Finding Connection: A Surf Shop’s Ideology of Wave Riding
This surf shop, located near the beach, centers its approach around a deep connection wiht the ocean and understanding the waves themselves.The owner believes that surfing is “ultimately about riding waves,” and therefore, the ability to read waves is paramount. To that end,they offer a unique bodysurfing class designed to accelerate wave understanding.
“bodysurfing allows you to learn the movement of waves much faster and more intuitively than when learning using a board,” the owner explains. “If you throw your body in the right direction at the right time,you need to know the feeling of the wave pushing your body on its own.” However, this class is dependent on suitable wave conditions.
Beyond the water, the shop fosters a continuous training environment. Recognizing that waves aren’t always present, they’ve built a distinctive “skateboard practice range” on the rooftop. Dubbed the ‘pirate ship’ due to its sail-like awning, it allows surfers to practice even when the ocean is calm. “We are probably the only surf shop that has a skateboard practice range on the rooftop next to the beach,” the owner notes.
In the less than two years since opening, the shop has actively engaged in diverse external projects. These include a pop-up store at Hyundai Department Store, the owner’s enrollment in the Applied Music Department to study music, and participation in a documentary about challenging big waves. That documentary unexpectedly won the grand prize at the ‘K Dogs Festival‘, competing against works featuring prominent figures like pianist Lim Yun-chan and actor Steven Yeun. The owner reflects, “If you stay in Yangyang all year round, you have plenty of time except for summer… I don’t hesitate to take on a challenge if I think it will be fun.”
Currently, the owner is restoring a 1999 jet ski with the intention of utilizing it for lifesaving. “There are jet ski experts and lifesaving experts in Korea, but there is no ‘jetski lifesaving expert.’ If I can save a life with this jet ski someday, I’ll feel like all the time and effort I put into repairing it will be rewarded.”
Addressing concerns about a potential decline in the surfing population, the owner believes Korean surfing is undergoing a essential shift. Traditionally, success was measured by “Did you stand?” or “Couldn’t you stand?” but they argue that standing is only a small component of the sport. “The Korean word for surfing is ‘wave riding’, but I was very sad to see that people were not interested in the waves and only focused on standing up.” they anticipate a decrease in casual hobbyists, but an increase in those who approach surfing as a consistent, enriching activity, similar to golf or tennis.
Ultimately, the shop’s philosophy emphasizes a deeper relationship with the ocean. They envision surfers experiencing waves not as obstacles to conquer, but as “living beings, like your friends,” allowing “the hot embers of passion, dreams, and hope hidden deep in your heart stirring.”
