I’d Rather Live as a Villain - I’d Rather Live as a Villain chapter 65

65 We’re all businessmen, aren’t we?

“Considering the rush to get these samples, isn’t it unusual that the capsules are made of aluminum instead of plastic?”

Six capsules were laid out on the table.

Three of those coffee capsules were aluminum.

The condensed milk capsule was plastic, like a regular cream capsule.

Each of the three coffee capsules was marked with different weights: 4.5g, 5g, and 5.5g, indicating the extraction concentration.

At my question, Director Jang Ki-won shook his head several times, signaling me not to speak.

“There was absolutely no capsule manufacturing technology available.”

“That’s possible. Xinlong is originally just a coffee bean producer, and such capsule work is usually done by companies that do business with those beans.”

“I’ve heard there’s a place on the Xinju Peninsula where someone has opened a large coffee lounge in a factory style and deals professionally with coffee machine accessories.”

Hainan.

Especially the Xinlong area on the Xinju Peninsula is a neighborhood sincere about coffee.

It’s a popular destination for foreign tourists interested in golf or surfing, and since the area has been greatly developed by settled overseas Chinese from Indonesia, the buildings and the overall image of the region are more Western than Chinese.

“Before I arrived, the Haikou branch manager had taken care of the sampling work there. It’s a sample that costs 3 yuan each.”

That figures.

I was puzzled why the sample capsules used expensive aluminum, but now it makes sense.

3 yuan each.

Roughly calculating, 1 yuan equals 190 won, so it comes to 570 won per capsule…

Perhaps sensing my disappointment at the price, Director Jang Ki-won confidently continued.

“That’s just the cost for the capsule sampling. If we move to mass production and start running our own factory or it becomes possible to produce them OEM, the cost could drop to a third.”

“A third?”

Holding the heaviest 5.5g sample capsule, Director Jang Ki-won said,

“The cost of the coffee powder to fill this one was 5 mao.”

5 mao.

That’s 95 won in Korean money. Let’s round it up to 100 won for simplicity.

Considering that 5.5g is quite a high concentration for a capsule, if the cost of the coffee powder for 5.5g is around 5 mao, then we must consider the margin cost to be quite excellent.

He was in a hurry for the sampling work rather than the price, so he received the beans from the production farm without any negotiation for 5 mao. Considering the current state of those farms and the quality of the businesses dealing with beans there, if we were to handle this in bulk, we could reduce the cost by at least 15 to 20 percent, of course.”

Director Jang added with a sly smile, as if he had anticipated all my concerns.

“It’s most important to create a capsule market price that Goldline thinks is reasonable, so we don’t plan to negotiate more than necessary with the farm. What matters is not the coffee price, but the contract duration.”

It was similar to when I first opened trade with the Andalusian farm and deliberately called a high price for their olives.

Ju Dong-jin, who had prepared the Marco capsule machine, seemed curious about the coffee capsules we were discussing. He set up the machine and a row of paper cups on the table and stood in front of them for a while.

“Dong-jin, have a seat.”

I then asked Director Jang for permission.

“I know coffee well.”

Director Jang cheerfully offered his seat next to him, suggesting that it’s better to have more people for the sample test.

“But do these all taste slightly different?”

Looking at the three coffee capsules of different gram weights with curiosity, Ju Dong-jin asked.

To which Director Jang lightened the mood with a joke, “Didn’t you say you know coffee well?”

Feeling a bit embarrassed, Ju Dong-jin was explained by Director Jang.

“The taste of coffee changes depending on who brews it, the machine, and the brewing temperature. Logically, if you brew coffee with the same pressure machine using a 4.5g capsule and a 5.5g capsule, which one would brew faster?”

“The 4.5g one?”

“It would brew much faster.”

“Ah, then this would be much lighter.”

“Exactly. Not just the weight, but the pressure inside the machine is different, so there’s a big difference in the density where the water stays.”

“Did you always know coffee so well, Director?”

Ju Dong-jin asked Director Jang with surprised eyes.

What should I do with this guy?

It’s like asking a pro baseball ace pitcher after watching his pitch, “Where did you learn to play baseball?”

From noble mtl dot nete

China Division.

When it was thriving, it easily surpassed the billing turnover of a decent business just with the fees for launching various Korean franchise food brands in the Chinese market.

If people knew that our Daeyoung Corporation’s China Division was behind the successful launch of well-known coffee, shaved ice, and bakery brands in China, they would be utterly astonished.

Director Jang simply smiled in response to Ju Dong-jin’s reaction and fitted a sample brought directly from Hainan into the Marco machine.

Clunk! Ziiiiiiing…

The scent of coffee, already rising, brought back memories of a business trip to Hainan I took with my wife years ago.

The distinctive aroma of Xinlong coffee quickly filled the office.

“Wow, this scent is quite strong.”

“You don’t seem entirely unfamiliar with coffee.”

Director Jang seemed to concede a bit of recognition, generously praising Judongjin.

Then, he immediately divided the freshly brewed coffee into three paper cups, handing one each to me and Judongjin, watching for his reaction.

Already well-versed in the allure of Shinlong coffee, I was quite satisfied with just the aroma and the initial taste.

Just a bit weak, perhaps?

I was eager to try the 5g and 5.5g versions.

