An 80-Year-Old Bakery's Connection with the World | Gyungchul SHIN | TEDxAjouU

Taegukdang's History and Legacy

• Taegukdang is the oldest bakery in Seoul, established in 1946.
• It was one of the first bakeries in Seoul after the liberation of Korea in 1945.
• In 1960, Taegukdang established a farm called Taegukdang Nongwon, where they imported advanced technology to raise dairy cows.
• The bakery has maintained its commitment to using high-quality ingredients to make delicious bread.
• Taegukdang is considered a representative brand of its era.
• The bakery's original counter and sign are now on display at the National Museum of Korea as historical artifacts.
• The bakery has donated over 100 items, including its original sign, to the museum.

Gyungchul Shin's Journey with Taegukdang

• Gyungchul Shin joined Taegukdang in 2012 at the age of 28.
• He was shocked to learn that the bakery's monthly revenue was less than 1 million won, which was significantly lower than he had expected.
• He realized that Taegukdang's peak period was during the 1980s and early 1990s, and he only had memories of the bakery struggling during his childhood.
• In 2013, Gyungchul Shin unexpectedly took over the management of the bakery.
• The reason for this was that his father, who was already in poor health, had to use a wheelchair to get around.
• Gyungchul Shin had to take care of his father and help him get home from work.
• The speaker's father was working late at the bakery and was supposed to go home.
• The father was not waking up and was speaking incoherently.
• The speaker took his father to the hospital after calling his mother.
• The father was diagnosed with a stroke and underwent emergency surgery at 8 am.
• The father has been bedridden for 11 years.
• The speaker felt a sense of loss and uncertainty about the future after the stroke.
• The speaker's father had been ill for 11 years, having collapsed multiple times, including earlier that year.
• The speaker was concerned about how to support his father financially during this time.
• The speaker's grandfather passed away two months after his father's collapse.
• The speaker felt that the grandfather's passing meant the loss of a spiritual leader for the bakery, Taegukdang.
• The speaker realized that the bakery could no longer be sustained financially without the grandfather's support.
• The speaker felt that the bakery's brand was not just a business but something deeply rooted in the community, as evidenced by the media coverage of the grandfather's passing.

Taegukdang's Rebranding Process

• In 2014, the bakery underwent a rebranding process, which has been considered a successful case study in the industry.
• The rebranding strategy involved three key elements: space branding, packaging design, and brand communication.
• Space branding was chosen as the most effective way to showcase Taegukdang's identity and transformation.
• The rebranding process included a complete architectural renovation and a one-month closure for implementation.
• The speaker emphasizes the importance of visual consistency in the packaging design to reflect the brand's identity.
• The rebranding also involved engaging in various activities to communicate with customers, including collaborations and external events.
• The speaker, Gyungchul SHIN, mentions that customers expressed concern about the bakery's potential renovation, fearing it might negatively impact the brand's legacy.
• He explains that many old and established brands have struggled to adapt to changing trends over time, leading to their decline.
• The speaker emphasizes the importance of preserving the bakery's core values while acknowledging the need for necessary changes.
• He highlights the importance of finding a balance between preserving the bakery's essence and adapting to evolving customer preferences.
• The speaker emphasizes that the rebranding of the bakery focused on improving functionality and technical aspects rather than solely on visual aesthetics.
• The speaker highlights the importance of preserving the bakery's original charm, which was characterized by its 1970s style and features like a window display.
• The speaker explains that the goal was to create a modern and stylish atmosphere while retaining the essence of the bakery's history.
• The speaker emphasizes the importance of maintaining the bakery's core values, which were deeply rooted in the owner's vision.
• The speaker mentions that the rebranding also involved improving hygiene standards and using high-quality ingredients, reflecting the bakery's commitment to quality.
• The speaker invites viewers to visit the bakery's cafe on the second floor, drawing a comparison to the famous Taeguckdang bakery in Jangchung-dong.
• The speaker mentions a sign in the bakery that says "Many things have changed on the second floor, but nothing has changed." This sign signifies the bakery's commitment to maintaining its core values while adapting to the changing times.
• The speaker explains that this sign reflects their personal philosophy and brand direction. They believe that being too rigid can lead to stagnation, while being too flexible can result in losing one's identity.
• The speaker emphasizes the importance of finding a balance between preserving core values and adapting to change, both in their personal life and in their brand.
• The speaker uses the example of the Jangchung Bunjeon bakery's pre-renovation state to illustrate the importance of maintaining a sense of authenticity while embracing change.

