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Sweet MemoryA PNB choco pie may be a small dessertA PNB choco pie may be a small dessertbut it has a long, rich history in JeonjuWords by DIANNE PINEDA-KIMPhotos by SEONG JIN KIM, http://www.pnb1951.com/
If you walk around Hanok Village, the most populartourist spot in Jeonju, you’ll probably notice one thingaside from people wearing hanbok: a bright orange andbrown paper bag emblazoned with the PNB logo. A tripto the traditional city will not be complete without bringinghome this must-buy souvenir consisting of different flavors ofchoco pie. The stores are also very accessible since there’s aPNB bakery in every corner. But what many people don’t knowis the brand’s secret to longevity and how, after so many years,it still maintains its title of being the best dessert in Jeonju.1951HISTORY OF PNBPNB (also known as Pungnyeon Jegwa / 풍년제과) first openedin 1951 in Jungang-dong, Jeonju. It is famous for selling chocopie, a sweet snack with two small round layers of chocolatecake with marshmallow filling. It’s not exactly a “pie” but theterm has become a constant in South Korea and in Jeonju, ithas become synonymous with PNB.1951Despite the changing of the times, the well-knowntaste of the choco pies remained and passed down tothe founding families of PNB for three generations.PNB didn’t actually begin by selling choco pies. The company'sstory began with a sweet rice cracker seller, Jeon Byung-i, whowould walk around Jeollabuk-do to sell his goods. After theliberation of Korea from Japan, his family member Kang Jeongmoonopened a bakery in Jeonju, this time making a variety ofhandcrafted baked goods. Soon after, the bakery made a welcomeaddition which would then become the brand’s signature: thechoco pies. Now, these choco pies come in different flavors suchas strawberry, green tea, cheese, and vanilla.1951Although PNB is based in Jeonju, it also has branches atHyundai Department Stores in Seoul, where freshly bakedgoods are delivered each day. PNB can also be found atHyundai’s Mok-dong, Apgujeong, and Coex.Choco pie brands are all over Korean supermarkets, but onething’s for sure, the choco pies won’t taste as good if it didn’tcome from the orange bag.Address: PNB Main Branch180 Paldal-ro, Pungnam-dong, Wansan-gu, Jeonju-si, Jeollabuk-doPhone: 063-226-2737 • http://www.pnb1951.com/195117
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