When Yoo Jin, actress and her husband Ki Tae‑young, actor uploaded a new YouTube clip on , they were already buzzing about the lines forming before ten‑thirty a.m. outside a modest storefront in Namdong‑gu, Incheon. Their video, titled “We Came to Try ‘Namdong Industrial Complex Tteokbokki,’ a Must‑Know for Incheon Locals—Is It Really That Delicious?” quickly racked up views, reinforcing a trend where celebrity food tours drive foot traffic to regional eateries.
Celebrity Visit and First Impressions
The couple arrived at Namdong Industrial Complex Tteokbokki (226 Namdongseo‑ro) just after opening. The shop’s tiny sign, the scent of simmering chili, and a wall plastered with autographs from K‑pop idols set the scene. Ki Tae‑young, visibly impressed, muttered, “It’s amazing that people line up this early in the morning.” Yoo Jin added, “Usually, it’s a timed business, but this place has customers all day.” Their candid comments anchored a broader narrative: this isn’t a flash‑in‑the‑pan pop‑up; it’s a staple for locals.
Menu Simplicity and Pricing
Unlike most modern Korean snack spots that flaunt sprawling menus, Namdong Tteokbokki sticks to a single offering: bi‑jjolli (wheat‑based rice cake) tteokbokki. No spicy‑level sliders, no extra kimbap varieties—just three servings for 7,500 won. For those who can’t make the trek, the shop ships nationwide; a minimum order of two bags (six servings) costs 15,000 won plus a 4,000 won delivery fee, a figure verified in an April 8, 2024 YouTube review by Bokdeong Sister.
Operational Model and Customer Flow
Most tteokbokki stalls in Korea operate on a “timed” schedule—open evenings, close early, and rely on rapid turnover. Namdong Industrial Complex bucks that trend, staying open from 07:00 to 19:00 Monday‑Friday, 07:00 to 17:00 Saturday, and closed Sundays. The result? A steady stream of patrons from breakfast‑time commuters to after‑work crowds, a pattern the celebrities highlighted when they noted the constant queue.
Celebrity Endorsements and Media Coverage
The shop already enjoys a line of star power. EXO’s Oh Se‑hun praised it in a Chosun Ilbo English‑edition column, calling it a “must‑try for anyone craving authentic wheat‑rice‑cake flavor.” That endorsement, combined with the new video from Yoo Jin and Ki Tae‑young—produced by Whooaa Studio—creates a cascade effect: the couple’s channel, “유진VS태영,” has documented countless food adventures, and each upload typically spikes local restaurant sales by double‑digit percentages.
Potential Impact on the Local Food Scene
Analysts from Korea Visit noted in a May 2024 guide that the shop ranks among Incheon’s top three tteokbokki joints. With the new celebrity spotlight, the establishment could see a surge in tourism‑driven traffic, prompting nearby vendors to experiment with wheat‑based rice cakes—a subtle shift from the traditional garaetteok dominance. Moreover, the shipping option positions the brand for a national audience, turning a neighborhood staple into a household name across South Korea.
Background on Bi‑jjolli Tteokbokki
Bi‑jjolli, made from wheat flour rather than rice, offers a softer chew and a naturally sweet undertone. Food historian Lee Min‑soo explains that this variant traces back to early 20th‑century street stalls in Gyeonggi‑province, where wheat was more affordable than rice during wartime rationing. The modern revival, however, hinges on refined seasoning blends that balance sweetness with a hint of fire—exactly what Ki Tae‑young described as “the texture of the wheat and the seasoning go well together.”
Frequently Asked Questions
How does this endorsement affect local businesses in Incheon?
When a celebrity pair like Yoo Jin and Ki Tae‑young showcase a venue, nearby eateries often see a 15‑20% rise in foot traffic within weeks. The publicity can also attract tourists who follow K‑pop routes, boosting overall revenue for the district.
What makes bi‑jjolli tteokbokki different from the usual garaetteok version?
Bi‑jjolli uses wheat flour, giving the rice cake a softer, slightly sweet bite. Garaetteok, the classic cylindrical rice cake, is firmer and absorbs broth differently, resulting in a spicier, less sweet flavor profile.
Can I order the tteokbokki if I’m outside Incheon?
Yes. The shop ships nationwide; the minimum order is two bags (six servings) for 19,000 won total, which includes a 4,000 won delivery fee. Orders are placed by calling 032‑821‑5566 and confirming payment via text.
What other celebrities have visited this restaurant?
Beyond EXO’s Se‑hun, the venue’s wall features signatures from actors like Lee Dong‑wook and singers such as IU, reflecting its status as a beloved hangout for the entertainment industry.
When is the best time to visit to avoid long lines?
While mornings draw early commuters, the midday lull—around 12:30 p.m. to 1:30 p.m.—offers a shorter wait. The shop remains open until 7 p.m. on weekdays, so evening visits are also viable.