[Edaily Reporter SIN SOO-JUNG ] #The BORN Korea has begun construction on the “Baekdabang Yedangho Branch,” its first store designed to support the business ventures of families of special mission veterans.

The BORN Korea announced on the 22nd that it held a groundbreaking ceremony for the Baekdabang Yedangho Branch near Yedangho Lake in Yesan County, South Chungcheong Province, on the 18th. The ceremony was attended by Baek Jong-won, CEO of The BORN Korea; Kim Yong-deok, President of the Korea Association of Special Mission Meritorious Service Recipients; and officials from Yesan County.

This project is a follow-up to the memorandum of understanding signed between The BORN Korea and the Korea Association of Special Mission Veterans in May. Both parties agreed to cooperate to stabilize the livelihoods of special mission veterans and their families and expand their participation in society.

The Baekdabang Yeodangho branch is being developed as a business startup model designed to support the economic self-reliance of families of special mission veterans. The BORN Korea will provide support for store operations based on its brand management experience and training system, while Yesan County will assist with administrative procedures and other matters.

Following the groundbreaking ceremony, attendees toured the store site and discussed future operational directions and plans to link the store with local tourism resources. The BORN Korea plans to operate the store in a way that provides a rest area for tourists visiting Yeodangho while also contributing to the revitalization of the local commercial district.

Yeodangho is a tourist destination in South Chungcheong Province centered around the Yeodang Reservoir. Its main attractions include a suspension bridge, a musical fountain, an observation deck, and the “Slow Lake Trail.” The Baekdabang Yeodangho branch aims to open by the end of July.

CEO Baek stated, “This Baekdabang at Yedang Lake is the first instance where a previous memorandum of understanding has yielded tangible results, and I hope it will help lay the groundwork for the families of special mission veterans to achieve stable self-reliance.” He added, “Going forward, we will continue to expand various ESG and social contribution activities that leverage our expertise as a foodservice company to grow together with the local community.”