Dane Hong never thought that he would own multiple businesses. But his love for music led him to various opportunities that he couldn’t resist. Today, Hong owns Fool’s Gold Social Bar in Stellenbosch, and runs his own events company, Magnifique SA.
Dane Hong, the owner of Fool’s old Social Bar, sitting in the bar with his friends on 20 April 2021. Many of his friends are either regulars at the bar, or work for Fool’s Gold as a bartender, chef or social media. PHOTO: Lara van Zyl
Dark green walls and neon lights surround Dane Hong as he sits in his bar, Fool’s Gold Social Bar in Stellenbosch. He reminisces on the path that led him here: It all began with his love for music.
“It took me a while to realise that I am an entrepreneur. I think music got me into the business side of things,” says Hong. Hong, 30, started out as a DJ in 2013 and always had a vision of owning his own place to host events but never imagined it would happen this soon.
“It wasn’t planned at all,” says Hong. “I had a vision, but it was like a five-year vision – I would get there someday,” he adds.
Funk and Disco
Hong grew up in Somerset West and studied BA International Studies at Stellenbosch University. Hong has always loved music; funk and disco being his favourite genres. He followed his passion and became a DJ under the alias DKON, and performed at music festivals like Spilt Milk. Soon after, in 2016, he started his own events business called Magnifique SA.
“The first response was really good,” says Hong. “It was called the Boutique Daily and was held at Happy Oak. We changed the whole upstairs area into a little deli, like a marketplace, and the DJs were under little stalls. It was very playful and cute.”
The people enjoyed the change of environment in their usual hangout spot, mentions Hong. This kept Magnifique going from party to party and spurred him on to do more events.
It was at one of these events where Hong had the opportunity to get a place of his own. The event was held at the Wonderland Club in Cape Town. The owner of this club – who also owned the area that Fool’s Gold now occupies – approached Hong with a question that would speed up his five-year vision.
“He asked me if I knew anyone who might be interested in a business, because they are willing to sell, and then I thought maybe I should do it,” says Hong.
Dane Hong and the social media manager, Shaun Harrison, created a vibrant Instagram presence for Fool’s Gold. The page has 2 829 followers on Instagram. They post photos of the food, the people, the pop-up shops and the very unique decor that makes Fool’s Gold ‘Instagrammable’, according to Hong. PHOTO: Lara van Zyl
Fool’s Gold opened its doors on 7 March 2020 – unveiling its dark green walls and golden interior – during the hustle and bustle of the first term of varsity. Nineteen days after the opening, President Cyril Ramaphosa announced, in an address to the nation, that the country is going into a hard lockdown. The bar went quiet for five months.
Green, pink and blue
Hong proudly looks around the space he created. He wanted a place where all people feel welcome to order a beer and talk to the bartender about their day.
“There’s a lot of failed projects I’ve done. It’s always an up and down road,” says Hong. The most important lesson he has learned is that of persistence and being confident in one’s own ideas.
It took me a while to realise I am an entrepreneur
“He is definitely a glass-half-full kind of guy,” says Ryan Hodgson, a friend of Hong’s and an employee at Fool’s Gold.
Before lockdown, Hong had already created a very unique space. “When we first did the planning of the interior, it needed to be, in a way, ‘Instagramable’. It needs to show that… when you take a photo at Fool’s, people know it’s Fool’s,” says Hong.
The pink and blue neon lights, dark green walls, golden interior and luscious plants all form part of the brand that Hong created. He kept the Victorian style that was already part of the bar, but added a modern-flare to it.
The neon lights are an immediate give-away that this space is Fool’s Gold. In the evenings, the whole bar is lit by these two neon lights, which creates an intimate and warm feeling. The whole bar is covered with plants – coming out of the ceiling, on every table and at the bar. PHOTO: Lara van Zyl
Hong believes that the confinement caused by the Covid-19 pandemic, bred creativity. “[Lockdown] was actually a blessing in disguise, because it gave us more time to re-think what Fool’s Gold is,” adds Hong. “We always have little tricks up our sleeves.”
The bar reopened in August 2020. Hong talks with great love and care about his team as he explains the process of recreating Fool’s Gold. He not only wanted the customers to feel welcome, but his team too.
“He’s a really cool boss,” says Sara Stapar, a bartender at Fool’s Gold. “I am also into DJ-ing and I have learnt so much from Dane. He lets me DJ on Wednesdays,” she adds.
Luke Cloete and Mishka Verschuur, bartenders at Fool’s Gold on 19 April 2020. PHOTO: Lara van Zyl
Hong and his team introduced food and pop-up shops to the bar. “We are constantly experimenting with new dishes,” says Hong. The food offered at Fool’s Gold is Asian-inspired cuisine, stemming from Hong’s Korean heritage.
Mixing it up
“I have just entered this ‘golden era’ of realising that I am an entrepreneur, so I’m constantly dreaming,” he says.
Hong has many other interests besides music and events. He wants to open more businesses, not necessarily just in the hospitality industry, but also marketing, content creation and fashion.
Hong started collaborating with different clothing brands, like Art Club and Friends as well as Float Apparel and created pop-up shops in Fool’s Gold.
The pop-up shop offered at Fool’s Gold during the day. The clothes are spread across the small stage in the middle of the bar between the plants and games table. PHOTO: Lara van Zyl
“These brands don’t just choose anyone, you have to fit their brand as well and we appreciate that they are willing to come on board,” says Hong. He also mentions that Fool’s Gold will hopefully be able to make their own merchandise.
“I mean, I’m everywhere, my whole idea is to put everything in one, to try and collaborate as much as I can with different industries and jam it up into one thing,” says Hong.
Hong also wants to branch out with Fool’s Gold. He wants to possibly open an outside area, and when the pandemic is over, he wants to host events, with Magnifique SA, in Fool’s Gold.
Dane Hong has successfully created a brand, not only for Fool’s Gold, but for himself as well. He dreams big and constantly plans and creates new ideas. Even if he misses, he keeps going. “You are going to get down, but you have to pick yourself up,” says Hong.