75: Chapter 75 New Product Launch

At seven o'clock on Wednesday morning, it was raining in Seoul. It wasn't snow, but that kind of cold rain at the end of winter; it didn't hurt when it hit your face, but it was very chilly. Chairman Wang Shunyi stood at the side of the company's grand auditorium, holding his speech, the corners crumpled from his grip. He didn't actually need the script—the content was all in his head—but he felt uncomfortable with his hands empty. Kim Tae-min hurried up and handed him an Americano, saying, "President Wang, over twenty media outlets have arrived, and the press section is almost full."

The grand auditorium had been renovated last year and could seat three hundred people. It was usually used for all-staff meetings, but today was its first time being used for an external event. An LED big screen was set up on the stage, one on each side, looping promotional videos for the new products. The slogan for the low-calorie fire chicken noodles was "Spicy, without the fear of getting fat." Next to a steaming bowl of noodles stood a girl in sportswear, looking like she had just finished a run. The slogan for the instant bibimbap was "Three minutes for a Korean meal." The footage quickly cut through six flavors, with six bowls of rice lined up, the toppings on the rice vibrant and tempting. The slogan for the rice wine RTD series was "Ready to drink, just the right buzz." Several young people stood by the Han River drinking canned rice wine and laughing, with the Rainbow Fountain of the Banpo Bridge in the background.

Kim Soo-jin had personally overseen these films after returning from China. She invited three advertising agencies to pitch and finally chose the one that had handled the bibigo brand planning for CJ Group. The creative work cost a lot of money, but it was worth it.

At exactly nine o'clock, Chairman Wang Shunyi walked onto the stage. He wore that custom deep blue suit with a white shirt and a dark red tie. His tie pin was a tiny golden chili pepper—a first-anniversary gift from Park Min-ji. The light from the big screen hit his face, feeling a bit hot, but he didn't sweat.

"Friends from the media, colleagues, thank you all for attending the annual new product launch event for Shunyi Foods." His voice wasn't loud, but the microphone picked it up well, making it clear even in the back row. "Last year, Shunyi Foods' revenue was 1.3 trillion, with a market share of 24%, ranking second in the industry. I personally don't like being second." The Shunyi Foods employees below the stage laughed. "This year, our goal is 2 trillion and 30%. We won't just be second; if we're going to do it, we'll be first."

The big screen scrolled through the official photos of the three new products. The packaging for the low-calorie fire chicken noodles was white, printed with a chili logo and a large "350kcal" in a bold font that was instantly visible. The instant bibimbap came in square packaging, like a bento box, with the weight, calories, and ingredients of each bowl clearly printed so consumers could see them just by flipping it over. The rice wine RTD series had the most design-oriented packaging, featuring frosted aluminum cans in light beige and pale pink; holding them felt less like holding alcohol and more like holding skincare products.

Chairman Wang Shunyi walked slowly between the three new products as the director provided close-up shots. "Low-calorie fire chicken noodles, 350 calories per serving, 40% less than regular fire chicken noodles. Protein has been doubled, and dietary fiber has tripled. For those who want to eat spicy food but are afraid of getting fat, you can eat this with peace of mind." Female reporters in the audience nodded. "Instant bibimbap, six flavors: beef, pork, chicken, seafood, vegetable, and kimchi. Three minutes in the microwave, and out comes an authentic bowl of Korean bibimbap."

He paused, his gaze sweeping over the audience, before stopping in front of the rice wine RTD series. "The rice wine RTD series. Original, strawberry, and peach flavors. We collaborated with traditional breweries, using traditional methods for the base wine and modern technology for canning. It has a shelf life of twelve months and is ready to drink upon opening. Rice wine that isn't sour, rice wine that isn't too sweet, just delicious rice wine."

Applause first broke out from the Shunyi Foods employee section on the far right and quickly spread throughout the venue. The camera flashes crackled for a long time, and the sound of shutters merged into one. Chairman Wang Shunyi waited until the noise subsided before saying, "Next month, they will be launched simultaneously nationwide."

After the launch event, reporters swarmed forward. The reporting teams from KBS, MBC, and SBS were all in the front row, their microphones extended the furthest. A female reporter from MBC snatched the first opportunity to ask a question. "President Wang, with three new products being released at once, what is Shunyi Foods' marketing budget for this year?"

"100 billion. That's 30% more than last year. We'll add more if it's not enough."

"What about the price of the low-calorie fire chicken noodles?"

"2,500 won. It's 500 won more expensive than regular fire chicken noodles. The extra cost is spent on raw materials. The soy protein and konjac powder we use are the best imported materials. There's a reason for the price."

"Will the instant bibimbap participate in a price war? CJ Group's instant bibimbap is already very mature, and their prices are kept very low."

Chairman Wang Shunyi looked at the reporter. "Sunyi doesn't fight price wars. We fight quality wars. CJ's instant bibimbap sells for 8,000 to 10,000 won, while we sell ours for 5,000 to 7,000 won. Our price is lower than theirs not because we are cheap, but because our supply chain is more efficient. It's not a price war; it's an efficiency war."

