(In middle of incessantly busy city,)
I feel great today.
We're also meeting in the afternoon.
(they enjoy afternoon at a brunch cafe.)
Goodness. It's huge.
Hello. Gosh, what is this?
- Goodness. - What's this?
It's amazing today.
Hang on.
- Hello. - What's all this?
We've never had this before.
- Spaghetti? - This must be French toast.
- What's this? - It's warm.
It's beautiful.
- We're meeting at noon. - You should've told us not to eat.
It's so huge.
- Sang Yun, sit at the far left. - Me?
You still recognized him.
I thought he was Seong Jae at first.
Isn't that too much of a change?
He's going through a variety show adolescence.
I'm having the third adolescence.
If I saw his hair like this first on the shooting day,
I would've made fun of him.
- But I saw him before this. - Right.
I know.
(He walked around downtown Japan with this hair.)
(He toured delicious restaurants with this hair.)
(He also had omelet that is as yellow as his hair.)
It's amazing.
I've always wanted to try bleached hair,
but I never had a chance to do it.
I made up my mind when I watched "Attack the Gas Station."
That movie was released when I was in middle school.
- That's right. - Wasn't Lee Sung Jae in the movie?
I thought Yoo Ji Tae's bleached hair looked so cool back then.
(Laughing)
- Gosh. - What's the purpose behind...
this banquet?
- Can we eat while we wait? - Yes.
You guys can start eating.
- Really? - Really?
While you're eating, I'm going to ask you guys a question.
Sure.
This year's final interview question for Samsung was,
"How much does your brand value worth?"
(My...)
(My brand value?)
What's the standard?
- You're the brand itself. - Is it asking for the value worth?
My brand value.
The worth of my value as a brand.
I think I read it somewhere in the newspapers.
I have no idea.
(I don't know, don't ask me.)
If you were the interviewee, how would you answer the question?
- During the interview? - If you were asked that question.
(This is not on pause.)
(Laughing)
I told you that this face isn't your thinking face.
(Seong Jae's serious face doesn't mean that he's thinking.)
You have to get this straight.
The viewers have to know this.
That's not Seong Jae's thinking face.
I really wasn't thinking about anything.
I've never thought about it before.
Is the question asking about...
the amount of money I will be making throughout my life,
or is it asking about the amount of money that includes...
the economic value that is derived from my actions?
I think it's a combination of both.
The amount that includes the potential economic value.
(We've heard about it a lot,)
(but what exactly is brand value?)
To create brand value,
(Brand value in 2018 is...)
(not just the brand names but...)
(It's the power that makes people to purchase due to brand loyalty.)
("Personal branding" is becoming popular due to the Personal PR era)
(Having a "personal branding" to create and increase my brand value)
(When job searching, use "personal branding" as a strength)
(This is the era that an individual also becomes its own brand.)
(The name itself becomes the brand,)
(and my brand becomes my value.)
(How much does your brand value worth?)
I've never thought of it as an individual.
Have you ever heard of the celebrities' brand value ranking?
There's a research for that?
The Korea Corporate Reputation Research Institute conducted...
a research in September 2018...
on the variety show entertainers' brand value.
Who do you think placed the 1st, 2nd, and 3rd?
I think Yu Jae Seok would be in the 1st place.
- I agree. - Yes.
Jae Seok is in the first place.
- Of course he is. - I knew it.
Kang Ho Dong is in the second place.
- I knew it. - Of course.
- The 1st and 2nd are obvious. - Is Park Na Rae in the 3rd place?
- The third place goes to... - Seung Gi?
Lee Yeong Ja.
- I see. - Yeong Ja gained much popularity...
- due to eating shows. - That's right.
What do you think the common factor is...
between these three people?
They have been working for a long time, but they are consistent.
- Consistency. - Yes, consistency.
We can assume that the shows will be entertaining.
(The viewers can decide to watch the show if they are in it.)
That's right. Their brands provide trust to the viewers.
For example, when Jae Seok appears in a TV commercial...
- and advertises a product, - That's right.
it seems more reliable due to his name.
That's right. If Jae Seok starts a new show,
the viewers automatically assume that it will be good.
- That's right. - That's very important, right?
Gaining trust.
Nowadays, not only the celebrities have to brand themselves,
but individuals also need to develop their own brands.
This is why it's called the era of personal branding.
For today,
we have a master...
who will teach you in depth about personal branding.
(The master for today is invited for the topic.)
Are we going to meet a master who will increase our brand values?
That's a possibility.
- Our brand values. - That sounds fun.
There are approximately 100 brands that the master worked with.
Did you say 100 brands?
- Did you say 100 brands? - 100 brands?
The stores that the master opened...
are approximately 2500 places.
Are there even 2500 stores in the country?
What are you talking about?
- Just think about Gangnam. - There are 2500 stores just nearby.
I was thinking about the brands.
- That's so funny. - There are so many.
Ask me first before you say something like that out loud.
I really want to protect your brand image.
This is how they do brand management, right?
- Okay. - He has such a unique brand.
Seong Jae has such a unique brand.
2500 stores?
The sales from the master's brands total 2 billion dollars.
(The sales from the master's brands total 2 billion dollars.)
(That's a lot of money.)
2 billion dollars?
(2 billion dollars just by branding?)
- 2 billion dollars? - This master is a real deal.
(The real master has appeared.)
That's the amount a corporation makes.
That's amazing.
The master's called the brand magician...
because he creates success all the time.
Is he not a celebrity then?
(The one who will increase our brand values)
If we do something together...
It's going to be so interesting.
Today's hint giver to provide a clue is really special.
(The hint giver who will provide the clue about today's master)
Does the person also have a high brand value?
You guys should have all heard of the brand.
(The name of the hint giver has its own brand.)
Hello.
It's Lee Seung Gi.
Is it not?
How did you tell it was me by just listening to my voice?
Of course I know.
- Hello. - Hello.
- We're from "Master in the House." - Nice to meet you.
- His voice sounds so familiar. - We'll introduce ourselves first.
Hello. I'm comedian Yang Se Hyeong.
- Nice to meet you. - Nice to meet you too.
Hello, my name is Lee Sang Yun.
Nice to meet you.
Hello, my name is Yuk Seong Jae.
- Nice to meet you. - Hello, nice to meet you too.
- My name is Ha Jung Woo. - What?
My name is Ha Jung Woo.
(The hint giver is Ha Jung Woo.)
I knew it.
(It's him.)
(They're very excited.)
I watched "Along with the Gods 2" a few days ago.
Give me a chance.
(His name guarantees success in performance.)
(The special hint giver for today is Ha Jung Woo.)
- I'm such a big fan of yours. - It's an honor.
- Thank you. - From the beginning of our show,
we have wanted to...
- have you on our show. - That's right.
I'm not just saying this.
- Are you talking about me? - Yes.
I'm a big fan of your show as well.
Thank you.
You know we can suppose things, right?
- Right. - Let's suppose that...
- you are on our show as a master. - Okay.
What will we able to do?
First of all,
we can walk along the Han River from Haengju Bridge to Paldang Bridge.
From Haengju Bridge to Paldang Bridge?
Yes. It would be nice if we could walk and discuss about things.
- Goodness. - It would be great.
At the convenience stores on our way,
we can have some snacks as well.
- At the convenience stores. - Yes.
From what you've just explained to us,
that would already be enough for 8 hours of the show.
- Don't you paint as well? - He paints?
It's just a hobby of mine.
It's nothing great.
If we talk about your paintings, eat, and act,
that would be enough for 3 weeks of our show.
That's true.
(Is the 3 weeks of Ha Jung Woo tour coming soon?)
We will always welcome you to join our show.
Okay. We should all gather together...
and discuss about it first.
I think it's a really nice show.
So you've just agreed...
to discuss about it, right?
(We're going to meet for a discussion, right?)
- Of course. - Okay.
- Thank you. - That would be amazing.
My goodness.
I'm so happy.
So how are you related to the master for today?
What brings you to be our hint giver?
She's almost like my aunt who lives in my neighborhood.
The aunt who lives in the neighborhood?
- Yes. - She's a woman.
