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Gimhae City Special 
CEO Park Byeong-hoon of Doghouse Company
Doghouse Company captivating the hearts of many people
“There is no such thing as a free lunch!”

Park has dreamed of becoming an entrepreneur since his schooldays. Many of his family members have had stable jobs such as public servant and teacher. Strangely, Park felt some kind of boredom about these jobs and to do something new that would make him excited. He also thought that going to a university was meaningless and wasting of money. But he could face his parents’ insistence and eventually took a course in business administration which he soon gave up as his desire for hands-on experience was greater than sitting in the class room. He started to build experience by taking various jobs that came naturally to him such as waiter, instruction worker and motel staff. When he was 26, he started to work as a certified real estate agent during which he came to know about stock investment by his business acquaintances. He invested KRW 30M and lost it all and washed his hands of it. Park remembers “I learned that there is no such thing as a free lunch. It was huge money for me but I took it as a payment for this big lesion.” He then embarked on a penniless journey for 15 days and 16 nights and thought about his future.

“Love your customers as you love yourself!” 
It was 2010 that Park launched ‘Doghouse Company’. The original name was ‘House, Beer’. As Park was born in the Year of Dog, he drew a dog on the signboard and people started to call it as ‘doghouse beer’. Soon it became the originator of the trendy beer bar called ‘small beer’ in Korea. Park explains “I didn’t intend to open a beer bar. I had some trouble with my father from which I had to be independent. My mother lent me KRW 5M and the store happened to come into my eye and I took it on KRW 15M deposit with 500,000 monthly rent which was not much different from a studio flat I was about to rent. I canceled my savings account and insurance to fill up the rest of the fund and decorated the bar with the help of my friends. It was the flagship of Doghouse Company.” 
However, as is often the case, the reality was tougher than his mettle and passion. Due to his lack of experience in running business, he every now and then made only KRW 3,000 a day, the price of a pint of beer. The solution was to bring up innovative marketing strategies that can attract young customers. Park explains “I launched daily event; dart on Monday, movie on Wednesday and gig on Thursday, etc. in which I actively engrained in a talk with customers over a pint of beer. As I expected, customers started to post their hangout at the bar on SNS.” The increasing number of customers naturally encouraged Park to open the second bar. But this time, he named it ‘Doghouse Salon’ to attract foreign people as well as young Koreans by Makgolli (Korean rice wine) and Soju (Korean distilled spirits) cocktail with various fusion side dishes such as chef dog (Thai fusion), tapas (Spanish), dumplings (Japanese) and tomato & egg stir-fry (Chinese). 

‘Doghouse Snack’ to create yet another hit
Opened with much praise on 22 April last month in Seomyeon, Busan, ‘Doghouse Snack’ is Park’s ambitious bar. It is a new concept snack bar designed based on those common Korean snack bars and cart bars but with much improved fusion menus targeting both foreigners and young Koreans. Park explains “Under the slogan ‘Faster, simpler, tastier’, all the menus take less than a minute from cooking to serving. Customers can order the food they want on the kiosk screen on which they can complete all the necessary process from ordering and paying to receiving the food in a minute. The 12 popular menus include ‘premium tteok-bokki (Korean stir-fried rice cake)’, ‘cup rice’ and ‘cream cheese poutine’. We guarantee the freshness and taste as well as value for money.” Park’s motto is clear; Creative mind creates differentiation. <Power Korea> hopes that Park will lead a new paradigm of dine-out trend in Korea. 


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