The evening after news of the Mega Meat construction broke.
All six butchery owners gathered in the market merchantsโ association office.
โLetโs each have a cup of tea before we start.โ
President Lee, the chairman, poured coffee into paper cups, trying to lighten the heavy mood.
โDid any of you sleep? I couldnโt close my eyes last night.โ
โHow could I sleep? Mega Meat, of all thingsโฆโ
President Kim took another long drag of his cigarette.
โWellโฆ letโs hear what everyone thinks first.โ
President Lee set the tone.
โI think we have to win with quality. We need to offer better meatโฆโ
โQuality?โ
President Choi scoffed.
โPresident Lee, get real. Mega Meatโs meat isnโt even bad. And itโs half the price.โ
Silence hung in the air.
โWhat ifโฆ we tried specializing in something?โ
The youngest, President Park, offered tentatively.
โMega Meat carries beef too, but maybe we could focus only on Korean beef, for exampleโฆโ
โWe already do that. But thereโs not much demand and the price is too highโฆโ
President Kim stubbed out his cigarette.
โIn the end, itโs the price. Somehow, we have to match the priceโฆโ
Another silence.
Everyone knew.
Individual butcher shops competing with a conglomerate on price was impossible.
โWhat ifโฆโ
President Choi lowered his voice.
โWhat if we, at least among ourselvesโฆ tried to coordinate?โ
โCoordinate?โ
โI meanโฆ the pricesโฆโ
The mood shifted.
Everyone stared at President Choi.
โWhat are you saying?โ
โLetโs be honest. If we each act separately and compete with each other, weโre all dead. But if we move togetherโฆโ
President Choi slammed the table.
โExactly! Letโs all set the prices together.โ
โIs thatโฆ possible?โ
โIf Mega Meat sells pork belly for 1,980 won, we set it at 2,180 won. Exactly 10% higher.โ
The room fell quiet.
Some looked conflicted, others were crunching numbers.
โIs that really okay?โ
โIf we donโt, weโre all dead. If we do, maybe weโll survive.โ
President Lee sighed and wrote numbers on the whiteboard.
โFirstโฆ letโs look at Mega Meatโs expected prices. My cousin works at Mega Meat in Daegu.โ
[Mega Meat Standard Price per 100g]
Pork belly: 1,980 won
Neck: 1,780 won
Front leg: 1,480 won
President Choi emphasized again.
โIf we all agree to set our prices 10% higher, customers will accept it.โ
โHmmโฆโ
โIf itโs a 30% difference, people will go to Mega Meat. But at 10%โฆ regulars will stick with us.โ
President Jang began nodding in agreement.
โAnd we share price info, move as one.โ
โNo one can back out. All six butcheries need to stick together.โ
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.
โThat wonโt work.โ
Instant silence.
โPresident Jeong, what do you mean?โ
โEven if we collude on prices, it wonโt work.โ
President Choi raised his voice.
โThen what other option is there, President Jeong?โ
โThere isnโt one.โ
The father stood up slowly.
โMega Meat isnโt fighting with price. They fight with their system.โ
โSystem?โ
โThink about it. 350 stores nationwide. Central logistics centers. Bulk purchasing. How can we beat that on price?โ
President Lee protested.
โThatโs why we need to band togetherโฆโ
โSix stores against 350? And even if we winโฆโ
The father looked out the window.
โCustomers arenโt fools. If we coordinate prices, theyโll know.โ
โSo what if they know?โ
โLose trust once, itโs over. I canโt throw away the trust I built over 30 years for the sake of collusion.โ
President Kim sneered.
โTrust? President Jeong, do you realize what situation weโre in?โ
โYeah, Iโm an old-fashioned fool. Butโฆโ
The father turned to face them.
โThereโs one thing Mega Meat absolutely canโt do. We have to fight with that.โ
โWhat is it?โ
โPeople. Knowing each and every customer. We need to fight with what we do best.โ
President Choi snorted.
โYou think that sentimentality will work?โ
โIโll do things my way.โ
As the father headed for the door, President Lee called out.
โPresident Jeong, youโll regret this.โ
โIf my shop goes under, of course Iโll regret it. But at least Iโll be able to look my customers in the eye while I do business.โ
I followed my father out the door.
โDadโฆโ
โJunho, theyโre not wrong. Being afraid is normal.โ
The night streets were quiet.
โEven so, you objected?โ
โYeah. Mega Meat is a system. Theyโve systemized price, quality, and convenience.โ
My father stopped walking.
โBut there are things a system canโt do.โ
โWhat are they?โ
โThat newlywed from Hana Apartments only ever buys the leanest cuts for her babyโs food. Manager Park, whoโs been a regular since his newlywed days ten years ago, only buys 1++ grade when his mother-in-law comes from the countryside. Mrs. Kimโs husband has diabetes and high cholesterol, so I make sure to trim all the fat for himโฆ How could a system ever know these things?โ
My fatherโs eyes sparkled.
โFor 30 years, I havenโt just sold meat. Iโve sold stories, trust, and relationships.โ
โโฆโ
โThatโs the only way I know.โ
On the way home.
My fatherโs phone rang.
[President Lee: All five butcheries except you have agreed. We start tomorrow.]
[President Kim: Good luck on your own.]
[President Choi: Donโt ruin yourself by being stubborn.]
My father gave a bitter smile.
โItโs really starting now.โ
โDad, are you really okay?โ
โNo, honestly Iโm scared. Butโฆโ
My father looked up at the sky.
โIf your mother were still alive, what would she have said?โ
โMom?โ
โHoney, we still have to live honestlyโฆโ Thatโs what she wouldโve said.โ
That night, I thought late into the night.