The last question came from a very young female reporter who seemed new to the industry. Her voice trembled slightly as she spoke, but her words were clear: "President Wang, is Shunyi Foods' investment in SM Entertainment related to this new product launch?"

"Yes. SM Entertainment artists will endorse our new products. As for which group specifically, you'll find out when the time comes."

After the launch event ended, Chairman Wang Shunyi returned to his office, took off his suit, hung it on a rack, and changed into a light jacket. Kim Young-jun came in with an interview request form. Seven media outlets were listed; he crossed off four and kept three—KBS Economy TV, MBC 'Economy Today', and SBS 'Financial Review'. He pointed to the KBS line and said, "Schedule this one for 2 PM and have them come to the company. MBC at 3:30 PM, and SBS at 5 PM. All interviews will be at the company. I'm not going out."

Kim Young-jun checked off the interview form. He then asked, "SM Entertainment has followed up several times, saying the selection for the new girl group members will be completed next Tuesday. They would like the Chairman to come and confirm."

"Next Tuesday at 2 PM. You arrange it."

At 3:30 PM, the MBC interview team arrived. The cameraman carried the equipment into the conference room and set up two camera angles, lighting the room brightly. The reporter's surname was Lim, in his forties, and he had been doing economic news for nearly twenty years. His hair was graying, but his questions were dense; before one question was finished, the next was already lined up.

"President Wang, Shunyi Foods' revenue was 1.3 trillion last year, and the goal for this year is 2 trillion. Isn't this goal too aggressive?"

"It's not aggressive. Our production capacity has doubled, the overseas market is expanding, and the new product lines will be rolled out next month. 2 trillion is a conservative estimate."

"Nongshim Foods recently changed its CEO, and their market strategy is also being adjusted. What are your thoughts?"

"What Nongshim does has nothing to do with me. I only care about how Sunyi does things."

At 5 PM, the SBS interview team arrived. The last person to ask a question was a young female reporter from the entertainment section, who had absolutely nothing to do with economic news; it was a mystery how she had managed to get in. She brought up the SM Entertainment matter from a few days ago and asked, "President Wang, are you a fan of any idols?"

Chairman Wang Shunyi glanced at her. "No. But I will pay attention to the groups I invest in."

At 7 PM, after finishing his last meeting, he called Kim Young-jun and instructed him to keep an eye on the launch progress of the new products. Then, he went downstairs and drove to Park Min-ji's house. The rain had stopped, and the ground was wet, reflecting the car's headlights. When he arrived, she opened the door. There were no dishes on the table, only a white porcelain bowl containing soup. No army stew, no kimchi soup—just a very simple beef soup. It was a clear broth with a few slices of beef, chopped green onions, and egg wisps floating in it.

"You've been busy all day with the launch event; your stomach must be feeling uncomfortable. Drink some soup to warm up," she said.

He sat down and picked up the bowl of soup. He took a sip; it was hot. His tongue was scalded slightly, but he didn't pull back and took another sip. The soup was very clear and fresh, and the beef was stewed so tender it melted in his mouth. He drank more than half the bowl, set it down, and looked up at her.

"Minji, the samples for the low-calorie fire chicken noodles will be out tomorrow. Give them a taste." She took some kimchi out of the refrigerator, put it on a small plate, and pushed it toward him. "Okay. If it doesn't taste good, I won't say nice things."

At 10 AM the next morning, Lee Chang-ho personally brought the low-calorie fire chicken noodles into the office. The noodles were light brown; the ratio of konjac powder and whole wheat flour had taken a long time to finalize. The soup base was the old recipe, but the sodium content had been significantly reduced. Lee Chang-ho said the technology for reducing salt without losing flavor was borrowed from the plant-based noodle line. Park Min-ji picked up her chopsticks, took some noodles, chewed a few times, then took a sip of the soup and put the bowl down. Chairman Wang Shunyi looked at her, she looked at him, and Lee Chang-ho stood by the door, also looking at him.

"The noodles aren't bouncy enough. There's still a bit too much konjac powder," she said. "The aroma of the chili sauce is being suppressed by the konjac powder. Also, the dehydrated vegetables in the garnish are too small; after they're soaked, they have no texture and feel like dregs." Lee Chang-ho stood at the door for a long time before going in to collect the bowl, his expression not looking great. He said he would go back and adjust it according to what Director Park said. Once Lee Chang-ho was out of sight, Park Min-ji spoke up: "Do you think I'm being too picky?"

"You're not being picky. You're right."

That afternoon, Lee Chang-ho readjusted the ratio of konjac powder and whole wheat flour in the R&D kitchen, reducing the konjac powder by 5% and adding 5% rice flour. The elasticity and chewiness of the noodle cake were much better than the morning version. The dehydrated vegetables were also changed to a different kind—whole spinach leaves and diced carrots that showed their full shape after being soaked. When Chairman Wang Shunyi brought them over again that evening, Park Min-ji took a bite and said nothing, only putting the bowl down after finishing the entire thing.

She picked up a tissue to wipe her mouth and said a very brief sentence in Korean: "It's ready to launch."

Next month, nationwide launch.