We caught up with the brilliant and insightful Munsok So a few weeks ago and have shared our conversation below.

Munsok, thanks for taking the time to share your stories with us today Parents can play a significant role in affecting how our lives and careers turn out – and so we think it’s important to look back and have conversations about what our parents did that affected us positive (or negatively) so that we can learn from the billions of experiences in each generation. What’s something you feel your parents did right that impacted you positively.

Reflecting on my journey as a Korean immigrant who arrived in St. Louis at a young age, I am profoundly grateful for the sacrifices and unwavering support of my parents. Their resilience and dedication have been the bedrock of my personal and professional achievements.

My parents left their homeland, embracing the challenges of a new culture and language, all to provide a better future for our family. Their courage in the face of uncertainty taught me the importance of perseverance and adaptability. I vividly remember my mom and father working long hours, often juggling multiple things, to ensure we had everything we needed. Their work ethic instilled in me a drive to pursue excellence in all endeavors.

My mother, balancing work and home, ensured that our household remained connected to our Korean heritage. She introduced me to the rich traditions of our culture, from language to cuisine, fostering a strong sense of identity. This cultural foundation has been instrumental in shaping the unique experiences we offer at So Hospitality Group.

One poignant memory stands out: during the early days of establishing The Drunken Fish, there were moments of doubt and financial strain. In those times, my parents’ unwavering belief in my vision provided the encouragement I needed to persevere. Their faith in me was a testament to their love and has been a driving force behind the success of our restaurants and event spaces.

The values my parents imparted—integrity, perseverance, and empathy—have not only shaped me as an individual but have also been integral to the ethos of So Hospitality Group. Their legacy lives on in every aspect of my life and work, and for that, I am eternally grateful.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

About Me & So Hospitality Group
My name is Munsok So, and I am the President and CEO of So Hospitality Group, a premier hospitality company based in St. Louis, Missouri. My journey into the industry started with a passion for exceptional dining experiences and a vision to bring unique culinary concepts to the Midwest. Over the years, I’ve expanded our brand portfolio to include Drunken Fish, Kimchi Guys, and 612North Event Space & Catering, as well as investments in real estate, commercial properties, and the car rental business.

How I Got Into the Industry
I’ve always been passionate about hospitality, business, and creating experiences that leave lasting impressions. I started my career in the restaurant industry with the launch of Drunken Fish, a modern sushi and Japanese concept that quickly became one of the most well-known sushi brands in the St. Louis region. From there, I continued expanding, recognizing the growing demand for Korean cuisine, which led to the launch of Kimchi Guys, a fast-casual Korean fried chicken concept. Additionally, 612North Event Space & Catering was developed to cater to the needs of clients looking for high-end event and wedding experiences in a stunning waterfront location.

Beyond hospitality, I’ve diversified my business ventures by investing in real estate, commercial and residential properties, and vehicle rentals, managing multiple apartment units and leasing commercial spaces. I also run a car rental business, offering luxury and high-performance vehicles for rent.

What We Offer & The Problems We Solve
At So Hospitality Group, we provide elevated dining, event planning, and catering services that cater to individuals, businesses, and large-scale events. Our goal is to create exceptional culinary experiences, whether it’s through a sushi dinner, a catered corporate event, or an upscale wedding.

Some key problems we solve include:
Providing high-quality, authentic cuisine that isn’t always easy to find in the Midwest
Offering premium event spaces with a full-service catering experience for corporate and private events
Delivering a seamless dining and event experience through attention to detail and a commitment to excellence
Ensuring convenience and accessibility for clients looking for private catering, takeout, or delivery

What Sets Us Apart
Our commitment to quality, innovation, and customer service is what sets us apart. Each of our restaurant concepts is chef-driven, meaning we prioritize authentic flavors, high-quality ingredients, and a creative approach to menu development. Our event space, 612North, stands out as a luxurious waterfront venue with breathtaking views of the Gateway Arch, making it a top choice for weddings and corporate functions.

Additionally, my business mindset extends beyond the restaurant world—I take a strategic approach to real estate and asset management, ensuring that each investment adds value to our overall brand.

