[Edaily Reporter kim mi-kyung ] “Baekdabang,” the coffee shop brand operated by The BORN Korea—led by CEO Baek Jong-won—is opening a multi-concept store near Yedang Lake in Yesan County, South Chungcheong Province. The space is designed to offer regionally specialized desserts made with local specialties, with the aim of revitalizing local tourism and the economy while also stimulating consumer spending.

#The BORN Korea announced on the 31st that it has opened the “Baekdabang Yeodangho Branch” near the Yeodangho Suspension Bridge, which attracts approximately 1 million visitors annually. Spanning about 120 pyeong, it is a large-scale store capable of accommodating more than 60 people. A key feature of the store is that it allows customers to enjoy both Baekdabang and “Jamrisu,” a dessert unique to Yesan, in a single space.

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Jamrisu is a dessert inspired by “Penglisui,” a representative Taiwanese snack, and made using apple jam, a specialty product of Yesan. It is a regional specialty food developed through collaboration between Yesan County and The BORN Korea from the initial development stage. The development of Jamrisu began in 2024 after Yesan County Governor Choi Jae-gu encountered Fenglisou during a visit to Taiwan. He proposed the idea of creating a regional specialty dessert that could represent Yesan County, and the concept took shape when The BORN Korea—which had been collaborating on Yesan’s regional development projects—joined the product development effort.

Exchanges with Taiwan also took place during the product development process. Yesan County engaged in friendly cooperation with Taiwan’s “Jishangxiang,” known as a production hub for the rice used in Penglisoo, while The BORN Korea collaborated with a local Taiwanese Penglisoo manufacturer on production equipment and recipes. Based on this, The BORN Korea reported that they finalized the product by adjusting the ingredient ratios and manufacturing methods to suit the tastes of domestic consumers.

At the Yedangho branch, visitors can also watch the jam-filled penglisoo being made firsthand. The entire front of the in-store production area features floor-to-ceiling windows, allowing tourists to observe the dessert-making process right before their eyes. The store’s location was also chosen with tourist traffic in mind. Situated near the Yedangho suspension bridge, the space is designed so that tourists can relax and enjoy drinks and desserts after their visit. The strategy is to combine food offerings that utilize local tourist attractions and specialty products to extend tourists’ stay and stimulate local consumption.

This store is also significant as the first “Hope Startup” location, a program designed to support the self-reliance of families of special mission veterans. The families of special mission veterans operate the store directly, and The BORN Korea plans to support them in establishing a foundation for sustained economic activity through stable store operations.

A representative from The BORN Korea stated, “This Baekdabang Yedangho branch is highly significant in that it follows our Yebsan Market location in introducing and expanding food offerings featuring local specialties, such as Jamrisu.” The representative added, “We will continue to strive to boost consumption through menu development that actively utilizes local specialties, thereby contributing to the revitalization of local tourism and the economy.”