[SSG nudge Leadership] What If There Was a Service to Store 'Leftover Soju' for the New Year?

-For a Healthy Drinking Culture and Marketing Effectiveness

Changwook Park, CEO of Korea Knowledge Leader Association (Secretary General of Daewoo World Management Research Association)

"Director, you attend church, right? Have you ever heard of a drink called soju mentioned in the Bible?"

A junior colleague came up and said this. What kind of nonsense is this? The Bible, a record from the Middle East over 2,000 years ago and the Christian scripture, mentions 'soju,' a Korean alcoholic beverage? I almost argued and even nearly made a bet that it couldn't be true.

As I suspected, it was one of the various translations of the Bible. In Luke 1:15, the phrase 'STRONG LIQUID' is translated as 'soju' in some versions of the Revised Korean Bible, while other translations render it as 'strong drink.'

In reality, I think the Bible holds a dual stance on alcohol. There are indeed many different opinions online. The Catholic Church places no restrictions, but uniquely in Korea, Protestant churches prohibit alcohol altogether. I believe this is related to the temperament of our people, who tend to eradicate something completely once they start opposing it.

During the year-end and New Year holidays, social distancing due to the novel coronavirus infection (COVID-19) made dining together difficult. Still, I had a few small gatherings of two to three very precious people to close out the year. The regret of parting with those met often led to "Hey, just one more bottle." Usually, when ordering late at night near closing time, progress was slow. Eventually, it escalated to threats like "Leaving alcohol behind is a sin." After the final chaotic moments, taking a taxi or subway, the body feels cramped, and sometimes it leads to mishaps.

So, I tried hard to avoid such situations. I quietly asked the owner, "Sir! Would you mind storing leftover soju? I'll mark the line next to it." But they all said no. Friends around me dismissed it as a joke. But I thought it was a serious and unique idea.

At hotel-level establishments, expensive liquor is stored for customers, so why not our drink, soju? Is it because they've never heard of it? Because it's bothersome? Because they think you can just finish it in one gulp? Or is it because it's only 4,000 won, so why bother?

I hope there will be places like that in the new year. To create a new world. If I were the owner, I would do it immediately. The menu would say: "Blood-like Liquor Storage Service Begins," "We store leftover soju. Only if half a bottle or more remains. Storage fee is 100 won, prepaid. Storage period is one month, after which ownership transfers to the place that makes fruit wine." When receiving it, the level and name would be marked with a thick permanent marker. Some would be stored in the dining hall, and if overflowed, somewhere in the kitchen. How about that? What would customers think? Of course, not everyone would be positive or have a reason to use the service. So please do not disparage this idea based solely on your personal opinion.

Perhaps it would be seen as "interesting (service)," "I can drink the stored liquor later, so I'll come back (customer satisfaction)," "I can order one more bottle without burden (sales increase)," "I can leave leftovers and avoid excessive drinking (moderation campaign)," "I appreciate the storage service and will return (healthy social culture)," and even bosses might boast to their subordinates, "If you go there, drink what I kept for you (care for subordinates)." I am confident that under the same conditions, the likelihood of customers returning would increase.

The first principle of the six principles presented in the classic psychology book Influence: The Psychology of Persuasion by Robert Cialdini?the principle of reciprocity?would come into play. It states that when someone does you a favor or you receive help, you feel obliged to return a favor or gift. Customers would feel a sense of indebtedness and compulsion due to the inconvenience of storage. The smaller the service and the rarer it is in other restaurants, the stronger this effect would be.

Park Chang-wook, CEO of Korea Knowledge Leader Association (Secretary General of Daewoo Global Management Research Association)

◆ What is 'Nudge Leadership'?

- 'Nudge Leadership' is not about coercion or oppressive commands but about leading organizational or personal change through small, gentle interventions or motivation. It also involves improving human relationships through small changes in oneself and transforming into someone others want to follow. Ultimately, it breathes creativity and passion into organizations or relationships, creating new value and happiness.

This content was produced with the assistance of AI translation services.