Hailing from Jeju Island, I ventured to Seoul and devoted two years to crafting ‘Ojeje.’ A partner, an alumnus of a Japanese Udon school, conceptualized recipes for Udon, Soba, and Curry while I traversed between Seoul and Jeju, delving into every facet of Tonkatsu, from meat preparation to aging methods. The journey of recipe development was riddled with trials and tribulations. Even post-launch, every off day saw me at work, refining recipes. For three years, not a day of rest was in sight.

Scouting the suitable locale was equally time-consuming. Having spent my entire life in Jeju, the geography of Seoul was uncharted territory. I connected 16 sheets of A3 paper and printed a large map of Seoul. Then, I marked all the renowned Tonkatsu and Udon establishments in Seoul. Competing with the local stalwarts seemed daunting; hence, I pinpointed areas without overlap and sought locations where the deposit was feasible. The spot that matched these criteria was our first branch near Seoul Station. Initially, it was an area devoid of restaurants or cafes, but later, we discovered there were reasons for that (laughs). Searching for artists to design our dishes, naming the restaurant, and perfecting the interior décor took two years.

During my military service, my colleagues nicknamed me ‘JJ’ because when I wrote the address, it read ‘Jeju-do, Jeju City.’ While contemplating the restaurant's name, this moniker surfaced. The diminutive ‘Je Je’ was prefixed with the exclamatory ‘Oh!’ to form ‘Ojeje.’ It harmonizes with Jeju's image, and in Chinese characters, it's written as 濟濟, symbolizing ‘Realizing Dreams Across the Sea.’

I have a profound fondness for Tonkatsu and Udon. However, it was rare to find a place excelling in both. If the Tonkatsu was savory, the Udon was mediocre, and vice versa. The inception was the thought, ‘What about creating a place where one can relish both Tonkatsu and Udon?’ The same philosophy applied to the interior. I pondered, ‘Given the similarity in prices, why can't a Tonkatsu place boast an interior as elegant as an Italian restaurant?’ Thus, when establishing ‘Ojeje,’ the exterior and interior were designed to be sophisticated and modern, with nature in Jeju as the motif. Every object was meticulously chosen to evoke the essence of Jeju. I believe such attention to detail has garnered positive responses. The timing was fortuitous, coinciding with the burgeoning popularity of the pink-hued Japanese Tonkatsu in the market.

It took merely a week for queues to form. Given the absence of restaurants, people were curious about the place from the construction phase. After opening, many mistook it for a café due to its elegant exterior, but the food brought them back, creating waitlists. With the advent of ‘Ojeje,’ numerous eateries populated this street, earning it the nickname ‘Ojeje Avenue.’ Regrettably, our Seoul Station branch closed last month due to various reasons. It was moving when nearby café and restaurant owners expressed gratitude for revitalizing the area.

Have you heard of the ‘1:300 Rule’? Serve one well; they bring two, and two get four, leading one to bring 300. Conversely, a misstep with one could result in losing 300. Hence, I aimed to serve all well, continually contemplating improved customer service. Serendipitously, an influencer visited; unbeknownst to me, my hospitable service brought more influencers, naturally fostering marketing. This doesn't exclusively pertain to influencers; they serve an office worker well and spread the word in their department, potentially bringing 300 from their company. I believe in the power of people. Luxury store staff are courteous; I always emphasize treating our dishes as luxury. That is the extent of my marketing.

I was too young to be anxious, only twenty-eight. Youthfulness allowed me to believe in more opportunities to rise after falls. I think the younger, the faster one learns. You learn from your falls, dust off quickly, and grow. I still consider myself young, in my early thirties. Comparatively, I believe I learn faster now than I will ten years later; hence, I'm still enduring trials and errors.

People often tell me I have a ‘facade.’ It's not a harmful facade. Once I declare, I compel myself to uphold it. Stating, “I will purchase this,” drives me to work diligently to realize it. Making the effort to keep my word gets me 80% there. I'm not particularly mentally strong. I've cried alone at home and still harbor anxieties and pressures. This ‘facade’ is a form of self-motivation that I tell myself to push me forward.

It's the mindset of ‘not losing people.’ Initially, I believed knowing many in the industry was vital for business, more so as I came from Jeju Island. Early on, I avidly networked until I pondered, ‘Who truly matters to me?.’ Those who supported and encouraged me were my employees. I couldn't have come this far alone. Since then, I've devoted most of my time to my employees, enhancing communication, exercising together, and volunteering monthly. Even during the hardships of the pandemic, I refrained from staff reduction. My sense of responsibility towards my employees might be enabling me to continue.

I tend to invest heavily in experiences. While money can disappear, experiences stay with you for a lifetime. Especially in the F&B industry, I believe one must extensively dine out, observe, and experience. When I visit a restaurant, I meticulously analyze why the establishment is located there, why it draws customers, and the rationale behind its menu composition and interior design. What I observe and feel is constantly referenced to bring changes to ‘Ojeje's’ menu and interior, which seems to be the reason behind its ceaseless growth.

Another habit is watching videos, as my concentration levels aren't conducive to reading books. Instead of reading, I decided to watch one good video every day, dedicating at least 30 minutes during my commute to content ranging from self-development to real estate and economics, irrespective of the field. Though just 30 minutes daily, it adds richness over a year.

A customer who visited daily without fail for the first two weeks after the opening remains vivid in my memory. She expressed her gratitude for having our store here. Additionally, while not an employee, I am a massive fan of David Chipperfield, the architect who designed the Amorepacific building. While setting up shop, I dreamt that should Chipperfield ever revisit the Amore building, he'd admire ‘Ojeje.’

I wish to continue working while embracing new genres and challenges. A pro soccer player doesn't retire upon signing a 10-billion-won contract but runs harder to improve; I see myself as a ‘pro.’ The journey has only just begun with ‘Ojeje.’ There is still much I want to achieve and excel in. Currently, I'm preparing a restaurant in Jeju. Starting with Jeju cuisine, I want to continue showcasing what I am truly good at.