[Consumption Value Interview] The value of homemade desserts in the era of PB products. "Kim Yiseul, the CEO of DEW"

2024-06-14 Yohan Bok Reporter

Kim Yiseul, the CEO of a homemade dessert shop in Korea, "DEW," is pausing with her daughter, who is the most precious gift from above. ⓒ Consumerwide

[Consumerwide - Yohan Bok Reporter] The reporter has been trying her best to get away from taking flour-based sweets and bread due to her digestion problem. However, she was having an uneasy time resisting those sweet attractions. But then, recently, one of her friends recommended a rice-based homemade dessert shop, "DEW," in Jinhae district (Yongwon) of Gyeongnam province. She was curious about the shop, and soon she visited to listen to the value consumption of the CEO, Kim Yiseul.

There were small decorations on the corner of the dessert shop, "DEW," which reflect the taste of the CEO, Kim Yiseul, who loves delicate and endearing concepts. ⓒ Consumerwide

By the time the reporter visited DEW, which was around noon, few people were around in Cheongandong at Hyundai Sangga (a commercial building). When the reporter entered the shop, a small counter and a round table with decorations were noticeable. Soon, she saw the CEO, Kim Yiseul (38), who seemed quite busy with her enthusiastic baking work, having a variety of baking tools around the kitchen. The CEO was fully engaged in the baking process, and the reporter felt like the energy was filling the entire space.

Kim Yiseul, the CEO, is engaging in baking. ⓒ Consumerwide

After a couple of light chats, the reporter asked her first question regarding the motivation to launch the shop in the first place. Kim, the CEO, explained, "Some time ago, I had a chance to order a cake with letters on it. It was, in my opinion, the best lettering cake I've ever tasted, and it really altered my perception of beautiful cakes. Since then, I've thought that it'd be wonderful if my neighbourhood could also enjoy high-quality desserts. I had a successful career at this point but also a strong desire to bake and make pastries. For this reason, I didn't hesitate to take classes at a baking and pastry institution by the time I stopped working at my previous job. I enjoy both baking and pastry; however, pastry gives me more joy. Perhaps because I spend more time doing them."

These are the cakes that Kim Yiseul, the CEO, has baked. Her rice-based cake, which contains plenty of whipped cream made out of scatch, has a similar texture to ordinary cake, so the majority of customers who are used to flour-based cakes can enjoy them too. ⓒ Consumerwide

Kim, the CEO, also answered that she feels rewarded at most as a CEO when customers discover the value of her desserts and keep coming back, with a bright, big smile. The reporter also bought a homemade egg tart product and tasted it herself. And she was content, both with quality and quantity. It was incomparable to the PB product, which she used to for numerous years. Where could you find a tart with plenty of deep and tender cream for 2,800 won these days? The customers would have experienced the same feeling of appreciation for DEW's desserts after only one taste, just like the reporter did.

Cakes and desserts that Kim Yiseul, the CEO, baked. DEW, the homemade dessert shop, which specialises in rice-based cakes and desserts, is a small dessert business yet bakes a variety of products concerning consumer needs. ⓒ Consumerwide

In response to the final question, which asks about the authenticity of the desserts made from DEW, Kim, the CEO, said, "My little girl, who is 8 years old, just began going to school. My primary goal is to bake to a quality that my daughter may safely enjoy and that I can also share with my loved ones. Besides, our fully rice-based cake resembles the texture of the traditional flour-based cake by using plenty of rich French butter. Thus, customers who are familiar with ordinary tastes can enjoy them. Our treats are easier to digest, so I can confidently suggest them to kids, seniors, and everyone in between. For the above reasons, I perceive that the desserts of DEW have sufficient value for consumption in terms of health and taste aspects. You can easily find us at Baemin and Kakaotalk by a keyword, "케이크 듀" (meaning CAKE DEW).

Those dessert products of Kim Yiseul, the CEO, aren't luxurious, but they are simple with exquisite taste, which reflects the life of the maker, who is consistently putting in extra effort to shape every single piece of her life.

We all have dreams, but they seem easily lost at times. Under financial circumstances, we feel powerless. After recovery, childcare awaits us. By the time we get a tangible chance, we don't have enough strength left to carry it out. We won't have as much time as we hope for. Yet, we learn the lesson of our perseverance when we value the time given.

I support the courageous heart of Yiseul, who strives to nurture both her child and her dream business, and I pray that every single step of her way, which began with a small dessert shop, may turn into an outcome that benefits her family and society while also bringing the greatest satisfaction in her life personally.