Hansung's Little Monster (3)
Whoa! I'd half-given up, but to think composer Nam Geonwoo actually got back to me.
Having him on board would mean I'd corner more than half the domestic CM song market.
In fact, anticipating his refusal, I'd already lined up backup composers and even an in-house production plan.
What a stroke of luck...
Of course, even without him, 100 million won would've been enough to build something solid.
"Seoyeon, what're you up to?"
Jeong Haewon from the Hyundai family, asking in her usual laid-back tone.
"Hehe, something good happened."
"Something good?"
"Yup~ I finally figured out my next move. My life philosophy, you could say."
"Hmm..."
With Harmony Sound secured, all that was left was to launch the product.
"Rub it with your right hand~ Rub it with your left~!"
The CM song that put Paldong Bibimmyeon on every Korean's radar. That single ad propelled it to over 80% market share.
Even so, product improvements would need to continue.
After class, I headed to the Bukchangdong mansion, home of the Hansung family.
Before launching, I needed to give Grandfather a rough outline of the product.
"You're back?"
"Hehe, Grandfather, hope you had a great day."
"Good. Sit here."
"Yes, sir."
The door opened, and the staff brought in warm tea and cocoa.
Mmm~ As expected, the cocoa from our Hansung household is the best.
"I heard the next ramen is something called bibimmyeon. That right?"
"Yes. We're planning a summer-limited Hansung Bibimmyeon for the market."
"Bibimmyeon, eh... I've heard of bibim guksu or other noodle dishes, but bibimmyeon is new to these ears."
"Hehe~ I named it that because it's noodles you mix and eat. I think it'll become Hansung Food's flagship product someday."
"Hmm..."
I continued.
"In the hot summer, appetites usually vanish, but one cool, tangy-sweet bowl of bibimmyeon brings it right back."
"And that's why you let that old Hyundai codger taste it first?"
Eek! Grandfather still seemed miffed that I'd served bibimmyeon to Jeong Munju before him.
But what could I do? Grandfather would say anything I made was delicious, even if it wasn't.
To get a real evaluation, it was unavoidable.
"What I showed Jeong Munju Grandfather and Haewon unnie wasn't 100% bibimmyeon."
"Not 100%?"
"Yes. The sauce was somewhat refined, but not the noodles. I used regular ramen noodles. Maybe 30% of the real flavor?"
"Hooh..."
In bibimmyeon, the noodles might actually be more crucial than the sauce.
They're not just a vessel for the sauce—they determine flavor delivery and texture perfection.
Especially for cold-rinsed bibimmyeon.
You need high-elasticity noodles with a dense starch structure, rapidly cooled after boiling to retain that signature chew and bounce.
Plus, precisely controlling the surface roughness and water absorption ensures even coating without over-saturation.
It's the pinnacle of noodle-making, encompassing ratios, aging, extrusion pressure—everything.
"I see. Who knew noodles held such subtle secrets..."
"That's why the bibimmyeon for you, Grandfather, is truly the world's first!"
"Hooh, is that so? Prepared specially for this old man—now I'm excited."
Knock knock!
Right on cue, the nanny knocked and entered the study.
In her hands, a chilled bowl where glossy red sauce seeped evenly between the noodles, topped neatly with cucumber slices and a boiled egg half.
"Chairman-nim, the Hansung Bibimmyeon that the young miss prepared herself."
"Good work. Hand it over."
Han Seongcheol, the absolute power of Hansung Group—my grandfather—picked up his chopsticks with a solemn face and slowly brought a glossy, mixed bite to his mouth.
Chomp chomp!
His eyebrows twitched faintly.
Is it bad? No way...
I'd taste-tested it myself multiple times before bringing it here. Even polled the entire mansion staff, and they all gave thumbs up without hesitation.
"Heo!"
"How is it, Grandfather? Be honest."
"Delicious."
"Really?"
Phew, what a relief~
"Makes talk of lost summer appetites sound ridiculous."
Slurp! Slurrrp!
"Heo..."
He polished off the bowl, then called the nanny for seconds.
"Bring another just like it. A bit less this time."
"Yes, sir."
He devoured the second bowl too, stirring the leftover sauce before picking something up with his chopsticks.
"Seoyeon, there's a hint of fruit in spots of the sauce, right?"
