chua—alike gets an exclusive on how Yedang Korean Mart hit its stride.
What made you open a Korean grocer despite the rampancy of other Korean stores?
Dong Woo Shin: Yedang Korean Mart started [at] the height of the pandemic (in November 2020), with the help of customers from the restaurant who were looking for Korean grocery items. Because of its initial and steady success, I wanted to further expand its reach in Metro Manila.
During the pandemic I recently connected with my high school batchmate Miguel V. Tan, the CEO of MVT Group of Companies, who is experienced when it comes to retail and franchising as he is also partners with the successful fitness Gym Anytime Fitness Philippines and Studio 300 Bowling. We were able to join forces to set the initial groundwork for Yedang Kmart’s cornerstone branches.
What is the inspiration behind the name “Yedang”?
Dong Woo Shin: Yedang means “traditional house” in Korean. We got the idea during the pandemic to diversify the restaurant business and explore a Korean mart due to the rising interest in Korean culture through K-Dramas and K-Pop in the Philippines.
We retained the name Yedang to preserve the community that the restaurant has built throughout the years and keep the authenticity of Korean culture alive.
How would you say is Yedang different from other Korean marts?
Miguel V. Tan: We want to be top of mind when people think of Korean marts. We want to do that by offering very affordable but quality Korean products, making it all convenient through our five initial locations.
We strategically wanted to situate each store with the purpose of reaching our market, of course. We opted to be branded as the “every Juan’s Korean Grocery” on that note, where we can give customers budget friendly Korean goods. Everyone can enjoy them in the comforts of their homes while enjoying the pleasure of watching their favorite Korean TV or K-Drama shows.
Now, tell us about the latest branch! When did it open and where can foodies find it?
Miguel V. Tan: We officially opened on November 12, in Guadalupe, Makati City. We will soon be available through GrabMart and Pickaroo. Korean items from Yedang can be found on Lazada and Shopee as well.
And who joined you on-ground at the opening?
Dong Woo Shin: I was accompanied by my mother, Jung Joo Kim, who helps me stay grounded. She also gives me the motivation to keep going. I was also joined by my partners and cornerstone investors, Miguel V. Tan and Aldrin Chua, CEO of Luftonic and Techglobal. Along with their families, we all joined together in full force.
On that note, who are the people behind Yedang and what are their roles?
Miguel V. Tan: Since the opening of Yedang Korean Mart, the day-to-day operations are managed by Dong. He has spearheaded store openings and operations since Yedang’s conceptualization.
I oversee and manage the strategic, financial investments, and corporate restructuring of the company, as we hope to package and offer this for franchising in 2023.
Aldrin, meanwhile, oversees trademarking management and public relations. His knowledge and expertise in these fields only further enhance our brand’s image.
Why did your team pick this location, in particular, to expand to?
Miguel V. Tan: We wanted to select locations that are found in high foot-traffic areas. Therefore, our two newest branches in Baclaran and in Guadalupe showed early success; local residents showed great support as they became our loyal customers. The latest Guadalupe branch was discovered by Dong. He chanced upon the space randomly while driving around the metro and making random turns where we could find a lot of people. This is a kind of habit. Dong and his mom do this in their spare time.
On a more personal note, do you have any favorites or personal picks from Yedang’s Korean goods?
Dong Woo Shin: My favorite go-to meal when I have no time to cook is to make myself Paldo Bibimyeon (spicy cold noodles) and beef belly, and just eat them together. They are super good, filling, and so easy to make.
Does Yedang Korean Mart have plans to expand its offerings soon?
Miguel Tan: We are currently working on opening a few more branches early 2023 under its name before opening it up to franchising.
And in terms of location, where can foodies expect to find a Yedang Korean Mart next?
Dongwoo shin: We will be opening Yedang Korean Marts in strategic locations with high foot traffic. So, expect that where there’s hustle and bustle, Yedang Korean Mart, will be there, too!
Shin, Tan, and Chua have big goals for Yedang. In the next couple of years, they plan to hit 50 branches in NCR expanding in nearby cities and soon to the provincial market to make South Korean goods more easily available to everyone. And in 10 years, “We are looking into being a full-sized grocery store offering and a full range of items from Korea,” quips Tan and Dong. “Think: kitchenware, household equipment, other technologies, clothes, and much more.”
There has never been a more exciting time to get in on the Hallyu craze.
Shop your favorite Korean snacks and drinks, visit @yedangkmart or any of their branches:
– N. Domingo, San Juan Branch
– Mandaluyong Branch
– J. Abad Santos, San Juan Branch
– Baclaran Branch
– Guadalupe Branch
—alike.com.ph
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