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* ¹ä ÀÚµ¿ÆǸű⠰³¹ß ¢ßÄÉÀÌǪµå¶óÀ̽ºº¥µù (2011- )

* Bob Lee Burger °³¹ß°ú ¼­¿ï °³Æ÷Á¡ ¾ÈÅ׳ª ¼¥ °³Á¡ (2013.3)

* È£ÁÖ MAKWUR »ç¿Í MOU ü°á (2014.5)

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* ³Ãµ¿¹ä »ý»ê °øÀå °è¾à(°æ±âµµ ¾çÁÖ) (2014.8)




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"The true rice burger that needs no spoon"

'BobleeR Burger', the well-being fast food which citizens of the world eat together.

- Bob Lee, the representative director of Asian Pacific Rice System/International Food Olympic Committee secretary-general. 


Born is the world's first rice burger in hands.

Rice burger, made of rice ball combined with hamburger, has been loved by many people. Japan's M burger and a Korean company L's rice burger were the first generation of rice burger 10 years ago. But it was difficult to keep the savour and quality due to its method of making rice dough by grilling. And the second generation rice burger maintained the form but it had to be eaten like rice ball or needed a spoon. A food distribution specialist Lee has been developing only rice burger for more than 16 years. He tried to innovatively improve the setbacks of those existing rice burger. In order to keep the form, Lee improved the rice to have glutinous rice's stickiness and nonglutinous rice's firmness, and finally invented the rice shaping machine, which makes rice dough, to keep toppings stay put. "These two elements made R Burger different from any other rice burger. I used French made special water-proof paper so that, whether frozen or thawed, it can be heated up in a microwave. Thanks to my patented packaging technique, people don't need to unpack the cover in whole but dress it down from top to bottom. Therefore, we can enjoy it without rice sticking to our hands" said Lee. The world's first sticky and warm, yet firm, rice burger was named 'BobleeR Burger' after Lee's English name 'Bob Lee'. The taste and quality are the same nationwide as the special cooks prepare topping sauce in their own factory to distribute. Ham Kimchi Burger, which is similar price as Kimbap, is the basic menu, and Chicken Mayo, Boblee Special Burger boast different taste of 15 toppings. Wasabi Tuna Mayo, Cheongyang Bulgogi, Dukalbi, Cheonju Bibim, Donkas Burger, BobleeR Burger, and the self developed burger Cream Pasta Burger reflect one's preference and a sens of the season according to the age group. Lee works cooperatively with renowned companies, which export their goods to 110 countries, and provide them his rice produce technique. He entered into world market with his know-how of exporting frozen rice to 10 countries and also of distributing to schools. 


Getting into global market with patented 'handed food' ; BobleeR Burger.

"I can proudly say that I'm the one who most experienced in exporting frozen rice. In order to meet the orders from clients, we are planning to open Yangju Factory in February, and the factory near Hukryong River in China in October next year. It's combination of China's capital and our technology, and more than 80% are targeted for overseas markets. We are receiving orders worth 4.5 billion won($4m) from Australia" said Lee. Lee exported frozen rice to overseas first and is rapidly expanding his business by franchising domestically. Lee has been receiving orders from Australia, US and Germany and gained a positive response when he participated in Paris Expo with his concept 'Rice eaten without spoon'. "It seemed that the French media was surprised to see the burger made of Korean rice as they were only used to Vietnamese or Japanese rice" said Lee. He saw the potential of his burger to be globalized in Paris, and is planning to open 10 stores in 6 cities of France. An official of a partner French company required Lee to provide Korean design and taste, and Lee is working on developing a menu based on Korean menus for French people. It is expected that the Korean rice and agricultural products will be exported worldwide as the BobleeR Burger uses only the Korean ingredients. This is a true model of globalizing Korean food and ingredients. In the factories in China, they are developing a menu customized for Chinese people and keep holding a show to knock the door of world market. Germany, though export of meat is banned, will be a bridgehead for European market, and Lee will open a store in Hamburg and a factory in Dortmund. In Canada, opening a store in Vancouver is being discussed. In Melbourne, Australia, Lee signed with MARMUR, the number two in the food industry, and he saw the possibility to make the burger directly in the store by using frozen product and toppings. Lee wants to design the stores like a cafe if it is more than 39 square meters for European and world market. "Most rice burger stores are like snack bar style, but ours is like 'healthy cafe style' and we provide deserts such as rice snacks, coffee and ice snack" said Lee.


International Food Olympic will spread the potential of Korean food.

Lee, who has his own factories, technology, patent and the ability of finding a new market, advises to the franchise industry "most start-ups get nervous because there are a lot of thing to do at first. They're too motivated to do things more than necessary and they easily get tired as a result. And the labor cost also is a burden. They have to check the continuity of its item and the competitiveness of the brand. Our brand can start with a small staff and we pursue the steady-seller menu. We refrain from using artificial flavor enhancer to get a clean taste of rice, and teenage-targeted menus are also popular among 40s and 50s." Lee has been donating 1% of company's profit to society and has succeeded upgrading the rice burger market which foreign major companies failed to do. Lee wants to globalize Korean food by using rice burger. "Korean food is roughly around $15 which is expensive for foreigners and the store has to be gig. But BobleeR Burger costs only $3 or $4 and it doesn't require a large store. In addition, our technique and know-how, which were recognized by foreign buyers, are perfect" said Lee. While Lee is busy developing rice burger which contains brown rice to target European market, he actually has bigger ambition. Like McDonald's is a symbol of US, Lee wants to make BobleeR Burger a symbol of Korea. He is trying various ideas on this over in-flight meal which is being provided for foreigners at the moment. "If we get supports from government, together we can show our power to the world even if foreign companies challenge us with similar idea" said Lee. With this thought in mind, Lee is preparing to establish I.F.O.C (International Food Olympic Committee) in 2015. It is his goal to hold the first general meeting of I.F.O.C in Korea and found a committee in each country and hold the International Food Olympic in rotation, starting from Korea. The globalization of Korean food for Lee means that the world's food masters recognize BobleeR Burger as the pronoun of the Korean food so that it can be a part of culture over food. It is thrilling to see the moment to come.




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