The Dream Treatment (2)
"Is it starting?"
> Yes, this is the first internet post directly mentioning our product. We're also seeing some movement on social media.
Since I don't have hair loss myself, I never paid attention to this stuff, but it seems people aren't hesitating much to try out the new product.
"Guess desperation does that?"
> Probably. Should I send one to Hyeon-seong too?
"Yeah, this whole thing started because of him, so I've gotta."
I deliberately kept the initial production run small, so the market's going to run dry soon. If I don't send one to my friend ahead of time, the poor bastard won't even get to use it.
> Also, Arthur has started liquidating the positions we're invested in.
"…Suddenly?"
We wear the mask of a private equity fund, but we operate more like a hedge fund. Hearing that we're pulling back our invested capital raises questions.
> We're preparing a massive short sale targeting major pharmaceutical companies that have hair loss products or hold related patents. Also, without disrupting the market, we're accumulating Cheonmun Group's shares.
Arthur's eyes had lit up when he saw the product's effectiveness, and he'd begged me for more. Looks like he's fully fired up now.
"Was 500,000 units for the initial run too few?"
> It doesn't matter — production time isn't that long. If anything, the scarcity makes for good marketing. There's no need for us to rush.
I never expected 500,000 units to last long. I'd already ordered additional production, but those 500,000 sold out completely anyway.
The secondhand marketplace displayed on my screen shows posts from lucky resellers who snagged the opportunity, and tearful hair loss sufferers who couldn't get the product and are scouring resale sites instead.
Watching a product with a retail price of 70,000 won skyrocket tens of times in value gives me a headache.
"Everyone's lost their minds. Is hair really that important…"
> The server already crashed. The related boards are full of people threatening to riot if we don't produce more.
Since Athena hasn't been involved in managing Cheonmun's infrastructure, the server naturally collapsed.
"How long until additional production?"
> The core raw materials are already prepared. We just need to run the bottling line at Cheonmun's factory. Running 24/7, we can churn out enough volume, but…
"There's a problem?"
> The current situation will persist during the time between production and market release.
"Hmm… I don't like this state lasting too long. I can't stand the thought of lining the pockets of those resellers."
> I'll make sure it gets distributed as quickly as possible.
"You'd better. For some people, this could literally be a matter of life and death. I don't want anyone playing games with that. And watching those resellers fatten their wallets pisses me off."
Zzzzng— Zzzzng—
"I think I know who this is."
My social circle isn't exactly wide, and most professional contacts come through Athena.
"Hey, what's up."
"YOU CRAZY SON OF A BITCH!!!"
I send him something nice and the first thing he does when I pick up is curse at me.
"I send you something good and this is how you act?"
"How the hell did you get this?"
"Got it before it became famous. Should be enough for you, right? I sent six."
"Yeah… that's plenty. Thanks."
His answer is serious, unlike his usual self. Guess the hair loss thing was really stressing him out.
"If you're grateful, buy me a meal sometime."
His voice sounds genuinely moved, which makes me feel weird, so I hang up.
"Ugh, I can't get used to this."
> I'm glad he's happy. Also, the secondary market prices have stabilized.
By flooding the market with our produced goods, all those resellers trying to make millions in profit ended up with their pants down.
"Still looks like supply isn't enough though."
> International smugglers are already making moves.
Domestic supply is barely hanging on, and now overseas interests are eyeing it too…
"Be honest with me. Is official export possible?"
> Hmm… It'll be difficult right away. Many countries will erect non-tariff barriers, and plenty will ban it outright to protect their domestic industries.
"Makes sense… For the pharmaceutical companies that were already researching this, it's a disaster."
> There are plenty of people who want it, but the lobbying power against us is overwhelming in most cases. The interests are too tangled. I'd recommend letting go of any expectations for immediate export.
It's not like Cheonmun will wither and die if we can't export right now. Anyone desperate enough will just come here and buy it, so there's no need to risk our necks over it.
