Even as the controversy continued to grow, Megameat maintained a state of perfect silence.
It was as calm as the eye of a typhoon.
This was unprecedented.
For a corporation of this scale, it was common sense to immediately issue an official statement according to their crisis management manual. This was especially true when suspicions directly linked to the quality of their products were raised.
But Megameat was different.
Even though their name was being mentioned daily by the public, they remained as quiet as if it were a story happening on the other side of the planet. There were no signs of the legal team’s movements, no press releases, and not even a trace of the incident could be found on the personal social media accounts of their employees.
What was even more suspicious was Park Jungnam’s behavior.
A man who usually posted on social media or his fan community several times a day had suddenly evaporated from the digital world. His last post was an introduction to a new recipe from one week ago. Since then, there had been a perfect silence, as if the internet did not exist. Park Jungnam, who viewed communication as his lifeblood, had suddenly become a hermit.
However, Megameat’s silence was a double-edged sword.
They could not escape the fact that silence itself was a message. And right now, their silence was being interpreted as having something to hide. I could afford to wait long enough for them to break it.
The longer the silence lasted, the more I gained the advantage in this game.
***
For a few days, Ga-yeong-dong was as peaceful as Megameat’s silence.
As if living in a parallel universe far from the online world, the three locations of Jun-ho’s Butcher Shop remained unshaken. While it was the talk of the town online every day, the local customers came to buy meat just as they always did.
It was the time of day when the afternoon sunlight slanted through the shop window.
A 50-year-old aunt, who seemed to have come out to shop for dinner, smiled and struck up a conversation.
“President, I saw you identifying the meat on YouTube!”
“Ah, yes… you saw it? Haha.”
I replied with an awkward smile. For some reason, my face felt hot.
“But it was truly amazing. Would you be able to take a look at the meat I bring in next time too?”
“Ma’am, if you buy it from our shop, there’s no need to look at it. I already inspect everything before I buy it myself.”
I teased back with a playful, sly expression.
“Aha, is that so?”
The aunt nodded and smiled brightly. That smile was very warm. Just then, a male customer who looked to be in his 40s cautiously approached while picking out some packaged pork belly. He had an expression that suggested he wanted to say something.
“President, I saw that video and the comments as well.”
“Ah, yes…”
The moment I heard him mention the comments, my heart sank. ‘Is he going to say something bad?’
“Still, most people in Ga-yeong-dong are probably on your side.”
His voice was full of sincerity.
“There’s hardly anyone living in this neighborhood who hasn’t eaten meat from Jun-ho’s, and I’ve never seen a single person complain.”
My heart felt full. He was a customer I usually only exchanged nods with.
“Even when guests come over, if I buy meat from Jun-ho’s and grill it for them, everyone asks where I bought it. That’s the truth.”
“Thank you…”
My voice trembled slightly.
“So, hang in there!”
He clenched his fist and showed a shy expression. It was like he was an old friend.
“Yes, truly… thank you so much.”
As I watched him walk away, I felt a lump in my throat. I suppose my emotions were overflowing because I had been digging through the harsh world of the internet lately and suddenly caught the scent of human kindness.
“Hyung, you’ve become a total celebrity in our neighborhood,” Minjae said with a laugh, but my heart was even fuller than that.
There were things here much more precious than flashy views or comments online. The sincere words of the neighbors I faced every day, and the support of the customers who visited with trust.
“Celebrity? I’m just a local butcher.”
This was true daily life. The noise of the internet and actual life were flowing in completely different dimensions. I preferred this simple and warm reality.
Like the calm before a storm, I was enjoying the peace of Ga-yeong-dong for a brief moment.
***
As expected, the peace did not last long. Starting Monday morning, the shop’s phone began to ring without rest.
“Hello, is this Jun-ho’s Butcher Shop? We’re a YouTube channel called ‘Real Verification Team,’ and to celebrate reaching 100,000 subscribers, we’d like to contact you to verify President Jeong’s abilities.”
“I’m sorry, but I don’t do things like that.”
The phone rang again as soon as I hung up.
“We’re a channel called ‘Fact-Bomber TV,’ and we have a project that could get huge views…”
“I’m not interested.”
More than twenty calls came in a day. People were starting to contact me from all over to verify me. It was an absurd situation where people who hadn’t even verified themselves wanted to verify me.
From YouTubers who blindly shoved cameras in my face to promote their own channels to cable channels trying to raise their viewership, dozens of scouting offers poured in.
“President of Jun-ho’s! We’re from the cable show ‘Shocking True Stories: Strange Neighbors!'”
A production crew suddenly appeared in front of the shop door and shoved a camera at me first.
“President, do you really know everything just by looking at the meat? Let’s try a test we’ve prepared!”
“I’m sorry, but I don’t do that.”
“Oh, don’t be like that! If you’re on the show, you’ll become a total star!”
Minjae rushed out and waved them away.
“Our representative said he doesn’t do that.”
