42
Chapter 42: In Search of Happiness
Starting from the fourth Sunday of November 1996, Genius’s Bucket List began airing—and within just two weeks, it achieved a massive 40% viewership rating.
Moreover, Episode 2, which could almost be described as a project driven by Do Minho’s personal ambition—the CF King segment—received high praise not only from advertisers but also from viewers.
That was because the advertising concepts and copy were fresh and excellent, exactly what the public expected from Do Minho.
In particular, advertisers loved it.
He possessed the genius to promote their products, exceeded expectations with his positive image, and had strong public appeal. As a CF model, he lacked nothing.
As a result, marketing teams from countless companies offering contracts worth hundreds of millions of won flocked all the way to Munseon-eup, waiting for Minho’s decision.
They were afraid that if they hesitated, competitors might take him first.
“Can you pay the entire modeling fee upfront?”
The advertising representatives, who had gathered at the gates of Sangnok Elementary School, were left speechless by Minho’s words.
“I’ll sign if you pay the full one-year fee in advance.”
He calmly repeated his condition.
So he’s still just a kid after all…
Even for marketing teams prepared to offer better terms, paying a full year’s fee upfront instead of installments was a heavy burden.
“Is there a reason you need it all upfront?”
They tried to negotiate.
“Just because.”
It sounded careless, but at this moment, Minho held the power.
There are plenty of companies that will collapse within a year. I need this safety measure.
Though unspoken, it was both instinct and foresight.
“We can’t pay everything upfront, but we can increase the fee…”
“Can’t you all just match the same fee?”
“What?”
“That’s what broadcasting companies do.”
Even as a rising star, Minho’s fee naturally had a ceiling—slightly above industry top rates.
Top companies didn’t need to overpay, and smaller ones couldn’t afford excessive spending.
Thus, his market rate had settled at 100 million won per year.
“But some companies are offering more than that…”
Ah… so it’s because of those reckless offers.
Early signs of economic instability were already appearing, and some companies were betting on aggressive marketing to survive.
“Alright. We agree.”
What initially seemed like an unreasonable demand was accepted surprisingly easily—especially by top companies.
“Wait, then why would Minho choose them?”
“Isn’t it obvious?”
Advertising wasn’t decided by money alone.
Just as companies benefited from a celebrity’s image, celebrities also benefited from the company’s reputation.
“So?”
“If everyone pays upfront, I’ll choose whoever pays more.”
He didn’t hesitate.
Having knowledge of the coming economic collapse, Minho prioritized immediate gain over long-term image.
Good. He’s not the type to sacrifice profit for prestige.
The companies, sensing opportunity, smiled.
The real bidding war had begun.
---
The production team of Genius’s Bucket List had been curious—just how many commercials would Minho shoot, and how much would he earn?
“Wow……”
After seeing the contracts, they could only gasp.
Each deal was worth 200 million won per year.
“How much is this total…?”
Apartments, textbooks, milk, children’s clothing, snacks, fried chicken—he signed over ten contracts in a single day.
Some companies had already transferred the fees to his account.
The amount deposited so far was 1 billion won.
“And there’s more coming…”
It wouldn’t be surprising if another zero was added soon.
“Are kitchen or food companies coming too?”
“They will once Episode 3 airs.”
The CF King project had only just begun.
“Excuse me.”
“Yes?”
“We’d like to discuss product placement.”
The show itself was entering its peak as well.
“Don’t worry. We’ll even show Minho filming commercials.”
“Then can you come to Seoul with us right now?”
“Of course.”
The advertisers were even more eager than the production team.
“We’d like you to handle the commercial production too.”
The show already had everything—concept, visuals, and creativity.
“That’s exactly what we wanted.”
---
Before entering the broadcasting station for filming, Minho dropped a thick envelope into the mailbox at the entrance.
Kang Jiseop PD smiled knowingly.
“So you’re finally submitting to the New Year Literary Contest?”
“Yes.”
“Confident?”
“I’m not sure. But I did my best.”
“That’s admirable. The title was ‘After the Tortoise and the Hare,’ right?”
“Yes.”
“The same fable?”
“Yes.”
“Then why that story?”
“It’s simple. Even a rabbit can be a turtle to someone else.”
“Haha, what?”
“There are always faster animals than rabbits.”
“That’s true.”
“And I think the original story is cruel.”
“Cruel… I see.”
“The story is really for geniuses. It says even a talented person can lose if they’re careless. So don’t relax.”
“Exactly my thought.”
“The rabbit isn’t even lazy—it’s just young. Once it learns not to relax, it will never lose again.”
“That’s harsh.”
“Right?”
“And your version?”
“It’s a bit harsh too. But mostly lighthearted.”
“What happens?”
“The rabbit loses its place. On land it loses to faster animals, in the sea to turtles.”
“Haha.”
“It searches for happiness by finding its talent.”
“And?”
“It fails at many things. Then realizes happiness isn’t about being the best—but enjoying something.”
“That’s interesting.”
“It dreams of becoming a piano teacher—not a great artist, just someone who enjoys it.”
“Haha, that’s refreshing.”
“And the turtles?”
“They develop a way for animals to become human.”
“What?”
“In the end, no one knows who was a rabbit or a turtle anymore.”
“That’s unexpected.”
“And then they forget their origins and focus only on studying—like humans.”
“That’s sharp.”
“It’s also marketing.”
“Marketing?”
“Kids read books, but parents buy them. So the story reflects what parents want—study hard until university.”
“Haha! That’s clever.”
“Let’s hope the judges like it.”
“I think they will.”
“I want to see readers’ reactions more than judges’.”
“You’re aiming big.”
“I always do.”
Kang Jiseop nodded, reassured.
“I was worried you might stop working after earning so much.”
“It’s fun.”
“What is?”
“Broadcasting, writing, earning money… but spending money is the most fun.”
“Haha, of course.”
“So what will you spend it on?”
“Travel. Overseas.”
“Nice.”
“But can we use the program budget for a group trip for the orphanage?”
“What?”
“If not, I’ll cover the rest.”
Is he really planning to take all the kids abroad?