Network and product quality over location… The reason the 15-pyeong Cowjin store established itself in just two years

Cowjin Mokdong Branch is located in Mokdong, Yangcheon-gu, Seoul (Representative Lee Jae-hoon, 1F, 117-36 Sinjeong-dong, Yangcheon-gu, Seoul, 02-2645-6364). The store is approximately 15 pyeong in size. It has been about two years since it opened in July 2024. Cowjin Mokdong Branch has established itself in the area by securing regular customers.

The background of this growth is not solely due to flashy social media marketing or a prime location. It is a combination of a network connecting four stores, on-site operations led by the couple themselves, securing trust through the sale of Korean pork and certification of Korean pork cakes, and the development capability to quickly create products distinct from traditional butcher shops.

Just because a store is small doesn't mean product development has to be small as well.

01 — NETWORK

Combining the experience of four stores into a single asset

Cowjin originated in Icheon, Gyeonggi Province. The cousin of Lee Jae-hoon, the representative of the Mok-dong branch, first started a butcher shop in Icheon, and as the business established itself, the number of branches increased one by one. Currently, a total of four Cowjin stores—including the Icheon main branch, Jungri branch, Hynix branch, and Mok-dong branch in Seoul—use the same brand. Although each store is an independent business, they share raw meat purchasing, product supply, sales experience, and product ideas with one another. Products or operational methods that are well-received at one store are passed on to other branches.

The Mok-dong branch was also able to reduce initial trial and error by leveraging the experience accumulated by the Icheon stores. Although small in scale, it is structured to utilize the experience of four stores as a single asset. The brand name "Cowjin" combines "Cow" and "Jin." It embodies "truly delicious meat," "sincerity" in treating customers, and "authenticity" regarding the products.

Cowjin Mokdong branch, approximately 15 pyeong in size. A workspace capable of trimming raw meat, packaging, and product manufacturing has been secured behind the sales area.

02 — TRUST

From Certified Korean Pork Retailers to Korean Pork Cakes… Building Trust

Upon entering the Mok-dong branch, certification signs related to Korean pork immediately catch the eye. Cowjin operates as a certified Korean pork retailer and has expanded its scope to include certified Korean pork cakes through the development of gift products utilizing the pork. On the exterior of the store, a sign certifying it as a "Model Neighborhood Butcher Shop" by the Seoul Metropolitan Government is also displayed.

Such certification is particularly important for small neighborhood butcher shops. Since it is difficult for consumers to personally verify the quality and hygiene standards of meat every time, credible certification plays a role in building trust in the store. For Cowjin, certification is more than just a sign hanging on the store wall. Starting as a certified Korean pork retailer and expanding into new products like Korean pork cakes, it is connecting to a product strategy focused on "how to sell trustworthy meat in new ways."

Seoul Metropolitan Government ‘Our Neighborhood Model Butcher Shop’ sign attached to the outside of the store.

Signage and certificate related to certified Korean pork retailers. Cowjin has expanded its product range to include Korean pork cakes.

The Mok-dong branch is managed primarily by CEO Lee Jae-hoon, with his wife joining him during peak times such as holidays or when orders surge. For a small store, this approach is actually an advantage. This allows them to immediately gauge customer feedback on-site, such as which cuts of meat they are looking for, how much they want, and how they react to gift sets and packaging.

Currently, there are about 80 types of products displayed in the showcase. The selection goes beyond simply varying the cut and weight; products are curated according to the purpose of purchase, such as for grilling, home use, or as gifts. Growth has been built on repeat visits and word-of-mouth rather than large-scale advertising. The customer base, which was initially centered on local residents, has gradually expanded to include surrounding apartment complexes.

03 — PRODUCT

Rather than a good location, ‘a space where products can be created’

The current Mok-dong branch was not the optimal location CEO Lee Jae-hoon had envisioned from the beginning. In the final selection of the store location, the priority was placed on "what could be done in this space" rather than foot traffic. A workspace was secured at the back, taking into account refrigeration and freezing facilities, raw meat trimming, packaging, and product manufacturing. This space later became the foundation for Cowjin to venture beyond simple sales and experiment with new products.

The area that Kaujin devotes particular effort to is meat for gifts. While selling high-quality raw meat is the foundation of a butcher shop, Kaujin has gone a step further by contemplating how to present the same meat as different products. Representative examples include Hanwoo and Handon cakes.

Kaujin's gift set display. The focus was on presenting meat not as a simple packaged product, but as a ‘gift experience.’

Meat was arranged in the shape of flowers or cakes to make them suitable for gifting on birthdays, anniversaries, and holidays. Although meat cakes do not account for a large portion of sales, they were effective in establishing an image that "Cowjin is a little different from ordinary butcher shops." In particular, the expansion of the product range from a certified Korean pork retailer to a certified Korean pork cake retailer clearly demonstrates the direction of Cowjin's transformation.

However, meat cakes also had their limitations. Because the meat was rolled for decoration, vacuum packaging was difficult, and there were restrictions on shelf life and long-distance transportation. Kaujin used this drawback as a starting point for another product.

That is how the ‘Meat Bag’ came into existence. On the outside, it looks like a gift bag, but the meat inside is vacuum-sealed in the skin. It preserves the gift-product image of meat cakes while enhancing the freshness of the meat and convenience of storage.

The four stores share diverse experiences, and the couple personally meets with customers to gauge their reactions. In addition, the trust and product experience built as certified Korean pork retailers and certified Korean pork cake retailers lead to new ideas.

Network and on-site operations, trust through certification, and rapid product development. The reason the 15-pyeong Cowjin Mokdong store was able to establish itself in the region within two years ultimately boils down to these four factors.

Kaujin is now at the ‘butcher shop selling trustworthy meat’
It is expanding its scope step by step as a ‘butcher shop where you buy and gift meat in a new way.’