“Brands Are Ultimately Built by People” – Entrepreneurship Academy Lecture by Jung Dohwan, Co-CEO of CRYCHEESEBURGER 

A special lecture organized by the Startup Station at Korea University Business School took place on Tuesday, April 8, at The STAGE on the second floor of the Main Building. Under the theme “Launching and Operating an F&B Brand,” the lecture was delivered by Jung Dohwan, Co-CEO of CRYCHEESEBURGER, a handcrafted burger brand, who shared practical insights into entrepreneurship and brand management. 

Jung opened the lecture by explaining what led him to enter the F&B industry, emphasizing its systems-oriented nature and the appeal of offline business. “F&B is a field where you can gain hands-on experience in every aspect of business, from logistics and product development to marketing and customer experience,” he said. “Its biggest advantage is the ability to rapidly test and implement hypotheses in real time.” 

He then shared the brand philosophy behind CRYCHEESEBURGER. As a casual dining brand, CRYCHEESEBURGER centers its core value on “delivering a satisfying dining experience at a reasonable price.” Jung emphasized, “What sets a brand apart is offering products and experiences that match its positioning,” and added, “Above all, the most important thing is to be honest with your customers.” 

He also shared practical lessons from his journey as a founder and operator. “While having an efficient business strategy is important, the essence of any business ultimately lies in people,” he said. “What matters most is having teammates you can trust—those who are willing to climb the mountain with you.” On leadership, he noted, “The most effective way to motivate your team is by leading through example,” adding, “Never forget that, in the end, every leader is judged by their results.” 

Toward the end of the lecture, a Q&A session was held with Korea University students preparing to launch their own startups. Jung encouraged them, saying, “Don’t trap yourself in a narrow mold—take charge of your life and career, and carve out your own path.” He reiterated the importance of maintaining a broad and open perspective. 

CRYCHEESEBURGER is a Korea-based handcrafted burger brand that launched its first store in Bucheon in 2013 and currently operates seven company-owned locations throughout the Seoul metropolitan area. Jung Dohwan, who formerly served as an investment professional at Fast Ventures, supported the growth of numerous startups. He now leads the company as an F&B executive, putting into practice a distinctive branding strategy.