I wasn't anchored to a specific dream or pursuit. My coffee affair began during a part-time job at Mindeulae Yongto (Minto). I enjoy meeting people and having conversations, and I became intrigued by how coffee can be a communication medium. The pivotal moment sparked my profound interest in coffee. It was an era marked by nascent beginnings, where imported beans were still a novelty. This ignited my resolve to immerse myself deeply in the world of coffee. My quest for excellence led me to ‘Cafe Themselves’ in Jongno, an establishment with an illustrious legacy of nurturing world-class baristas. Even without formal openings, I relentlessly reached out, expressing my sincere desire to apprentice there. A fortuitous meeting ensued, and I journeyed from my hometown, Daejeon, to the vibrant city of Seoul. This marked how I began my career in the coffee industry, working at ‘Coffeeish,’ which was operated by ‘Cafe Themselves.’

Yes. After working at the cafe for a year, I moved to a prominent green coffee bean company. The experiences garnered there were transformative. I roasted beans, participated in brand launches, and visited Central and South America once or twice a year for cupping* sessions. Such endeavors were rarities, positioning me in a league of privileged few. Whenever an opportunity arose, my hand was invariably the first raised. The prowess with which ‘Conflict Store’ today curates over 40 distinct bean varieties traces its lineage to those foundational days.
*Cupping: A discerning process to evaluate coffee's intricate flavor profile.

After leaving the green coffee bean company, I took about two years off to spend time with my family. During this period, an American documentary piqued my interest and sowed the seeds for the ‘Conflict Store.’ This documentary portrayed young entrepreneurs capitalizing on rented containers to sell food from nations adversarial to the U.S., aptly naming their venture ‘Conflict Store.’ It was evident that our nation's coffee culture harbored insular tendencies. Consequently, I pondered the prospect of diversifying our coffee palette, leading to the genesis of the avant-garde coffee bean establishment, ‘Conflict Store.’ Given the extensive array of beans, there's an inherent suggestion: “Choose amidst the conflict.”

I pursued collaborations with teams that epitomized excellence. There were particular teams I was unequivocally keen to integrate. I procured beans representing the pinnacle of national talent and exquisite foreign beans rarely encountered domestically. While each bean mandates its nuanced treatment, mastering these techniques was hardly an arduous task for me. After all, my work at the green coffee bean company had acquainted me with such intricacies daily.

Financial constraints presented themselves prominently. When starting a café, one necessitates a singular coffee apparatus and a couple of grinders. However, given our editorial approach to coffee, which demands a vast array of beans, I needed 11 distinct grinders. The finances at my disposal were palpably inadequate. Resorting to various financial avenues, I even divested my residence to amass the requisite capital. My automobile housed my possessions for a transient period as I resided in public bathhouses. Yet, the ordeal was not as taxing as one might imagine. I harbored unwavering conviction that this chapter would, in due time, be narrated as a ‘tale.’

The contemplation of failure never darkened my horizon. In honesty, a potential downfall would have been but a trivial setback. After all, a stumble merely offers an opportunity to rise anew. Upon introspection, the bedrock of this perspective has invariably been the steadfast backing of my parents. After retiring from government service, my father continues to serve diligently as an apartment custodian. His perpetual assertion has been, “Given that I continue my labor, what warrants your concern?” Their perennial affirmation of “All is well” made me feel at ease.

Remarkably, within a fleeting month, I felt that I would soon be able to pay off all my debts. As we transitioned into the subsequent month, business became incredibly busy. In those nascent days, without the aid of any staff, my days seamlessly merged into 13-14 hour shifts, devoid of weekends. The initial influx of clientele, fueled by sheer curiosity, pondered aloud: “Why such a diverse array of beans here?” or “An establishment operating in this unique manner?” Yet, these initial inquisitors soon transformed into our steadfast regulars. Interestingly, I refrained from traditional marketing avenues. Though marketing might have amplified our success, I've always maintained that that “offering one's utmost in one's present position is the pinnacle of marketing.”

Indeed, for a discerning barista, the craft extends beyond the mere act of serving coffee. It's an art of reviving those cherished memories and experiences patrons often cocoon within their psyche. It's not about prescribing, “This coffee offers this note”; it's an invitation for the customer to embark on a sensory journey, allowing them to delve into their reservoir of memories, guiding them to articulate nuanced flavors, and directing them towards their idyllic coffee palate. Consequently, in Coffee Omakase, our dialogues traverse beyond the confines of coffee, often delving into introspective musings and shared life narratives.

