EPT
Original Article here: http://m.sports.naver.com/esports/news/read.nhn?oid=442&aid=0000009109&type=esportsPremier
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A movie had its debut in 2000 called “The Foul Prince”. In this movie, the main protagonist was a man who during the day was a normal and timid bank worker, but at night he was a wrestler that no one could compare with. The story describes how it was just by pure coincidence that the protagonist had found wrestling to be something that he really wanted to do.
To esports fans he is “BJ Sonic”, but to the public he is known as the CEO of the shoe brand Sbenu. Just like the protagonist in the movie, Hwang Hyo-Jin delivers a similar feeling of finding a passion outside of his day-job. The game streamer (BJ Sonic) and the CEO are the same person. However when he is asked about games, he is filled with a pure and genuine passion. His name and brand always comes up with teens and 20 year olds when they share stories of business.
There are many people who are concerned about the work they want to do, and the work that they can do. And as Hwang Hyo-Jin shared an exemplary response. BJ Sonic, the man who broadcasts games, is not focusing only on Korea, but even as he expands into China, he is a man who truly believes that the sky is the limit. He continues to emphasize that the driving force for his success is simply “my passion for the game”.
Q. Today, instead of “BJ” the title CEO seems to match you much more. Before we begin, can you please introduce yourself to the readers.
Hello. I am the BJ Sonic and Sbenu CEO Hwang Hyo-Jin, and my love for esports comes from every bone in my body. I really like eSports so much that I still sometimes do my own streaming, and on most days I spend time monitoring a lot of sites. Once in a while I'll see some anti-fans who like to voice their opinions, but I'm still going to try to constantly support (Translation: sponsor?) eSports.
Q. Since 2005 you have been doing a personal broadcast for Starcraft 1. Since that time, your love for the game is quite extraordinary.
I started streaming back in 2005. I think I have watched nearly every event since the early days of Starcraft 1. When I was a kid, I was introduced to Starcraft by my older brother, and as he was teaching me, learning the game was just so fun. Even when I was in the army I would watch VODs that I had brought with me.
Q. During your personal streaming, you would come out with many unusual strategies that had brought you to stardom. What kind of feelings do you get when you think back on those days?
During that time, there were a lot of other BJ's besides me. So I tried very hard to show people my new strategies and come up with new ideas. Today if I were to rewatch those videos it would trigger something inside me to want to make more. (laughs)
Q. Even after completing your military duty, you restarted your broadcasts. Is there any special reason why you wanted to stream again?
Before entering the military, I always thought of it as being a short-term stint. However, as I got older, my friends started joining the military one by one. Eventually, one day I just got the feeling that I shouldn't put it off much longer and I should just get it over with. And as I said earlier, I still thought that Starcraft 1 was fun. So I think to resume streaming was something that I did without hesitation.
![[image loading]](http://i.imgur.com/jQJo7H0.jpg)
Source: inven.co.kr
Q. After being discharged from the military you started your online shopping mall “Shinbal Farm”. What was the opportunity that helped you start the company?
One of my army friend's girlfriend was wearing army boots inside out. (laughs) The reason for starting to stream as a BJ was “I didn't see a vision for the future”. From streaming, I received a lot of excitement. So when I was in the army, I was constantly coming up with new business plans. I even made an appearance in some movies and dramas. I just had a feeling that “One day I am going to have to give the appearance of being successful”.
But words are really just words. So I came across an SNS from one of my ex-girlfriends. She was wearing Sbenu shoes, and it really excited me that Sbenu was becoming a thing for couples.
Q. Even though a lot of famous Starcraft 1 players have switched to Starcraft 2, you continued to run Starcraft 1 leagues. How did you prepare for that?
I think that throughout starcraft 1, there was an empty void that needed to be filled. There were many leagues, but there was only one real reason that I wanted to fill that gap. It was just the simple fact that “I like it, so I'm going to do it.”. Many people have a misunderstanding that I started running my leagues after the 2012 Tving Starleague. But the truth is, I started back in 2006 with my first league.
Up until the 6th league, they were all cyber-tournaments being held online, and I had to do it all myself. I tried looking for a sponsor here and there, but that's really not easy. For the 7th league, I originally had come to deals with someone who was willing to sponsor the event, but at the last minute the canceled and I had to run the league under the “Shinbal Farm” brand to be titled as the ShinbalFarm Stalrague.
Q. At your multi-shop called Shinbal Farm, how did you launch your own brand Sbenu?
For a long time I had prepared the launch. The details were not extremely intricate, but as I was running the company I incured a 1 Billion KRW ($1million) loss. It was just for a short amount of time, but I really wanted to provide school tuition. Afterwards, I learned a lot of “know how” and through the loss, I was able to learn a lot. It wasn't easy, I had to study a lot, and as I was working hard and sleeping 2 or 3 hours less a day, I was preparing for launching Sbenu.
