The Empire Rises
The sharp rap of knuckles against wood echoed through the room.
Choi Yeosim was already at her desk, drumming her fingers in time with the voices coming from the other side. She had been receiving guests since the crack of dawn.
“Please reconsider, Miss Yeosim. Just as a people who lose their history have no future, a prestigious family that abandons its own history is no longer a prestigious family.”
“Our families are like pine trees. A true prestigious house protects and nurtures the ground where its roots have taken hold!”
“How can one throw away pride for money? I will never accept it!”
Correction. These were not guests.
The Association of Korea’s Authentic Prestigious Families—commonly known as the Prestigious Families Union. Its executives had shown up at the family estate without warning and were now strongly “advising” her to rethink the collaboration with Mir Guild.
They called it advice, but their behavior was closer to a protest.
Choi Yeosim stared silently at the men foaming at the mouth in opposition.
How astonishing.
A few years ago, after losing her parents, Choi Yeosim had become the head of the Choi Family Pharmacy. In the midst of the chaos, even those she had relied on betrayed her, pushing the pharmacy to the brink of collapse.
Contracts were canceled, debts piled up to her neck.
It had been truly desperate. In that state, clutching at the last straw, she had gone to the so-called Prestigious Families Union.
She had begged them for help, just once.
Looking back now, it was such a trivial amount of money, but at the time that small sum had felt like everything.
And how had they treated her then?
They told me not to speak of money so vulgarly.
They had put on every aristocratic air imaginable while dodging the topic of cash.
That day, Choi Yeosim had lost all faith in humanity. On the way home still dressed in mourning clothes, she had cried bitterly.
Fortunately, a few days later Lee Shin had come to her with a contract. As Mir Guild continued its meteoric rise, the Choi Family Pharmacy’s stock rose alongside it. Now they had recovered much of their former glory.
So she had decided to join hands with Lee Shin once more and soar even higher—only for these people to suddenly appear and tell her not to fly? To stay rooted to the ground like a pine tree?
It was so absurd she couldn’t even laugh.
“I don’t think Miss Yeosim intends anything of the sort, but our position is becoming difficult. My own son has already started subtly bringing up the company.”
“Selling our history for cheap! I will never allow it, not while there is still breath in my body!”
“How about this instead?”
The gentle voice belonged to an elegantly aged grandmother. Incidentally, she was the very person who had once scolded Choi Yeosim about maintaining dignity. What came next, however, was too shameless to even repeat.
“After all, you hold the manufacturing method for that youth-restoring elixir taken over one hundred days, don’t you? Why not work with our association instead?”
“Exactly! That’s a fine idea! A prestigious product from families that refuse to compromise with the times!”
“We’ll provide the money. If we all chip in, we can easily cover the research lab and manufacturing plant you promised them!”
Perhaps it was because they could already see the enormous success ahead. Their behavior had sunk to a level so petty and vulgar it was almost unimaginable.
Of course, in this one regard, she could understand them—just a tiny bit. Even Choi Yeosim had to admit that Lee Shin’s marketing was nothing short of miraculous.
An elixir targeted at ordinary people.
He had repackaged the complicated dosage instructions as “exercise” and promoted the hundred-day course as “creating a healthy routine.”
It was a paradigm shift the old-fashioned Choi Yeosim would never have conceived, and its impact was sensational enough to swallow the previously stagnant elixir market whole.
So of course these heavy-bottomed, fundamentalist members of prestigious families had come running to protect their own rice bowls.
She understood. She really did…
But she couldn’t listen to another word.
“That’s enough, gentlemen. This is no longer appropriate.”
“Now see here, Miss Yeosim!”
“I am also the head of a family. Please refrain from any further rudeness.”
Choi Yeosim had no intention of dredging up old grievances. It was in the past, and stooping to their level felt too embarrassing to even mention.
Instead, she simply handed them the document she had prepared.
“As of today, the Choi Family Pharmacy is withdrawing from the Prestigious Families Union.”
“Chairwoman Choi!!”
“Yeosim—no, Chairwoman Choi!!”
“Are you truly abandoning your prestigious heritage?!”
“Prestigious heritage…? Pfft.”
They claimed she was abandoning her family, but neither her great-grandfather, grandfather, nor father had ever told her to simply guard the estate.
They had told her to protect the family and uphold righteousness.
Therefore—
“As long as the faith I hold does not change, I, Choi Yeosim, am the Choi Family Pharmacy.”
You may leave. I won’t see you out.
