Leaving the stability of corporate careers behind, Park Joon-hyuk and Yoo Sang embarked on a bold journey to pursue their dreams. As co-founders of Originals, their backgrounds couldn’t be more different: Park, a calm and strategic thinker, graduated from Seoul National University with a degree in Economics, while Yoo, a passionate executor, graduated at the top of his class from Chung-Ang University with a degree in Business Administration. Despite their contrasting personalities and fields of study, they joined forces with one common goal—entrepreneurship.
Interestingly, the duo didn’t start with a clear business idea. Armed with sheer enthusiasm and a “let’s just dive in” mentality, they entered the restaurant industry, drawn by its accessibility and their shared interest in food culture. Their first venture, a casual dining restaurant called Szimpatikus, exceeded all expectations. What began as a humble start grew rapidly, expanding to five locations across Seoul, including Sinsa, Yongsan, and Yeouido, in under seven years.
As they delved deeper into the restaurant business, Park and Yoo felt the urge to broaden their horizons. “We chose the food industry because food is an integral part of life,” Yoo explained. “But as we grew more serious about it, our brand evolved, and we started exploring other avenues for expansion.” Their focus naturally shifted to Korean cuisine, fueled by a firm belief in its potential to captivate a global audience.
In 2020, Originals launched Confier, a fine-dining restaurant offering seasonal courses crafted with local ingredients. Two years later, they introduced Saenggwabang, a modern take on traditional Korean confections, with a focus on yakgwa (honey-glazed rice cookies). Both ventures have received resounding acclaim.
Confier, which debuted near Dosan Park in 2019, relocated to the Grand Central building near Seoul Station last year. The restaurant now welcomes 2,500 to 3,000 patrons monthly, with international guests making up 20% of its customers.
“The global interest in Korean cuisine has surged, thanks in part to the Korean Wave,” Park shared. “Another advantage of Confier is its cost-effectiveness. While most fine-dining courses exceed 200,000 won ($142), our most basic dinner course is priced under $70.”
Meanwhile, Saenggwabang has also achieved remarkable success in a short time. By modernizing traditional Korean desserts and focusing on quality—using rice syrup instead of corn syrup and increasing its content to 50% for a richer flavor—the brand has struck a chord with consumers.
“We’re scientifically studying our recipes in research facilities to produce even higher-quality desserts,” Park noted. Currently, Saenggwabang is available at major department stores like Lotte Main Store, Lotte Jamsil, and Hyundai Trade Center, and it was selected as a 2024 Korean Representative Souvenir by the Korea Tourism Organization.
The brand has even made inroads abroad. Through a collaboration with New York’s Korean gastropub Hojokban, 200 yakgwa sold out during the pre-opening. Saenggwabang has also showcased its products at events like Paris Fashion Week and the Korean Cultural Center Europe in Belgium, spreading the charm of traditional Korean desserts globally. The projected revenue for Saenggwabang this year is around $1.4 million.
But Originals isn’t stopping here. The founders aim to go beyond yakgwa to introduce other traditional treats like yugwa (rice puffs) while expanding their reach through duty-free stores and other channels. Their ultimate vision? To share the allure of K-desserts and K-food with the world.
― Please introduce yourselves briefly.
Park Joon-hyuk (hereafter Park): “I’m Park Joon-hyuk, born in 1989. I graduated from Seoul National University with a degree in Economics and started my career at Hyundai Motor Company. After working there for about two years, I decided to venture into business.”
Yoo Sang (hereafter Yoo): “I’m Yoo Sang, born in 1990. I majored in Business Administration at Chung-Ang University and joined Hyundai Motor Company, working in the PR team. Like Park, I left the company after about two years.”
― Could you explain what Originals is?
Park: “Originals operates three brands: the casual dining restaurant Szimpatikus, the fine-dining restaurant Confier, and the dessert brand Saenggwabang. As of this year, our total revenue stands at around $8.5 million, with approximately 100 employees. Breaking it down, Szimpatikus accounts for about $4.9 million, Confier for $2.1 million, and Saenggwabang for $1.4 million. Compared to last year, Szimpatikus grew by around 50%, Confier by 200%, and Saenggwabang by an impressive 500%.”