Even after 132 years, conglomerates still dominated markets the same way.
But some people survived.
โWhat did they have in common?โ
โMaybe my father is right.โ
But is that enough?
Iโd 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.
โPresident Kwon, welcome. Would you like some teaโฆ?โ
โPresident Jeong, did you hear about Mega Meat?โ
My father nodded.
โYes, theyโre opening right across from our shopโฆโ
โAhโฆ Theyโre coming here too. But why right in front of your place, of all spots?โ
Grandpa Kwon let out a deep sigh.
โHave you suffered from Mega Meat too?โ
He gave a wry smile.
โSuffered? Not meโฆ but my younger brotherโs shop went under.โ
โWhat?โ
โA butcher shop he ran in Busan for 25 years. Closed twelve months after Mega Meat opened.โ
He showed us an old photo on his phone.
People smiling brightly beneath the shop sign.
โMy youngest brother held out to the endโฆ but ended up buried in debt.โ
โHowโฆโ
โWhen Mega Meat first opened, they sold pork belly at 1,500 won. The cost at the time was 2,800 won.โ
โThatโs impossible!โ
โThey sold at a loss for six months straight, until every other butcher shop around went under. My brotherโs shop was a bit bigger, so he lasted longer. But that turned out to be his downfall.โ
His voice trembled.
โThe regulars at my brotherโs shop apologized as they left. โSorry, Grandpa, but Mega Meat is just too cheapโฆโ they said.โ
โAnd after that?โ
โThe moment all the neighborhood butchers were gone and my brotherโs shop closed, Mega Meat immediately raised their prices. Pork belly went up to 3,300 won. And kept rising. Now itโs not even particularly cheap.โ
โWhat? They raised the price?โ
โOnce you have a monopoly, you can do whatever you want. The quality dropped too.โ
Grandpa Kwon clenched his fist.
โWorse stillโฆ my brother mortgaged his house to try and survive. In the endโฆโ
He couldnโt finish his sentence.
That night, I searched for more about Mega Meat.
Internet forums, blogs, YouTubeโฆ
Stories that were shocking poured out.
[Mega Meat Victimsโ Group โ Members: 3,847]
[Title: My Fatherโs 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 Meatโs Meat Quality Is the Worst]
Suspected of mislabeling grades after monopolizing
Selling grade 2 as grade 1
When customers complain: โThen shop somewhere else.โ
[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 ใ ใ
- The meat quality has dropped so much I go all the way to the big supermarket now
- The employees all make minimum wageโฆ
But as I searched, I noticed something odd.
The victim stories about Mega Meat had barely any views.
But the posts praising Park Jungnamโฆ
[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
โWhat is this? Why such a stark difference?โ
I went over to YouTube.
[Mr. Parkโs Meat Talk Show]
Subscribers: 3.42 million
I clicked the latest video.
โEveryone! Today Iโll show you the perfect way to grill pork belly!โ
On screen, Park Jungnam looked like a friendly uncle.
Big build, overalls, signature red apron.
โExpensive meat isnโt always good! Truly good meat is what even ordinary folks can enjoy!โ
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 peopleโs butcher shop!
Next video.
[KBO โHome-Cooked Food Is Cookingโ Special Appearance]
โCEO Park! You brought affordable meat again today, didnโt you?โ
โHaha! Of course! It doesnโt have to be expensive!โ
The studio was in stitches.
The cast sampled the meat Park Jungnam brought.
Though the brand was blurred out, it was obviously Mega Meat.
โWow, this taste at this price?โ
โPark Jungnam forever!โ
Viewer reactions were explosive.
[NBN โ A Day in the Life of Park Jungnam]
A modest home, a frugal car.
โIโm not in business for the money. I just want people to eat meat without worryingโฆโ
Touching background music played.
โAhโฆ Is all of this real?โ
Even more shocking was what came next.
[Park Jungnam Fan Club โ 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 Parkโs broadcast ใ ใ
- I wish we had a Mega Meat in our town tooโฆ
It was hard to find any dissent.
When a rare critical post appearedโฆ
- Another incompetent butcher shop owner, lol
- Outdated geezers who canโt 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 Unanimousโฆ โContributed to Revitalizing the Peopleโs Economyโ]
[Park Jungnam: โThe Era of Only the Rich Eating Good Meat Is Overโ]
[Goal: 500 Stores Nationwideโฆ 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 handfulโฆ
[Mega Meat and the Threat to Local Shops โ The Truth Revealed?]
Views: 2,847
[Forced to Close Because of Mega Meatโฆ 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.
โToday, we welcome the friend of the common people, CEO Park Jungnam!โ
Applause.
โSir, there have been a lot of malicious rumors about you lately.โ
Park Jungnam smiled bitterly.
โYesโฆ The established butchers are really pushing back. Because I keep lowering pricesโฆโ
The host was indignant.
โSuch terrible people! Youโre doing this for the people!โ
โI justโฆ want everyone to be able to eat meat without worry.โ
Tears welled in Park Jungnamโs eyes.
The studio fell silent.
โI believe someday, people will understand.โ
The audience erupted in applause.
I put my phone down.
My head was spinning.
โHow can anyone beat this?โ
Park Jungnam wasnโt 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.
Weโd 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.
โIs this already a lost battle?โ
Itโs too soon to give up.
But how?
Even the media and public opinion are all on CEO Parkโs side.
โWhatโs the point of knowledge from 132 years in the future?โ
In the battle of image, weโd already lost.
The only thing leftโฆ
Is to prove it with quality.
But is that enough?
3 a.m.
I couldnโt sleep.