Hong Kong Banjeom 0410

Hong Kong Banjeom 0410 (홍콩반점 0410) is a Chinese food brand operated by Theborn Korea (더본코리아), led by culinary researcher and entrepreneur Baek Jong-won (백종원). It began in Nonhyeon-dong, Seoul, in 2006 as a restaurant specializing in jjamppong (Korean spicy seafood noodle soup), and grew rapidly through a strategy focused on the core offerings of jjamppong and tangsuyuk (Korean sweet-and-sour pork) in a Chinese food market then centered on jjajangmyeon (noodles with black bean sauce). It has built a nationwide chain based on affordable prices and standardized flavors, and played a decisive role in making Korean-style Chinese food more accessible and widely popular.

• Origins: It was launched in 2006 under the name Hong Kong Banjeom 0410 (홍콩반점 0410), beginning with its flagship location in Nonhyeon-dong. The prevailing theory is that the number “0410” came from the last four digits of CEO Paik Jong-won’s mobile phone number at the time.

• Initial concept: Initially, it took the unconventional approach of emphasizing that it was a jjamppong specialty restaurant and not serving jajangmyeon. This strategy was intended to focus on the quality and wok-fired flavor of its jjamppong, but strong consumer demand later led it to add jajangmyeon to the menu and evolve into a general Chinese-Korean restaurant brand.

• Renewal and expansion: In response to growing delivery demand, it has expanded its delivery-focused locations. More recently, it has continued projects to introduce kitchen automation equipment and enhance menu quality.

• Standardized flavor: Standardized sauces and cooking methods are used to reproduce the same “wok-fired flavor created by quickly stir-frying over high heat” at every location. This allows customers to expect a consistent level of quality regardless of which location they visit.

• Prepayment system: Unlike typical Chinese restaurants, it introduced a prepayment system in which customers pay at the counter first, increasing table turnover and maximizing operational efficiency.

• Focus on core menu items: Rather than extensively expanding the number of offerings, it focuses on improving the value for money of widely popular core items such as jjamppong, jajangmyeon, and tangsuyuk.

• Spatial design: The interior is characterized by striking red and black tones. It aims for a lively, practical dining space rather than a sophisticated atmosphere, while the open kitchen allows diners to see the cooking process.

• Convenience: The seating is well arranged for solo diners, resulting in particularly high demand for dining alone, while the introduction of kiosks has made ordering more convenient.

• Jjamppong: It features a rich, spicy broth made by stir-frying pork and various vegetables over high heat. It is intended to have more body than clear jjamppong centered on seafood.

• Glutinous rice tangsuyuk: This is regarded as the leading menu item behind the growth of Hong Kong Banjeom (홍콩반점). It is credited with popularizing a style of “glutinous rice tangsuyuk” characterized by a white, chewy texture achieved using potato starch.

• Jajangmyeon: A typical Korean-style jajangmyeon emphasizing the sweet and savory aroma of chunjang, it is one of the main meal options alongside jjamppong.

• Fried dumplings/steamed flower buns: These are offered as suitable accompaniments on the side menu.

• Locations: Outlets are widely distributed in easily accessible areas nationwide, including major university districts, office districts, and densely populated residential areas.

• Delivery: Most outlets are available on food delivery apps, making them highly accessible.

• Refer to the official brand introduction materials published by Theborn Korea.

• Based on data from the franchise disclosure documents of the Korea Fair Trade Commission.

• Based on food-service industry trend reports and brand awareness survey data.