by Tae-in Chun

The baseball film Moneyball depicts a moment when one club tried to understand baseball in a completely different way. The 2002 Oakland Athletics questioned the conventional wisdom that permeated the baseball world. By acquiring undervalued players through sabermetrics, they redesigned their team. Similar attempts did not appear only in the United States.

In Korean baseball history, the 1990s were a time when even the word “data” was unfamiliar. Even in this environment, there were people who questioned an operating style that relied on intuition. The starting point was not a front office meeting or a research report. It was a single book written by a baseball fan.

Lotte at the end of the 1980s, having lost its direction

In the late 1980s, Korean professional baseball still remained a “people’s game.” A manager’s experience and instincts, trust in veteran players, and internal organizational inertia were the standards for team operations. When results were bad, the manager was replaced, and when momentum was good, existing methods were maintained. Long term development and structural reform were always pushed to the back. The Lotte Giants, who finished last in 1989 and stayed in the lower ranks in 1990, were likewise a team that had lost its way amid this inertia. The fandom was overwhelming, but the team had no explanation for why it was losing.

A perspective formed outside baseball

Around this time, there was one person who looked at the team from a completely different angle. His name was Jeong-gyu Song. He was born in Busan and studied at Korea Maritime University, which trains navigators. He then began his career as a deck officer on merchant ships. Later, he was promoted to captain at a U.S. shipping company, making the sea his workplace. Baseball was not his profession, but his interest ran deep.

Long voyages gave him time to study baseball. Through Japanese professional baseball newspapers, American sports magazines, and Major League related books, he naturally came to place Korean baseball alongside overseas baseball and compare their structures. The differences became increasingly clear. At the time, player usage in Korean baseball relied excessively on intuition, and team management lacked a consistent philosophy. There was no system to systematically develop prospects, and responsibility for poor performance always fell on the field staff. Jeong-gyu Song began recording and accumulating the problems he felt while thinking about the Lotte Giants.

Choosing records instead of protests

Jeong-gyu Song did not initially intend to write a book. He called the club several times to explain the team’s problems. However, the opinions of an “ordinary fan” were repeatedly brushed aside. Deciding that conveying things verbally no longer worked, he chose to organize his thoughts and leave them as a written record. After seven months, during which he even set up his own publishing company, The Winning Formula: Lotte Giants’ Top Secret was released into the world.

It was self published, and sales were not high. However, the contents were concrete. The role of the front office, standards for player usage, and the necessity of a long term development system were organized by topic. From today’s perspective, these are not unfamiliar ideas, but at the time they were novel problem statements in Korean baseball. The book gradually spread by word of mouth. Unexpectedly, it reached the hands of Lotte owner Jun-ho Shin.

Becoming a general manager with a single book

In 1991, the Lotte Giants made a radical choice. Jeong-gyu Song was appointed general manager. Former sailor, late 30s, no practical experience in baseball team operations. In the front office culture of the time, it was a highly unusual appointment. Internal reactions were cold. Open turf battles and exclusion followed, and there were even times when, because budget cooperation was not provided, he had to go out personally to look for sponsors.

His operating philosophy was also different. He spoke about statistical analysis, the strong number two hitter theory, and the need for a development system. Concepts that are familiar now were met then with reactions like “that sounds like baseball comics.” However, change quickly appeared in results. In his first year, 1991, Lotte rose to fourth place and advanced to the postseason. They surpassed one million spectators in a single season for the first time in professional baseball history. In 1992, they even won the Korean Series.

The experiment ended, but the questions remained

The championship was not the end. Internal conflicts still remained. An assessment arose that he “damaged organizational harmony.” This evaluation was reported to club management. Jeong-gyu Song, who encountered this while on his honeymoon, resigned voluntarily after returning home. Since then, Lotte has gone more than 30 years without another championship.

He returned to the shipping industry. Afterward, he continued working in key positions in shipping and port related organizations. Even after mandatory retirement, he has continued to advise on and contribute to major issues in Korea’s shipping and port sectors. His distance from baseball grew, but his perspective remained sharp. In 2024, he appeared on a Busan regional radio broadcast and became a topic of conversation again after predicting Lotte’s preseason ranking with considerable accuracy. Decades have passed, but he left the impression that his eye for the team had not changed.

The Winning Formula: Lotte Giants’ Top Secret is now an out of print book. Rather than a theoretical text, it is closer to a record of one fan asking questions and working through the answers. Attempts similar to Moneyball clearly existed in Korean baseball as well. However, they did not take root as a successful management strategy, nor did they expand into a popular narrative. Even so, this attempt showed a brief but meaningful possibility in Korean baseball.