We heard that she's very talented at consulting brands.
She created...
- about 100 brands. - Yes.
I'm sure that you guys are fully aware of who she is.
She branded restaurants.
She branded coffee shops.
She also made brownies.
She also did film marketing.
- There's a variety. - She also did film marketing?
- Yes. - Can you tell us some titles?
I worked with her when I was shooting "The Berlin File."
(Jung Woo worked with her for "The Berlin File.")
- Really? - "The Berlin File."
- I see. - She must be very talented.
She must be very huge.
Does our master...
have any nicknames?
First, a witch.
- "Witch"? - "Witch"?
("Witch")
(A witch who controls...)
(numerous brands?)
(That's scary.)
Divine Tongue.
"Divine Tongue."
- I think... - "Hawk eye" is another one.
(A witch with the divine tongue?)
"Hawk eye."
If we put witch and the divine tongue together,
it sounds quite disgusting.
(The story of a witch who has the divine tongue.)
A few years ago,
I was discussing about cakes with her.
- Cakes? - Cakes?
Yes. She tasted every single cake...
in the neighborhood...
and thoroughly analyzed each cake.
She checked and criticized them all.
I saw her discuss about the pros and cons of...
- each cake. - Yes.
It was intense.
(Her precision was intense.)
Did it result in success?
The cake brand?
I haven't seen the financial statements, so I don't know.
You haven't seen the financial statements?
The more I talk to you, the more I want to have you on our show.
He hasn't seen the financial statements yet.
Anyways, because you are busy,
- we will ask you one last question. - Sure.
What does it take for us to have you on our show?
Please tell us the three things that you like.
After we end our call today,
we should meet in person and discuss about it.
You're certain that you will meet us, right?
- Yes, sounds good. - Thank you.
(Will Ha Jung Woo be on our show soon?)
- You're the best. - That's unbelievable.
Thank you so much.
- You're welcome. - Take care.
- Thank you. Bye. - Bye.
He's such a cool guy.
He's so cool.
- Anyways. - First of all,
- What we got is "Witch". - "Witch".
"Witch".
- "Divine Tongue". - "Divine Tongue".
- "Hawk Eye". - "Hawk Eye".
(There were some hints.)
Anyway, when we meet the master...
When we meet the witch master...
(At that moment,)
(footsteps are heard from afar.)
(The energy of the witch approaches the lambs.)
I think it can be an opportunity...
to increase the brand value of each of us.
Right. But this person created 100 Korean brands.
(Looking)
(What?)
She's coming down.
- Who is she? - Is she the master?
(The person with the fearful aura approaches them.)
(He freezes.)
- Who is she? - Is she the master?
- I... - Who is she?
- Is she the master? - I saw the master.
- Hello. - Hello.
Is Ms. Noh Hee Young...
- our master? - It's nice to meet you.
- No way. - Goodness.
You have no respect for the ingredients.
Do you think these three go well together?
The arrangement... Gosh, I'm frustrated.
There is nowhere to take break from all the flavors.
Foreigners would be ashamed of this.
It's not seasoned properly.
(She's created about 100 brands.)
(She's the restaurant franchise creator.)
(Wherever you go, you run into her brand.)
(With a 180-degree different concepts and new details,)
(she strategizes the branding meticulously from A to Z.)
(All the brands she created have been a huge success.)
(Witch's hand turns imagination into reality.)
(She even plans for concerts and award ceremonies.)
("Masquerade")
("Roaring Currents")
("Berlin")
(She even came up with the marketing strategies...)
(to make each of these films to hit 10-million audience mark.)
(Noh Hee Young, the brand strategist with the Midas touch)
- Hello. - Hello.
In the past...
when you were on "MasterChef Korea",
you were famous for all the harsh criticisms.
You don't look like someone who would give harsh criticisms.
You don't look like someone whose nickname is Witch.
(Laughing)
Do you know that your nickname is Witch?
(Does she know about her nickname?)
(He's anxious.)
Yes.
Are you satisfied about the nickname?
But being cruel to people isn't all a witch does.
- Right. - A witch uses magic...
- and make delicious food like this. - Right.
- And... - That kind of witch. Right.
But I think people don't think of you as that kind of witch.
I don't think they did. This is branding, isn't it?
Right.
You have to believe whatever you want to believe.
Right.
It's a way of branding myself.
Actually, branding is very important these days.
Each of you are...
- an influential person. - Don't mention it.
Nevertheless,
what is something that only you can do?
What is something only Yang Se Hyeong can do?
What is something only Lee Sang Yun can do?
I think it's time to come up...
with those things.
As you spend time with me,
I hope you will learn about branding.
And what kind of a brand you will become.
What kind of a brand will I become?
I hope you will use this time to think about your brand.
Thank you.
She's not like a witch at all.
She's more like an angel.
(Witch Master, the brand strategist is here.)
Master, we keep talking about it.
What exactly is "brand"?
A brand.
In the past,
brand was all about whether or not...
people bought products from a certain company.
That determined if something was a brand or not.
But these days,
the most important aspect of a brand is...
whether or not that brand is loved.
(Now brand is a subject of affection.)
- I've never thought about that. - It's difficult.
This is difficult.
So in the past, brand simply made people open their wallets.
But now brand makes people open their hearts.
- That's brand. - That's right.
- You can't call everything "brand". - Right.
Think carefully.
There must be a brand you love.
- Like... - A brand you use.
Actually, the hint giver,
Jung Woo...
- He is now a brand. - He is a brand.
When you know that he's starred in a movie, you watch it.
Today, Sang Yun...
changed the color of his hair,
and that is changing his brand value.
Why did I have to do this today?
Is he going in the right direction?
I am going in the wrong direction.
I was really surprised when I saw him.
I think it doesn't suit him.
(She thinks it doesn't suit him.)
Finally, the Witch is out.
It's not in line with Sang Yun's character.
Everyone stopped me, but I insisted.
But it's a very valuable experience.
I wanted to try it.
You can change the hair in no time.
You mean he should change his hair as soon as possible, right?
Yes, right.
Having...
Having someone as frank as her...
I am very frank.
- Yes. I like it. - would be good.
Actually,
you are built upon the personality and traits...
you've accumulated over the span of your life.
Can you change them just by trying hard?
Yes. I believe your personality can change through training.
You need to train.
- Do you keep training yourself? - Of course.
What kind of a training are you doing at the moment?
Even when I'm brushing my teeth,
I think about what I ate the night before to have this aftertaste.
Think carefully.
When you eat something spicy at night,
toothpaste tastes differently in the morning.
When you eat something spicy,
- sweet, or oily... - When you eat something sweet...
or when you eat cheese,
your mouth tastes different.
When I use a towel,
I think about how many times I have to wash it...
to get the desired softness.
- Really? - It's a tiring way to live.
Some might say that.
- But that's... - I've never thought of that.
I think that's training.
Master, after spending time with you,
if we brand ourselves well,
can we rank in the top 3 or 4...
of brand value chart?
(Will the brand magician...)
(make them sweep the brand value chart?)
To understand you better,
I will give you an assignment.
What is the assignment?
Please bring it out.
I am going to really use my brain today.
- Hello. - Hello.
- This is... - Isn't it spaghetti?
Aren't those pasta noodles?
- There are many kinds of noodles. - There are many kinds of noodles.
They look delicious.
Choose one you like.
- Noodles we like? - Go out there.
Will the noodle of our choice say something about us?
- Or are we just choosing it? - Just choose it.
(Just choose one.)
(Let's see.)
- Do we only choose one? - Yes.
This is my favorite without a doubt.
(Seong Jae chooses ramyeon without hesitating.)
- Ramyeon? - I choose ramyeon.
- This is Chinese style noodles. - It's wide noodles.
Wide rice noodles.
It's delicious.
I like thin noodles.
What kind of noodles do I like?
- Are those kalguksu noodles? - Yes. Kalguksu noodles.
I will choose these. I love thin noodles.
Shouldn't you get thin noodles then?
I got the thin noodles.
- I got pasta noodles. - You got pasta noodles.
- Thin pasta noodles. - Thin pasta noodles.
