The screen transitioned, showing the street scenery of my neighborhood.
“Take a look here. Mega Meat and Jun-ho’s Butcher Shop are facing each other with just a single road between them. It’s a total head-to-head confrontation, isn’t it? As it turns out, Jun-ho’s Butcher Shop is a place with quite a long history.”
The camera zoomed in on the controversial banner.
**[Get 100g of pork belly for free when you bring a receipt from a same-day Mega Meat pork belly purchase!!]**
“This is the banner! It has even more impact seeing it in person. The red lettering is quite aggressive.”
The next shot showed the interior of the butcher shop.
“We even filmed inside the shop. And now, we’re going to reveal the interview with the man behind this banner — Owner Jung Jun-ho!”
Suddenly, my face appeared in a close-up on the screen. I waved my hand dismissively.
“Hey, skip this part quickly.”
“Why? You look good, Brother.”
“Man, this is embarrassing. Let’s just watch the testing scene.”
Min-jae laughed and fast-forwarded the video. The screen transitioned to the preparations for the test.
“Now, the real highlight starts here!”
Choi Jin-woo spoke toward the camera.
“For the sake of fairness, my staff will grill the pork belly themselves.”
The staff was shown dividing the meat onto six white plates. Each plate was labeled with a number from 1 to 6.
“I have no idea which plate belongs to which shop. Only the staff knows.”
Choi Jin-woo put on a black blindfold.
“I won’t even watch the cooking process. I will judge solely based on the grilled meat.”
While the staff grilled the meat, Choi Jin-woo sat in a chair wearing the blindfold. Only the *sizzle* of the meat cooking could be heard.
“It’s all cooked now!”
The staff member’s voice rang out.
“Mix up the order of the plates as much as you want. Make it completely random.”
The staff was seen shuffling the positions of the six plates.
“Alright, I’m taking off the blindfold now.”
Choi Jin-woo removed the blindfold and looked at the table. The six plates were arranged at random.
“Now, let’s analyze this with a professional eye.”
He stood up and looked down at all the plates.
“Just looking at them, they all seem to be genuine pork belly. You can see the layers of fat and lean meat.”
The camera slowly panned over each plate.
“But if you look closely…”
He moved his face closer to Plate 1.
“Numbers 1, 4, and 5 have high surface moisture. They were grilled for the same amount of time, yet these three plates specifically have a lot of oil seeping out. You might have experienced this before — how the meat from certain shops releases a lot of oil or water.”
He lightly pressed the meat with his chopsticks.
“Look. Numbers 2, 3, and 6 are resilient, but Numbers 1, 4, and 5 release moisture when pressed. It’s a difference in water-holding capacity.”
Choi Jin-woo leaned toward the camera.
“Now, everyone! You must be very curious as to why this difference occurs, right? Uh… well, let’s just assume you’re curious and I’ll explain.”
He waved his hand and laughed.
“To be honest, I don’t know the exact cause. It could be the breeding environment, careless storage, or maybe the meat itself was the problem from the start. There could be all sorts of reasons, right?”
He spoke while pointing alternately at the meat on Plate 2 and Plate 1.
“But everyone, are we meat experts? No! Only one thing matters to us: is it delicious or not? For meat to be tasty, the juices must remain moist after grilling. It should be chewy yet tender when you bite into it.”
Next, he observed the fat layers.
“Look at the fat, everyone! Numbers 2, 3, and 6 are works of art. The fat is uniform and stacked in layers, almost like… how should I put it, a pastry?”
He peered at Plate 1 again.
“But Number 1 is a bit strange. This piece is a lump of fat, and that piece is almost entirely lean meat… Why is it so inconsistent? Is this a game of luck?”
He began to smell the meat. He put his nose close to each plate and checked the scent with exaggerated expressions.
“Alright! Now for the smell test. Numbers 2, 3, and 6… Okay! They have a savory, sweet scent. This is that exact smell, everyone — the mouth-watering scent you get when you grill pork belly.”
His expression suddenly stiffened at Plate 4.
