Hiring Handsome Employees Is A Marketing Strategy — According To Celebrity Entrepreneur Hong Seok Cheon

Celebrity entrepreneur Hong Seok Cheon is a forerunner in more ways than one: he was one of the first Korean celebrities to come out as gay in 2000 and one of the first restaurant owners to have an open rooftop.

Hong Seok Cheon | @tonyhong1004/Instagram

Hong Seok Cheon is known for owning multiple restaurants in Itaewon, Seoul. On an episode of Radio Star in 2021, he shared how he was one of the first restaurant owners to have open rooftops at his restaurant. Although rooftops are very common everywhere, this was in 2012, when even in Itaewon, there were not many restaurants with rooftops.

Hong Seok Cheon in front of one of his restaurants in Itaewon | @tonyhong1004/Instagram

On top of being one of the first restaurants with an open rooftop, one other thing made his restaurants stand out: handsome employees. Hong Seok Cheon shared that when choosing employees, he picked out handsome guys, such as his model friends. When female guests walked by the restaurant, they would do a double take at the good-looking employees and enter. Because of this strategy, the restaurant made a lot of money in just its first month of business.

They would walk around the block once then come into the restaurant, saying, ‘Let’s eat here.’ So since the restaurant’s opening, we were successful. Our first month’s sales was ₩66.0 million KRW (about $49,900 USD).

— Hong Seok Cheon

Hong Seok Cheon then joked with actor Hwang In Youp, who was next to him on Radio Star, telling him the actor needs to learn from him.

Your browser does not support video.Hong Seok Cheon (left) and Hwang In Youp (right) on “Radio Star” | MBC

Hwang In Youp joked back, calling out Hong Seok Cheon for using this “strategy” as a means to satisfy his self-interests.

| MBC

Sadly, during the pandemic, Hong Seok Cheon closed all his restaurants in Itaewon. Before he closed down, a neighbor left him a message that brought him to tears.

Messages from Itaewon business owners | MBC

Dear CEO Hong Seok Cheon,
Thank you for your hard work.
No matter what anyone says, you are an eternal Itaewon legend. If we have a chance, let’s meet again on a good day and a good time.

— An owner of an Itaewon store

Hong Seok Cheon debuted in 1994 as a reporter and, since then, has appeared in countless television programs and K-Dramas. In 2000, he came out as gay and became the first openly gay celebrity in Korea. This led him to get fired from his television programs and advertisements and face discrimination and shunning. Then, he started his restaurant business to have a source of income.

He is no longer banned from appearing on broadcasts and is currently active as a TV personality—on LE SSERAFIM member Sakura‘s YouTube show Fearless Sakura, he came out as a guest, and she described him as a “successful gay,” which became an adorable viral moment.

“A Successful Gay!” — LE SSERAFIM’s Sakura Offers Words Of Encouragement To Hong Seok Cheon