Chapter 10: Collusion

The evening after news of the Mega Meat construction broke.

All six butchery owners gathered in the market merchants’ association office.

“Let’s each have a cup of tea before we start.”

President Lee, the chairman, poured coffee into paper cups, trying to lighten the heavy mood.

“Did any of you sleep? I couldn’t close my eyes last night.”

“How could I sleep? Mega Meat, of all things…”

President Kim took another long drag of his cigarette.

“Well… let’s hear what everyone thinks first.”

President Lee set the tone.

“I think we have to win with quality. We need to offer better meat…”

“Quality?”

President Choi scoffed.

“President Lee, get real. Mega Meat’s meat isn’t even bad. And it’s half the price.”

Silence hung in the air.

“What if… we tried specializing in something?”

The youngest, President Park, offered tentatively.

“Mega Meat carries beef too, but maybe we could focus only on Korean beef, for example…”

“We already do that. But there’s not much demand and the price is too high…”

President Kim stubbed out his cigarette.

“In the end, it’s the price. Somehow, we have to match the price…”

Another silence.

Everyone knew.

Individual butcher shops competing with a conglomerate on price was impossible.

“What if…”

President Choi lowered his voice.

“What if we, at least among ourselves… tried to coordinate?”

“Coordinate?”

“I mean… the prices…”

The mood shifted.

Everyone stared at President Choi.

“What are you saying?”

“Let’s be honest. If we each act separately and compete with each other, we’re all dead. But if we move together…”

President Choi slammed the table.

“Exactly! Let’s all set the prices together.”

“Is that… possible?”

“If Mega Meat sells pork belly for 1,980 won, we set it at 2,180 won. Exactly 10% higher.”

The room fell quiet.

Some looked conflicted, others were crunching numbers.

“Is that really okay?”

“If we don’t, we’re all dead. If we do, maybe we’ll survive.”

President Lee sighed and wrote numbers on the whiteboard.

“First… let’s look at Mega Meat’s expected prices. My cousin works at Mega Meat in Daegu.”

[Mega Meat Standard Price per 100g]

Pork belly: 1,980 won

Neck: 1,780 won

Front leg: 1,480 won

President Choi emphasized again.

“If we all agree to set our prices 10% higher, customers will accept it.”

“Hmm…”

“If it’s a 30% difference, people will go to Mega Meat. But at 10%… regulars will stick with us.”

President Jang began nodding in agreement.

“And we share price info, move as one.”

“No one can back out. All six butcheries need to stick together.”

They looked at each other.

Eyes filled with a mix of anxiety and hope.

Collusion.

No one had spoken the word, but everyone knew.

This was the last resort.

They all seemed to agree.

Then, the father, who had been listening quietly, finally spoke.

“That won’t work.”

Instant silence.

“President Jeong, what do you mean?”

“Even if we collude on prices, it won’t work.”

President Choi raised his voice.

“Then what other option is there, President Jeong?”

“There isn’t one.”

The father stood up slowly.

“Mega Meat isn’t fighting with price. They fight with their system.”

“System?”

“Think about it. 350 stores nationwide. Central logistics centers. Bulk purchasing. How can we beat that on price?”

President Lee protested.

“That’s why we need to band together…”

“Six stores against 350? And even if we win…”

The father looked out the window.

“Customers aren’t fools. If we coordinate prices, they’ll know.”

“So what if they know?”

“Lose trust once, it’s over. I can’t throw away the trust I built over 30 years for the sake of collusion.”

President Kim sneered.

“Trust? President Jeong, do you realize what situation we’re in?”

“Yeah, I’m an old-fashioned fool. But…”

The father turned to face them.

“There’s one thing Mega Meat absolutely can’t do. We have to fight with that.”

“What is it?”

“People. Knowing each and every customer. We need to fight with what we do best.”

President Choi snorted.

“You think that sentimentality will work?”

“I’ll do things my way.”

As the father headed for the door, President Lee called out.

“President Jeong, you’ll regret this.”

“If my shop goes under, of course I’ll regret it. But at least I’ll be able to look my customers in the eye while I do business.”

I followed my father out the door.

“Dad…”

“Junho, they’re not wrong. Being afraid is normal.”

The night streets were quiet.

“Even so, you objected?”