“Huh? Wait… Number 4 is… something is strange.”
He wrinkled his nose and smelled it again.
“What is this? A bit of a gamy smell? Boar taint? You’ve experienced this too, right? That moment when you order pork belly at a restaurant that feels a bit ‘off’ and you’re caught off guard thinking, ‘Huh? What is this smell?’ That’s exactly what I’m smelling right now.”
Choi Jin-woo explained while gesturing toward the camera.
“Let me briefly explain why this happens. Let’s start with male pigs. When male pigs mature sexually, they give off a scent. That’s why they are castrated when they are young.”
He continued while flipping the meat with his chopsticks.
“But what if this process is delayed or not done at all? Congratulations! You get to smell a special scent called boar taint. This is truly unique; once you smell it, you’ll never forget it for the rest of your life.”
He laughed as he moved closer to the camera.
“Then, are females okay? No. Females also have issues as they age. Especially sows that have given birth many times… their meat can also have a distinct smell. That’s why only young pigs are selected for slaughter.”
He contrasted the meat from Plate 2 with Plate 4.
“Furthermore, what if the pig lived and felt stressed in a dirty environment? That trace remains in the meat. Feed also has an effect. But everyone, you don’t need to memorize all this technical knowledge. Just remember one thing. If you’re eating meat and it smells weird? That’s not just your imagination. It means there was something wrong with the meat from the beginning.”
He began tasting, starting from Plate 1.
“Now I’ll try eating it. Hmm… this tastes like ordinary pork belly. The kind we commonly eat…”
His expression distorted slightly as he ate the second piece.
“Huh? This is weird. It’s from the same plate, but this piece definitely has a different texture. It’s tougher… the muscle fiber density feels different?”
He tasted the third and fourth pieces in succession.
“It’s become certain. I can feel at least two different meat qualities within the same plate. One of them feels exactly like chewing paper. Of course, I might just be sensitive. Some people might eat it without a second thought.”
He moved on to Plate 4. He tilted his head while tasting several pieces.
“This is the same. It’s as if two different pigs were mixed in one plate… Why do they sell it like this? Unless I just happened to have bad luck with my selection…”
Plate 5 received a similar reaction. Then, he tasted Number 2.
“Oh…”
His eyes widened.
“This is… top-tier. The juices explode, and the richness of the fat harmonizes with the umami of the lean meat.”
When he tasted Number 3, an exclamation of admiration escaped his mouth. After tasting up to Number 6, he began his analysis.
“To summarize the differences I felt.”
He explained, counting on his fingers.
“First, consistency of quality. For Numbers 2, 3, and 6, every single piece is of the same top-tier quality. Second, for Numbers 1, 4, and 5, the meat quality varies even within a single plate. Third, the depth of flavor between the two types of meat is worlds apart.”
He looked into the camera and delivered his conclusion.
“My choices are Numbers 2, 3, and 6. These three are the real premium pork belly.”
The staff held up the answer board.
**[Numbers 1, 4, 5 — Mega Meat]**
**[Numbers 2, 3, 6 — Jun-ho’s Butcher Shop]**
Choi Jin-woo nodded as if it were obvious.
“I see. Then, this time I will reveal the prices. Price is just as important a factor as the taste of the meat.”
Price tags appeared on the screen.
**[Mega Meat Pork Belly 500g — 12,500 won]**
**[Jun-ho’s Butcher Shop Pork Belly 500g — 15,000 won]**
“Based on 500g, Mega Meat is 2,500 won cheaper. However, the taste and quality of Jun-ho’s are better. 500g is usually an amount for about two people. That’s a difference of 1,250 won per person.”
He looked directly at the camera.
“I’ll be honest with you. I am someone who values taste. If there’s this much of a difference in quality for 1,250 won more? Naturally, I would choose Jun-ho’s.”
But he soon waved his hand.
“Ah, of course, the choice is yours. Those who find 2,500 won to be a burden might go to Mega Meat. If you prioritize cost-effectiveness, that is also a reasonable choice.”
