This book compiled case studies of startups like ‘Jeongyukgak’ (fresh meat delivery), K-fashion platform ‘East End’, Korean history game developer ‘Tukang Project’, early-stage investor ‘Capstone Partners’, developer ‘Neo Value’ (creator of Gwanggyo’s ‘Alley Way’), and outdoor brand ‘Black Yak’. The success stories of these ‘eccentric’ CEOs, who abandoned seemingly solid careers to pursue entrepreneurship, were incredibly fascinating. Out of curiosity, I tried Jeongyukgak’s pork neck as a first-order promotion, and it was truly astonishing. Beyond the clean, insulated packaging, the meat quality was literally ‘ultra-fresh’. Having personally experienced parcel logistics, I know maintaining this level of freshness by integrating IT technology into distribution innovation is no easy feat, which made it all the more impressive.

East End, aiming to be a K-fashion platform, was also a very bold company. They own ‘City Breeze,’ made famous by a BLACKPINK member’s frequent wear, and have the ambitious goal of creating 20 brands that will succeed in the global market riding on K-Pop’s status. It was impressive that they weren’t simply targeting the low-cost clothing market but adhered to limited production and restricted sale strategies to maintain brand value. Watching the interview with the CEO, I felt hopeful that brands in South Korea could soon emerge that, like Chanel, increase in value over time.

‘Capstone Partners’ is renowned in the venture capital (VC) industry for its unique perspective on founders. I had seen CEO Song Eun-kang on the YouTube channel 《Don’t Be Afraid to Invest》, and this book allowed me to understand his investment criteria more deeply. Ultimately, his insight that companies with growth potential are determined by the ‘people’ forging that path led him to build a golden portfolio including Carrot Market, Market Kurly, and Drama & Company (Remember). Their belief, like that of a ‘Big Brother’ in the startup world, will surely create a virtuous cycle where successful companies later repay them with even greater rewards.

The case of Gwanggyo’s ‘Alleyway,’ developed by real estate developer ‘Neo Value’ by benchmarking LA’s ‘The Grove’ mall, was also intriguing. Having enjoyed visiting The Grove’s musical fountain and tram with my children during my time living in LA, I became curious about how that sentiment would be woven into Gwanggyo. I deeply respected the philosophy of prioritizing the value provided to people over immediate profit. If more space planners like this emerge, our cities will transform into more dynamic places. I see this as aligned with why cultural, leisurely spaces like Songdo’s ‘NC Cube Kernel Walk’ or ‘Triple Street’ become landmarks.

Finally, the interview with the marketing team leader of ‘Black Yak’ greatly helped me understand how hiking transformed from an activity exclusively for the elderly into a trendy sport for the MZ generation. Their ESG management practice of recycling transparent PET bottles into products precisely resonated with the value-driven consumption of the younger generation, who prioritize environmental protection. The approach to brand positioning for the MZ generation, who willingly open their wallets for polar bears, is something other companies must benchmark.

Reading this book, I felt that extraordinary people receive extraordinary investment and create extraordinary change. To become an ‘extraordinary delivery driver’ myself, I woke up at 4:30 AM today and started my day energetically.