Can't the British Trumpet Sound in Korea? Hiddink's Call
"Do you think the British trumpet can't blow in Korea?"
Hiddink's call. For the national team coach to phone me directly was a big deal.
"Tough break on the Gold Cup. So, what's up?"
"Mr. Lee, I came here on your recommendation. And you said that if there's anything the association can't handle, you could help, right?"
He's speaking directly to me, not Jang Jun-mo. This isn't some casual request.
"Shoot, Hiddink."
"After the Gold Cup, there'll be extra training camps in South America and Europe. All the players moving together, building one team."
Hiddink's one-team training. He'd gathered every league player for camps in North America, Europe, South America, and even back home in Korea to gel as a unit. It created a miracle at the World Cup, but from a club owner's perspective, it meant losing healthy players for months. And I'd agreed to sit out Yoo Sung-chul for the season because of it.
"The K-League coaches say they'll convince association president Mr. Jang somehow. The problem is the players in Europe."
"Looks like I'll need to talk to An Yeong-gyun in Italy and Seol Ki-hyun at Fulham too."
"Anne was convinced in Italy, but for England, only Mr. Lee can fix it. I ask you."
"As a club owner myself, I have to explain to the manager. And convincing other clubs' owners..."
That's when Alice slid her laptop in front of me.
Yoo Sung-chul Appearance Record
League: 11 matches, 1 goal, 1 assist
FA Cup: 0 matches
EFL Cup: 4 matches, 2 assists
UEFA Champions League: 2 matches
Season Total: 17 matches, 1 goal, 3 assists
Am I really pulling a rotation player who was set for 20-25 games like before?
Seol Ki-hyun Appearance Record
League: 16 matches, 4 goals, 2 assists
EFL Cup: 2 matches, 1 goal
Season Total: 18 matches, 5 goals, 2 assists
Not bad—he's scoring in the EPL after grinding in the second tier. Alice's records sparked some ideas, but I decided to hold off.
"I'll make it happen somehow."
"Thank you, Mr. Lee!"
I let out a long sigh after hanging up.
"The Korea coach laid down some heavy terms, huh? Seol and Ryu, right?"
"Alice, imagine if England coach Eriksson said he'd win the World Cup no matter what and kept Beckham and Scholes from Man United all the way to it. What would the reaction be?"
"The league managers would riot. Unless you're trying to tank the league and Champions League..."
"Exactly? Same for Beckham and Scholes at United?"
"Obviously... right?"
Alice flinched suddenly, averting her eyes and twirling her hair to brush it off.
"Nicky Butt?"
"Nope!"
"Phil Neville then?"
"Better than his brother, but still... wait, why are we only talking Man United? Ahem—"
Her cute dodge made me stroke that golden hair.
"Three days from now, Daeyang Global's ceremony donating medical equipment to Kyungkuk University Hospital, and the Paju City MOU signing for the Paju hospital. Coming with?"
"Mom and Dad are blowing up the house demanding I stick with Mr. Lee."
Both families pushing, wedding set for after the Champions League win—but this year's Champs... ugh.
Heynckes answered with a hearty laugh.
"I thought you were calling to grill me after that Olimpico massacre."
"With Van Bommel sent off and Batistuta and Totti going berserk, it happens. You beat Porto after, right?"
"We should make the quarterfinals. No idea who we'll face."
"So, what's your call on Yoo Sung-chul?"
I laid out Hiddink's situation and Korea soccer's woes, then waited.
"He returns in April, plays 2-3 more. That'll do."
"April?"
"Season ends May 11th."
Heynckes' resolve to let him finish the season strong. National team camps okay till then.
"Tried Melberg at right-back—worked surprisingly well. Thuram-Melberg hold the right for now, rotation after Holand returns."
"Martin Taylor gets more center-back minutes then."
"League title—this season, guaranteed. Mr. Lee."
After wrapping with Heynckes, Fulham loaned in Man United's 'Andy Cole' this winter window, so I greenlit Seol Ki-hyun.
"Alright, player support sorted."
Post-Paju MOU signing, a debate on Korea soccer issues. Everyone gunning for Hiddink, but the old comedian grandpa—who'd ripped him every which way—bailed, so I stepped up.
"Park Jong-hak, Shin Yun-sun, Lee Young-soo... how'd they pick such a perfect lineup?"
Me, chaebol heir and European club owner, would draw massive buzz.
"Last year's 5-0 was forgivable against a powerhouse. But not now! World Cup's half a year away!"
Shin Yun-sun spat fire on live TV, motor-mouth revved.
