The Youngest Son of Sunyang

"First, please explain the overall flow to help me grasp the concept."

"Okay. First, choose the products that will be the main highlights for this year's S/S season. After the selection, we request the samples to be displayed."

"I understand that part."

My grandmother seemed a bit excited.

What lies ahead is playing out in her mind, and she is filled with the conviction that things will go her way. The moment when she's working is the most exhilarating and enjoyable for her.

"When the samples arrive, we need to think about the display. Plan a route where customers can examine each item closely, and structure it so that linked purchases are possible."

"Linked purchases?"

"Yes. When someone buys a hat, they want matching earrings, and when they buy earrings, they start eyeing necklaces. If they buy a beautiful necklace, they think about a fine dress to go with it, and then high heels to match the dress. That's what I mean."

"Wouldn't it be enough to just put them on mannequins?"

"That's for ready-made items or things like that. Our VIP customers are picky. They want to choose each piece themselves. Mannequins make them feel like they're being forced."

"It sounds demanding. Really."

It's not that they have a naturally demanding personality. Overflowing wealth can get to a person's head. They think they are a special existence!

"Only women like us do this."

Reputable women can be quite stubborn. They won't accept the setups recommended by my grandmother. It's a matter of pride.

"You're going to their homes, right?"

"Yes. I visit their homes on the agreed-upon date and set up the displays according to the customer's preferences. They choose from what's displayed. As customers, they can say it's the best for them. They all buy the same items in multiple quantities. They leave them at home and also have them in their European villas or New York apartments. It's too much of a hassle to carry around when traveling."

I know this much.

"Oh, are you going this time? Yes. That would be good."

Suddenly, my grandmother clapped her hands and stood me up, giving me a full twirl, then smiled broadly after checking me out again.

"The grandson of the Sunyang Chairman, and on top of that, the son of a movie actor and the owner of a production company. A young third generation with star-quality looks. This is going to be a hit."

"Why am I going?"

"You'll just go and say hello. The experts will handle the rest. Those women can't sit still when they see you. A good-looking young third generation standing by their side, how could they hesitate? They'll make huge purchases. That's the only thing you can offer."

I felt uncomfortable, as if I were being used as bait, but by engaging with them, we'd increase sales. It was also my responsibility as the one in charge.

"Alright, I guess."

"Surprisingly easy. Just say you'll do it, and..."

"We need to increase sales. Let's set a record, haha."

When I laughed casually, my grandmother's expression changed.

Among her nephews, no one would willingly work to increase sales, and certainly not through groveling. If they had to do it, they'd all loudly refuse.

I must have looked different, willing to grovel.

"Well, once that's done, then what?"

"Do you know who the chef from Lucasenbrook is?"

"No, I don't. I was curious about that."

"He's a chef from a famous restaurant in Rue Saint-Bruke, Paris. A renowned chef. He's bringing his staff here. They're taking a chartered flight."

"A chartered flight?"

"Yes. They're loading all the ingredients onto that charter. Then, they'll set up the new products in the hotel banquet hall and gather 100 invitees."

"A chartered plane for 100 people, a luxurious dinner, and an expensive luxury goods exhibition, right?"

"Especially the tables, tablecloths, chairs, plates, forks, and knives are all transported. That's also part of the product display."

"Who are these 100 people?"

"Rich people with small houses."

"Excuse me? How do rich people have small houses?"

"They have living rooms that can't display dozens of sets of clothing and accessories. They're also people who look at conglomerate families with envious eyes."

"So, you're telling me to pay close attention to Grandma's proposal and accept it? Because I'm a 'wannabe'?"

"That's right. The display in the hotel banquet hall matches my taste. If I explain it myself, most people will listen."

"And there's another effect."

"What is it?"

"Jealousy and competition."

Women can be terrifying. They even engage in fierce battles over shopping.

"The 100 attendees are watching each other closely. The person who reserves the most wins in the end. It's similar to the atmosphere of an auction house."

Suddenly, it sends a chill down my spine. Isn't this just encouraging endless competition?

"You should come and see it if you have time. Witness the ruthless and manic nature of people who would rather die than lose. It becomes glaringly apparent through shopping."

I definitely want to see that. Isn't it a scene where primal desires are exposed?

"Alright, I'll make sure to go see it. But, Grandma, isn't this just one way to sell products? How does this lead shopping?"

"Because these people mainly frequent boutiques, they influence designers. They're all VIP customers. We have to cater to their tastes, and that spreads further down."

So there's a ripple effect even in such places? No, is it like a ripple effect within a confined space?

"How do you connect this with duty-free shops? The important thing is that we get selected at Incheon Airport and downtown Seoul duty-free shops, right?"

"Of course. Do you know who the 100 or so people I selected are? They're all people who have some influence in their respective fields. They're all bragging about their accomplishments. After this event, when they deliver the reserved items to their homes, they'll casually mention it. When all of that accumulates, it becomes a tremendous force."

The most significant power lies in asking favors from others, as Grandma says...

"Do-jun."

"Yes?"

Aunt spoke with the utmost seriousness.

"You've been neglecting this side for too long. You might even see them as a bit crude. But these 'crude' people hold the power in this country. You need to build relationships with them, just like I did. That's how you'll use their power."