“Yeah. Mega Meat is a system. They’ve systemized price, quality, and convenience.”

My father stopped walking.

“But there are things a system can’t do.”

“What are they?”

“That newlywed from Hana Apartments only ever buys the leanest cuts for her baby’s food. Manager Park, who’s been a regular since his newlywed days ten years ago, only buys 1++ grade when his mother-in-law comes from the countryside. Mrs. Kim’s husband has diabetes and high cholesterol, so I make sure to trim all the fat for him… How could a system ever know these things?”

My father’s eyes sparkled.

“For 30 years, I haven’t just sold meat. I’ve sold stories, trust, and relationships.”

“…”

“That’s the only way I know.”

On the way home.

My father’s phone rang.

[President Lee: All five butcheries except you have agreed. We start tomorrow.]

[President Kim: Good luck on your own.]

[President Choi: Don’t ruin yourself by being stubborn.]

My father gave a bitter smile.

“It’s really starting now.”

“Dad, are you really okay?”

“No, honestly I’m scared. But…”

My father looked up at the sky.

“If your mother were still alive, what would she have said?”

“Mom?”

‘Honey, we still have to live honestly…’ That’s what she would’ve said.”

That night, I thought late into the night.

Even after 132 years, conglomerates still dominated markets the same way.

But some people survived.

‘What did they have in common?’

‘Maybe my father is right.’

But is that enough?

I’d need a weapon to cross the gap of 132 years.

That afternoon, Grandpa Kwon visited our shop.

Unlike his usual outgoing self, his expression was dark.

“President Kwon, welcome. Would you like some tea…?”

“President Jeong, did you hear about Mega Meat?”

My father nodded.

“Yes, they’re opening right across from our shop…”

“Ah… They’re coming here too. But why right in front of your place, of all spots?”

Grandpa Kwon let out a deep sigh.

“Have you suffered from Mega Meat too?”

He gave a wry smile.

“Suffered? Not me… but my younger brother’s shop went under.”

“What?”

“A butcher shop he ran in Busan for 25 years. Closed twelve months after Mega Meat opened.”

He showed us an old photo on his phone.

People smiling brightly beneath the shop sign.

“My youngest brother held out to the end… but ended up buried in debt.”

“How…”

“When Mega Meat first opened, they sold pork belly at 1,500 won. The cost at the time was 2,800 won.”

“That’s impossible!”

“They sold at a loss for six months straight, until every other butcher shop around went under. My brother’s shop was a bit bigger, so he lasted longer. But that turned out to be his downfall.”

His voice trembled.

“The regulars at my brother’s shop apologized as they left. ‘Sorry, Grandpa, but Mega Meat is just too cheap…’ they said.”

“And after that?”

“The moment all the neighborhood butchers were gone and my brother’s shop closed, Mega Meat immediately raised their prices. Pork belly went up to 3,300 won. And kept rising. Now it’s not even particularly cheap.”

“What? They raised the price?”

“Once you have a monopoly, you can do whatever you want. The quality dropped too.”

Grandpa Kwon clenched his fist.

“Worse still… my brother mortgaged his house to try and survive. In the end…”

He couldn’t finish his sentence.

That night, I searched for more about Mega Meat.

Internet forums, blogs, YouTube…

Stories that were shocking poured out.

[Mega Meat Victims’ Group – Members: 3,847]

[Title: My Father’s Shop Went Under Too]

Butcher shop in Daejeon for 17 years

Closed within a year of Mega Meat opening

Father is now receiving treatment for depression

[Title: Mega Meat’s Meat Quality Is the Worst]

Suspected of mislabeling grades after monopolizing

Selling grade 2 as grade 1

When customers complain: “Then shop somewhere else.”

[Title: Confession from a Headquarters Employee]

Internal documents on loss-leader strategy

Three years of monopolistic profit after six months of losses

Set targets to put local butchers out of business by region

The comments were even more telling.

• Only Mega Meat is left in our neighborhood ㅠㅠ
• The meat quality has dropped so much I go all the way to the big supermarket now
• The employees all make minimum wage…

But as I searched, I noticed something odd.

The victim stories about Mega Meat had barely any views.

But the posts praising Park Jungnam…

[Thanks to CEO Park, meat prices are so much more affordable!]