![[image loading]](http://i.imgur.com/NqddJkZ.jpg)
Source: inven.co.kr
Q. Sbenu's popularity is as high as the sky. What do you think is the secret to your success as CEO?
I think it is just the amount of effort that I have put into it all. I don't know if other people will see it as just good luck, but even when I am preparing for streaming almost everything I say, I have prepared as a script. Preparing for Sbenu is like that too. And on top of it all, the starcraft leagues that I like the most needed money to run! In order to truly grow the leagues I needed to put that passion into the success of the company as well.
Q. How did you come up with the name “Sbenu”?
I originally had a lot of candidates for names. However since my nickname is 'Sonic' and the first letter for the word 'Shoes' in English both start with the letter “S” I thought it would be a good idea. Thus, 'Sbenu' was born. 'benu' comes from a legend in Egypt about a phoenix. This is why the imagry used in the logo is a phoenix. But my anti-fans think it's just a fabricated story. (laughs). So I'm actually thinking of changing the logo.
Q. Nationally, there can still be some difficult decisions to be made, but you seem to have already made a lot of success. Are you not planning on expanding your company overseas?
I already am expanding into China, and I am planning on expanding all over the world. I have a big department store in China, and even though I don't expect a huge profit I don't think it will be an unprofitable move.
Q. You seem to have made quite a name for yourself at OnGameNet. Would you mind sharing your thoughts on the matter?
Every year I gain huge excitement running my Sonic Starleagues. Many people think that the fan-base for Starcraft 1 seems to be getting smaller, but if you look at the viewer count, the viewer count isn't getting smaller, instead it's actually growing. A lot of people are finding my streams, cheering, and continuously giving words of encouragement.
So, I can still feel today the many fans that care for Starcraft 1. I guess because of the many fans there are, and who started watching (Starcraft 1) through OnGameNet, they might be appreciative. The truth is, through passion and hard work for something that I cared about allowed the birth of the Sbenu Starleague.
Q. Do you not have any plans for running a Starcraft 2 league?
It's not that I don't care about Starcraft 2. Truthfully, after finishing my military service I was thinking about streaming Starcraft 2. But between supporting Starcraft 1 and Starcraft 2, there was no choice (laughs). In the end, Starcraft 1 is a lot better than Starcraft 2.
![[image loading]](http://i.imgur.com/eVij0IH.jpg)
Source: inven.co.kr
Q. Currently, you are sponsoring LoL Champs which is the most recognized tournament in Korea. Have you felt the results of hosting such a large event?
Sbenu LoL Champs didn't start that long ago. So I still haven't felt any amazing results. However, I think the recognition is huge. Results at the moment isn't too important, but instead product placement in Dramas and the like are really good ideas. This weekend in the drama “Rosey Lovers” Sbenu is the main sponsor. I think many older women and students who watch the drama will come and make a purchase.
Q. Do you think that you'll consistently be sponsoring new events in the future?
I'm not sure. There are a lot of fans for Starcraft 1, but you have to love the broader spectrum of eSports too.
Q. What is the dream for the BJ Sonic and Sbenu CEO Hwang Hyo-Jin?
The reason I run my company, is because I do what I enjoy and the work that I want to do. I'm going to emphasize it once again, but I plan on always having a passion and love for eSports. And I don't know if I'm going to upset anyone by saying this, but I want to be remembered for a long time in Starcraft 1. Starcrafts Revival. I want to be remembered for helping with Starcraft 1s rebirth.
Also, currently in Korea, there a lot of global brands, so I dream of one day being “Hwang Jin-Hyo, CEO” of a global company.
Q. Thank you for the interview today. Are there any words you would like to give to your fans?
I know there are a lot of rumors floating around about me. Even though many people might think I only have 1 passion, I believe death is better than being indifferent. Sometimes I speak about my dreams and people write hateful comments, but I just want people to know that even though I have anti-fans, I still have a reason for what I say. I hope that people's anger or hate will slowly disappear.
For those fans that still cheer for me, I hope you will continue to enjoy and love the work that I do. I have become someone who tries to create history, and even if there's something I can't do yet, I'll continue working hard and diligently.
Also, if I am going to speak once more as a game BJ, there's a lot of things that have been brought to my attention. But games that were once a hobby, are now an eSport and have a culture of their own. I don't know if there will be kids who will ask their parents for money to play at a PC bang (laughs) but I, Hwang Hyo-Jin, BJ Sonic and Sbenu CEO am just a person who is trying to be a positive influence to make a better image for gaming. Thank you.
![[image loading]](http://i.imgur.com/YUPnXCM.jpg)
Source: inven.co.kr
Original Article: http://m.sports.naver.com/esports/news/read.nhn?oid=442&aid=0000009109&type=esportsPremier
