“We’re taking the taste of 70 years and expanding it nationwide.”
This is the confident statement of CEO Kim Jaegyun of Gwangju Seoul Gopchang, a grilled pork intestines (gopchang) specialty brand that has been passed down through three generations in Songjeong-dong, Gwangju.

The reason behind his confidence lies in the company’s recent success in securing investment after being selected as one of the top companies in the first cohort of the “K-Food Star Accelerating Program,” run by Star Asset, an F&B-focused management consulting firm and accelerator.

The program was designed to discover and nurture promising brands that will lead the future of Korea’s food service industry. Selected companies were also given opportunities to secure investment.

Gwangju Seoul Gopchang is a family-run business that has operated in Songjeong-dong since the 1950s. For over 70 years, the brand has built a strong reputation with a single menu item: traditional grilled gopchang.

CEO Kim explained, “From ingredient preparation to cooking methods and customer service, everything has been passed down from my grandparents to my parents and now to me. Preserving this tradition is our greatest asset and competitive edge.”

His decision to join the K-Food Star program stemmed from the limitations he faced in expanding the brand. While he was confident in maintaining tradition, he had concerns about effectively scaling the business in a rapidly changing F&B market. The program provided the answer.

“I’m confident in our food, but I lacked the professional expertise to grow the brand. I realized I needed expert support in areas like legal procedures, branding, and digital marketing, so I decided to participate.”

Through the program, Gwangju Seoul Gopchang received hands-on training, personalized mentoring, and networking opportunities. The company ultimately secured an investment of KRW 100 million through its final demo day IR pitch.

Kim shared, “While preparing for the IR presentation, we were able to clearly identify not only our strengths but also the weaknesses we had overlooked. The K-Food Star program wasn’t just an opportunity to raise capital—it helped us reassess our brand’s core and redefine our direction.”

He added, “Working with the Star Asset team allowed us to make strategic decisions quickly at each stage of growth. It was also incredibly valuable to share challenges and learn from other participating companies.”

Kim’s three-year goal is to expand to 150 franchise locations nationwide. He aims to scale the business while maintaining its unique cooking methods and quality standards.

“The key is building a system that can deliver the same 70-year quality anywhere in the country,” he said. “We plan to strategically invest the KRW 100 million in automating the pre-cooking process for gopchang, strengthening both online and offline marketing strategies, and developing data-driven branding based on commercial area analysis.”

Meanwhile, Star Asset is currently recruiting participants for Season 2 of the K-Food Star Accelerating Program. Applications are open until the 24th of next month, and any F&B-related company established within the past seven years is eligible to apply.

Kim concluded, “The K-Food Star program is a valuable opportunity to objectively assess your brand and grow alongside experts. Collaborating with Star Asset will undoubtedly be beneficial.”