Na Myung-seok’s four acts, from 1992 Rapture photos to chicken

By Grace Kim

Na Myung-seok spent fewer than 10 days undercover photographing the Dammi Mission in 1992. He is now the ninth chairman of the Korea Franchise Industry Association and the chairman of Wellbeing Food, which operates the chicken franchise Jadam Chicken.

What made the 1992 assignment decisive?

Na studied photography at Chung-Ang University. He joined Chosa Journal as a founding member during the second semester of his fourth year and spent nearly 10 years reporting from the field. His goal was to become a documentary writer for Time, Newsweek and National Geographic.

In 1992, Kim Hoon, then a social affairs editor and now a writer, suggested that he and Na take photos of the Dammi Mission, which had predicted the “Rapture.” A department head ordered Na to go. He recalled: “I had to become a member, so I did. During the service, I even tried shouting ‘Hallelujah’ along with everyone.”

Na said: “I had been undercover for less than ten days, but since I was told to meet the deadline, I took the shots first.” Almost no direct photographs of the Dammi Mission scene existed then. Na was a rare photojournalist who broke news through his images.

One Chosa Journal cover featured his photograph of former President Chun Doo-hwan and his wife. Na said, “It felt bad, but they called me ‘Your Excellency’ once.” He described a flash of less than a second when he looked at the camera with “such a bright expression” after years of hardship.

The episode established him as a photojournalist who could break news through his images.

How did photojournalism lead to franchising?

The 1997 foreign exchange crisis changed the mood around his work. Na said: “I like taking dynamic photos, but the world became quiet.” He added: “If I didn’t quit now, it felt like I would do this for the rest of my life.”

After a three-month tug-of-war with his department head, he resigned. He then built a career in advertising and publishing photography.

He entered franchising by publishing the monthly magazine Startup & Franchise, which he launched in 2000. He later operated an F&B brand directly but closed it after franchisees failed to pay fees. He then emigrated to Canada.

He ran a Korean grocery store in a peripheral commercial area before returning to Korea and founding Jadam Chicken in 2011. Na said franchising is difficult while doing business is easy.

His route into the sector began with publishing, then a failed food franchise, grocery retail and the founding of Jadam Chicken.

Why did he accept the association chair?

Na described his decision to become chairman as “half voluntary, half compelled.” Many previous chairmen had come from the first cohort of the Yonsei University Franchise CEO Program in 2002, including Na.

Former chairman Jung Hyeon-sik’s comment tipped the balance. Na recalled: “He said that since I had been in the franchise industry for about 30 years, wouldn’t it be meaningful to serve for three years, like paying tithes? I wasn’t even a church member, but those words really resonated with me.”

Na replied, “Understood, I will serve for three years,” and accepted the position with a three-year term.

Born in 1965, Na also holds three roles at the association: Senior Vice Chairman, Poultry Division Committee Chair and Delivery App Response TF Committee Chair. He also chairs Wellbeing Food, the Jadam Chicken operator.

“When I actually took over, I realized I was the only one among my classmates who became chairman after turning 60,” he said. His three-year tenure gives the association a chairman with operating experience across media, retail and franchising.