This...
Take the noodles...
to the kitchen.
I knew it.
I will give you an hour.
- Right. - I will give you an hour.
Make something that shows who you are.
Make a dish.
Something that shows who I am?
Make something that shows who I am?
Cooking will be the means of expressing yourself.
(He doesn't know what to do.)
But it should still be edible.
Of course.
Make something that shows who I am?
It's like a project of...
rehabilitating troubled children.
Who on earth am I?
"How can it show who I am?" He looks like a troubled child.
That's what it feels like.
We will be ranked, won't we?
- Of course you will be. - Okay.
When you cook in a kitchen like this, you are a real cook.
This is a proper kitchen.
She said the dish should show who we are.
You should make pasta that is very much like you.
What is the pasta that is very much like me?
(What is the pasta that is very much like Seung Gi?)
- I... - You get really greedy...
and pack it with all kinds of ingredients.
I should put everything in the pasta?
You put all the quality ingredients.
Really?
- Thick one. Cooking wine. - How do you make anchovy stock?
How do you make anchovy stock?
You have to boil anchovies.
- Are there anchovies? - Perhaps check the fridge.
Where is the fridge.
First, what are you going to cook?
- Banquet noodles. - I see.
When you make anchovy stock, do you wash the anchovies?
- What? - Do you have to wash them?
(Why is he making banquet noodles...)
(when he can't even make anchovy stock?)
You can do whatever you prefer. You can give them a quick rinse.
I don't know what I need.
I will start cooking.
Look how I cook pasta.
Don't fall in love with me.
(It looks like he's used to cooking pasta noodles.)
A lot of ingredients will go in it.
It will be substantial.
I haven't cooked in a long time.
I was so shocked about my salt pasta...
that I went to learn how to cook pasta.
(He was passionate enough to learn to cook pasta.)
You have to put on a fire show.
(Seong Jae is lost.)
(He's lost.)
(What will show who I am?)
I just need...
- 5 minutes. - 5 minutes of break?
No. I just need 5 minutes to cook.
Mine is almost done.
Shall I start cooking?
(When Seung Gi's dish is nearly done, Seong Jae starts cooking.)
(People might think he's cooking something amazing.)
People might think you are cooking something amazing.
(People might think he's cooking something amazing.)
I have never seen something like that.
(What is the ramyeon that is very much Seong Jae?)
What did you put in?
I put in all kinds of ingredients. I just followed my intuition.
(He's got solid cooking ability.)
It looks delicious.
I always try something new and seek for change.
That's why I am cooking this.
You are doing something new with what you like.
- It's fun. - It is.
This is being me.
The time is up. Come on out.
- This is a nerve-wracking moment. - We...
We are trying to build your personal brand.
(Seong Jae's ramyeon with a shocking appearance)
(Seung Gi's vongole pasta with generous extra toppings)
(Sang Yun's banquet noodles)
(Se Hyeong's unidentifiable noodles)
Her face changed.
(Why am I so thirsty?)
I won't be as friendly as I was a while ago.
(She won't be friendly now.)
I will behave like when I'm creating a brand.
I will be persistent and detailed.
I'll constantly ask for a modification.
Don't be hurt.
(The witch in her wakes up when it's time to analyze.)
(She says the harshest criticisms.)
(Only the person who endures her criticisms survives.)
(The witch's time has begun.)
Just don't beat us.
My words are enough, so I don't commit violence.
Okay.
- We are already... - I already want to go home.
(She stops laughing.)
Then...
(Sang Yun and Se Hyeong look polite. Seung Gi and Seong Jae avoid her.)
Shall we begin with Seong Jae?
- Let's do that. - Okay.
- Shall we do that? - Yes. Let's sit down.
Master, because some time has passed, my noodles...
I will consider that.
- Please be generous. - Okay.
How does this show who you are?
(How does his dish show who he is?)
I...
I am sometimes very passionate.
Sometimes I am really lazy.
I named the dish...
"Lazy Noodles".
When you are lazy, you can cook this.
To cook... To cook this,
you use only half of the water and seasoning.
(It takes half of the effort too.)
You boil down the sauce as if you are making...
fried noodles.
(Seong Jae is intimidated.)
Ramyeon is a very easy dish to cook.
But if you are lazy even to cook that, you can cook this.
Should you continue living if you are that lazy?
(Should you continue living if you are that lazy?)
(Oh, dear.)
I still have to live, so I need to eat something.
Anyway. All right.
- When you try it, you will... - Master will...
All right.
Lazy Noodles.
(I really tried to show who I am.)
(Will the taste turn things around?)
This is...
(What would the master say?)
Have you tasted this?
- I didn't taste this one. - Try it.
- This is making me sweat more.
I will give you tissue.
The scariest thing you can hear from a judge is,
"Have you tasted this?" That's the scariest thing.
(He's experiencing the scariest thing.)
How does it taste? Explain to me.
Why does it taste like this?
(He didn't expect it.)
Why did you bring it out without tasting it?
Letting someone judge your food without tasting your food first...
is a very wrong decision.
- Okay. - It's not edible.
- Right. - Nevertheless...
Your food is bad,
but tell me why you chose to make this to show who you are.
(He gets the last chance to save his brand. Appeal who you are.)
I...
I wanted to make something for lazy people.
I told you to express who you are.
I am a very lazy person too.
How will you become a superstar if you are lazy?
(Didn't you say you want to be a superstar?)
I am a person full of contradictions.
Even that ramyeon contains contradictions.
(Seong Jae gets away with his wit.)
It's the taste that can't be explained.
- Your brand failed. - Your brand failed.
- All right. - I want to cook it again.
(Next brand to be judged is Seung Gi.)
The name of my dish is...
"Korea Vongole Shrimp Pasta".
(Korea Vongole Shrimp Pasta)
Giving it a long name is very much like him.
Pasta is a Western dish.
But like jjajangmyeon, I topped with a fried egg.
I tried to combine Western and Asian cultures.
This tomato heart expresses my love for you.
I put the parsley there because it was just there.
It looked fresh, so I put it next to the egg.
He used all the ingredients he found in the kitchen.
(He added everything he laid his eyes on.)
What about this shows who you are?
(What about it is like him?)
It's a whole package.
(Laughing)
The portion is generous, and it's got everything.
- You work in different fields. - I work in a variety of fields.
Then if someone...
(What is she trying to say?)
If someone who offers more than you do,
will you lose your competitive edge?
(Will he lose his competitive edge if someone offers more?)
You're right.
What happens if you add even more ingredients,
and it becomes a mishmash?
Then I should stop selling.
(Will he give up competing?)
Just like that?
(Will the flavor of the dish bring him back the brand power?)
Cooking is not about inventing.
Cooking is about improving existing recipes.
Adding all these ingredients...
didn't add anything to this dish.
Adding all these ingredients simply ruined the dish.
You should've just brought me a bowl of vongole pasta.
(He should've cooked a simple pasta.)
There is Jae Seok,
and there is Ho Dong. There are many variety show stars.
To gain a competitive edge that will set you apart from them,
you have to be a little more interesting than them.
You can't suddenly do wrestling...
- and fight them. - Right.
This is like vongole pasta doing wrestling.
(Vongo-wrestling)
- Should we put that here too then? - Yes.
This brand fails.
(Seung Gi's overdone brand fails too.)
- Next is Sang Yun. - These two are not edible dishes.
Sang Yun, you are next.
Of all the banquet noodles I've seen, it's got the clearest broth.
(It's the clearest banquet noodles.)
The broth is really clear. It's just like who he is.
Will you explain about it?
I...
personally like banquet noodles.
Someone compared each of us with noodles.
(Lee Sun Hee's best friend Lee Keum Hee did it.)
(She compared Sang Yun to banquet noodles.)
I thought of that and made this. At first,
I thought about making egg white toppings...
to represent my hair.
But I didn't because being plain is my charm.
So I topped it with the most basic topping, dried laver.
Okay. I will try it.
About the broth...
In the middle of cooking,
I was told that the broth will be reduced if I cook it on high heat.
I didn't know about that. I wanted to make the broth savory.
So I cooked it in low heat.