What I’m Most Proud Of
I’m incredibly proud of the growth and impact So Hospitality Group has had over the years. From launching multiple successful restaurant concepts to providing high-end event experiences and expanding into real estate, I’ve built a business that not only thrives financially but also creates memorable experiences for thousands of customers.

I’m also proud of how we’ve adapted and innovated—whether it was expanding into takeout and delivery services, integrating technology into our operations, or launching unique food concepts that introduce people to new cuisines.

What I Want People to Know About Me & My Brand
We are dedicated to excellence in hospitality, whether it’s through food, service, or event experiences.
We create experiences, not just meals, ensuring that every interaction with our brands leaves a lasting impression.
Our businesses continue to evolve, with a focus on expansion, new culinary trends, and future investments in real estate and hospitality.
I am hands-on and passionate about business growth, customer satisfaction, and pushing the boundaries of what’s possible in the hospitality industry.

I look forward to continuing to build and grow So Hospitality Group while exploring new opportunities to enhance the St. Louis dining and event landscape.

How about pivoting – can you share the story of a time you’ve had to pivot?

When COVID-19 hit, So Hospitality Group faced an immediate crisis—indoor dining shut down, events were canceled, and revenue plummeted. Instead of waiting for things to return to normal, we pivoted fast to keep our business alive.

Key Adaptations:

-Takeout & Delivery Expansion – Optimized online ordering, partnered with delivery services, and adjusted menus for better at-home dining.
-Meal Kits & DIY Experiences – Launched sushi-making and Korean BBQ kits, giving customers a fun way to enjoy our food at home.
-Creative Marketing & Social Media – Engaged customers with behind-the-scenes content, promotions, and virtual events.
-612North Reinvention – Shifted focus to micro-events, intimate dining, and corporate meal catering.
-Outdoor & Curbside Dining – Invested in patios, heaters, and easy curbside pickup to keep serving customers safely.

The Outcome
These pivots not only helped us survive the pandemic but also created new revenue streams that remain today. The biggest lesson? Agility is everything—those who innovate in tough times don’t just survive; they come out stronger.

How do you keep your team’s morale high?

Managing a team effectively comes down to clear communication, strong leadership, and fostering a positive culture. Here’s what I’ve learned from running multiple businesses and leading diverse teams:

1. Lead by Example
Your team mirrors your energy, work ethic, and attitude. Stay engaged, be approachable, and show them what strong leadership looks like.

2. Communicate Clearly & Often
Uncertainty kills morale. Keep your team informed about goals, challenges, and expectations. Regular check-ins, open-door policies, and transparency build trust.

3. Empower & Trust Your Team
Give employees ownership of their roles and the ability to make decisions. When people feel trusted, they stay engaged and motivated.

4. Recognize & Reward Effort
A simple “thank you” goes a long way. Celebrate wins, acknowledge hard work, and create incentives to keep motivation high.

5. Invest in Growth & Development
Offer opportunities for training, skill-building, and career advancement. Employees who see a future in your company will be more invested in its success.

6. Build a Strong Team Culture
Create a work environment where people want to be—whether it’s through team outings, flexible scheduling, or simply fostering a sense of camaraderie.

7. Address Problems Early
Don’t ignore conflict or disengaged employees. Address issues head-on, listen to feedback, and work toward solutions. A healthy workplace culture depends on it.

Final Thought
A business is only as strong as its people. When your team feels valued, supported, and inspired, they’ll perform at their best—and your business will thrive.

Contact Info:

• Website: www.drunkenfish.com, www.kimchiguys.com, www.612North.com, www.sohospitalitygroup.com
• Instagram: https://www.instagram.com/munsokso, https://www.instagram.com/drunkenfish, https://www.instagram.com/kimchiguys, https://www.instagram.com/612North
• Facebook: https://www.facebook.com/munsokso, https://www.facebook.com/DrunkenFish, https://www.facebook.com/KimchiGuys, https://www.facebook.com/612North
• Linkedin: https://www.linkedin.com/in/munsokso
• Twitter: https://x.com/munsokso

Image Credits

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