(C) Ko Yong Chul

Sokcho, Gangwon Province, is a blessed natural location where the dynamic blue waves of the East Sea meet the majestic spirit of Seoraksan Mountain. This place is more than just a tourist destination; it is considered the heart of gastronomy. In particular, Cheongchoho Lake (靑草湖), which flows through the center of Sokcho and boasts serene beauty, and the Sokcho Fisheries Cooperative Cheongho Live Fish Center situated along its shore, are synonymous with Sokcho's freshness and a core space symbolizing its culinary culture.

The Cheongho Live Fish Center, located close to E-Mart Sokcho branch and Cheongchoho Lake, is managed by the Sokcho Fisheries Cooperative, distinguishing it by its cleanliness and reasonable prices.

It is excellent because customers can purchase seafood from a raw fish vendor, take a seat at the restaurant in the front, and enjoy it with the maeuntang (spicy fish stew) boiled by the restaurant, or they can choose to take the raw fish to go.

The Cheongho Live Fish Center has secured a large parking lot that can accommodate over 300 cars, and parking is free. Since the parking lot is spacious, there's no need to worry about parking even during crowded weekends.

Upon entering the first floor, raw fish vendors line both the left and right sides. Each one has clean, well-managed fish tanks, resulting in almost no fishy odor.

Within the Cheongho Live Fish Center, numerous raw fish vendors fiercely compete for freshness. Among them, one place, 'Saeyangho,' especially captures the praise of gourmets and the footsteps of travelers. 'Saeyangho,' a raw fish vendor directly operated by a captain with 26 years of experience, is renowned for the basic freshness of its live fish, coupled with the generous hospitality ('후덕한 인심' - hudeokhan insim) extended by CEO Oh Hee-suk and the single bowl of maeuntang in which that dedication is condensed. The dining experience here exerts a magic that elevates a visit to Sokcho into a 'gastronomic memory to cherish forever.'

This article analyzes the geographical culinary environment of Sokcho and profoundly illuminates the unique generosity of 'Saeyangho' within the Cheongho Live Fish Center and the secret of the 'Masterpiece' maeuntang that this generosity creates.

(C) Ko Yong Chul

1. Sokcho's Gastronomic Infrastructure: The Economics of Cheongchoho Lake and the Direct Sales Market 

Sokcho is a major fishing hub on the East Coast, possessing a geographical advantage in securing superior fish species caught in the deep, cold East Sea. To fully preserve the value of these top-tier ingredients, they must be delivered directly to the consumer with minimal intermediate distribution steps. The Sokcho Fisheries Cooperative Cheongho Live Fish Center stands at the pinnacle of this distribution efficiency.

The locational characteristics of the Live Fish Center are closely tied to Cheongchoho Lake, the symbol of Sokcho. Originating near Misiryeong in Seoraksan and cutting across downtown Sokcho, Cheongcheon Stream feeds into Cheongchoho Lake, a lagoon boasting an area of about $1.38 text{ km}^2$ and a circumference of $5 text{ km}$. The Live Fish Center and restaurants lining the lakeside offer visitors the aesthetic satisfaction of dining against a backdrop of the open lake scenery.

The operating method of the Cheongho Live Fish Center is the 'live fish direct sales market' model. Consumers select and purchase the fresh, live fish caught that day within the center, which is then prepared on the spot. They can then take it to the affiliated restaurant on the first floor of the adjacent building, paying only a table setting fee (sangcharim cost). This system significantly reduces distribution margins, allowing consumers to enjoy the freshest ingredients at a comparatively lower and more cost-effective price. This is the core competitive strength of Sokcho's culinary culture and plays a vital role in attracting tourists.

'Saeyangho' maximizes the advantages of this live fish direct sales market, augmenting it with the non-economic value of generosity, thus establishing a unique position.

(C) Ko Yong Chul

2. 'Saeyangho's Management Philosophy: The Economic Value of 'Generous Hospitality' Beyond Mere Abundance 

The special nature of 'Saeyangho' among the many raw fish vendors in the Cheongho Live Fish Center stems from the fact that CEO Oh Hee-suk's 'generous hospitality' (후덕한 인심) and 'kind heart' are embedded as the core philosophy of the business. This is perceived as an act of sharing a deep 'jeong' (affection) with the customer, going beyond simple service.