He's talking too much.
You can season it using the sauce and kimchi.
It shows how I adjust to every character I play.
(The noodles show how he adjusts himself to each character.)
(He talks very well.)
You are an actor who can adjust to every character.
The charm of this dish is that it can change...
depending on the toppings.
It's not as bad as I imagined.
(No way.)
It's good because...
you know your place.
Right.
Knowing your place is very important...
when you brand yourself. You have to know who you are.
Because you went through that process,
this is not that bad.
(As a brand, it's not bad.)
However, the problem is that it's not properly seasoned.
You need to be complete on your own first...
before you adapt yourself to new characters.
You did better than I expected.
But this won't get you anywhere.
- He gets 20 points. - Did he do moderately well?
- 20 points. - Yes.
- He's better than us. - Right.
We got deductions.
Please fire up the stone.
What is it? What did you prepare?
- Fire up the stone? - There was a reason...
why I wanted to go last. It's because of that.
How does it show who I am?
When we went to Japan, we had tsukemen.
- You shouldn't eat it yet. - I just want to check.
I want to check what it's like.
Right. We had tsukemen.
(It's a dish consisting of thick noodles, which are dipped in soup.)
- We have jjigae in Korea. - Right.
This is jjigaemen.
(Jjigae-men)
- It's not tsukemen. It's jjigaemen. - Jjigaemen.
It's basically gochujang jjigae.
But I wanted you to enjoy it hot.
When we went to get it, there was an event.
And I tried to replicate that. Please wait.
(What did he prepare?)
It was washed cleanly.
How does it work?
- It... - It warms the soup.
(Sizzling)
I didn't expect it to look this cool.
(He replicates exactly what he saw at the Japanese restaurant.)
- Can I have a stone too? - I wanted her to enjoy it hot.
(Se Hyeong's brand succeeds to capture her attention.)
- It looks good. - It looks good.
(He's nervous.)
- I am curious about the taste. - I know.
- Try it. - Should we?
- Try it. - Let's try it before she judges it.
What about it...
shows who you are?
My motto, which is also the sentence I love the most, is...
"I can do it."
I can do it.
"I can cook tsukemen"?
I...
I love challenges...
and coming up with new ideas.
Whenever I eat...
a dish like this at a restaurant,
I think about how to cook something similar to it.
(It becomes a hit.)
It's nice, isn't it?
Are we supposed to praise him?
I can tell that he knows how to cook.
He's the best cook among these four.
He enjoys doing something new.
I think that gives you some points.
(She approves his brand power.)
Should I announce the winner?
Let's announce the winner.
(He's nervous.)
(Why are these two nervous?)
I think it's not me.
Knowing your failures well...
- "Know thyself." - is a virtue...
- Socrates said it. - in branding.
In terms of cooking,
(Who is the best cook?)
Se Hyeong did the best.
That's good enough.
(I am satisfied with that.)
At least I can cook.
You cook the best. However,
the person who expressed himself the best...
was Sang Yun.
(The brand strategist's choice is Sang Yun.)
Is it Sang Yun again?
- Why? - He won last time.
- The water noodles won. - Really?
(Sang Yun is quiet yet strong.)
By the way, do you think...
the things that make you who you are...
are giving you a competitive edge?
(Do the things that make you who you are make you competitive?)
Do you think laziness can make you competitive?
(When your uniqueness becomes competitive, you become a brand.)
I never thought about having a competitive edge.
Today,
you will find out what your competitive edge is,
and how you will brand yourself.
We will think about those today.
Will we do that through cooking?
Stop asking questions.
- I will decide what we will do. - All right.
Let's go to my house.
- Your house? - Yes.
(The 2-billion-dollar revenue creator's house will be revealed.)
I am curious about how your house would look.
It's just like me. It represents me.
I am curious about how your house would look.
It's just like me. It represents me.
I'm coming in.
(They are impressed.)
- This is... - It's unique.
(Even the entrance is filled with character.)
My goodness. When you first enter the house,
- it looks like hanok. - Right. I like that.
(The living room reflects what the master likes.)
I am a brand maker.
So I read a lot of books about brands.
(This space expresses who she is.)
Each furniture and prop...
was collected by me.
(She collected even the smallest prop.)
(Sometimes, she goes for things that are modern and simple.)
Do you listen to music often too?
I listen to music quite a lot. I listen to classical music.
(Sometimes, she goes for analogue objects that take her back in time.)
I want to listen to music with this.
- Do you work here? - Yes.
- You work here. - Yes.
(In the corner of a living room,)
(there is the master's mini studio.)
You put the study in the living room.
- Yes. - This is looks really old.
(What is this?)
This is...
(Laughing)
(The witch's first treasure)
(Is it a worn-out notebook with faded color?)
When I was young,
there was no internet.
Whenever I visited a restaurant,
I recorded a log. I stuck a business card.
I didn't throw away the receipt.
- Do you collect all the receipts? - Yes. I used to.
- Really? - Yes.
Do you collect them...
so that you can remember what you had?
It's to remember what I ate.
There is one there to.
- Are those all logs? - Yes. Give them to me.
Did you log all the restaurant visits?
(It's a list of good restaurants she compiled herself.)
In the old times, there was no digital camera.
So I just drew.
(Sometimes, she drew to record the food.)
- You drew this? - "Marinated in olive oil".
- My goodness. - I recorded everything.
These are my most valuable possessions.
This made me who I am today.
(In order to become a brand magician,)
(she's been studying every day for the last 30 years.)
This makes me get more excited about the dinner you will make.
- You are very persistent. - I am.
What is this?
(This item will show the height of persistence.)
This is all my fortune.
(It's revealed.)
- What is that? - It's a card.
Tags?
- What is that? - Postcards?
(The witch's second treasure)
(What are those things that are packed in the box?)
These are the keys from the hotels...
all over the world which I have visited.
(They are hotel keys.)
(No way.)
- Really? - You surprised me.
But you are not supposed to take the key with you.
No. If you ask them, they give it to you.
If you lose it, they reissue you a key.
I told them that I collect these.
Why do you collect these?
It's to remember.
- It's really nice. - It's amazing.
Every day, I sleep in a different hotel.
Every day?
- Every day? - You don't stay in one hotel.
If I am going to New York...
Let's say I will be going there for 5 nights and 6 days.
Then I stay in five different hotels.
You have to move your luggage every day.
Why? Why do that?
I love looking at the new interiors.
I want to know which bedsheets they used.
I want to know where the sockets are located.
That's crazy.
This is my fortune.
In my house, there are...
many objects that express who I am.
- This is crazy. - This is crazy.
- That's what expresses you. - Right.
You need to accumulate them.
That's what I was telling you a while ago.
You need to accumulate the things that make you.
(She's been building her brand for a long time.)
Things like that express who you are.
This place is amazing. Her kitchen is amazing.
(Just behind her work space,)
(there is a kitchen space with another atmosphere.)
[Kocowa Ver] E43 Master in the House / All the Butlers "Master of Brand strategist : Noh Hee Young" -= Ruo Xi =-
(From rice bowls,)
(knives,)
(to small dishes,)
(she's been collecting table wares...)
(one by one.)
- This is amazing. - This is great.
This is what...
(This is the kitchen of restaurant brand magician.)
Isn't this that?
Isn't this what chefs...
use in restaurants?
Right. I could care less about other things,
but I needed that as someone who sells food.
I heard it has strong flames.
Right. You are right.
The living room is...
feels very different from the kitchen.
Right.
All the furniture harmonize beautifully.
This place is fun.
Her house is fun.
This is where you will sleep.
- This area is for the guests. - There?
This area is for the guests.
(This sitting room feels different from the other areas.)
- What is this space? - What is this space?
this looks like the inside of a brick house.
(It's like being in another house.)
How could someone's home look like this?
The rooms are... My goodness.
I feel like we've seen a couple of houses.
This is your space.
- My goodness. - You guys can use this space.
Usually... I must say, I'm really getting...
a sense of what your personality is like.
Normally, when people decorate their homes,
- there's only one theme. - Right.
- Here, every room is different. - But at her place, every space...
has a different theme.
