“A two-hour line just to see his face” ... Gwangmyeong’s “Bungeun-woo” on TV offers: “I’ve got bungeoppang to bake”

[Financial News] A young man grilling bungeoppang, fish-shaped pastries, at a street stall in Gwangmyeong, Gyeonggi Province, has set social media ablaze and become enormously popular with his celebrity-like looks. Resembling idol-turned-actor Cha Eun-woo, he is known as “Gwangmyeong Bungeun-woo,” and people from across the country are lining up for more than two hours to see him—a remarkable sight.
Retail and food-service industry sources and online communities reported on the 23rd that Lee, who runs a bungeoppang stall around Cheolsan-dong in Gwangmyeong, Gyeonggi Province, recently opened a Threads account and began communicating directly with users.
The previous day, Lee posted a casual photo of himself wearing a red top, writing, “I’m a young man grilling bungeoppang in Gwangmyeong. It’s cold out, so take care not to catch a cold.” The post surpassed 1.2 million views within a day of going public, and his follower count quickly topped 3,500.
Online, posts sharing screenshots of navigation routes showing one-way trips of 4–9 hours to visit the stall are appearing one after another. Crowds have gathered near the stall to buy bungeoppang and see Lee in person, making the scene look much like an idol fan meeting.
One regular online user described the scene: “I used to be able to drop by and buy some without a fuss, but now the line is so long that I just look at his face from afar and turn back.”
Amid the explosive buzz, offers from the broadcasting industry have been pouring in. After rumors recently circulated that he would appear on trot audition programs and the like, Lee wrote in a social media comment, “I’ve only received offers. I’ve got bungeoppang to bake—when would I sing?” He made clear that for now, rather than appearing on television, he intends to focus on running his stall, his main line of work.
Lee had earlier temporarily suspended operations for a day on the 18th because of physical strain from the sudden crowds and problems securing ingredients, then resumed business on the 19th.
Experts describe the “Bungeun-woo syndrome” as a classic example of “experiential consumption,” driven by a combination of social media algorithms and consumer psychology. Their explanation is that consumers are doing more than simply buying a street snack: they are meeting a buzzworthy figure in person and reposting photos as proof on social media, creating a self-reinforcing “social proof” effect.
Some observers caution, however, that it remains uncertain whether a passing craze fueled by his looks and the buzz will lead to a long-term customer base. Marketing experts advised, “The initial influx driven by social media is powerful, but for it to take root as sustainable consumption, it ultimately needs to be backed by the product’s core strengths, including taste, hygiene and service.”
[email protected] Moon Young-jin Reporter