Girls' Generation's Hyoyeon Opens Up About Her Business Failure: A Candid Reflection on Entrepreneurship and Challenges

Girls' Generation's Hyoyeon Opens Up About Her Business Failure: A Candid Reflection on Entrepreneurship and Challenges

Girls' Generation's Hyoyeon Opens Up About
Her Business Failure: A Candid Reflection on Entrepreneurship and Challenges

On October 4, 2024, Girls' Generation's Hyoyeon and singer Brian Joo appeared on SBS Power FM's popular talk show Cultwo Show. The show, known for its relaxed atmosphere and light-hearted banter, quickly turned to the topic of business ventures, leading to an unexpected revelation from Hyoyeon. Despite her fame and success in the entertainment industry, Hyoyeon shared a personal story about a business failure that left her with important life lessons.

As the conversation turned to business, DJ Kim Tae Gyun casually asked, "Hyoyeon, have you ever tried running a business?" Hyoyeon surprised the audience by responding, "I opened a dumpling and buckwheat noodle restaurant in Los Angeles." This revelation, coming from a global K-pop star, was both surprising and refreshing. Hyoyeon’s candid nature set the tone for the rest of the conversation.

Hyoyeon’s Business Journey: A Family Affair

Hyoyeon explained that the business was a family venture, though she wasn’t directly involved in day-to-day operations. "I didn't go or work myself," she clarified, adding that her parents and younger sibling managed the restaurant in her absence. Her family had taken on the responsibility of running the business, allowing Hyoyeon to focus on her music and career while the restaurant thrived under their management.

However, things did not go as smoothly as she had hoped. Visa issues arose, preventing her parents from staying in the U.S. and continuing to manage the restaurant. As a result, the responsibility fell on Hyoyeon's sibling and their spouse to take over the operations. While the family made a valiant effort to keep the restaurant afloat, challenges quickly began to mount.
The Unexpected Challenge: LA’s Unpredictable Weather

One of the most surprising obstacles the restaurant faced was Los Angeles' unseasonably cold weather. Hyoyeon recounted how she had been monitoring the restaurant through CCTV cameras, only to find customers bundled up in long sleeves and padded jackets. "At that time, LA's temperature was consistently between 10 to 17 degrees Celsius (50 to 63 degrees Fahrenheit). Isn't LA supposed to be hot all the time?" she remarked, clearly still baffled by the weather’s unexpected impact on her business.



The cold temperatures had a significant effect on the restaurant's sales. Buckwheat noodles, a traditional summer dish, were the restaurant's specialty, and they sold best in warm weather. However, with customers shivering in long sleeves, the demand for cold noodles dropped, putting a strain on the restaurant's income. "Buckwheat noodles sell well in the summer, but eventually, the business failed," Hyoyeon revealed, explaining that the cold spell had been a major factor in the restaurant's downfall.

Financial Struggles and the Ultimate Decision

In addition to the weather challenges, Hyoyeon shared how the restaurant's financial burdens quickly became overwhelming. "The maintenance costs, combined with my sibling's housing expenses, were enormous," she explained. The costs of running the restaurant, combined with the high living expenses in Los Angeles, proved to be more than the family could handle.

After much reflection, Hyoyeon made the difficult decision to close the business. With a hint of humor, she added, "I’ve decided I’ll never open a business again." Despite the challenges and ultimate failure of the venture, Hyoyeon’s willingness to share her experience in such a light-hearted manner showcased her resilience and positive outlook.

DJ Kim Tae Gyun’s Own Business Failure

Hyoyeon's story resonated with Cultwo Show host Kim Tae Gyun, who shared his own business struggles. He revealed that during a successful period in his career, when his performances were doing well in Daehangno, he decided to open a store and try his hand at different business ventures. Unfortunately, much like Hyoyeon, Kim Tae Gyun’s efforts did not pan out as expected.


He ultimately traded the store for a plot of land in Chungju, hoping that the land would be a better investment. However, things did not go as planned. "Nothing grows on the land, and I can't sell it, so it's just sitting there," he said, laughing at his own misfortune. He humorously added, "The view is nice, but I should’ve paid more attention to the land itself." His story served as a reminder that even seasoned entertainers can face setbacks in business, and that success in one area doesn’t guarantee success in another.

Netizens React: Lessons in Humility and Humor

Hyoyeon's openness about her business failure struck a chord with fans and netizens alike. Many took to social media to share their thoughts and reactions to her story, offering both support and amusement at her candid reflections.

Netizens Comments

"Hyoyeon is so relatable. Sometimes, things just don't go as planned, no matter how much you prepare."

"I feel for her. Running a business, especially in another country, is no easy task!"

 "Even successful celebrities face hardships. It’s a reminder that business isn’t always glamorous."

 "Wow, visa issues and unexpected weather—that’s really out of her control. I think she did her best."

 "Hyoyeon’s honesty about her failure is refreshing. Not many would admit this publicly."

 "I had no idea she opened a restaurant! I wish it could have succeeded, but it’s great she tried."

 "Her reflection on the experience shows how grounded she is. It takes courage to share these stories."

 "Kim Tae Gyun’s story about the land is hilarious but sad at the same time. Business isn't for everyone!"

 "I respect Hyoyeon for letting her family handle the business, but sometimes, family ventures are harder."

 "Business failure is a tough lesson. It’s good to know even idols face these struggles."

 "The weather affecting noodle sales? That’s something you wouldn’t expect to be a major problem."

 "Hyoyeon could probably open something else in Korea. LA might have been too far away for her to manage."

 "People don’t realize how much work and risk goes into starting a business, especially abroad."

 "Honestly, it’s a good thing she closed the restaurant before the losses became too big."

 "At least she has a sense of humor about it. It’s nice to see celebrities laugh at their struggles."

Hyoyeon and Kim Tae Gyun’s stories highlight the unpredictable nature of business and the challenges that come with entrepreneurship, regardless of one’s fame or success in other areas. Their candid reflections on their failures serve as a reminder that even the most successful people face setbacks.

For Hyoyeon, the restaurant’s closure was not the end, but rather a valuable learning experience. Her humor and resilience in the face of failure have earned her admiration from fans, and her willingness to share such a personal story has further endeared her to the public.

At the end of the day, both Hyoyeon and Kim Tae Gyun’s stories remind us that failure is a part of life, and the best way to move forward is with humor, humility, and the lessons learned along the way.