No Matter What, I'll Go and Resolve It
Ahead of the 2002 World Cup, he tackled one project after another, no matter what it took.
"This is the CF ad we'll launch exactly at D-100 for the World Cup. Idols, actresses, veteran soccer players, and youth teams from every club. We'll go with an all-encompassing ad featuring men, women, old, and young."
The ad team fleshed out the plans based on the proposal he'd crafted.
"Daeyang Global's distribution division is mass-producing coupons, tying it into promotions like discount events. We'll prioritize ads for the top 10 high-sales branches combined with the bottom 10 low-sales ones."
He prepared methodically, step by step, making solid investments in Daeyang Global's distribution division as it expanded nationwide. On top of that, he oversaw planning and negotiations with local governments for a massive complex cultural facility in Busan—logistics warehouse, Daeyang Mart's West Busan branch, Busan Daeyang Royals Park stadium, and Daeyang Apartment complex—all in tandem with Daeyang Global's construction division.
They balked at full corporate tax exemptions, but given the scale of the development, it would pass eventually, even if it took time.
"Alright, next up is the trade division."
After bouncing between distribution and construction, he reviewed documents in the trade division one by one. First, to lure additional OEM production to the Busan shoe factory, he scouted sportswear companies in Italy, Japan, and Germany. With Nike already shifting to the Chinese market, they needed alternatives fast. CI design and a full brand overhaul under the DYT name for telecom equipment and mobile handsets to carriers were on the list too.
Of course, amid this frenzy, he kept his computer on and monitored Blackburn via his phone with overseas roaming.
Luis Figo, who'd snagged Ballon d'Or in 2000 and FIFA World Player in 2001, was flying high.
Current Premier League standings:
1. Blackburn Rovers - 64 points
2. Manchester Utd - 62 points
3. Arsenal - 60 points
4. Liverpool FC - 56 points
5. Newcastle Utd - 55 points
With just 8 games left, they held the top spot without yielding. Ferguson and Wenger chased desperately, but wasn't this nail-biting title race the true thrill of the EPL?
And another trophy joined the haul this season.
He'd wanted to be there, lifting the trophy with the players and manager, popping champagne—but no such luck. With World Cup D-100 events piling up, his plate was overflowing.
"Champs League: 2-2 draw at home vs. Barcelona, some commotion... Now the Camp Nou away leg has me on edge. Please, no incidents."
But that incident... happened.
Overseas news blared from the TV first thing in the morning. Correspondents in helmets reported hastily from the streets—it wasn't the Barcelona anyone knew. Burn marks everywhere, toppled streetlights, Barcelona fans in uniforms turned rioters hurling stones at police, torching Blackburn kits and flags.
"Oh my!"
"Isn't that Dae-hyun's soccer team?"
"We're eating—check that later..."
But he shot up, grabbed the remote from the housekeeper, and cranked the volume.
He'd heard the atmosphere was off during the broadcast at dawn. Busy with work and an exec dinner, he'd noted the result, shrugged at the draw, and moved on. But this crossed the line—way over.
"Dae-hyun!"
"I'm heading to Europe. Right now."
"What? Ditching company work to go there again?"
"I'll handle it and come straight back."
He snatched his passport and suit, bolting out.
Back in London, he held an official press conference.
"I saw that horrific scene on the news this morning Korean time, over breakfast. It's a massive disgrace."
After the 2-2 home draw, Barcelona away exploded. It started with jeers of "traitor" at Figo, escalating to pig heads, lighters, coins hurled at him during a corner kick. Spanish police raised riot shields to block objects from the stands. But enraged Barca fans fired flares into the pitch, and after quelling that, Figo took a glass bottle to the back, forcing him off injured. Shady calls and shattered mentality led to defeat.
"This wasn't soccer. We were robbed of victory by hooligan riots."
"Mr. Lee, the FA is formally protesting to the Spanish Royal Football Federation, raising diplomatic concerns."
"Any separate action from Blackburn?"
He addressed the reporters.
"A stolen victory. We'll file officially with the Swiss Court of Arbitration for Sport. If UEFA takes no action on this Champs League mess..."
He took a breath, declaring boldly:
"The group won't sit idle. We'll uproot this filthy behavior."
A declaration of war on Barcelona the club itself. He rushed to Blackburn to check on his players.
"Mr. Lee, our regrets."
"Not your fault, Coach."
Chairman Brian Clough shook his head in fury too.
"Never dreamed those lunatics would go that wild. Same crap I saw in my playing days, and now?"
The whole club seethed. Baggio's long-range rocket into the Barca net amid doom, and his shutout celebration to 90,000 at Camp Nou, headlined every UK sports paper.
They headed to recovery together.
"Luis!"
Luis Figo lay on the bed with his family, surrounded by Blackburn players tending them. Captain Southgate, Friedel, Baggio, Thuram, Mellberg, Gattuso, Van Bommel, Larsson—all glum.
"Boss, this time we..."
"Enough. It's over. From now on, I'll handle Barcelona. You focus on remaining games."
He clapped, soothing them, checking Figo's condition.
"Just bruises. Two weeks rest, then back."
"Even against your old club, no low too dirty."
"No respect for Barcelona anymore. They're not my friends' team."
Figo's wife tearing up, little daughters hugging her.
"Tough it out, everyone. Let's grill some BBQ at the training ground, shake it off."
He ordered staff to fetch kitchen meats; tonight, he'd grill steaks himself to rally them.
"I'll help."
"Me too."
Veterans like Southgate and Baggio stepped up; nods all around, Camp Nou trauma fading fast as league focus reignited.
"Next Barca clash, we crush 'em."
"4-0 like Capello did."
"Enrique, Pep, Rivaldo—none get away!"
Barcelona as the villain united the squad. Heynckes clapped too, lifting spirits.
He comforted them, then called the Blackburn office to connect to Switzerland.
We're discussing sanctions internally for now.
"Fax over data on riots and hooligan incidents in their stadium last 5 years. Don't let this slide vaguely."
He wouldn't let Swiss Court of Arbitration for Sport off easy. Public opinion favored Blackburn robbed; UK columnists slammed Barca's antics. Pre-World Cup, it could hit Spain NT too.
Then an official letter from Barcelona.
We acknowledge the club's responsibility for stadium management failure. This is deeply regrettable, Señor Lee.
— FC Barcelona
"You can apologize a hundred times. That all?"
Club-internal sanctions: two supporter groups banned for violence, lifetime stadium bans for arrested fans. We'll prepare compensation for the disturbance.
"Cover all medical costs for our away players' injuries, property damage, fan injuries—Barcelona foots it."
Th-that's...
"No haggling. Your mess."
Gaspart squirmed over the line, reluctantly accepting his terms.
Official apology via Spanish/UK media, especially to Luis Figo—we'll discuss.
These guys would drag it out; time to make Barcelona pariahs worldwide as gangster thugs.
Soon after, post-Champs fallout, Round 31 saw Blackburn crush Leicester City 3-0. No Figo, but wingers Duff and Sean Wright-Phillips exploded, with Larsson, Baggio, Beattie bombing goals.
(We are forever Rovers.)
Ewood Park faithful chanted, players roaring back.
"Mr. Lee, sanction results are in."
Brian Clough followed him to the faxed ruling.
FC Barcelona club: €1M fine for fan management and facility riot.
Upcoming Champions League: 4 home games + La Liga (RFEF/Primera) 6 games behind closed doors; no stadium revenue during sanction period.
Stadium revenue blocked this season and next.
"Mr. Lee, your move?"
"If they appeal, we counter it's too lenient. If accepted... well."
For now, vow to demolish them next time.