Views: 128,847 / Likes: 15,293

[Park Jungnam, Friend of the Common People! The True King of Meat!]

Views: 89,572 / Likes: 9,847

And the comments were all in agreement.

• CEO Park is the best! Now my kids can eat plenty of meat
• The local butchers were overcharging anyway, this is finally fair pricing
• Inept self-employed folks just trying to bring down CEO Park, lol

‘What is this? Why such a stark difference?’

I went over to YouTube.

[Mr. Park’s Meat Talk Show]

Subscribers: 3.42 million

I clicked the latest video.

“Everyone! Today I’ll show you the perfect way to grill pork belly!”

On screen, Park Jungnam looked like a friendly uncle.

Big build, overalls, signature red apron.

“Expensive meat isn’t always good! Truly good meat is what even ordinary folks can enjoy!”

The likes shot up in real time.

• CEO Park is absolutely right!
• The era of only the rich eating Korean beef is over!
• Long live the people’s butcher shop!

Next video.

[KBO ‘Home-Cooked Food Is Cooking’ Special Appearance]

“CEO Park! You brought affordable meat again today, didn’t you?”

“Haha! Of course! It doesn’t have to be expensive!”

The studio was in stitches.

The cast sampled the meat Park Jungnam brought.

Though the brand was blurred out, it was obviously Mega Meat.

“Wow, this taste at this price?”

“Park Jungnam forever!”

Viewer reactions were explosive.

[NBN – A Day in the Life of Park Jungnam]

A modest home, a frugal car.

“I’m not in business for the money. I just want people to eat meat without worrying…”

Touching background music played.

‘Ah… Is all of this real?’

Even more shocking was what came next.

[Park Jungnam Fan Club – Members: 580,000]

The forums were nothing but praise.

• Did my shopping at Mega Meat again today! So cheap!
• Became a fan after watching CEO Park’s broadcast ㅠㅠ
• I wish we had a Mega Meat in our town too…

It was hard to find any dissent.

When a rare critical post appeared…

• Another incompetent butcher shop owner, lol
• Outdated geezers who can’t keep up with the times
• Stop being jealous of CEO Park
• Hope all the useless neighborhood butchers go under

They were instantly buried.

I switched to news articles.

[Park Jungnam Wins Businessperson of the Year]

[Judges Unanimous… “Contributed to Revitalizing the People’s Economy”]

[Park Jungnam: “The Era of Only the Rich Eating Good Meat Is Over”]

[Goal: 500 Stores Nationwide… Leap to National Butcher Chain]

Article comments.

• CEO Park for president!
• Truly a businessman for the people
• Thanks to him, my meat bill has plummeted

I looked for critical articles.

I barely found a handful…

[Mega Meat and the Threat to Local Shops – The Truth Revealed?]

Views: 2,847

[Forced to Close Because of Mega Meat… The Tears of a Butcher Owner]

Views: 1,293

The comments were brutal.

• Hey reporter, how much did they pay you?
• Spokesman for the incompetent, lol
• Stop slandering CEO Park

I checked out a current affairs show.

“Today, we welcome the friend of the common people, CEO Park Jungnam!”

Applause.

“Sir, there have been a lot of malicious rumors about you lately.”

Park Jungnam smiled bitterly.

“Yes… The established butchers are really pushing back. Because I keep lowering prices…”

The host was indignant.

“Such terrible people! You’re doing this for the people!”

“I just… want everyone to be able to eat meat without worry.”

Tears welled in Park Jungnam’s eyes.

The studio fell silent.

“I believe someday, people will understand.”

The audience erupted in applause.

I put my phone down.

My head was spinning.

‘How can anyone beat this?’

Park Jungnam wasn’t just a famous businessman.

He was a hero to the public, a star loved by the media.

No matter what a small butchery like ours said, it would mean nothing.

We’d just look like incompetent shopkeepers smearing a successful man.

I looked out the window.

Far off, the construction lights at the Mega Meat site glowed all night.

‘Is this already a lost battle?’

It’s too soon to give up.

But how?

Even the media and public opinion are all on CEO Park’s side.

‘What’s the point of knowledge from 132 years in the future?’

In the battle of image, we’d already lost.

The only thing left…

Is to prove it with quality.

But is that enough?

3 a.m.

I couldn’t sleep.