"Yes. I used fruit juice concentrate for umami."
"Heo, how do you come up with this? Fruit in ramen sauce..."
Grandfather wiped his mouth with a napkin, his face radiating deep satisfaction—more than with Hansung Jjapaghetti or Haeguri.
"That's plenty. This'll be a huge boon for Hansung."
"Hehe~ Right?"
"Woo Jaeha the minister's been calling a lot lately."
"Huh? From Minister Uncle?"
"Soldiers are suffering in the heat. To prevent food poisoning, most rations are hot dishes—tough to stomach in this weather."
Gasp! I hadn't considered the military...
If played right, beyond the new product buzz, I could lock in steady bulk orders for the season.
Grandfather, nice one!
I rushed over and planted a kiss on his cheek.
"Heh heh heh~"
Grandfather burst into hearty laughter at his granddaughter's affection.
The key executives gathered.
Dad, president of Hansung Food. Mom and Yoo Haerin, cast as ad models. Lee Jeonghun—Dr. Lee. And Kim Wooyoung, director in charge of Hansung ads.
All the core players for ad production.
Kim Wooyoung, overall ad lead, spoke first.
"We need to sell summer itself to succeed. To beat Daehan Yakult."
"Probably."
Our rival was none other than Daehan Yakult.
They were planning bibimmyeon too, so we'd clash head-on with the same product.
Daehan Yakult was a latecomer to ramen, but not one to underestimate.
Even with Harmony Sound acquired and Nam Geonwoo in pocket, Korea had plenty of CM composers beyond them.
It's a battle of taste in the end. The better ramen wins.
Recall the showdown with Nongwon Doenjang Ramen.
Hansung Cheongmyeon flew off shelves; Ansimtangmyeon lagged.
Simple reason: People deemed the tastier one the original, the other a knockoff.
Hansung Cheongmyeon was now Korea's go-to doenjang ramen.
Ansimtangmyeon's decades-long 15 billion sales history? Ended by me in this life.
"Launch on ad airdate. They won't even guess we're dropping cold ramen."
Paldong Bibimmyeon was born from exhaustive research, pinpointing seasonal shifts and tastes.
It shattered the hot-noodle myth, birthing a cold noodle category that redefined choices.
Spawned innovations: somyeon ramen, spaghetti ramen, elmu bibimmyeon, even global hit Fire Chicken Ramen—all influenced by Paldong.
Everyone nodded slowly in agreement.
"Exactly. It's about who brands it first, strongest in consumers' minds."
Dr. Lee murmured low.
"Define the market first, you win. Impressions stick. Like Hansung Cheongmyeon."
Spot on! That's why I'd unveil Hansung Bibimmyeon before fall.
Hit stores, win over heat-weary soldiers too.
"Then let's hustle. Full support via execs—Dr. Lee, push hard with Seoyeon."
"Got it, President."
Daehan Yakult's latecomer rampage? This time, I'd preempt and block it.
Yoon Hak-su went wide-eyed at news of Harmony Sound in other hands.
"Harmony acquired by another company? Who?"
"Still investigating, but the Harmony we eyed is definitely under someone else."
"Who'd buy that rundown sound firm? Why not a polished one?"
His secretary's report sent him deep in thought.
Recently, he'd chatted at length with Seo Jieun, Nongwon's youngest daughter.
She'd warned chillingly: Hansung has a monster. Beware it.
A monster? What does that mean?
In business, "monster" often meant hype: massive capital, aggressive marketing, or luck.
But hers felt different. No joke—her face was sheer terror.
Haha! Aliens now? No monster there.
Daehan Yakult's ramen venture was still secret, save a tiny circle. Cold ramen was ultra-classified.
Even if rivals sniffed it, bibimmyeon? Unthinkable.
"Market launch?"
"Before fall."
"Ads?"
"Top actor signed. Ready on schedule."
"Good! Full speed. First to market wins."
"Yes, sir. Notifying marketing now."
Hot broth ramen? Yoon Hak-su couldn't care less.
He craved cold ramen, untouched turf. First footprint there—that was his, and Daehan Yakult's, true aim.
Hansung, Sanmi, Nongwon—whatever they cooked, no overlap.
"Hahaha! Hansung's nothing special. Monster my foot!"
He brushed off Seo Jieun's warning.
Blind to the massive disaster barreling his way.