"Hiddink failed at Real Madrid and Betis in Europe—he's not the '98 France World Cup Hiddink anymore!"
"Even so, shaking the coach with six months left is wrong."
I eyed Lee Young-soo from the association as they debated. They'd trash Hiddink now, but they're all frogs in a well.
"Wandering overseas camps for 'unity' on taxpayer dime with these results? That's not training—it's tourism!"
"Too harsh. It's high-altitude adaptation, building a team for harsh weather."
Lee Young-soo parroted, but Park Jong-hak scoffed, arms crossed.
"Skip Europe or America—train in Gangwon mountains, break ice for mental toughness. Cheaper than fancy camps."
Korea soccer elder, legendary pre-K-League coach, but hostile to foreigners.
"Swap to a Korean coach who knows our ways now—hell training for the rest."
"Japan's Confed Cup runners-up, soaring—we're what? Japan feasts, Korea crumbles!"
Panelists desperate to bash on air, craving public cheers. I listened, chin propped, as their shrill chorus droned.
"Hold on—time for the opposing panel. Mr. Lee Dae-hyun, your thoughts."
The fed-up host cut Shin and Park, flipping my mic.
"Sure, love it. Great listening to the shouting match."
"What attitude is that...?"
Hit a nerve mimicking his catchphrase?
"Quit snarking—give solutions."
"Solutions? Why shake a team doing fine?"
Park Jong-hak barked.
"Mr. Lee, 'doing fine'? Can't even pick a best XI, just pointless overseas camps—what talk is that?"
"Best XI for the World Cup. Infinite competition to the end—no complacency. That's building a team."
"You know soccer? I've coached 30+ years—three titles!"
"Club owner 3+ years. Five titles."
I ticked off EFL Cup-FA Cup-Charity Shield-UEFA Cup-Supercup on fingers. Park's face flushed crimson; audience snickered.
"Korea soccer's evolved: hire overseas coaches for globalization success. Don't cling to transition—cheer six months, results follow."
Shin countered.
"Europe's way isn't always right—think it fits Asia?"
"Works for Japan, no? Asia, European coach."
Shin's face bulged like an Osram bulb I see in England.
"Heard Daeyang Group's Lee Dae-hyun meddled deep in Hiddink hire. Opaque cronyism in fair process—if it fails, your responsibility?"
I faced Shin.
"You harp on taxes, fairness—here's my word. If Korea misses World Cup 16-strong, I take full blame."
"How? Fix the barn after losing the cow?"
"Tally every national budget penny on Korea soccer since Hiddink hire to World Cup. Send the bill—I'll donate double in my name."
"!?"
Dead silence on live TV. Host's face froze in 'serious?' shock.
"I'll stock the empty barn with new cows from my pocket. If it fails."
My bombshell: 'If Korea flops World Cup, I'll double taxpayer spend in public donation.' Tomorrow's papers, radio, net explode.
Not 5-0 or camps—spotlight on Daeyang Group's public donation pledge. Opinion swings to us, me as living stock ticker.
"To Hiddink-shakers: post-this, six months to World Cup. If Hiddink's team grabs first win, hits 16-strong..."
I eyed Shin and Park, pointed at camera.
"Don't ride the miracle hype on air, books like Hiddink Leadership or Learn from Hiddink. No flip-flopping."
"Soccer world's done with you. I'll remember every doubt here—'future of Korea soccer' hypocrites."
"M-Mr. Lee, that's a threat."
"Accountability for words."
The debate blew up. Late-night ratings over 20%—game over.
Early 2000s net buzz, same as ever. With fans' eyes on me not Hiddink, Daeyang HQ phones rang off.
"Gave you full reins, and you go flash on TV?"
Dad's line outside exec board; all stared warily.
Calm, I pulled the plan.
"Now, Daeyang's World Cup official marketing."
I launched the presentation, ignoring.
"Not 10% off per goal like last time?"
"All affiliates: World Cup victory CFs now, mega discounts post-opening."
Dad lit a rage cig; I went harder than UEFA Cup.
"Official sponsor Daeyang Global: qualifiers—win 10% off, draw 5%."
Murmurs; I pressed.
"16-strong: all items, appliances/furniture too, 16% off."
"S-Sixteen percent..."
"Quarters: lottery 80,000 Daeyang products."
"80k TVs, audios, beds?"
"Semis: 400k appliances. Champs: discuss with Chairman."
"...Fun? Giving away house and home to tank us?"
Words sharp, but Dad finger-counted costs.
"16% to 16-strong's risk—we'll take. Rest... go."
"Yes, Chairman."
Thus, Daeyang's epic history begins.