However, his expression was firm.
“But for those who, like me, believe that delicious food is the best, 2,500 won seems well worth the investment. Jun-ho’s, which was teased as an ‘attention-seeking butcher shop’ because of the banner — well, their marketing is certainly a bit… eccentric.”
He gave a thumbs up.
“Still, it clearly seems to be a place that sells good meat. The quality is definitely worth buying.”
The video ended there. The comment section was filled with divided opinions.
— So it wasn’t a butcher shop just talking nonsense.
— 1,250 won per person? That’s worth investing.
— For a family of four, buying it three or four times makes a difference of tens of thousands of won… Mega Meat is better.
— Mega Meat for cost-effectiveness, Jun-ho’s for quality.
— Go to Jun-ho’s if you have lots of money.
— Aren’t they bashing Mega Meat too much?
Min-jae and I were observing the reactions while reading the comments.
“Brother, at least the opinions are split fifty-fifty now.”
Just then, a notification appeared at the top of the screen.
**[Choi Jin-woo has uploaded a new video — 1 minute ago]**
“Huh? He already uploaded another video?”
Surprised, Min-jae clicked on the video. It was a video that looked like it had been shot hastily inside a car.
“Everyone! I just witnessed something incredible! The greatest plot twist in my broadcasting career.”
Choi Jin-woo did not hide his excited expression.
“I just stopped by Jun-ho’s Butcher Shop again to do an additional interview for the video…”
The camera shook as it showed the interior of the car.
“Do you know who was there? Chef Park Seong-ho, whom you all know well! Chef Park Seong-ho of the Michelin two-star restaurant Nayeon was picking out meat in front of the aging room! I couldn’t believe it at first, but I confirmed it directly with Owner Jung Jun-ho. Nayeon is being supplied with meat from Jun-ho’s Butcher Shop!”
Choi Jin-woo turned the camera back to his face.
“Chef Park Seong-ho felt burdened by an interview, but he confirmed it is true that he purchases meat from Jun-ho’s.”
He spoke boastfully with a proud expression.
“Everyone, did you see that? My taste buds weren’t wrong, were they? A place where a Michelin chef personally comes to pick out meat! Isn’t this the ultimate quality certification? No other certification marks are necessary. I’ll upload again as soon as the additional footage is ready.”
The short thirty-second video ended. The comment section instantly leaned to one side.
— What… Park Seong-ho goes there personally to pick meat???
— If it’s a butcher shop recognized by Michelin, that’s all that needs to be said.
— If it’s a place Park Seong-ho trusts and buys from, there’s no need to doubt it.
— Where did all the people bashing Jun-ho’s go? lol.
— I’ll pay 1,250 won more to eat Michelin meat.
— I’m going to Jun-ho’s first thing tomorrow.
— Is Park Seong-ho crazy? Why would he buy meat from a place like that?
— If there’s no follow-up video, I’m reporting this as a fake broadcast.
The critical comments vanished almost instantly. Min-jae whistled.
“Brother, this is huge. I didn’t know Chef Park Seong-ho’s influence was this great.”
Just then, my phone rang. It was my father.
“Jun-ho! Where are you right now?”
My father’s voice was urgent, unlike usual.
“I’m talking with Min-jae. Why?”
“Come to the shop quickly! Several customers suddenly showed up, and it’s chaotic!”
“Customers are coming?”
“Yes! They’ve been coming one by one since a moment ago. A line is about to form with people wanting to buy meat. I don’t know what’s going on.”
Noisy sounds leaked through the phone’s speaker.
“Young people keep looking at something and asking if this is our shop… asking what kind of meat Park Seong-ho buys… anyway, come quickly!”
“Yes, I’m coming right now!”
I hung up and looked at Min-jae. We burst into hollow laughter at the same time.
“Brother, the Choi Jin-woo effect is insane.”
“It must be the Park Seong-ho effect.”
“Whatever it is, let’s go quickly. Your father won’t be able to handle it alone.”