Seafood side dishes, such as sea cucumber and sea squirt, typically offered at raw fish restaurants, often serve merely as window dressing. However, at 'Saeyangho,' even these complimentary items are served so plentifully that they rival the main dish. Like a banquet table lavishly spread for a precious guest who has traveled a long distance, the generous quantity filling the plate offers deep emotion and satisfaction to visitors. This realizes the 'Economics of Generosity,' leading to an increase in repeat visits and the effect of word-of-mouth marketing.

CEO Oh Hee-suk's generosity is also evident in the way the main dishes—sea bream and flounder slices—are plated. Instead of thinly slicing the fish to make the portion look larger, 'Saeyangho' cuts the fish slices thick and large. This allows one to fully appreciate the deep, inherent flavor and full texture of the live fish. Customers' feedback that the "raw fish is generously served" is not just about quantitative satisfaction; it reflects CEO Oh's sincerity in wanting to 'provide the best experience to the customer.'

Thus, the act of tasting raw fish at 'Saeyangho' goes beyond the practical satisfaction of consuming fresh seafood; it becomes a cultural and emotional experience of encountering the warm and generous 'jeong' of the Sokcho people. Customers voluntarily praise 'Saeyangho's generosity, saying, "Thanks to the kind owner, we ate until we were full."

(C) Ko Yong Chul

3. The Masterpiece of Gastronomy: The Secret and Value of 'The Masterpiece' Spicy Fish Stew 

The final touch that completes 'Saeyangho's reputation is the maeuntang that inevitably follows the raw fish course.

In most raw fish restaurants, maeuntang holds a supplementary status as a 'side dish utilizing the leftover bones.' However, 'Saeyangho's maeuntang is praised as 'The Masterpiece' that surpasses the main course, receiving rave reviews from customers such as, "This is truly a masterpiece, not just a dish."

This irresistible maeuntang contains CEO Oh Hee-suk's delicate dedication and secret recipe, and by adding a specially prepared broth from the front-side center restaurant, it achieves an even deeper flavor.

The Depth of the Fresh Broth Base: The fundamental depth of the soup's flavor is secured by generously using the fresh bones and flesh of the sea bream and flounder that have just been filleted. This goes beyond the level of merely utilizing leftover scrap bones, as in typical raw fish restaurants.
The Golden Ratio of Secret Seasoning and Vegetables: The unique secret seasoning paste of the Cheongho Live Fish Center restaurant, along with radishes and green onions, are generously added. This creates a soup flavor that is not merely spicy but deeply refreshing and explodes with complex umami (savory taste).
This maeuntang offers a sensory experience where the spiciness soothes the stomach, the refreshing taste washes away the previous day's fatigue, and the deep umami lingers on the tongue. It serves as the culmination of the generous seafood meal provided by CEO Oh Hee-suk's warm hospitality, perfectly concluding the gastronomic experience at 'Saeyangho.' Many regular customers cite this maeuntang as the 'unforgettable taste of Sokcho' and the key factor in their decision to return.

 

(C) Ko Yong Chul

'Saeyangho': A Space That Sells Value Beyond Taste 

Sokcho is a blessed city with unparalleled natural beauty and the best seafood on the East Coast. However, the fundamental reason 'Saeyangho' has built a unique reputation among countless raw fish vendors is that CEO Oh Hee-suk's kind heart and generous hospitality are the soft-ware value delicately layered over the hardware of supreme freshness.

Dining at 'Saeyangho' is more than an economic activity of simply consuming a quantity equivalent to the cost. The abundance of sea cucumber and sea squirt, the thick and generous slices of sea bream and flounder, and a single bowl of maeuntang that offers a taste to remember for a lifetime, all genuinely condense the warm and generous 'jeong' of the Korean people who sincerely wish to welcome visitors to Sokcho.

For those visiting Sokcho, a visit to 'Saeyangho' at the Cheongho Live Fish Center is highly recommended, along with the beautiful scenery of Cheongchoho Lake. The generosity of CEO Oh Hee-suk and 'The Masterpiece' maeuntang encountered there will provide a decisive experience that etches Sokcho into the heart as a 'warm memory to cherish forever,' going beyond a simple meal. 'Saeyangho' continues today, unwaveringly sharing the best taste and abundant hospitality with its guests, firmly establishing its value as a sanctuary of Sokcho's gastronomy.