In 2015, Munsok So left his Laclede’s Landing office and headed to an impromptu lunch; mere minutes after his departure, the building partially collapsed. That he chose to rebuild in a part of town people have been vacating for years tells you everything you need to know about So’s tenacity and belief in what St. Louis can be. The 2024 Asian American Chamber of Commerce Entrepreneur of the Year sees his restaurants, Drunken Fish, Kimchi Guys, and 612 North, as forces for positive growth—growth of his employees, his neighborhoods, and the city at large. It’s a big mandate, but in pursuing it, he never loses sight of the guest experience, which is what inspires him day to day.
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your or your company’s most significant success over the last 12 months? I received the “Entrepreneur of the Year” in 2024 from the Asian American Chamber of Commerce.
What has you most excited about the future of your company or industry? I am thrilled about the future of our company and the industry as a whole. The implementation of a new menu at our Drunken Fish locations in Central West End, Westport, and Edwardsville is a significant milestone. This new menu represents more than just a culinary update—it reflects our commitment to innovation, quality, and providing an exceptional dining experience for our guests.
If you could change one thing about your industry, what would it be and why? The focus on employee well-being and career development. By prioritizing better work-life balance, comprehensive benefits, and clear career advancement opportunities, we can reduce burnout and high turnover rates, ultimately fostering a more dedicated and skilled workforce that enhances the overall guest experience and drives industry success.
What’s the toughest business challenge you’ve had to overcome (excluding the pandemic) and why? The toughest business challenge I’ve had to overcome was operating during the COVID-19 pandemic. The sudden and severe impact on the hospitality industry forced us to quickly adapt to new health regulations, shifting customer behaviors, and economic uncertainties. We had to innovate rapidly, implementing new safety protocols, expanding our delivery and takeout services, and finding ways to support our staff during incredibly challenging times. Navigating these complexities while striving to maintain the quality and integrity of our dining experiences was an immense challenge that tested our resilience and adaptability.
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MENTORS & PEERS
To whom or where do you go for sound business advice? For sound business advice, I rely on a network of trusted mentors and industry peers who have extensive experience in hospitality and entrepreneurship. Additionally, I turn to professional organizations, industry conferences, and market research to stay informed about trends and best practices. This combination of personal guidance and industry insights helps me make informed decisions and navigate the complexities of the business landscape.
Do you have a business mentor? If so, who and why? To be honest, I do not have a single business mentor. I do however have a group of my executive team members that have been with me for years that I count on to provide and give me sound feedback.
What piece of advice has had the most significant impact on your career? Always prioritize the customer experience. No matter how well you manage operations or control costs, the success of a hospitality business ultimately hinges on delivering exceptional service and creating memorable experiences for guests. This focus on the customer has guided my decisions and strategies, helping So Hospitality Group build a loyal customer base and a strong reputation in the industry.
If you could have dinner with any two area business leaders, who would you choose and why? I would love to have dinner with my dad one more time. Since his passing, I dearly miss him.
Who is the most interesting under-the-radar/emerging business leader in St. Louis and why? One of the most intriguing emerging business leaders in St. Louis is Brian Minges, the CEO of Advantes, a company specializing in residential and commercial development on Laclede’s Landing. Minges’ innovative approach to urban development and revitalization has been instrumental in transforming this historic district into a vibrant hub for residents and businesses alike. His vision for sustainable growth and community engagement sets Advantes apart as a leader in responsible urban development in St. Louis. Minges’ dedication to preserving the area’s heritage while embracing modernity makes him a notable figure in the local business landscape.
What is one thing you would change about the St. Louis metro area business environment and why? Given the encampment issues on the Landing, one thing I would change about the St. Louis metro area business environment is to enhance collaboration between businesses, local government, and community organizations to address social and economic challenges more effectively. By fostering stronger partnerships and communication channels, we can develop comprehensive strategies to tackle issues like homelessness and urban blight while also creating a more inclusive and supportive environment for businesses to thrive. This collaborative approach would lead to more sustainable solutions that benefit both the community and the business ecosystem as a whole.
BACKGROUND
Where were you born? Seoul, South Korea
What was your childhood aspiration? To graduate from medical school to become a doctor.
What was your first job, and what did you learn from it? I was a busser at Seamus McDaniel’s. Hard work and more hard work!
What educational degrees do you hold, and where were they earned? A bachelor’s of science from Saint Louis University
HOBBIES & INTERESTS
If you were not in your current profession, what would you be doing and why? I’d likely pursue a career as a food blogger, traveling around the world. Exploring diverse cultures through their cuisine and sharing my experiences with others would allow me to combine my passion for food, travel, and storytelling into a fulfilling career. It would offer endless opportunities for discovery, creativity, and connecting with people from all walks of life, making every day an adventure filled with delicious discoveries and memorable moments.
What is your favorite St. Louis-area restaurant, and what do you typically order there? Joo Joo is my go to for down home Korean food. I usually order the soft tofu seafood soup.
What is one item you recently crossed off your bucket list? I don’t have a bucket list! LOL.
What is one book you think everyone should read (or podcast everyone should listen to) and why? My favorite book is Winning by Jack Welch
What’s your hobby/passion? I love playing golf, going camping, and having dinner with friends and family.
What is your most prized possession? My 14-inch MacBook Pro—I can’t live without it!
What would people be surprised to learn about you—a fun fact? Outside of work, I curse more than a drunk sailor.
What is your go-to karaoke song? I don’t karaoke.
