Hello,

We are pleased to share a brief introduction to why Hanok Village operates four different brands.

Many people recognize Hanok Village primarily as a Jeonju bibimbap brand.
That is true in origin as well. Our story began with the tradition of Jeonju bibimbap, rooted in Poongnyeon Restaurant in Jeonju in 1976.

However, as we continued operating in real markets, we came to understand one important reality very clearly.
Customers are not all the same, and neither are the places, purposes, and environments in which people experience Korean food.

Some customers value tradition and authenticity above all.
Others look for a warmer and more substantial meal.
Some are trying Korean food for the first time and prefer something softer, more familiar, and easier to approach.
In other settings such as airports, hospitals, shopping malls, department stores, and mixed-use commercial sites, what matters more is speed, clarity, and operational efficiency.

That is why we concluded that one brand alone could not fully answer every market need.
Instead, we believed it was more important to deliver the essence of Korean food through formats that fit each market more precisely.

As a result, Hanok Village now operates four distinct brands:
Hanok Village Bibimbap, Hanok Village Bibimbap & Sotbap, Hanok Village Bibimbap & TOFU, and bb.bob

At first glance, these may appear to be separate brands.
But in reality, all four began with the same core question:
 

How can Korean food be delivered in the way that best fits today’s market?
 

Why did a traditional bibimbap brand expand into sotbap?
Why was there a need for a softer and more approachable concept like TOFU?
Why did we develop a faster, more modern format like bb.bob?
 

If you would like to explore the background, strategic role, and market purpose of each brand in more detail, please visit the link below.
Explore the differences and philosophy behind our four brands
https://blog.naver.com/pnfc9082/224222119877