"Just Give It a Try"... The Story of a 33-Year-Old Adman Who Became a Professor After a Stroke and Baking Bread [It's Okay, Life Again]

[The Financial News] There was a man who lived fiercely for ten years in the world of advertising, often called the flower of capitalism. But one day, an unexpected illness forced his life to a halt. Once an advertising planner, then the legendary owner of ‘Bread Lab’ in Yeonnam-dong, and now a professor teaching students the essence of their craft—this is the story of Yu Ki-heon (58, ChungKang College of Cultural Industries Food School), who has boldly refreshed his life at every turning point, living a second and third act.

Professor Yu, who describes himself as "someone who never thought about what job he wanted or had any particular dreams," graduated from Hanyang University’s Department of Theater and Film and entered society without a clear plan. He landed a job at a renowned multinational advertising company, which he calls a stroke of luck, and enjoyed working with major clients, achieving notable results. However, after the International Monetary Fund (IMF) crisis, he moved to a smaller agency, and eventually left to start his own business, enduring extreme stress. He was so overwhelmed that he smoked two packs of cigarettes a day, and it was during this time that he suffered a stroke.
After overcoming the stroke, he left the advertising industry. He then explored various ventures, including a small café and a yogurt ice cream shop, gradually finding enjoyment in entrepreneurship. During this period, a former colleague from his advertising days proposed a major business opportunity in Vietnam, leveraging the know-how he had gained from running the yogurt ice cream shop. The idea was to launch a business in Vietnam’s year-round heat. The proposal, coming from a colleague who had always been successful, sounded irresistible, and everything was progressing smoothly—he was ready to depart. Yet, at 38, Yu Ki-heon chose the path of unemployment over the airport."Even after several visits, I didn’t think much of it, but during the final inspection, I suddenly realized, 'I can’t live here. I could make money, but I wouldn’t be happy.' I thought about it for a month. Ultimately, I decided it wasn’t the life I wanted, so I gave up everything and just stayed put. That’s how I became unemployed again at 38."For the first time, Professor Yu asked himself a serious question: 'Is there a skill I could enjoy for a lifetime?' Even at 38, he was determined to start fresh and learn properly. He considered three options: pasta, woodworking, and baking. Since he couldn’t drink, Italian cuisine, where food and wine pairings are important, was ruled out first. He also dismissed woodworking due to a lack of places to learn. In the end, only 'bread' remained.

Though his late start seemed reckless, Professor Yu pressed forward without hesitation. He completed the intermediate course of the pastry diploma at Le Cordon Bleu-Sookmyung Academy, a global culinary and baking institution. Feeling that this wasn’t enough, he impulsively decided to study in Japan. He felt there wasn’t enough time to build a career after starting work at forty, and he found baking more enjoyable than pastry during his classes.
"Looking for the fastest way to study abroad, I realized that if I passed Level 2 of the Japanese-Language Proficiency Test (JLPT), I could skip language school and go straight to interviews. I started studying Japanese in the summer at 39, worked harder than I did in high school, and finally moved to Japan in January at 40. At Tokyo Confectionery School, where I enrolled, I studied with classmates so much younger that they called me ‘Dad.’ At that time, the exchange rate soared, and I had little money, so I worked part-time at a supermarket until midnight and at a bakery on weekends. Still, I think that was the proudest and happiest time of my life. It was a period when I was completely absorbed in something, taking care of only myself."After graduating and returning to Korea, he worked at a small bakery called 'Bread FIT' in the Yeouido underground, then opened 'Bread Lab' in Yeonnam-dong. Although he faced many twists and turns along the way, his efforts ultimately paid off. His shop, known for its simple, meal-worthy breads rather than flashy pastries, quickly became a hot spot in Yeonnam-dong. It was the result of an adman’s creativity combined with a baker’s diligence.

But once again, his health became an obstacle. After baking bread for over ten years, he developed a severe cervical disc problem that left him unable to use his right hand. He instinctively realized it was time to rest. However, before he could take a proper break, fate presented a new opportunity: he applied for a university teaching position that sought someone with practical experience."I didn’t have a master’s or doctorate, nor any teaching experience, but I went for the interview. Fortunately, they valued my experience, and I was lucky enough to start teaching three years ago. Later, I heard from other professors that becoming a full-time faculty member is so difficult that it’s said the universe has to help you. At that time, the university needed someone like me, and I happened to be the right fit."Now, he teaches students that what matters more than recipes is the ability to create something uniquely their own. Advertising and baking—two completely different fields—have become one within him. Yet, even as a professor, this phase of his life is not the end. Living with the mindset that he may need to start something new at any time, Professor Yu laughs, "In this era of longevity, I might need a fourth career." Having already changed jobs three times, one can’t help but wonder what drives his unending willingness to take on new challenges.
"Having survived a stroke, I sometimes think, 'I can take these chances because this is my second life.' But there’s a clear reason I’ve always been able to do what I want and live as I wish. It’s because I wasn’t afraid to take on challenges. So,'Deliberate intensely, but make decisions with certainty.'is the message I want to share. Because nothing happens unless you start."Professor Yu’s dream is simple. After retirement, he hopes to become the owner of a small bakery again or live a simple life washing dishes somewhere. Having lived through a second and third act, he is already thinking about a fourth and fifth. His sweet life continues to flow without hesitation.

bng@fnnews.com Kim Hee-sun Reporter