YouTuber's 990 won bread backlash / KBS 2025.09.01.

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[Anchor]

Famous YouTuber Syuka’s bakery is stirring controversy day after day.

The reason is the shocking price of 990 won for salt bread—less than 1,000 won.

It was meant as an experiment to test whether bread prices in Korea are reasonable, but after pushback from small business owners, he eventually apologized.

Reporter Choi Ji-hyun has the story.

[Report]

Bagels and salt bread both cost 990 won.

This is the pop-up bakery opened by YouTuber Syuka.

Thanks to the drastic price—about one-third of the market average—the customer waiting area was packed even on a weekday afternoon.

The bread baked in the morning sold out, and customers waited for hours until afternoon sales began.

[Nam Chae-young/Seongdong-gu, Seoul: "Salt bread usually costs 3,000 to 4,000 won, but here it’s under 1,000 won. The same goes for other breads."]

[Baek Jin-sol/Seongdong-gu, Seoul: "I was curious about how they could operate by selling bread this cheap..."]

Syuka said he opened the pop-up store to see for himself whether bread prices are reasonable.

[Syuka/Aug. 28: "People kept saying bread is expensive, so I wondered—if I make it myself, could I lower the price?"]

He explained that he sourced ingredients directly from producers and simplified the production process to reduce costs.

But small business owners are pushing back.

They argue that this short-term experiment makes it look as though other bakeries are overcharging.

[Bakery owner in Seongdong-gu, Seoul/Voice altered: "We have labor costs and rent, but doing this creates the perception that other owners are taking excessive profits."]

In the end, Syuka said he never criticized small business owners on his channel and expressed regret that his attempt to raise the issue of structural pricing problems was interpreted differently.

Attention now turns to what conclusion the bread price debate, sparked by a YouTuber, will ultimately reach.

This is KBS News, Choi Ji-hyun.

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