It's because I like a wide variety of things.
But there aren't a lot of things.
The decor looks very simple.
I always thought clothes express the person the best,
but I now think one's home shows what the person is really like.
I had no idea until today.
(The space where her personal brand shines most brilliantly)
(The witch's kitchen)
(Her magic recipes are revealed.)
All right, you guys can come in now.
- Oh, my gosh! - My goodness.
Look at the beef ribs.
(Master Noh has the Midas Touch in the restaurant industry.)
- Oh, my. - Goodness.
(She prepared a warm home-cooked meal.)
- This is amazing. - Master, this is incredible.
I feel like I'm at a restaurant now.
My gosh, thank you for making all this food for us.
- Thank you. - This looks so amazing.
- Stop flattering me, guys. - Oh, my.
Thank you so much for making all this food.
Earlier when she was cooking,
I could smell such a delicious aroma.
I work in the food industry,
so I figured I should feed you guys well.
Thank you.
Master, is there a reason...
you're keeping the lid closed for the marinated crab?
I didn't want it to dry out.
That's what I do when I take it...
- out of the fridge. - She's so detail-oriented.
- What's this? - What's this?
That's lion's mane mushroom.
- Lion's mane? - Yes.
It's called like that because it's fuzzy and furry.
- I've never heard of it before. - Me nether.
- Gosh, spicy beef soup. - Goodness.
I've been craving spicy beef soup.
There's so much meat in this spicy beef soup.
(Amazed)
The soup tastes light... I think it's a bit bland.
It reminds me of spicy beef soup my grandmother makes.
- Oh, this is... - Yes, you're absolutely right.
I know this taste.
- It's delicious. - The foods I make are a bit bland.
No, I love this.
- It's not salty. - Right, it's not salty.
I don't like to do anything that would stimulate my tongue.
I've never smoked a cigarette in my life,
and I don't drink alcohol.
I don't even drink soda.
In a way,
I think many people must've called you quirky.
That's a nice way of putting it. Many have said I'm crazy.
(She's so cool.)
- Are you admitting it? - Are you admitting it?
Of course. But the thing is,
I believe that my insecurities...
are what got me to where I am today.
When I was a newborn,
after my mother gave birth to me,
she hid me.
Why?
Because she thought I was so ugly.
(We're not sure how we should react to that remark.)
I'm serious. My entire family almost broke up.
(She's so cool about it.)
And on top of that,
I even stammered a little.
I didn't really talk.
And I burst into tears whenever I met anyone.
- When you were little? - Yes.
But the problem was...
- that my sister was born. - I see.
And she was such a pretty baby.
She was exactly the kind of baby my mom wanted.
My sister was pretty,
and she was even smarter than me.
I think that made me feel very insecure about myself.
I'll tell you what my mother told me back then.
"At a glance, your sister does look prettier than you."
"But when people talk to you,"
"they may find you a lot more charming,"
"so don't get upset when people compliment your sister's looks."
- She said it when you were little? - Yes.
And my mother dressed us in completely different styles.
People couldn't really compare us because we were so different.
- The brand building began then. - That's right.
- Your mother taught you. - Right.
- That must've been... - You see,
because she raised the two of us like that,
I was able to build pride about myself.
That's how I overcame my insecurities,
and I realized that insecurities...
are something one must overcome.
They shouldn't make you depressed...
or let you down.
That experience taught me to love my insecurities.
(Even her insecurities helped her build her brand.)
- Right. - The four of you are here with me.
But to build your own unique personal brand,
you need to know who you are, what you're like,
and what kind of situation you're in at the moment.
You have to ponder the very basics that make up the person that is you.
(Well...)
(Hesitating)
(I've pondered for a bit.)
Be honest. Raise your hand if you don't understand what "brand" means.
(Raise your hand if you don't get it.)
(Me)
I explained it to you guys earlier.
No, we do understand. We know what it is,
but I'm not sure how it can be expressed.
- What is "branding"? - Yes.
(Expressing it also requires practice.)
On that note, I think we should do a little project tomorrow.
- A project? - Yes.
- What kind of project? - Right away? Tomorrow?
When people work on a project, don't they get preparation time?
Some projects get done quickly.
I'm thinking you guys should express your personal brand...
through your own lunch box.
- Lunch box? - Yes.
You'd like us to fill plastic lunch boxes...
- with various side dishes? - Yes, that's right.
That's...
- But who is it for? - Right.
Your crew members that are here today.
(It's for the entire crew.)
For your crew who's working very hard.
(Create a brand that can satisfy the entire crew.)
Then how many servings should each of us make?
20 servings.
- 20 servings? - 20 servings?
You guys can do it.
I don't even know how to make that much rice.
- 20 servings? - 20 servings?
20 servings?
You should say it too. 20 servings?
(I have to cook for 20 people.)
He's crying.
(Seong Jae is at a complete loss.)
Don't think that it has to be complicated.
Then if it needs three side dishes,
we'll have to make them too, right?
You shouldn't go that route to begin with.
You can't make side dishes.
It can't just have rice, you know.
While I'm washing the dishes,
I want you guys to prepare to give a presentation.
- Right now? - A Powerpoint presentation?
Yes.
- What? - Well, you don't need...
- Oh, Powerpoint. - to prepare a Powerpoint file.
Just use a notebook and explain your plan to me.
(Write out key points about your brand.)
Then we'll be able to consult you, right?
Yes, of course.
(She'll give them advice.)
- Will we need a name too? - Yes, you have to name it.
Okay.
(From a name to its design, come up with your brand's key elements.)
A lunch box...
(A lunch box that is like me)
The winner...
will receive a one-of-a-kind gift,
which you'll find very useful and practical.
That will be the prize.
Is it something nice?
- Yes, of course. - Okay.
(When you see it,)
(your jaw will drop.)
(The witch's amazing gift)
(Which one of them will receive this gift?)
- Then... - Wait.
Can I ask you a random question? It'll be the last question.
You got your hair done for this shoot, right?
- No. - No?
While she was telling us...
about her childhood earlier, she turned around suddenly,
and I thought her hairstyle looked so girly.
That is such a random question.
Whenever the topic of gift comes up,
- Sang Yun suddenly... - No, I noticed it earlier.
- It's because I'm starting to... - Cut it out.
I'm starting to feel comfortable around her.
Whenever he hears about a gift, he's like...
You've already received many gifts.
Guys, can't I be greedy?
I know you guys want the gift too.
- Sang Yun, please. - Yes, I want it too.
He hadn't said anything about your looks, but suddenly...
"Your hairstyle looks so girly."
- What was that about? - You guys didn't notice it?
Gosh, seriously.
(Create a brand that can remind everyone of you!)
I'll tidy up.
"This is why it's an expression of myself."
To create your own brand, you must approach it strategically.
"This is why I'm doing this."
"I'll sell it for this price,"
"and this is how I'll sell it." You need a complete strategy.
(The number 1 brand)
(Who will win the title?)
No cheating, okay?
(It's now time to present their brands.)
First off, I'd like to let you know that...
- I might be pretty harsh. - Sure, no problem.
(It'll enhance the brand value.)
Don't take it to heart, okay?
- Of course. - Yes, of course.
But by being harsh,
you don't mean personal attacks, right?
- Just about the presentation? - Yes.
Then that's no problem at all.
- No problem. - Okay.
(Master, please go easy on us.)
Okay, I'll go first.
Hold on a second.
It's here.
"Oldies' Lunch Box"?
(Oldies' Lunch Box by Lee Sang Yun)
- Oh, "Oldies' Lunch Box"? - Yes, that's right.
This is the name of my brand.
"Old-school Lunch Box" already exists, you know.
I was inspired by that.
Since I'm the oldest member,
I wanted to go with the old-school theme.
- That's different. - Hence, it's "Oldies' Lunch Box".
- That's why I named it like that. - I see.
Now, I'll show you what will go in the lunch box.
- That's a nice drawing. - It looks appetizing.
White rice and the old-school pink sausage...
which was dipped in egg and fried.
Then I'll also make kimchi stir-fry with bacon...
- as well as stir-fried anchovies. - Stir-fried anchovies.
