Shin Sin-ja, who rose from a debt of 1 billion won to become the head of a jokbal franchise, shares her success philosophy.
In an episode airing on May 20, EBS's 'Seojanghoon's Neighbor Millionaire' features Shin Sin-ja, the CEO of a jokbal franchise that has achieved annual sales of 40 billion won. She recounts her journey from the bottom to the top, showcasing the entire process of jokbal production at her expansive 20,000-pyeong all-in-one factory. The episode will also include tips from the 40-year veteran jokbal artisan on distinguishing between front and back legs of the meat.
Shin started as a franchisee before acquiring the headquarters. However, her path to success was not without hardship. After her husband defaulted on a loan, she found herself burdened with 1 billion won in debt. To make ends meet, she moved to Busan and entered the jokbal business, even selling her children's birthday rings.
A chance encounter with a haenyeo (female diver) on Dongbaek Island provided her with the encouragement she needed to turn her life around. Shin eventually achieved the top sales among franchisees nationwide and transformed her fortunes by becoming the owner of the headquarters.
Interest is growing in her hidden secrets to success. When Seojanghoon asked, "Isn't the food the same due to the nature of franchises?" Shin replied, "The first thing that makes a restaurant successful is not the taste of the food," revealing her unique business philosophy. She will share the elements that resonate with customers, forming her successful formula learned from experience.
Meanwhile, Seojanghoon and Jang Ye-won visit Shin's factory, exploring the production process of not only jokbal but also essential side dishes like napa cabbage kimchi and dongchimi (radish water kimchi). They enjoy a hearty meal featuring freshly boiled jokbal, newly made kimchi, and refreshing dongchimi.
During the meal, Shin's candid remarks catch everyone off guard. After tasting the jokbal she sliced, Jang Ye-won exclaimed, "The part you just cut is so delicious," to which Shin unexpectedly replied, "It's bland," leaving the atmosphere tense. Jang laughed, saying, "I've never heard someone say they get tired of eating too much."
Seojanghoon added, "The freshly boiled jokbal is much tastier," but Shin reiterated, "It lacks umami. It's just plain." Her straightforward comments about the signature dish that generated 40 billion won in annual sales add a unique charm to the show.
This episode also captures a moment when the notoriously picky Seojanghoon is disarmed. He stated, "I love jokbal, but I dislike it when it lacks chewiness," but after tasting Shin's jokbal, he expressed satisfaction, saying, "It's really good."
As the freshly mixed kimchi was served, the reactions intensified. Seojanghoon remarked, "This is my favorite style. I wish I could eat this kimchi every day," as he couldn't stop eating. He reminisced about his childhood, saying, "I could only eat fresh kimchi, so my parents always had to make it. They would say, 'Who raised such a picky eater?'" bringing laughter to the scene.
Shin responded with a bright smile, saying, "I’m flattered to receive compliments from someone with such discerning taste." The lively eating scene continued until the filming crew wrapped up. Viewers can catch the full episode of 'Seojanghoon's Neighbor Millionaire' airing tonight at 9:55 PM.
* This article has been translated by AI.
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