I Will Force Trials Upon You (1)
I boarded a plane bound for Japan.
After landing at the airport and entering Shizuoka, Choi Hyena looked as excited as a teenage girl.
"Wow! Division director, you can see Mount Fuji so closely. So this is what Shizuoka is like. This is my first time traveling abroad. Even though it's a business trip, it feels like I'm here for fun."
"It's... your first time? Didn't you go when you were a student...?"
"My family wasn't well-off. Things just happened to turn out this way, I guess."
For some reason, I felt sympathetic. I thought I should be even kinder to her.
Lee Yunjung did not follow us.
"I have a lot to prepare. I need to start selling strawberry mochi soon, too."
She said that, but no matter how I looked at it, it seemed to be because of her competitive spirit towards her mother.
On the outside, she still looked young and delicate, but she was surprisingly prideful.
We arrived at Lee Yunjung's parents' house.
"Wow..."
Choi Hyena was flustered by the huge size of the house and gaped in amazement.
"Our Yunjung really lived in a different world from me. She was a princess. I'm... jealous."
She entered the house, moving her hands and feet stiffly in unison.
"Why on earth are you acting like this?"
"Division director, you know me well. I'm weak around people with power or wealth. I get all nervous. I guess you could call it the typical symbol of a small citizen who bows to the strong but is tough on the weak?"
Lee Yunjung's mother welcomed us.
"Ah... Hello... I'm... Choi Hyena... from Korea."
"Oh my! So you're Hyena-nim. Our Yunjung talked about you a lot. She said you were a caring unni. You're even prettier than I heard."
Lee Yunjung's mother treated Choi Hyena warmly.
Since the basic discussions had already taken place several times through email, things progressed quickly.
Lee Yunjung's mother spoke.
"Once everything is arranged, we'll send two people from our side to Next Planet. One man and one woman, and they're a married couple. They're practically like disciples I've personally trained, so I assure you they'll never cause trouble for Next Planet."
"Thank you for your consideration. And as you requested, we'll make sure those two can also serve as mentors for Yunjung."
"I'll trust you, division director. Oh my, our Yunjung is so stubborn. She says she won't learn any more techniques from our family now. I wonder who she takes after."
"Who else would it be? Of course, it's you."
"Dear!"
When Lee Yunjung's mother cried out, her father suddenly turned his head. He glanced at his wife.
It really seemed like Yunjung took after her mother.
When our eyes met, her father made a gesture as if he was drinking. Probably a signal to have a drink together after the negotiations.
"Well then! Division director, let's decide on the most important matter now."
The look in Lee Yunjung's mother's eyes changed completely. Where had I seen that gaze before?
Yes, it was similar to chairman-nim's. The look chairman-nim had when talking business.
As expected of someone who had also built their own business.
I wondered if Yunjung would become like her mother in the future. I was curious.
"Our brand, Sake Tsudo."
If you read Sake Tsudo in Chinese characters, it's '茶月當', meaning House of Tea and Moon.
Shizuoka is Japan's most famous green tea production area, which is why 'tea' is included.
As for the 'moon', it's said to symbolize the hope that you will enjoy a moment of peaceful rest through the gentle, mellow sweetness, like the moon.
"Is it really right to bring this brand over as it is? These days, anti-Japan and anti-Korean sentiments have diminished, but our Sake Tsudo is still very Japanese. I'm not sure if it will succeed at Next Planet."
She pinpointed the core issue.
"We have thoroughly investigated Next Planet and the division director's career. I appreciate that Sake Tsudo will be the first brand you bring in to Next Planet. But because it's the first, could it not be harmful instead? A Japanese brand from the start? There could be controversy about this internally."
Her gaze grew sharper.
"Sake Tsudo is extremely confident in its own abilities. We don't believe we'll fail because of the product itself."
"I think so too."
"But if we fail due to external factors, how could I accept that? I want to hear your insight. If you can't persuade me, then Sake Tsudo's entry into Next Planet is off the table."
I had expected this much, but not that she would be so forceful.
I wanted to bring Sake Tsudo into Next Planet no matter what. And not just because it was a place that sold delicious bread and desserts.
I believed it was an essential piece for drawing a bigger picture.
"I'll first explain the internal side. I've already brought Japanese content into Next Planet. In other words, Sake Tsudo won't actually be the first."
"What... was there?"
"I'm sure you've heard of Your Touch."
"Yes, I loved that animation, too."
"Recently, Next Planet held a mini-concert for Your Touch. Thanks to this event, we achieved our highest number of visitors."
"But wasn't that because a Korean singer performed?"
"I'll clearly differentiate between external and internal perceptions. Internally, everyone knows it was based on Japanese content. So at least inside the company, there will be no complaints if I bring in Sake Tsudo."
She was silent for a long time. This was a difference from chairman-nim.
Chairman-nim is like the sun—a person who gives immediate, bold responses.
In contrast, Lee Yunjung's mother is like the moon, taking all the time she needs to organize her thoughts.
I've grown used to the sun, and can somewhat handle that. But how should I deal with the moon? This was tough.
For now, I'd match her pace and show her my reactions.
"Mother, what kind of business do you think Next Planet is?"
"Tourism or leisure?"
"I believe a theme park's essence is the same as the content industry."
"I suppose that could be so. But why say this?"
"In Korea, the generations with strong anti-Japanese sentiment are those in their mid-40s and older. Below that age, it drops off sharply. And because of the nature of theme parks, there aren't many customers over 45."