Taegukdang's Brand Communication

• Gyungchul SHIN realized that Taesang needed a successful rebranding to move forward and decided to focus on the keyword "communication" as the core of the rebranding strategy.
• The speaker explains that the bakery, which had previously avoided communication, decided to embrace communication as a key element of its brand strategy.
• The speaker believes that sustainable branding requires communication with employees, customers, and the broader societal context.
• The speaker emphasizes the importance of finding a balance between preserving tradition and adapting to new trends.
• The speaker highlights the importance of communication in the modern era, comparing it to the role of the Korean language in Korean society.
• The speaker emphasizes that maintaining a hygienic environment and using high-quality ingredients are fundamental to the bakery's brand.

Taegukdang's Brand Identity

• The bakery's original interior design was traditional, but it has been renovated to give it a modern look.
• The bakery's logo, which was originally hand-drawn, has been redesigned to give it a more modern and sophisticated look.
• The speaker describes how they created a logo for their bakery, Taegukdang, using a design inspired by the buckwheat seeds they use in their bread.
• They also developed a custom font called "Taegukdang 1946" to represent their brand and tell their story.
• The speaker mentions that the use of fonts by companies like Hyundai Card and Baedal Minjok was a popular topic at the time, inspiring them to create their own font.
• The font they developed is not a typical retro font from the 70s or 80s, but rather inspired by the wooden printing blocks used in Seoul in 1946, the year after Korea's liberation.

Taegukdang's Collaborations

• The speaker, Gyungchul SHIN, was interested in applying collaborations to his bakery brand to tell its story.
• He has collaborated with over 30 different companies, including fashion brands, and even created his own beer.
• SHIN believes that collaborations can be successful when they amplify the brand's voice and create a sense of synergy.
• He plans to share three specific examples of successful collaborations that his bakery has undertaken.
• The bakery, Taegukdang, collaborated with a character from an old bag to create a children's book. This book tells the story of the bakery's founder, the grandfather, and helps to introduce the brand to younger customers.
• Taegukdang was selected as a "National Representative Local Brand" by Adidas Global. This collaboration resulted in a special shoe design featuring the bakery's logo, which was released in 11 countries worldwide.
• The speaker mentions that they have purchased almost 20 cream pastries from the bakery and gifted them to others. They also mention that they have only received one cream pastry in return.
• The speaker is working on a collaboration with a shoe brand, specifically the Superstar model.
• They requested that the shoe feature an original design, including an original outsole with artwork by artist AMG A4 Town.
• The shoe also includes the phrase "Artisan Spirit" and a gold inscription of "Seoul" to highlight the brand's connection to the city.
• The bakery, Taegukdang, has collaborated with the online game "Nexon's Barame Nara," which is the oldest MMORPG in the world.
• The bakery's physical location was recreated in the game, including its signature "Lol Cake."
• The "Lol Cake" was also used as an event gift in the game, allowing characters to ride it.
• The bakery has hosted exhibitions featuring various artists, showcasing its commitment to artistic expression.

Taegukdang's Future

• The speaker, Gyungchul Shin, discusses the history of the Taegeukdang bakery, highlighting its long history and its various achievements.
• He mentions that the bakery experienced a period of decline from 2013 until the COVID-19 pandemic, during which time his grandson, who was inexperienced, struggled to keep the business afloat.
• After the pandemic, Taegukdang transitioned into a corporate structure, focusing on production, distribution, and overall brand management.
• The speaker expresses his ambition to continue the legacy of Taegukdang and reach its 100th anniversary.