***
I ran to the shop as if I were using magic. I felt a sense of awkwardness from a distance. People were lined up in front of our shop. I doubted my eyes at the sight I had never seen before.
“Excuse me… are you by any chance waiting in line here?”
“Yes.”
There were indeed about five people waiting their turn in front of the shop door. They all had phones in their hands, and they began to whisper when they saw me.
When I entered the shop, my father was cutting meat with a pale face.
“Oh, Jun-ho! You’re here!”
My father had a look of relief.
“I need to cut 800g of pork belly and more beef sirloin, but I’m short-handed!”
The moment I was about to go cut the meat, one of the customers in line approached me. It was a man who appeared to be in his early twenties.
“Are you the owner by any chance? The one who appeared in Choi Jin-woo’s video, right?”
“Ah, yes…”
“Wow, can I take just one photo with you?”
Then, other customers began to flock around me one by one.
“Please take a photo with me too!”
“I can post this on Instagram, right?”
“Does Chef Park Seong-ho really buy meat here?”
“I’m a huge fan of Chef Park Seong-ho…”
I was preoccupied with smiling and taking photos, while on the other side, my father was fighting a battle alone.
“Father, I’ll help you!”
“No, take the photos. The customers are waiting.”
I felt sorry for my father, but there was no other way. Just then, my phone rang. It was Min-jae.
“Brother! It’s crazy!”
Min-jae’s voice was urgent.
“Online orders are suddenly pouring in! Over fifty orders have come in so far, and they keep increasing. What should I do? I can’t handle this!”
Min-jae’s panicked voice was vivid over the phone.
“Fifty orders?”
“Yes! No, sixty orders now! They keep coming in real-time. It’s hard for you to come here now, right?”
“Min-jae, for now, do what you can. I’ll go there as soon as things finish up here.”
“Yes, I’ll try to handle it alone for now.”
The customers wanting to take photos, my father cutting meat alone, and Min-jae crying over the surge in online orders. It was a situation where I should be laughing, but why did I feel like crying?
“Hello, Brother.”
The shop door opened, and a customer in a suit walked in. Glancing at him, it wasn’t a customer but Lawyer Kim Tae-hoon. Ah, of all the busy times…
“Wow, there are so many customers. Is it some kind of special day?”
“Ah… Tae-hoon, what brings you here at this hour…”
I replied without even being able to look at him properly.
“I came to show you the organized legal complaint… ah… now wouldn’t be a good time, right? I can tell just by looking.”
“Ah, yes. Tae-hoon, today won’t work. I’m sorry.”
“Then, I’ll be at Hidden Gem talking with Min-jae first, so come by slowly.”
“No, Tae-hoon, it’s chaotic there too — “
Tae-hoon had already disappeared out the door.
***
Four hours had passed since then.
Cutting meat, packaging, taking photos, and cutting meat again…
Once I finished with one customer, another arrived, and when I sent that one off, yet another arrived… It was a total meat Dormammu.
Customers kept lining up, phone cameras kept clicking, and my father and I moved frantically like hamsters on a wheel.
“Owner, just one more for my Instagram Story!”
“I’m going to post this in my company group chat, so just one photo…”
“Please send my regards to Chef Park Seong-ho!”
After smiling and smiling, I reached a point where my facial muscles were nearly cramping. Finally, the last customer waved and left, saying, “I’ll come again next time!”
They say you’re happy when a customer comes in and happy when they leave… I realized that deep truth today.
My father and I slumped into our chairs at the same time. In just a few hours, we had recorded the highest sales in the thirty years since Jun-ho’s Butcher Shop opened. My mouth was dry, but I felt good.
“Father, I’m going to go help Min-jae. Call me if more customers come.”
Feeling sorry, I ran down the alleyway again. Min-jae must have handled over sixty orders by himself… No, it might have been more than 100 orders.
‘He didn’t get buried and die under the boxes, did he?’
However, as soon as I opened the door, I wondered what was going on. Courier boxes were stacked neatly along the wall. The labels were attached, and they were in a state where preparations for shipping were perfectly finished.