“Hey, it’s the age of YouTube these days. If you miss an opportunity like this — “
“I don’t need opportunities or anything else. Please leave.”
But they did not give up easily. They waited in front of the shop and even attempted to interview the customers.
“Excuse me, does the president here really identify meat in an amazing way? Just one word…”
“Huh? What?”
Seeing the customers looking flustered made me angry.
“I don’t think you should be doing this here. You’re making the customers uncomfortable.”
“Oh, come on, you just need to cooperate a little… Where else could you get free promotion like this in this day and age?”
When I stepped forward, they grumbled with disappointed expressions.
It was only after they withdrew that I could finally catch my breath. However, it was obvious that if I appeared on such shows, the verification controversy would only flare up again. In the end, it would be no different from filming the same kind of video as Choi Jin-woo. What they wanted wasn’t to find the truth, but to create a buzz, and I was merely material to increase their view counts.
I needed someone who would handle this issue seriously, not as gossip. Not just as simple entertainment, but someone who could provide meaningful verification and deliver a social message.
“Hyung, how long will this keep going?” Minjae asked with a exhausted look.
“I don’t know. But we can’t keep doing business like this.”
It was only in the evening that it finally became quiet. Then the phone rang again. This time, it was Chef Park Seong-ho.
“President Jeong, you haven’t forgotten about tomorrow’s gathering, have you?”
“Ah, yes? Yes…”
Actually, because it had been such a chaotic day, I had almost forgotten about the gathering Park Seong-ho had invited me to.
“You seemed a bit busy lately, so I called in advance to check. If it’s a burden for you…”
“No, it’s fine.”
“I saw the video. You were truly incredible.”
“Thank you.”
“I know you’re someone who can more than prove your abilities… but the world isn’t like that, so it’s upsetting.”
I felt a bit comforted by Park Seong-ho’s sincere words.
“It’s okay. It’s something I expected.”
“A lot of people will be at the gathering tomorrow, so if you’re uncomfortable, you don’t have to come. Given the current situation, it could be overwhelming…”
“No. Actually, I should go precisely at a time like this. If I hide, even weirder rumors will start.”
“Still, if you feel uncomfortable at any point, please let me know.”
“Thank you, Chef. I’ll see you tomorrow.”
After I hung up, Minjae asked with a worried expression, “Hyung, are you going to the gathering tomorrow?”
“I have to. Avoiding people isn’t going to solve the problem.”
I understood Minjae’s concern, but I couldn’t stay hidden forever.
***
The next day at lunchtime, Minjae, Father, and I sat at the makeshift table. Since the Second Branch had opened, Manager Park and Ji-eun ate lunch separately. In a way, we had returned to how things used to be. Father picked up his spoon and then immediately set it down. His rice bowl wasn’t even half empty.
“Ah, it has no flavor at all.”
“Why aren’t you eating? Is the gamjatang not good? Should I order black bean noodles?” Minjae asked.
“The menu isn’t the problem… Since that girl who chirps like a sparrow isn’t here, the food has no taste.”
Father joked with a grin.
“Are you talking about Ji-eun?”
“Yeah. That girl has to be beside me, chatting about how this is delicious and that is delicious for me to have an appetite… You guys just stick your noses in your food and eat without a word and then scurry off… Don’t come starting tomorrow. Why go through the trouble of coming here?”
Minjae and I burst out laughing.
“Then go to the Second Branch and eat with Ji-eun. Haha.”
“No, Manager Park would feel uncomfortable. That man needs to eat in peace too.”
Father shook his head.
“By the way.”
Father looked toward the door and lowered his voice.
“I saw Megameat this morning, and there were hardly any customers left.”
“To what extent?”
“It was so quiet that I saw the employees coming out to look at their phones for the first time. That was something unimaginable before.”
Father took a spoonful of gamjatang and continued.
“I watched all day, and there were more employees than customers. That huge store was so empty it felt like a ghost would pop out.”
Minjae looked surprised. “Is it that bad?”
“I’m telling you. Not too long ago, people were lining up to wait… The employees’ expressions were dark too.”
Father paused for a moment and looked toward Megameat.
“I don’t know about the stores in other regions, but the Ga-yeong-dong branch looks so serious that it wouldn’t be strange if it closed soon. With rent and labor costs staying the same, how can they last if sales are that low?”
Father’s words made sense. I looked at the clock and said, “Ah, by the way, I have Park Seong-ho’s gathering this evening.”
“What gathering?” Father asked.
“Ah, it’s a gathering held regularly at the restaurant Chef Park Seong-ho runs. He said it’s a place where people from various food-related fields gather to network…”
“So there’s a gathering like that. It’ll be good to go to a place like that to make new connections and increase business opportunities.”
“So I’m going to head home after the afternoon work to wash up and change my clothes before I go. Minjae, I’m sorry, but can you look after the Third Branch by yourself this evening?”
“Of course I should. Go with a light heart.”
“Thanks. Manager Park is at the Second Branch, so I don’t think there will be any big problems.”