At her firm dismissal, the elders rose one by one. Some glared at her with wounded pride, while others averted their eyes in shame.
As they were all filing out, she spoke once more.
“By the way, Chairman, I’m curious. Exactly where did you hear about ‘this’ matter?”
“…Ahem.”
The dosage method, the efficacy, even the research lab.
You seem to know an awful lot, don’t you?
Under Choi Yeosim’s suspicious gaze, the chairman fled as if escaping.
She watched the pathetic backs of these self-proclaimed prestigious figures for a long time before suddenly remembering Lee Shin’s promise.
Soon after, Choi Yeosim picked up the phone.
“Director, I’ve made my decision.”
The one promise Lee Shin had given her was simple.
“Choi Family Elixir Corporation.”
It was the name of the new company.
Massive investment capital has arrived. Three giants have joined hands.
Choi Yeosim’s resolve has solidified.
Then what comes next?
Run!
[Elixir Business Investment Presentation Concludes in Spectacular Success!]
[What are the departing owners smiling about, and what’s inside those boxes they’re carrying?]
Once the embargo was lifted, the media kicked into high gear.
Mir Guild & Choi Family Pharmacy Establish Joint Company ‘Choi Family Elixir Corporation’
Choi Yeosim, CEO of Choi Family Elixir Corporation: “We will create medicine with integrity.”
Mir Guild Strikes Again?!
Director Lee Shin: “Elixir for Ordinary People to Be Released!”
100 Days? Elixir? Rejuvenation? What Exactly Is It?
As sensational headlines flooded the airwaves, online communities exploded with discussion.
While the public’s attention was glued to the media, construction had already begun in Yeongdo.
“Secretary Yu Cheol-ong, this is Vice Leader Chae Dong-ha. If the Chairman has you, then I have Vice Leader Chae Dong-ha.”
“Nice to meet you. I am Secretary Yu Cheol-ong, here to assist with this project.”
“N-nice to meet you too. I’m Chae Dong-ha.”
“Don’t be so nervous, hyung. People call him Lee Do’s Grim Reaper, but he’s actually a very warm-hearted person.”
“…Please, just stop!”
“As you can see, Dong-ha hyung is quite shy. Please teach him well, Secretary.”
“Understood. We don’t have time, so let’s begin immediately. Strategy Planning Office, Crisis Management Office—everyone handle your assigned tasks. Vice Leader Chae, you’ll move with me.”
If Lee Sang-byuk was the emperor of the Lee Do empire, then Yu Cheol-ong was the kingmaker who cleared the path for the emperor.
Establishing a company was child’s play to Secretary Yu Cheol-ong.
Creating something from nothing was basic. He had torn apart and merged countless companies like stacking blocks, and Chae Dong-ha learned a great deal from watching that mastery.
Lee Shin was moving just as busily.
First, the district mayor.
“Mayor Noh, how long do you plan to stay as mayor? Let’s make one bold masterpiece and move up together.”
“Of course! With you feeding me opportunities like this, I’ll take full responsibility and transform this city.”
“Hahaha, this is exactly why I like you, Mayor.”
Noh Hyeong-sim was an opportunist and an ambitious man, but his love for the hometown where he was born and raised was genuine.
That was why he had chosen to begin his political career in this remote corner despite having better options.
How long had it been since spring had come to this dying city?
He threw himself into the work as if it were his life’s mission.
“Demolish the empty houses! Clear out all the factories that aren’t operating and open up the roads! From now on, don’t issue any more residential permits along the coastline. We’re turning everything into a tourist zone.”
“I’ll take responsibility. Tear it all down.”
The citizens began to feel the change day by day.
“Why does the neighborhood look different every single day?”
“How is a building going up in a week? Is this even safe?”
“Don’t jinx it. I heard Awakeners are helping with construction. They’re pouring money into it like crazy.”
“Goodness gracious.”
New buildings rose where none had stood. The chaotic district layout was reorganized.
Convenience facilities appeared, and tangled roads were straightened.
If the construction of Yongwanggung and Mir City had organized the city, this new phase was expanding its infrastructure.
And the result was this:
“Hey, drink up! Hyung’s treating everyone to celebrate getting hired.”
“Huh? What job?”
“Hehe, you know that new pharmaceutical company coming in? I interviewed there. Got the offer right away.”
“Choi Family Elixir Corporation??”
“Yeah. It’s a production position but it’s full-time and the salary’s pretty good.”
“How good?”
“This good?”