New York, USA — the headquarters of Pfizer, one of the world's largest pharmaceutical giants.
Michael Townley, Vice President of the Dermatology division at Pfizer — the company that firmly holds the number one global market share in hair loss treatments and stands as one of the undisputed largest pharmaceutical companies in the world — was staring at an ampoule on his desk, letting out a hollow laugh.
"So you're telling me a Korean construction and real estate company made this?"
Before him stood his lead researchers, sweating nervously.
It had taken them over a week just to acquire this single product.
"Let me be honest. At first, I thought it was a scam. But then I applied this goddamn thing, and my hair started growing back. Do you have any idea how I felt seeing that?"
Michael knew the product had been released as a functional cosmetic to bypass Korean regulations. He'd had someone get him a sample to try, and the result was undeniable — hair growing back with no side effects.
His lips were smiling, but his eyes held a murderous glint. The lead researcher swallowed dryly and spoke.
"Two days ago, the main lab conducted component analysis and cell culture tests. And… with our current technology, it's impossible to reverse-engineer the formulation of this solution."
Hearing that, the forced smile vanished from Michael's face.
"What?"
Seeing his icy expression, the lead researcher hastily thrust a piece of paper forward.
"When we administered the solution to hair follicle cells in the telogen phase, the cell division rate exploded by over 10,000% in just 24 hours. Currently, side effects are virtually zero."
Michael looked at the microscope magnifications attached to the report, then crumpled the paper in rage.
"Are you… are you absolutely certain reverse-engineering the formulation is impossible?"
"We mobilized every method available — the entire research department, the supercomputer, even AI — but we can't even get a clue about what technology was applied…"
Pfizer makes tens of trillions of won annually from finasteride and minoxidil-based products worldwide.
Compared to their own products, which at best maintain the status quo while requiring lifelong use with side effects, this goddamn ampoule grows hair in just days with no reported adverse effects.
Michael clutched his head and sighed, then immediately called someone in.
"Contact the Washington lobbyists right now. Once this hits the global market, God knows what'll happen. Use every connection we have at the FDA and Customs to get this designated as an import-prohibited item! We've got grounds, don't we? Just spin it as 'unclear ingredients' or something."
As Michael rattled off orders like a rap verse and paused to catch his breath, his secretary delivered bad news.
"Mr. Vice President, we have another problem. Massive short-selling volume is pouring into the entire pharmaceutical sector on Wall Street."
"Short-selling? Already?"
He hadn't expected the Wall Street sharks to sit still after learning about a product like this, but the attack was coming even faster than he'd anticipated.
"We haven't identified the lead yet. But judging by the scale, it's not coming from a single source. The sector has already crashed nearly 10%."
Hearing that, another wave of headache washed over Michael.
"…Did we do that?"
> We started it, but the traders on Wall Street are having a field day fanning the flames.
The traders smelled blood and swarmed in, tearing into the pharmaceutical companies.
"Well, it'll dip for a bit and recover. It's not like they'll starve just because they can't sell one hair loss product, right?"
Once the temporary chaos settles, the stock prices will recover anyway.
"Come to think of it… it's playing out exactly like you said."
We haven't even announced export plans yet, and already multiple countries are showing signs of blocking imports.
> It's not just one pharmaceutical company lobbying — the entire industry is moving, so it's happening fast.
Well, honestly, even if we can't launch globally, I couldn't care less.
"If we can't, we can't. Their own people are the ones who'll suffer."
At the very least, I've done my part by freeing Koreans from hair loss.
"And it's not like the world works on 'if you block it, it's blocked' anymore… If people are desperate enough, they'll just come to Korea and buy it, right?"
> Exactly. We're not the ones begging — they are.
Sitting here thinking about it, it's actually pretty irritating.
"Ah, screw it. No global launch. If they want it so bad, they can come here and buy it themselves."
Watching them try to block something that hasn't even started yet just makes me want to do it even less.