There will be a fried egg on top of the rice.
All the side dishes and rice will go into a nickel silver lunch box.
- It'll be expensive. - That will be the lunch.
- Nickel silver is expensive. - And it's a full set.
And when it's cold, we all need warm soup.
I thought beef radish soup would be nice.
I came up with this combination...
because I tried to put myself in the crew members' shoes.
If we have to eat while shooting,
we never get enough time for our lunch breaks.
They need to quickly eat a nourishing meal...
which is enjoyable.
They also need time to relax and rest.
Personally, that's what I prefer.
Something that they can eat quickly.
I thought that was most important in the crew's perspective.
And it also reflects my life motto.
I believe that simple is the best.
I think things that aren't overdone and are focused on the basics...
can be the best at times. That's why I came up with this combination.
- Price is another important factor. - Oh, that's cheap.
To be honest...
Beef radish soup alone will cost over five dollars.
(What?)
It may go a little over depending on the cost of the ingredients.
But I'd like to keep it at five dollars if possible.
Isn't it a fraud to write that so small?
It'd be a fraud if I didn't write it.
(He's so logical.)
That's why I wrote it here.
(Is it the witch's turn now?)
- Show me the drawing again. - Sure.
She's so charismatic.
What's your idea?
(Sang Yun is very nervous.)
So what will go into the lunch box first?
- Into the lunch box? - Yes.
The stir-fried anchovies and kimchi will get mixed up.
The stir-fried anchovies and the kimchi stir-fry?
(All flustered, Sang Yun sounds like a parrot.)
- Then the anchovies will get soggy. - Right.
And if the juice from kimchi seeps out,
- That will be bad. - it'll get mixed...
with the sausage and stir-fried anchovies.
Then I'll keep the sausage here.
Rice will be in the middle,
and I'll put kimchi stir-fry at this end of the container.
Then I'll scoop out some rice and put the anchovies in there.
(Sausage, stir-fried anchovies, and kimchi stir-fry)
Is the cost of the container factored into the five dollars?
Yes.
Would you say the price is reasonable?
(She advises him to help him refine his personal brand.)
It warms my heart to know how much you care about the crew members.
But from a business standpoint, this idea doesn't make sense.
(He's sincere, but it won't be profitable.)
- You are sincere. - Yes.
You are a sincere actor, but you think your heart is enough.
The thing is, that's not how the world works.
If that is how you are, you're basically saying that...
your motto is putting up with losses.
(That's how your life will turn out.)
You'll need to draw a clear line.
(Just from the presentation, she could see right through him.)
- You're next. - You're next.
(Her candid advice makes them more nervous.)
My name means "ingredients to become a star".
My lunch box will contain ingredients that can become a star.
I'll use a star-shaped lunch box.
(Frozen)
So how will you mix them together?
And how much does each container cost?
(He doesn't know what to say.)
You won't be able to find that container tomorrow.
What makes your lunch box unique?
(Nervous)
(As she spots more flaws,)
(her hawk eye and divine tongue get busy.)
(Will Se Hyeong be able to turn things around?)
My idea is... First and foremost, we're curious...
- about the crew's thoughts. - Right.
Here are the crew members' outcries.
(The witch smiles for the first time.)
- That's a great idea. - Did they actually write them?
"We have to eat quickly."
"I want something filling."
"I need to slurp it quickly."
"Something hot. I want a hot meal."
"I miss my mom." While they work,
it's important that they eat something filling.
(He boiled the crew's outcries and came up with this idea.)
There's the chicken version of beef spicy soup, you know.
I combined the two. Hence the name, beef-chicken spicy soup.
That's my idea and plan.
As for my drawing of the soup...
It looks so bad. You don't have to see it, but I should just show you.
Next page, please.
- I'm sorry. - Turn the page over.
(He sure can talk, but he can't draw well.)
What represents me?
I'd say it's passion.
That's why I focused on the idea of hotness.
I watched a movie, and there was a line...
about how spicy beef soup represents Koreans' hot blood.
Eating a hot bowl of this soup...
will warm them up and energize them.
I want to see their passion,
so I decided to make beef-chicken spicy soup.
I've done some research to price my lunch box.
(He's pretty good.)
1kg of beef shank imported from the US costs 15 dollars.
As for chicken,
I think five would be too much,
so I changed it to three.
- 1 would be approximately 1kg. - For 20 servings, right?
Yes, 20 servings.
As for bracken ferns, I am very sorry,
but I'll have to use the ones imported from Madagascar.
From Madagascar?
Yes, it's an island off the southeast coast of Africa.
Otherwise, I'll have to forgo bracken ferns. They're so expensive.
I won't make a penny off the lunch boxes.
I thought long and hard about what to do...
because I wanted to only use domestic ingredients,
but not bracken ferns. It'll simply be impossible.
As for chili pepper powder, I'm thinking of mixing two kinds.
- Gosh. - You see, even just...
- a small bag of it is so expensive. - Right.
He's determined to make profit off this.
I wanted to keep the price as low as possible.
I'm thinking around 7.9 to 8 dollars...
per bowl. That's my rough estimate.
Then how much does it cost to make one bowl of it?
How much... Did you calculate it?
Why are you asking me?
Then how will you pay yourself?
(A good brand must be profitable.)
(How can I manage to pay myself?)
Then this country, Madagascar.
- It's "Madagascar". - I'll learn their language...
so that I can get a better deal on bracken ferns.
The same goes for beef shank. I'll have to get it from here.
I'll visit a farmer who raises cows.
Only then, it'll be profitable. Otherwise, I don't want to do this.
I'll just give up otherwise.
(He sure has a business mindset.)
Well...
This will surprise you all.
(It'll surprise us?)
I'm strictly targeting only the female crew members.
The kind of lunch box women would want and be proud to carry.
I think it can be part of the person's style.
It's just like carrying a purse.
I'll begin my presentation now.
It's already like you.
All right. First off, I won't call it a lunch box.
I named it S Package.
S Package.
S stands for... "Superstar Seung Gi" could be one of them.
I'll make katsu sandwiches with pork cutlet.
It'll also contain salad and the superfood, tomatoes.
All of those things become S Package together.
That's what's going in the lunch box.
Third, it'll make women successful and sexy.
- How? - What?
- How, exactly? - What are you talking about?
- This is... - How does this represent you?
In what way does this represent you?
Isn't this almost a scam?
The "S" must stand for "scam".
No! Hey, watch it.
That was out of line. It was rude.
All right. The next important thing is that...
it targets those who likes to enjoy fresh breath after lunch...
even when they don't brush their teeth after eating.
Beef-chicken spicy soup? It'll be disastrous.
They won't be able to open their mouths. I'm serious.
Bibimbap? Gosh, no. No way, seriously.
Just present yours. Don't bash our ideas.
Why would you criticize our ideas like that?
- Just present yours. - Okay, all right.
Now, I'll show you the logo I came up with for S Package.
(I even prepared a logo to differentiate with others.)
This is what it'll look like.
No guy would want to eat it.
(What a flashy logo.)
(Even just the logo screams Seung Gi's name.)
Anyway, what about it represents you?
You don't see me in this?
- This is the hardest. - The hardest question.
How does the "S" represent you?
(It doesn't represent him.)
My gosh, this is so me.
(It represents me, but I can't explain it.)
How do you not see me in this? My gosh, this is really...
All of your names starts with an S. Se Hyeong,
- Sang Yun, and Seong Jae too. - Seong Jae.
All of your names starts with an S.
(Superstar Seung Gi doesn't know what to say.)
(Is he sulking?)
- I have a question. - What is it?
Look, okay? If it is part of one's style like you said earlier,
it has to be held like this to show the "S" on it.
Right.
Then things like sauces inside will leak.
A lot of juice will come out of tomatoes alone.
That's why I say that even such leakage can be fashion.
Gosh, that is total nonsense.
The way it leaks will look very stylish.
- What kind of nonsense is that? - That's how it'll be.
(Even he thinks it makes no sense.)
I'll use a lot of cabbage and radish.
Look, please try to be objective.
