Actor Lee Jang-woo’s culinary brand is reaching new heights, as his walnut confectionery business shatters sales records at its latest location. The Lee Jang-woo walnut store, situated in the Shinsegae Department Store at Busan’s Centum City, has reported staggering daily sales figures between 18 to 20 million KRW, marking an exceptional achievement for a food kiosk.

This isn’t just a passing trend—the store’s sales-per-square-meter hit approximately 200 million KRW, a figure that even outperforms many high-end luxury brands in the same shopping complex.

Lee Jang-woo Walnut Store Goes Beyond Celebrity Branding

Far from being just another celebrity endorsement, Lee Jang-woo has fully immersed himself in the food industry. From crafting udon dishes to launching a Korean rice bowl restaurant and a curry line, his most successful endeavor so far has been his walnut dessert shop. Created in partnership with food content company FG, the business launched its first branch at Shinsegae Gangnam and has quickly expanded to Daegu, Centum City, Daejeon, and most recently, Starfield Suwon.

Within just five months, the brand surpassed 1 billion KRW in total revenue—an extraordinary feat in such a competitive market.

Lee personally oversaw product development, fine-tuning everything from dough consistency to the filling’s texture. His genuine involvement and love for food have helped set the brand apart, drawing long lines and strong customer interest.

Taste-Driven Success with Room to Grow

Customer feedback has been overwhelmingly positive, with many describing the taste as well worth the wait. “It’s one of the best I’ve had,” said one visitor. Some did suggest a slight improvement—more walnut filling relative to the dough—but overall, the reception has been enthusiastic.

Even while juggling his food ventures, Lee Jang-woo remains active in the entertainment world. He recently wrapped filming in Egypt for season 3 of ENA’s Giumabul World Tour, where fans were delighted to see a more relaxed and cheerful side of him.

The Lee Jang-woo walnut store success story proves that with passion, hands-on dedication, and great flavor, even actors can build powerhouse brands outside of showbiz.