Finding Connection: A Surf Shop’s Ideology of โขWaveโ Riding
This surf shop, located near the beach, โคcenters its approach around a deep connection wiht theโค ocean and understanding theโข waves themselves.The owner believes that โsurfing isโค “ultimately about riding waves,” and โtherefore, the ability โto read waves is paramount. To that end,they offer a uniqueโ bodysurfing class designed to accelerate waveโค understanding.
“bodysurfing โallows you to learn the movement of waves much faster and more intuitively thanโข when learningโ using a board,” the owner explains. “If you throw your body in the โคright direction atโข the right โคtime,you need to know the โfeeling ofโข the wave pushing your body on its own.” However, this class is dependentโค on suitable wave โconditions.
Beyond the water, the shopโ fosters โa continuous training environment. Recognizing that waves aren’t alwaysโค present, they’ve built aโ distinctive “skateboard practice range” on the โขrooftop. Dubbed the ‘pirate ship’โ due to its โsail-like awning, it allows surfers to practice even whenโข the ocean is calm. “Weโ are probably the only surf shop that โคhas a skateboard practice range on the rooftop next to โthe โฃbeach,” the owner notes.
In theโข less than two years since opening, the shop has actively engaged in diverse external projects. These include a โpop-upโค store โขat Hyundai Department Store, the owner’s enrollment in the Appliedโฃ Music โDepartment โคtoโข study music,โฃ and participation in โคa documentary about challenging big waves. That documentary unexpectedly wonโ the grand prize at the ‘K Dogs Festival‘, competing against works featuring prominent figures โlike pianist Lim Yun-chan and actorโ Steven Yeun. Theโ owner reflects, “If you stay in Yangyang all year round, you have plenty of time except for summerโฆ I don’t hesitateโค to take on a challenge ifโ 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 โคandโ 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 likeโ all the time and effort I put into repairing it will be rewarded.”
Addressing concerns โabout a potentialโ decline in the surfing population, the owner believes Korean surfing is undergoing a essential shift. Traditionally,โ success was measured by “Did โyou stand?” or “Couldn’t you โstand?” but theyโค argue that standing is only a smallโค component of theโ sport. “The Korean word for surfing is ‘waveโฃ riding’, but I was very sad to see that people wereโ not interested in theโ waves and โonly focused onโค 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. Theyโ envision surfers experiencing waves not as obstacles โคto conquer, โbutโค as “living beings, like your friends,” allowingโฃ “the hotโฃ embers of passion, dreams, and hope hidden deep in your heart โขstirring.”