“!!… You’re kidding. That’s not just ‘pretty good.’ I’m so jealous, man.”
“Hehe, I’ve been feeling pretty confident lately. You should apply too. They give extra points to local residents.”
Jobs were increasing. Young people were flowing in.
Money—the lifeblood of the city—was circulating through its veins. The city’s economy was waking up.
If the elixir restored people’s vitality and youth, then this company was rejuvenating a city that had been slowly dying of old age.
Standing on an observation deck built at the top of a mountain, Lee Shin looked down at the city and spoke.
“What do you think, noona? Of my empire.”
“It’s magnificent.”
“That building going up over there is the Lee Do Department Store, right? And the multiplex next to it.”
“The chairman of Taeyang Group promised to build the country’s largest megaplex and warehouse-style mart. Shinseong Group is constructing a resort and training center.”
“The beach, aquarium, cable car—those were divided among the others, yes?”
“Yes, the distribution was handled well.”
“Hehe, good. Then my share is over there?”
“Over there…?”
“That area far from the residential zones. Let’s do what I mentioned before. Something more stimulating than Mir City…”
“??”
“A club!! Hey baby, come and get it~ Put your hands up!”
“……”
“Not getting much of a reaction. Want me to dance instead? Hey, wait for me, noona!”
The empire was gradually revealing its shape.
Lee Shin’s empire. The dragon’s nest.
“Alright, everyone! Let’s raise the shutters!”
Due to the nature of pharmaceuticals, Woongjindan could only be sold strictly offline.
What did that mean?
What else? People were flooding into Busan.
The moment the announcement dropped at noon, lights flicked on all across Yeongdo and people poured out. Then Busan, then Gyeongnam—the entire country joined the open run!
Every camera from every broadcasting station swarmed the scene.
“This is the bridge in front of Yeongdo, Busan. The line in front of me is for purchasing Woongjindan. It is now impossible to count the number of people waiting, and more continue to—”
“The waiting line stretches from Choi Family Elixir Corporation next to Mir Guild all the way to this bridge, completely filling the sidewalk. Police have been on duty since dawn for citizen safety…”
One interview in particular drew massive attention.
When the interviewer asked a woman who had waited an entire month why she would go through such hardship, she answered with a cold expression.
“Are you seriously asking because you don’t know? It makes you younger. What more needs to be said? Stop asking stupid questions.”
Yes. Youth.
Those two letters explained everything.
The most primal human desire stood right there. How could anyone possibly resist it?
Technically it was “physical improvement” and “aging suppression,” but wasn’t that the same thing?
People obsessed with youth lost their minds.
And so the first batch of thirty thousand sets sold out completely. The reservation list of five hundred thousand people was also filled on the same day.
Woongjindan Price Revealed—Basic Version 30 Million Won? Premium Version ‘???’
Are They Dividing Quality by Price? Discrimination Controversy Arises.
CEO Choi Yeosim Firmly Denies Discrimination: “The basic version minimizes side effects. The premium version focuses on efficacy. It is not about rank but purpose.”
Director Lee Shin: “If you want convenience, take the basic. If you have someone to manage you, take the premium. I’m taking the basic.”
Thirty million won—an entire year’s salary for most people.
It was an enormous sum, yet when compared to the cost of plastic surgery or beauty treatments, it wasn’t actually that expensive.
As a result, celebrities and YouTubers sensitive about appearance and aging went absolutely crazy trying to get their hands on it.
And here Lee Shin’s hidden move revealed itself.
As previously mentioned, because Woongjindan was classified as medicine, delivery was not possible. Of course, since it was an “elixir,” they could have used loopholes, but Lee Shin deliberately chose not to.
These were all fans and money!!
“Director, just as you predicted, the number of visitors continues to increase.”
“Of course. I know good things when I see them.”
In the modern era that values convenience, online markets had become mainstream at some point, but offline markets had clear advantages too.
Visits and experiences!
When consumers came in person, foot traffic increased, positively affecting the surrounding commercial district. Even if they just ate lunch at a restaurant before leaving, that alone was significant!
In other words, it was regional economic development.
And this land belonged to me—Lee Shin! Uahaha!!
They slept at hotels built by Lee Do, ate at restaurants in Mir City.
The entertainment venues Lee Shin invested in, the bars Lee Shin invested in, the accommodations Lee Shin invested in, and finally, Mir Guild’s matches.
Lee Shin was building his empire exactly as he had declared.
He was in the middle of building it when—
Huh?
The empire… maybe it was already complete…