Be objective. I don't think he considered...
the crew members' needs at all. This breaks my heart.
My heart aches. He's really inconsiderate.
In that sense, this is so him.
(He was too fixated on expressing himself.)
I mean...
The crew members have to feel it.
Explaining your intentions in a didactic manner won't sell it.
Myself as I know it, how others see me,
the version of myself that I want to show others,
and the version of myself that others want me to see.
There are so many notions of "myself".
And you have to communicate these things.
To hear that your idea does represent you,
you shouldn't have to explain your intentions to the crew members.
"Oh, Seung Gi must've..."
"done this to express himself."
They'll also see if the things that I pointed out have improved.
That's how they'll evaluate you.
- Okay. - Even our viewers...
who are watching this now...
will do a lot of thinking to figure out...
- what represents them. - Totally.
- This is really thought-provoking. - Yes.
(What represents me?)
I have no idea.
What represents me?
How will I make the side dishes?
Think about it while you sleep.
(They had no time to think.)
This is so challenging.
(It's already morning.)
It has to represent you.
(Sell what represents you.)
Keep that in mind.
If you have developed your own personal brand,
you need to be able to communicate how you wish...
to position your brand.
All right.
- Are you all ready? - Yes.
- Now, I'll tell you the rules. - Okay.
The first factor that will be considered...
to evaluate your lunch boxes is popularity.
(Popularity and brand value)
I'll look at whose lunch boxes run out first.
The person who gets the sold-out sticker first...
will receive extra points.
Then I'll also look at the crew members' evaluation...
of your lunch boxes.
Those will be the two main factors.
(That's how the best brand will be selected!)
All right, you may begin now.
Yes, chef!
(They start making their personally-branded lunch boxes.)
She prepared high-quality ingredients for us.
(Master Noh prepared all the ingredients herself.)
I hope my lunch boxes turn out well.
I'll do my best.
(Main dish: Katsu sandwich)
It'll be done by hand.
Everyone, I'm doing this by hand.
I'll prepare the meat all by hand.
I'm doing this for you guys.
I have to be delicate. Mine is called S Package, you know.
The "S" also stands for "sensitivity".
(The "S" stands for "sensitivity"?)
The meat just went in there.
(He delicately puts the breaded meat into the oil.)
Doesn't it smell amazing?
Guys, I'm scooping up the crumbs.
You all need to see how detail-oriented I am.
I can't make you guys eat coarse bread crumbs.
Your saliva will get in there because you're talking nonstop.
(Seung Gi's brand lost a point.)
That's why the oil splattered earlier.
(How will Seung Gi's S Package turn out?)
This looks amazing. Doesn't this look so delicious?
I even seasoned the meat myself.
I tenderized it by hand and even seasoned it.
The radish should be...
(Main dishes: Old-school lunch box with radish soup)
(How much radish do I need to make radish soup for 20 people?)
(Hesitant)
(To figure out the most ideal thickness,)
(he uses all of his physics knowledge.)
(He's finally slicing the radish.)
(What's he doing now?)
(She takes detailed notes about her observations.)
(Using physics, he calculates the taste in his memories.)
That should be enough.
(That should be accurate.)
(No, I may need approximately 3.5g more.)
Two hours isn't a long time.
It'll go by very fast.
(Sang Yun rushes to make his side dishes.)
(Rice, fried sausages, kimchi stir-fry with bacon,)
(stir-fried anchovies, and beef radish soup)
(The camera operator tastes it.)
(Excited)
It's a bit salty.
(Was there an error in my calculation?)
(The camera operator recommends adding sugar.)
You think so? Do you think it'll help?
(Sang Yun takes his advice.)
(Would this much do?)
(A little more?)
(More?)
It is less salty now, indeed.
(Sang Yun refines his brand with his prospective customer.)
(Main dish: Star-shaped bibimbap)
(The star-shaped container is the brand's most important element.)
Have you ever seen a lunch box that's this huge?
- You're determined to make a star. - Yes.
Hey, this is...
It is very you. Only you'd do such a thing. All right.
(It sure reminds us of Seong Jae.)
(Beef and chicken come together.)
This is a lot.
(Main dish: Beef-chicken spicy soup)
(First, he'll make rich broth using the two kinds of meat.)
Gosh, it's hot. This is too hot.
(Se Hyeong becomes all serious when he's cooking.)
(Step by step, he infuses his soul into his brand.)
That's it for this.
(He even makes chili oil the proper way!)
(He's super focused as if he's shooting "MasterChef Korea".)
(The chili oil turned out amazing.)
(When it comes to cooking, Se Hyeong beats all the other members.)
(Is it guaranteed that most crew members will choose his?)
All of my passion has gone into this beef-chicken spicy soup.
It'll warm you up and energize you.
My gosh, you did it.
(Seong Jae has been focused on the star.)
I have to make this work.
Only then, it'll represent me.
Yes, good job. Great work.
(His star-shaped lunch box is complete!)
This is you, isn't it?
My, that looks nice.
(Seong Jae's Lunch Box)
Doesn't it look filling?
(S Package, 6 Dollars)
(Oldies' Analog Lunch Box, 5 Dollars)
(Thank you for your hard work.)
(I hope my beef-chicken spicy soup energizes you.)
- Are you all ready now? - Yes.
- Yes, chef. - Yes, chef.
Last but not least,
you'll get a chance to explain why they must choose yours.
You can begin your sales pitch now.
We'll start with you, Seung Gi.
I haven't had many opportunities...
to compliment the crew members that are here...
or tell them how much I appreciate their hard work.
That's why I wanted my lunch boxes...
to show how much I really appreciate...
every one of our crew members.
Each lunch box is like a special-edition...
because it comes with my personal thank-you note.
They express my sincere gratitude...
for the entire crew.
I made lunch boxes that express my gratitude.
(S Package is all about his sincere gratitude.)
- I'll go next. - Se Hyeong, go ahead.
I told you all that I like to challenge myself.
I wondered what it'd be like if I put chicken...
into spicy beef soup, which I love.
And it became beef-chicken spicy soup.
A challenge mixed with what I love.
I'd like to give this warm soup to you all.
(His beef-chicken spicy soup is all about a passionate challenge.)
I think that I'm special.
I hope my star-shaped bibimbap...
makes you realize that you're also shining like a star...
and that you're special as well.
It imparts the message that we're all special in our own ways.
I hope you all enjoy it.
(Seong Jae's star-shaped bibimbap is about how we're all special.)
I tend to like things...
that people would often describe as "analog".
Hence, I named mine Oldies' Analog Lunch Box.
- Oldies' Analog Lunch Box? - Oldies' Analog Lunch Box.
Yes, Oldies' Analog Lunch Box.
Literally, it can also mean "That lunch box from the old days".
Because of the two meanings, I thought it'd be a good name.
Also, I know that I'm quite boring,
but I do funny things from time to time, you know.
As for this, shaking this lunch box would be the fun component.
It's fun, you know.
- That's why... - Even though he's a foreigner,
his Korean is very good.
(He emphasized his strengths.)
And it also comes with warm beef radish soup.
They'll go well together.
- I hope you'll choose mine. - Then come here...
- and take your pick now. - My gosh.
- This is so nerve-racking. - Everyone, come and take your pick!
Mine is very delicious.
Mine is hot now. You should eat it while it's still hot.
Mine will be good even when it's cold.
(The youngest member of our directing team will go first.)
(She walks by.)
(She walks by this one too.)
(It must be me!)
I guess you were drawn to this.
(She chose Seung Gi's S Package.)
She certainly belongs to his target group.
Let me give you a hug.
(I should thank you.)
- Well... - Is that allowed?
She didn't want a hug. Why did you do that?
Well, just because.
Why? Why did you choose his?
I just wanted a simple lunch.
A simple lunch? That wasn't my intention.
(Even he didn't expect this selling point.)
What will she choose?
(The audio team's youngest member also chose S Package.)
I'm strictly targeting only the female crew members.
(We weren't sure if his plan would work.)
(But his strategy for S Package seems to have worked.)
Pick the note you like the best.
- She picked Seung Gi's. - "I love you."
(Female crew members continued to pick his.)
