Q Please tell us about Broken Heart’s Club.

As an F&B brand based on local food, we want to provide a liberal and healthy experience to our customers. We work with Weekenders, an accommodation brand, and Book Bar. We provide breakfast made with local ingredients at Weekenders and commercialize Gangneung Tofu Spread to meet customers who sympathize with the local value.

Q Why did you develop food with local ingredients?

Five years ago, I traveled to Bali, Hawaii, and Chiang Mai to enjoy yoga, surfing, and meditation. I hoped to develop trendy food products that could reinterpret healthy regional food, like Bali’s Hummus, Hawaii’s Smoothie Bowl, and Chiang Mai’s Acai Bowl. While enjoying surfing on the east coast, I realized that Gangneung tofu made with seawater was the best ingredient to represent the region’s color.

Q Please tell us about Gangneung Tofu Spread.

Tofu boasts a great harmony with bread, vegetables, and salads. We launched two kinds: the original version containing eggs and the vegan version using soy protein without animal ingredients, taking into account the growing trend of the vegetarian population. Tofu is a fresh food, so it is a problematic ingredient that must be processed considering both commercialization and distribution. After 10 months of research, we found that the protein content increases, and the texture improves when tofu is frozen. I also learned the know-how to extend the shelf life without adding preservatives.

Q What part of the product has been improved the most through 2020 LOCAL BRAND DESIGN AWARD FOR KOREA TOURISM?

There were dominant opinions that the tofu spread would sell better offline than online as it was still an unfamiliar item. Accordingly, we focused on the convenience aspect by converting glass bottle packaging into tubes so that the people touring Gangneung can purchase them as souvenirs. The current glass bottle packaging is developed into a premium gift packaging. The product name is changed to a proper noun to imprint it on customers’ minds.

Q Please tell us more about your plans.

Everyone is concerned about the unexpected COVID-19, but the importance of safe and healthy food is being emphasized as an opportunity. Gangneung Tofu Spread is a product full of taste and nutrition developed by a trusted local creator. We want our product to grow as an unrivaled local product suitable for the global wellness market beyond Korea’s local brand. We want to communicate with customers from all over the world who sympathize with the lifestyle we propose.