She nodded.
If chairman-nim is swayed with a one-two punch that stuns then attacks without rest, I felt that with Yunjung's mother, a slow attrition tactic was necessary—whittling down stamina step by step.
So I'd go one by one.
"Those in their 30s and 40s also definitely have anti-Japanese sentiments. The younger generation's feelings are weaker, but not nonexistent."
"Yes, that's my worry."
"But the content industry is unique—once people fall in love with it, that's everything."
"What... do you mean?"
"Even during a boycott of Japanese goods in Korea, nintendo sells well. Animal Crossing is a big hit. Why? Because people love it. Content is a business that greatly relies on the customer's affection, and if they like something, it can't be replaced."
She fell silent again.
I had to endure this silence with patience.
"I still don't see the connection. I suppose you're going to say you're making people love Next Planet. But that doesn't necessarily mean they'll love Sake Tsudo, and Sake Tsudo isn't even a content business."
"I'm planning to make Sake Tsudo, through Yunjung, into content."
"Are you going to market it as Yunjung's family business? That would disappoint me."
"I have no such intention."
As if I'd use such a one-dimensional strategy. Besides, that would mean relying too much on Yunjung.
"Delicious bread and desserts—in my view, that's also content."
"I don't see it that way."
"If you add a concept, it's certainly possible."
"How can that be?"
"I want to make Next Planet like a huge island of delicious treasures. At the south entrance would be strawberry waffle, at the north, strawberry mochi. In the east, the bread of Sake Tsudo. Arranged like this, Sake Tsudo could naturally blend in as part of the content."
"So you want to dilute the Japanese brand image of Sake Tsudo by making it so that, depending on the path a visitor chooses in Next Planet, they can taste the best dessert of their choice."
I nodded.
And I spoke honestly.
"Of course, I know that this still isn't enough. There aren't yet enough elements to even call it a treasure island of flavors. But if you recognize that Next Planet is heading in this direction and have the courage to make a decision, I'll do my utmost to repay you."
"Alright, I'll do it. But, only if I like your next answer."
"Yes, ask me anything."
"What about the west?"
She wasn't talking about geography alone. The 'east' Sake Tsudo was just an example.
She meant that Sake Tsudo needed a peer of equal stature.
I held Sake Tsudo's potential in high regard. Why? Because the bread I had there was the best I'd ever eaten.
But realistically, Sake Tsudo had zero name recognition in Korea.
Still, the reason I was so determined to bring it over was because of a possible counterpart.
"Sake Tsudo identifies as a Shizuoka-only local brand. They never expand outside Shizuoka."
"Yes, because we must always be in Shizuoka to offer the best taste and experience to our customers."
It was truly something to be grateful for. After all, they were breaking that principle to enter Next Planet.
One of the contract's clauses is that they will not expand anywhere else in Korea other than Next Planet.
"There are also famous local bakery brands in Korea that only have stores in certain regions. My goal is to bring one of those to the 'west'."
"Is that really possible? Frankly, the only reason our principle is being broken is because my daughter's at Next Planet."
"Once Sake Tsudo is established, I plan to emphasize it's a Japanese brand."
"What? Why would you do that?"
"To provoke pride. I want people to be saying, 'The best bakery in Chungcheong is the Japanese brand Sake Tsudo.'"
I explained my plans for bringing that bakery brand to Next Planet.
Honestly, it might not be feasible yet. But I wasn't lacking in confidence to persuade.
Otherwise, I wouldn't have tried.
"Business isn't built on dreams alone."
Lee Yunjung's mother's voice was firm.
I felt Choi Hyena tense up noticeably.
No, it'll be alright. She'll accept.
Lee Yunjung once said this about her father: he likes people who are genuine.
That probably means her mother is also the type who values authenticity. She's similar to chairman-nim, too.
"But without dreams, you're not a businessperson. I'll bet on your dream, division director. But there's still a condition."
How cautious she was. I would have to overcome even more hurdles.
"I like this 'treasure island of flavors' concept, but the content is still too weak. Add more content—tea, ice cream, Korean foods, anything. If you can do just that—"
She looked me straight in the eyes.
"Sake Tsudo will join Next Planet, but will not receive any financial support or profit guarantees whatsoever."
***
Tonight, I decided to stay at Lee Yunjung's parents' house.
To call it just a house would be an understatement—it was a massive mansion. It even had an open-air bath.
Soaking my body in the warm waters of the outdoor bath, it seemed all my worries melted away.
"Ahh..."
This was it.
I gazed up at the moon.
Though Lee Yunjung's mother had set conditions, to be objective, she was still helping us out of consideration for her daughter.
The very fact that she was breaking her principle to discuss entering Next Planet was already a favor.
Knowing the budget issues at Next Planet, that's probably why she suggested such things.
It was also true that the treasure island of flavor concept was rather shaky.
Honestly, it was practically thrown together just to get Sake Tsudo onboard.
I didn't need to bring in the 'west' bakery immediately.
Right now, that would be impossible.
I just needed to at least build a lineup that could create synergy with Sake Tsudo.
Like a true businesswoman, Lee Yunjung's mother had seen right through me.
Even if Sake Tsudo entered Next Planet quickly, it might not matter that much.
A treasure island of flavor lineup... budget would be an issue...
Still, I had to pull it off, somehow.
When I finished bathing and stepped out, Lee Yunjung's father spoke.
"Division director, I need to say something because of our Yunjung..."