Father nodded.
“Yeah, you shouldn’t miss a place like that. No one succeeds in business just by being talented alone. Go and learn a lot.”
“Yes.”
***
At 7:00 PM, I walked along the deep alleys of the Bukchon Hanok Village. As I climbed the narrow stone path, the world became increasingly quiet. I had been here two or three times to deliver ingredients, but I had always entered through the back door then. However, today I was coming as a guest.
As I reached the end of the alley, a wooden sign with “Nayeon” written on it caught my eye. There were no flashy neon signs or gaudy decorations. Just two characters deeply carved into wood. Yet, within that simplicity, I felt a sense of confidence.
I hesitated for a moment in front of the main gate. I grabbed the handle and pushed the door open. Upon the basic frame of a hanok that seemed to have been brought back from the Joseon Dynasty, modern sophistication was lightly layered. It wasn’t awkward; it was as if it had always been that way. The lights across the yard looked like stars had landed on the ground, and from a small pond in one corner, the sound of water leaked out quietly.
“Wow…”
An exclamation escaped my mouth involuntarily.
“Welcome.”
A neatly dressed employee approached. They were wearing a uniform that was exquisitely designed, being neither a hanbok nor a suit.
“My name is Jung Junho. Chef Park Seong-ho…”
“Ah, you’re the president of Jun-ho’s Butcher Shop!”
The employee smiled brightly. I felt a sense of pride seeing them recognize my shop’s name as soon as they heard mine.
“I will escort you this way.”
The moment I entered the main building, I was surprised once again. The rafters supporting the high ceiling stretched out like the branches of a giant tree, and modern lights hung between them like leaves.
‘Is this really a restaurant?’
It felt like an artist’s studio. The tables were far enough apart not to disturb one another, yet it was an exquisite distance that wasn’t lonely. The lighting over each table seemed like it would make the food the protagonist, like a spotlight on a stage. This was what a Michelin restaurant was like. Only now did I understand why people were so enthusiastic about it.
“President Jeong!”
Chef Park Seong-ho raised his hand and approached. He looked distinctly different from his usual appearance in the kitchen. Wearing a clean shirt and a jacket, he seemed like a completely different person.
“Chef, now that I’ve entered the store, it’s a truly wonderful place.”
“Thank you. This is your first time coming inside, right? How is it?”
“I’m speechless. I didn’t know a hanok could be this cool…”
Chef Park Seong-ho looked satisfied.
“It’s a design I’ve been planning since I first discovered this place eight years ago. I wanted to open a restaurant that harmonized Korea’s traditional beauty with modern sensibility.”
“I think you’ve succeeded perfectly.”
“Is that so? Others have already arrived, so let’s head to your seat first.”
Only then did I look around and see that many people had already arrived. But something was strange. Even before I could sit down, people began to look toward me one by one.
“Oh? That person is…”
“You’re right, it’s him.”
I heard whispering, and suddenly, people began to swarm toward me. It was as if an idol had appeared.
“Hello! I really enjoyed the video!”
“The Megameat story was incredible!”
“Can you really tell just by looking at the meat?”
Questions began to pour in. In an instant, I was completely surrounded. Chef Park Seong-ho looked at me with a flustered expression. It seemed he hadn’t anticipated this situation either.
In particular, the people who introduced themselves as PDs for food-related broadcast programs were so aggressive it was almost like a courtship.
“President Jeong, if you have time, could you appear on our program just once?”
“No, I was the one who spoke first.”
“We’re not cable; we’re an outside production for a major network.”
The PDs kept a subtle eye on each other while firing off business cards.
“Is there a separate secret to identifying meat?”
“Do you think other large supermarkets besides Megameat have problems too?”
“Do you have any plans to publish a book?”
“Are you thinking of starting a YouTube channel?”
I felt like I was sitting in a hearing or a press conference. My head was spinning. I never dreamed I would receive this much attention. Chef Park Seong-ho stepped in with an embarrassed expression and quickly organized the crowd.
“Everyone, please sit down for now. Let’s talk slowly while we have dinner.”
Just then, my phone vibrated. It was a call from Minjae. He was someone who rarely called when I was out on business…
‘What is it? Did something happen at the shop?’
However, because people were waiting, I didn’t answer.
As I was about to start talking to the PDs again, the phone rang once more. It was Minjae again. When I didn’t answer this time either, a message arrived immediately.
‘Hyung, sorry for calling during your gathering. It’s an emergency. Check the news. It just broke that Megameat is withdrawing their Ga-yeong-dong branch.’
I was shocked. I quickly searched the news. Just as Minjae said, news of Megameat’s withdrawal from the Ga-yeong-dong branch had been posted.
[Megameat Makes Sudden Decision to Withdraw Ga-yeong-dong Branch. Expected to be Recorded as the Brand’s First Closure.]
[Is the Myth of Megameat’s ‘No Closures’ Coming to an End? CEO Park Jungnam Decides to Close Ga-yeong-dong Branch.]
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