(Beef-chicken spicy soup is good too.)
I'm so impressed by Seung Gi.
- My, this is really... - I didn't expect this.
- Take one. - Seung Gi... My gosh.
Hello, this is bibimbap.
(Finally, it's a male crew member.)
(He's hopeful again.)
(Vehicle Allocation Manager, in his 60s)
(Thinking)
(Will he choose Se Hyeong's heartwarming passion?)
(Or Seong Jae's star-shaped bibimbap?)
(Oldies' Analog Lunch Box?)
(What will he pick?)
- I'll go for this. - My gosh, thank you.
Old memories will come rushing back.
Gosh, sir.
- He's definitely Sang Yun's target. - He doesn't...
- belong to Seung Gi's target group. - You should've come here, sir.
Enjoy your lunch.
(Sang Yun's brand is inspired by old memories.)
(Because of that, older members of the crew are drawn to it.)
My gosh, I hope you enjoy it.
Thank you. I hope you enjoy it.
Enjoy.
(Then a male staff in his 20s appear.)
(It's me this time.)
(He passes Sang Yun, Seong Jae,)
(and even Se Hyeong.)
Good choice.
(He chooses Seung Gi's.)
(Even a male staff chooses Seung Gi's?)
Why?
It looks easy to eat.
- They... - They have a reason.
have a reason. It needs to be easy to eat.
It needs to be easy to eat?
This is convenient at work.
- Yes. I can eat fast. - Right.
Bibimbap is really simple.
This is really good though.
(Is it that much of a hassle?)
- Enjoy now. - Enjoy now.
- Keep up the good work. - Enjoy.
(Unlike Seung Gi and Sang Yun's brands which sell a lot...)
Enjoy. Keep up the good work.
(Se Hyeong and Seong Jae are barely selling.)
- It's so clean. - Enjoy.
(Turning away)
This bibimbap...
You've got to try it.
- Let me try. - Thank you.
Enjoy.
Gosh.
- Nothing works as I expected. - I know.
Do you think being you...
is competitive?
(It's good, but it's not competitive.)
(Staffs need a convenient meal.)
(Beef-chicken spicy soup isn't...)
(competitive in terms of convenience.)
- I have eight left. - Have a bowl of bibimbap.
- Enjoy. - Here you are.
- Keep up the good work. - One person can buy it all, right?
(Oh, finally...)
(A captain in his 60s chooses Seung Gi's.)
It's...
(Joy and sorrow)
Thank you, captain.
- Enjoy. - Eat this and keep it up.
Is it because it's for breakfast?
I have seven left.
You need to relieve your stomach in the morning.
The trend is contraflow these days.
Spicy beef soup Beef-chicken spicy soup
Spicy beef soup meets chicken and becomes beef-chicken spicy soup
Beef-chicken spicy soup
- Spicy beef soup - What are you doing?
Seung Gi and Sang Yun...
tied.
- Really? - I have five left.
- I have 5 left. - 5?
Five.
Five left. It's about to be sold out.
Thank you, sir.
(Seung Gi and Sang Yun's brands are the most popular.)
Is that a reservation?
Enjoy.
I filmed him, and I can trust him.
(Touched)
Directors who filmed me...
Come here by yourselves.
Come here, sir.
Wasn't this filmed?
That was the best thing I heard today.
I have three egg sandwiches left.
- Take the lunch. - As I was speaking,
- Goodness. - two left. Thank you.
- Bibimbap. - Have some warm soup.
You can pick the one you like.
It's the last one.
- The last one. I need soup. - Enjoy.
It's buy 1 get 3 for bibimbap.
You get two more for free.
(The camera director runs at the news of sale.)
(Is Seong Jae's marketing strategy successful?)
- The camera man's coming. - I'll get you the soup right away.
(Of course not.)
(He goes straight to Sang Yun's lunchbox.)
- 3 of mine is better than 1 of his. - I'll bring you soup.
Sir. You filmed mine.
He filmed mine.
First, the most popular one is...
Sang Yun's.
(Sang Yun's brand is sold out first.)
Did you think he'd win?
People react to...
what they're familiar with.
I see.
This reminds old people of old days.
This reminds me of old days.
This is the old lunchbox.
Let me try.
(Young generation finds it convenient and interesting.)
This is fun.
It has the deep analogue taste.
The customers even...
called out the name.
- Right? - It's certain now.
I shouldn't act up.
I thought a bowl of warm soup...
would do for staff.
But after I saw them taking yours,
I knew I made a mistake.
- I realized it. - Right?
I chose beef-chicken spicy soup...
because I was trying to focus on being me.
(It's the result of neglecting competitiveness.)
I was very shocked today.
That was a wrong choice.
This is...
You look like an owner on "Baek Jong Won's Alley Restaurants".
He's serious about it.
He's thinking about the next menu.
I thought this was "Baek Jong Won's Alley Restaurants".
You shocked me.
Do you want me to act stubborn here?
I refuse to film.
I want to continue with my own way.
(A familiar story line of "Baek Jong Won's Alley Restaurants")
Due to the disagreement...
with the production team.
Two things surprised me.
(What Sang Yun learned through the brand lunchbox)
I was surprised that many people...
chose Seung Gi's food.
Then I was surprised by people...
who chose my lunchbox.
I thought women would choose this too...
when I made it.
But when I saw them flocking,
I realized there are people...
who don't prefer this.
In terms of carrying on with this business,
it could be a way...
to focus on this target.
But if I were to be greedier,
- I should study what they have. - That's right.
If I learn...
what they have,
I could broaden the spectrum of my target customers.
That's right. With this experience, I believe...
you would learn a big lesson from this.
Actually, the four of you...
are already brands.
You communicate and are loved by the public.
You're proud brands of Korea.
Problem is that the brand has a life span.
That's the sad reality.
But the thing is,
it's even more difficult to extend my brand.
What's worse between the pain of labor...
and the pain of raising a child? They're both painful.
However, you've overcome...
the pain of labor.
The pain of raising a child starts now.
You need to get it immunized on time,
and a tutor.
You also have to set a goal.
Just like how you come up with a strategy for raising a child,
you need that to raise yourself.
But who's going to raise you at that age?
You have to do it yourself.
That's why though you're already a brand,
but must think about who you are continuously.
(That is personal branding.)
Without a choice, the first place is...
(Today's brand king is...)
The first place...
(Groaning)
- The record... - Look at his face.
(Sang Yun seized both popularity and evaluation.)
Well done.
What is it exactly?
- He should open and see. - Open it.
He always takes it all.
What is it?
- "Eat List". - "Eat List"?
Wait. Is that a list of good restaurants?
Yes.
(Screaming)
Oh, my gosh.
(A list of good restaurants she made through legwork)
This is an asset.
- Wait. That's LA. - Yes.
- New York. - For each city.
London. Hang on.
- Have you been to all those places? - Yes.
- New York. - This is Seoul.
- London. - You made the list?
Wait. This is...
- Seoul. - You can't buy this, can you?
- No. - No?
It's a secret. I wouldn't share it with anyone.
- Really? - So, this is...
There's only one in this world.
- This? - I think...
I think this is my favorite among all the gifts...
we received from all masters.
That's the most tempting item since I started Master in the House.
If I had known, I would've done a shrimp box instead of soup.
(I would've done a shrimp box.)
I would've made everyone's favorite shrimp box.
I made spicy beef soup for a hangover relief.
(He's excited to tour good restaurants.)
Everyone.
I won the first place.
I realized...
how prejudiced...
I was...
about myself.
I think I'm going to try many new changes.
I myself is a brand.
Improve your own brand.
(What kind of brand are you?)
(Master comes stepping on fall.)
(Woman?)
(Woman by nature?)
(For the master woman by nature,)
(members step out.)
(Prince Charming for the master)
(That's not going to work out.)
(I'll ride the white horse.)
(I don't need a prince.)
Isn't it scary? Hard?
(A gourd bursting charisma)
(They won't just let it happen.)
(A true lesson...)
(with love)
(Confused)
Who is it?
(Who cares?)
(Who's the girl crush master?)
(Master Princess Charming)