I was inspired by Mameya, an eclectic coffee shop in Omotesando, Japan. In the Shinsha store, a bespoke coffee experience, tailored exquisitely to each patron's palate at the bar, was offered with an informal touch. The overwhelming accolades led to its formal inclusion in the second establishment's menu. Each curated session boasts courses nuanced by country-specific and roastery-defined themes. Participants are treated to a trilogy of filter coffees, punctuated with teas to refresh the palate, all at a premium, reflective of the meticulous bean selection, priced between 40,000 to 70,000 won. Notwithstanding the elevated price bracket, connoisseurs frequently seek out this unique experience.

To me, the quintessence of good coffee unfurls across three dimensions. Initially, it embodies purity. Next, it whispers a note of sweetness. Lastly, it enthralls with its multifaceted aromatic complexity. A commendable coffee stirs the imagination, invoking a tapestry of flavors and reminiscent sensations. To distinguish such coffee, I've embarked on a rigorous gustatory voyage, training my palate to “catalog flavors,” ingraining sentiments like “This evokes this note, while that reminisces another.” Recognizing that physiological variations can tint one's palate, my endeavor has always been to foster a consistent flavor memory.

Undoubtedly, it's the caliber of our content. A café ought to be replete with distinguished content. Given the relatively modest barriers to entry in the café business, many endeavor to stake a claim. Should the offerings across cafés be too similar, patrons lack the incentive to gravitate to one establishment over another. Thus, I've invested considerable thought into the unique content my venue might proffer. Beyond our exceptional coffee, the curated ambiance achieved through music, spaces crafted by our adept team, and the allure of experiences like our Coffee Omakase encapsulates our distinct content. Indeed, even the effervescent energy our staff imparts to patrons is content. This commitment to superior content has been instrumental to our sustained growth.

It's house cleaning. I believe consistent, albeit modest, achievements are pivotal for sustained momentum in our endeavors. In my experience, cleaning bestows immediate gratification soon after one greets the morning. While fiscal incentives unquestionably confer a sense of achievement, there's an undeniable satisfaction derived from everyday accomplishments — the precision in arranging one's bedding, the act of immaculate tidying, or preparing a meal with an artisanal touch. I'm resolute in acknowledging and cherishing these daily triumphs.

As our business burgeons, so too do my apprehensions. Foremost among my trepidations is the potential inability to adequately shoulder my responsibilities towards my dedicated team. This intrinsic anxiety, paradoxically, might very well be my paramount motivator. I perpetually ruminate, “Given that my team will, in due course, seek their ventures, what is the weight of my obligation before that time?” In such reflective moments, I invariably turn to education. To stand as an exemplar for my team and to instill an unwavering faith in my leadership, I must elevate my acumen, hone my professional prowess, and cultivate my rapport with our patrons. This philosophy underpins my daily commitment to learning, encompassing not only the art of coffee but also the cadence of music, insights from acclaimed designers and brands, and even the profundities of philosophy. The latter, intrinsically tied to our lived experiences, affords many conversational avenues, ensuring my perspective remains expansive and enlightened.

The hallmark of an Amore staff member is readily apparent. Their allure is both unmistakable and understated. It's evident, isn't it? (smiles) Instead of merely mimicking prevailing fashions, they radiate a pronounced personal essence. They don't succumb to fleeting trends, yet they exhibit a keen awareness of them, from intricate interior details to my attire; their curiosity and discernment never wane. I felt that a company leading the trends is distinctively different. Hence, when setting up the Amorepacific branch, I infused an elevated level of meticulousness. Whether scrutinizing interior materials or even the tiniest accessory, the quest was for unparalleled aesthetic and tactile excellence.

The present-day Shinyongsan is blossoming as a nexus of innovative culture. It's home to companies filled with talented individuals, avant-garde eateries led by adept chefs, and an eclectic mix of vibrant youth and revered local stalwarts. Amidst the diverse vibes of Shinyongsan, ‘Conflict Store’ aspires to be the coffee that consistently exudes elegance, even amidst formidable challenges. The aspiration? To ensure that every sip is steeped in sophistication. We'll strive to offer an even more stylish coffee experience.

I envision broadening our spectrum beyond ‘Conflict Store,’ creating a brand that, while not strictly high-end, is more accessible. The idea of cafes offering serene brunch settings and even branching into franchise cafes simmers in my mind. The thirst for innovation remains insatiable.