– What’s the secret behind such growth?
Yoo: “Tailoring strategies for each brand was key. For example, Confier started in a 24-pyeong (around 79 sqm) space but later moved to a 110-pyeong (around 363 sqm) location, tripling its seating capacity and attracting more customers. It was essentially our patrons who fueled its growth. Szimpatikus evolved from a casual wine bar to a full-fledged restaurant, which contributed to its success. For Saenggwabang, the dual focus on online and offline markets worked well, with a particularly strong online presence. Though it launched in December 2022, it generated $285,130 in revenue by April the following year and is expected to hit $1.4 million this year.”
― You’re promoting Korean cuisine in various ways through desserts, fine dining, and casual restaurants. How do you balance tradition and modernity in your offerings?
Park: “We strive to reinterpret tradition in a modern way, which requires fresh perspectives and systematic approaches. For instance, the chefs leading Saenggwabang mostly come from fine-dining backgrounds and were initially unfamiliar with traditional Korean confections. This lack of preconceived notions allowed for more innovative approaches. It’s like solving a problem without being bound by pre-existing answers—you can come up with endless possibilities.”
Yoo: “We also incorporate techniques that modern diners appreciate while retaining a sense of tradition. For example, our R&D team often works on tasks like reimagining production and manufacturing methods to align with contemporary standards. While drawing clear lines between tradition and modernity is difficult, we aim to preserve the essence of tradition—like ensuring yakgwa remains recognizable as yakgwa—while infusing fresh, modern elements into the experience.”
― You’re business partners and former colleagues. What were your first impressions of each other?
Park: “Yoo was bursting with energy. Being relatively calm myself, I thought partnering with someone so passionate and energetic would allow us to accomplish great things.”
Yoo: “Park and I hit it off right away; we communicated well. He’s also incredibly sharp. Even if I explained something in a roundabout way, he quickly grasped the core idea.”
― Why did you choose the food business?
Park: “Neither of us had a background in cooking, but we were always intrigued by the charm of the industry. Opening a restaurant felt like creating our own space, which was exciting. I’ll admit we started somewhat impulsively, driven by that dream. We made plenty of mistakes early on—like designing a kitchen that was too small or not installing a dishwasher. But over time, we learned, and now we approach our work with a strong sense of purpose.”
Yoo: “We wanted to start a business but didn’t have a clear idea initially. Then we thought, everyone eats, right? If we could offer delicious food in a comfortable setting at reasonable prices, it might work. While it seemed simple at first, we quickly realized it wasn’t so easy. After facing many challenges, we became more serious and deliberate about refining our approach.”
― How do you operate your three brands—Szimpatikus, Confier, and Saenggwabang?
Park: “Sustainability is the core value for all our brands. Instead of following fleeting trends, we aim to build brands that will be loved for a long time. For Szimpatikus, we’re focused on maintaining its status as a beloved casual dining destination. With Confier, we want to create a fine-dining experience that appeals not only to Koreans but also to international visitors, inspiring them to return with each new season.”
Yoo: “Saenggwabang’s goal is to become a global K-dessert brand representing Korea. While yakgwa was our starting point, we plan to introduce other traditional Korean desserts, modernized for contemporary tastes, starting next year. Additionally, we aim to increase sales from international tourists and expand through global e-commerce platforms and B2B channels.”
― What are Originals’ future goals?
Park: “Over the past seven years, we’ve faced many challenges, including the pandemic, but our company’s structure has become stronger, and we’ve built an amazing team. We want to continue growing from this solid foundation.”
Yoo: “I can feel the growing global interest in Korea these days. Riding this wave, I hope to contribute to establishing K-food as a global cultural phenomenon, alongside K-pop, K-beauty, and K-content. Please keep supporting us as we take on this challenge.”
