The owner of SOS Liquor on Embarcadero del Norte, Jin Mook Hong, died of a heart attack early Friday morning.

Hong, 63, began sweating profusely and complained that he felt dizzy while working at the liquor store. His son, Steve Hong, told Isla Vista Foot Patrol officers that his father had gone into a back room to sit down. Five minutes later, Jin Hong’s wife Chung Sun found him sitting in the room with his head resting facedown on the desk.

Sun and Steve Hong carried Jin Hong to the front of the store, where they laid him down on the ground and elevated his feet. By the time the fire department, IVFP and paramedics arrived, Jin Hong’s face was purple, his breathing was shallow and he was unable to talk. His arms and legs were flailing uncontrollably.

Steve Hong told officers that Jin Hong had diabetes and last took his medicine at 10 that night. He also said his father smoked regularly and he was not sure when Jin Hong had last been to a doctor.

Jin Hong was taken to Goleta Valley Cottage Hospital. He was in cardiac arrest by the time paramedics got him to the emergency room and was pronounced dead shortly after his arrival.