First-generation designer Choi Bok-ho, with cumulative sales of 500 billion won, will reveal the shocking reason he moved deep into the mountains on air!
On May 13th at 9:55 PM, EBS’s ‘Seo Jang-hoon’s Neighboring Millionaire’ will unfold the tumultuous life story of South Korea’s first-generation fashion designer, Choi Bok-ho.
Debuting in 1973, he marks his 53rd year in the industry this year. He has hosted over 300 fashion shows both domestically and internationally, with cumulative sales reaching an astounding 500 billion won. Notably, in 2013, he graced the New York Collection stage alongside Lee Sang-bong and Son Jung-wan as a representative designer of Korea, gaining global attention and being featured in prominent American daily newspapers. What’s even more impressive is that he continues to actively lead the fashion world as a working professional, even as he approaches his eighties, drawing admiration from many.
The broadcast will unveil Choi Bok-ho’s secret hideout-like boutique, nestled deep in the mountains of Cheongdo, Gyeongsangbuk-do. Eighteen years ago, while on a successful path as a designer, he boldly sold his downtown building against everyone’s objections and established a new base in the mountains. When Seo Jang-hoon expressed skepticism, asking, “That’s all well and good… but do people actually come all the way here to buy clothes?” Choi Bok-ho revealed the surprising popularity of his mountain boutique, stating, “An average of 1,000 to 1,500 people visit each month. Monthly sales also range from 50 to 60 million won.”
Next, Seo Jang-hoon and Jang Ye-won explore Choi Bok-ho’s boutique, a space where his unique aesthetics and half-century of expertise are condensed. The powerful collection, ranging from modern reinterpretations of Hanbok-style clothing that embody Korean beauty to dazzling party dresses that received explosive love from Middle Eastern women, captivates their attention. When Jang Ye-won asked, “Did you make your own clothes, sir?” Choi Bok-ho revealed his unexpectedly humble fashion taste, saying, “I’m too busy to shop. My wife bought these pants from an X brand,” drawing laughter.
Seo Jang-hoon couldn’t take his eyes off Choi Bok-ho’s sudden outdoor fashion show, which unfolded deep in the mountains, expressing his bewilderment with, “What is this situation…? I’m so surprised.” Especially during the filming, when the late-winter cold was still biting, he saw the models walk the runway in light spring attire and exclaimed, “That’s truly amazing!” He then repeatedly showed concern, saying, “I’m cold, so how cold must the models be?” revealing an unexpected ‘sweet guy’ side hidden behind his cool image, warming the atmosphere on set.
This special story, featuring Choi Bok-ho’s overwhelming collection that instantly transformed the middle of the mountains into a luxury fashion show venue, along with Seo Jang-hoon’s rare and unexpectedly human charm, can be seen on Wednesday, May 13th, at 9:55 PM on EBS’s ‘Seo Jang-hoon’s Neighboring Millionaire’.
Meanwhile, ‘Seo Jang-hoon’s Neighboring Millionaire’ (directed by Kim Min-ji) won the Gold Remi Award in the ‘Biographical, Film & Video Prdns’ category at the 58th WorldFest-Houston International Film Festival in 2026.
