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Publikationen[KORUM] Young Entrepreneurs in Korea - Interview with BrotART CEO Hyung-Jun Kim

17 Jan 2025
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Please find the original Interview of the Magazin "KORUM, 2024 3rd Edition, No.99" attached & linked at the end of this page. (Dowload possible)


Interview

Q: Could you introduce BrotART? What inspired you to bring German baking traditions to Korea?  

Hyung-Jun Kim: BrotART is a traditional German bakery that opened in lecember 2018 in the heart of Yeouido, Seoul. The bakery specializes in creating authentic German breads using premium ingredients imported from Germany and France, combined with traditional baking techniques. The name "BrotART" is derived from the German words "Brot" [bread] and "Art"' (variety), reflecting the bakery's ambition to offer over 3,200 different types of German breads and elevate baking into an art form. Founded by myself, a passionate baker who studied bread making in Germany, BrotART was born after I completed the Meister program at the prestigious Stuttgart National Baking School and gained experience working in several traditional German bakeries. With this expertise, I returned to Korea to open a bakery that authentically recreates the rich flavors of German bread. Since then, BrotART has earned recognition for introducing these authentic flavors to the Korean market. Our signature offerings include German-style sourdough rye bread, brezels, and ciabatta, along with popular healthy sandwiches and seasonal treats such as Stollen traditional German Christmas cake and strawberry cream cakes, especially loved during the holidays. 


 What are major challenges and how do you overcome them?

The biggest challenge in introducing authentic German breads to the Korean market was the difference in local tastes and eating habits. Many Koreans are accustomed to soft, sweet breads, while German bread is typically made with longer fermentation processes and tends to have a more complex flavor, often a bit nutty. German breads are also made with just flour, water, and salt, which differs significantly from the sweeter, softer bread that most Koreans are familiar with. Additionally, the long fermentation process and the precise technical skills required to make German bread made it difficult to replicate the authentic taste locally. 

To overcome these challenges, I imported premium ingredients directly from Germany and France and combined them with locally available ingredients to minimize the taste differences. I also paid careful attention to managing the fermentation and temperature control processes to ensure the bread's consistency and freshness. Through various tasting events, we were able to let customers experience the unique appeal of German bread firsthand, gradually increasing their awareness and understanding of German-style breads. It was especially important to educate new customers about the bread's characteristics and historical background. 

BrotART has continued to refine its products to better suit local preferences while staying true to traditional German flavors. Customer feedback has been instrumental in this evolution, and through strategic marketing and collaborations, we have expanded our brand's visibility and built lasting customer loyalty. 


Looking ahead, how do you see the future of your business? 

Looking forward, I see great potential for BrotART to expand globally. As interest in authentic German bread grows in both Asia and Europe, BrotART has many opportunities to expand into these markets. Our goal is not just to sell bread but to share German baking culture and offer customers a unique experience through our products. BrotART has already gained international recognition, having been selected as the official bakery for the German team at the 2018 Pyeongchang Winter Olympics, the 2023 Saemangeum World Scout Jamboree, and the 2024 Gangwon Winter Youth Olympics. This recognition underscores our success in recreating the authentic taste of German bread, and we are actively seeking opportunities to showcase our products at events and competitions around the world. Additionally, through collaborations like the MCM Cafe in Cheongdam, BrotART is strengthening its brand image and expanding into the high-end cafe and restaurant sector. We plan to open more pop-up stores and collaborations to increase direct customer engagement and target a broader customer base Looking to the future, BrotART is committed to sustainability. We will continue to prioritize the use of healthy ingredients and environmentally friendly techniques, advancing a more sustainable and health- conscious approach to bread-making. Finally, what advice would you offer to aspiring young entrepreneurs who are eager to make a positive impact through their ventures? The most important lesson I've learned from building BrotART is the value of authenticity. No matter the industry, true passion and dedication are essential. Without love and belief in your work, it will be difficult to convey that to your customers. Success isn't about chasing trends, but leading with your own unique philosophy.


Finally, what advice would you offer to aspiring young entrepreneurs who are eager to make a positive impact through their ventures?

The most important lesson I've learned from building BrotART is the value of authenticity, No matter the industry, true passion and dedication are essential. Without love and belief in your work, it will be difficult to convey that to your customers. Success isn't about chasing trends, but leading with your own unique philosophy.  Another key lesson is that failure is never the end - it's simply part of the journey. I faced numerous challenges when starting BrotART, but the lessons learned from those setbacks ultimately shaped the company, The ability to learn from failure and continually improve is vital to business success.  Equally important is maintaining open communication with customers and actively listening to their feedback. Trust and satisfaction from customers form the foundation of any successful business. Additionally, building a sustainable business model is crucial - one that fulfils its social responsibilities and considers the environment will have a lasting impact.  Lastly, believe in yourself and keep striving to learn and grow. The most important lesson l've learned is that if you trust yourself and never give up, the path will eventually open up. Continuous learning and improvement are key to long-term success One of the most impactful pieces of advice I received came from Jürgen Klinsmann, the legendary German football player and coach. He visited BrotART and was impressed by the quality of our products, as well as my passion and authenticity. He shared this leadership advice: "A leader must always give their best in what they do and pass that passion on to the team and customers." This advice profoundly influenced me and reinforced that authentic leadership is key to winning customers' hearts and driving sustainable growth. It has guided me in growing both as a better baker and a better business owner.


source of the article [KORUM Magazine]