Beyond the Clinic: An ARMY Experience
By Reina Lynn G. Antonio, MD, FPSN
(Dr. Pamela Benito Mamaluba is a fellow of the Philippine Society of Nephrology and is based in Cotabato City, Maguindanao. She is practicing in Cotabato Regional and Medical Center, United Doctors Hospital and Cotabato Medical Specialist Hospital. She is also the Medical Director of Nephrotech Dialysis Unit , Fresenius Kidney Care and Maguindanao Provincial Hemodialysis Unit.)
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For an ARMY, Zero O’ Clock does not refer to the beginning at midnight of the 24 hour military time clock, but rather to the popular song of the famous Korean boy band, the Bangtan Sonyeondan or BTS.
Confused?
If you are unaware of who or what BTS is, then you should know that the BTS’ Korean name means “Bulletproof Boyscouts” when translated in English. It is composed of seven talented and good looking Korean idols with diverse charm and abilities. And that ARMY actually pertains to BTS fans or the BTS’ fandom name and stands for ‘Adorable Representative MC for Youth’.
Being a proud ARMY, our featured nephrologist entrepreneur, Dr. Pamela Benito Mamaluba, registered her latest and different business venture after this BTS inspiring song. Zero O’ Clock Café is located in Cotabato City, Maguindanao where Dr. Pam practices. It is a theme based restaurant that uses BTS to attract diners by creating a memorable experience. This includes not only the design, with the BTS ARMY bomb logo and splashes of purple, and selling of BTS related paraphernalia, but also showing live streaming of BTS shows and concerts and celebrating everything BTS. All details are covered- all members’ birthdays, the group’s important dates like debut and anniversaries, and album launches. At present, Dr. Pam has a raffle where you could win the BTS member’s standee display or a trip for two to Korea with hotel accommodations, just by purchasing products at Zero O’ Clock Café.
Dr. Pam candidly admitted that she had doubts at first if this type of business will be lucrative, but daughter Lexi, who is always encouraging and supportive of her, assured Dr. Pam that the ARMY will be there. And true enough, the ARMY is indeed everywhere. From all walks of life and of all ages. Regardless of religion and affiliation. They did come.
Since Zero O’ Clock Café’s opening last December 28, 2021, it has undergone 2 renovations and is set for expansion to accommodate Dr. Pam’s increasing number of patrons, especially ARMYs from Cotabato City and neighboring provinces. All are thankful for an enthralling and distinct experience.
I could see that Dr. Pam was elated during our conversation, not only because of her Zero O’ Clock Cafe’s success, but also because she really loves what she is doing. It emanates from her heart like she really found true happiness and peace of mind. She admitted it is because she really loves the members of the BTS and that they inspire her to be the best she can be. She has a BTS favorite, showcased in her TikTok video (see link) and says how each member influenced her especially in her practice and outlook in life. This shows from her leadership to being thoughtful and respectful of others and always smiling despite being tired with her responsibilities as a Nephrologist, Medical director, member of the Training Core and a Businesswoman. She became cheerful and carefree. Gone is the toxicity, she declared with relief, as though nothing upsets her anymore. “May kasalanan ka ha, kain ka na lang sa Zero O’ clock.” she would utter to her residents snd staff, instead of reprimanding them like she used to. Being an ARMY enlarged her social circle. She really made a lot of friends and connections.
So, how did she become an ARMY anyway?
Dr. Pam confided that like everyone else, she underwent some difficult challenges during this COVID-19 pandemic. She struggled financially especially at the beginning of year 2021 when her dialysis unit was really drained. Philhealth reimbursement was not coming, dialysis supplies were lacking as they could no longer purchase from their supplier and even experienced not receiving her professional fees nor receiving her salaries and not able to pay her staff’s wages. To top it all, her patients were dying because of this pandemic. She was at her lowest. She could not find anything to lift her spirit and felt like she was giving up on life, losing her interest in what she was living for. She was not eating, sleeping and she really lost weight from thinking and worrying.
But a conversation with her daughter Lexi made her smile again as she knew exactly what Dr. Pam was going through. “Umi, listen to these songs.” Lexi told her mom as she recommended BTS’ ‘Love Yourself’ album to Dr. Pam.
She admitted she was aware of BTS even before because of Lexi, but not as a fan. She knew their concerts in the Philippines and albums released because she would reward Lexi concert tickets and BTS merchandise for doing very good in school. Dr. Pam even remembered having difficulty buying front seat tickets to one of BTS concerts in SM MOA arena in 2017. She was asking help from friends here in Manila as the tickets were selling like hot cakes. But Dr. Pam confessed it was all worth it when she witnessed the indescribable joy Lexi experienced. She knew how BTS was inspiring her daughter back then, hence, the support was full from her and her husband. In that challenging time in 2021, it was Lexi’s turn to give Dr. Pam comfort and strength.
At first, listening to the ‘Love Yourself’ album made Dr. Pam enjoy the beat as it was in Korean. But when she finally researched for the translation of the lyrics, she was hooked. BTS songs were not only uplifting but also motivating. She learned how from nobodies they became legends and it made her adore them more. She revealed that somehow she could relate to the lyrics of their songs and their stories. Hence, she confessed she managed to keep her sanity throughout her ordeal. BTS saved her. They showed her she is ‘Blessed’ despite everything.
After she felt ‘escape’ from her worries, solutions to her problems fell into places, including the trouble with the dialysis supplies. So magically, her nightmares disappeared.
Hence, when a business proposal was made in June 2021, she considered venturing out from providing health care services. It was Lexi again who gave her the idea of putting up the BTS themed coffee shop and even helped her pick the name. Dr. Pam felt everything was a breeze. No challenges was encountered and they opened on the target date and the rest was history.
(*You can check the FB page of Zero O’ Clock Café and Dr. Pam’s TikTok and IG account for more updates on BTS and on events and promotions of the Café. Special thanks to Mrs. Lulu Min for my ARMY research. Borahae!)
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