After tasting, Judongjin, who was repeatedly smacking his lips and tilting his head in contemplation, drew simultaneous laughter from both me and Director Jang.

“How is it?”

Director Jang asked, teasing Judongjin.

“Hmm… It’s not bad, but honestly, it’s quite mild compared to the initial scent?”

Mild?

That was certainly a carefully polished response.

“Mild?”

“But this is the weakest one, right?”

Director Jang nodded with a playful smile.

“It’s 4.5g.”

“I already find this quite strong?”

Judongjin’s face had already lost its initial enchantment with Shinlong coffee.

I could see that.

It was clear that he was being cautious with his words, not only because Director Jang, who had gone through the trouble of traveling to Hainan, was present, but also because he suspected his own coffee knowledge might be limited, and he didn’t want to outright say it didn’t suit his taste.

Now, the 5g version.

Having brewed it, Director Jang filled the three paper cups again, seemingly knowing the outcome already, yet feigning ignorance, he watched for Judongjin’s reaction.

“Wow… This is too strong?”

That was Judongjin’s response.

To me, who knew the true charm of Shinlong coffee, it still felt slightly bland.

“What about you, Director?”

“It’s fine for a regular drink, but too weak for an iced one.”

“Right?”

“Yes.”

Listening to the conversation between me and Director Jangkiwon, Judongjin began to doubt his own ears.

“Are you saying this is weak?”

Director Joo Dong-jin skipped the answer and immediately brewed a 5.5g serving, dividing it again into three paper cups.

Joo Dong-jin, already seeming tired of the taste, hesitated to taste the strongest 5.5g potion.

But to me, it was really good.

To the point where I thought, ‘This is it,’ if a capsule could produce such a flavor, I was already looking forward to the reactions of consumers who had yet to taste the real bean ground and served in stores, reproducing the flavor of Shinlong Coffee.

“How is it?”

At Director Jang’s question, I took another sip of the coffee as a pre-answer before opening my mouth.

“It’s good, isn’t it?”

Joo Dong-jin asked me with a puzzled expression.

“Don’t you dislike strong coffee, Director?”

“I do. I even wait for the ice in my sighe to melt a bit.”

“And yet you say this is good? It’s too strong even for me, and I drink much stronger than you.”

Director Jang, taking out three identical sample capsules from the box he had prepared, placed them on the table and asked.

“Do you think the bean’s aroma is alright?”

“For a capsule reproduction, I think it’s quite excellent.”

“Yes, the staff at the Haikou branch are also very satisfied with it. Me too.”

“Then let’s try the real Shinlong Coffee now.”

At the mention of the real Shinlong Coffee, Joo Dong-jin tilted his head again.

Clunk! Zzzzzzz…

A 4.5g serving.

Director Jang brewed a cup and, unlike before, did not immediately divide it into three paper cups but instead opened a prepared condensed milk capsule and poured it into the pre-brewed coffee.

Then, stirring with a wooden stick to cloud the coffee color, he divided it into three paper cups and handed one to me and Joo Dong-jin each.

“This won’t do. It’s weak.”

Contrary to my reaction, Joo Dong-jin looked at me and Director Jang with eyes wide as if he had experienced a new world.

“What… what is this?”

At Joo Dong-jin’s reaction, Director Jang and I burst into laughter.

“This isn’t regular cream, it’s condensed milk? But it’s not too sweet. No, it doesn’t seem like just regular condensed milk?”

To that, Director Jang inserted a 5g capsule into the machine and said.

“It’s coconut condensed milk.”

“Coconut condensed milk?”

“The high acidity of the Shinlong region’s coffee is neutralized by this coconut cream.”

“Wow, I’ve never heard of coconut cream in coffee in my life, but I never imagined this combination could be so incredible.”

To that, Director Jang poured coconut cream into the freshly brewed 5g coffee and stirred with a wooden stick, saying,

“That’s the trade, and within it, the traders continue this tough job as if it’s their calling, their fate. The world is vast, and there are so many fascinating and fun things I don’t know about. If Dongjin had joined Daeyoung Corporation in the trading department instead of the secretarial team, he would’ve wanted to visit Hainan immediately after tasting this. It’s in the traders’ blood.”

The eyes of Judongjin, who tasted the coffee brewed from a 5g capsule with coconut cream, were almost ecstatic.

“What is this really? It’s definitely a taste I’ve never seen before, but strangely, it feels familiar.”

As if trying to revive all his coffee experiences, Judongjin said with a very serious expression,

“It’s less sweet but slightly like ice cream, like a couple of levels above TheX Hunt… It’s like a fusion version of coffee I once had at a Thai night market street stall cafe and Italian Shakerato…”

“You really do know your coffee,”

Director Jang said, finally acknowledging what I had said when I first seated Judongjin.

“Right. It’s even more charming as an ice drink. Of course, the locals mostly drink it hot, but for foreigners, especially the younger ones, Shinlong coffee is very popular as an ice drink. What about you, Director?”

The 5.5g seemed like it didn’t need to be tasted.

It was definitely meant for ice, too strong to drink as is.

I stopped Director Jang from inserting the 5.5g capsule into the machine and said,

“I’m already satisfied with this sample alone. More importantly, how far have you discussed with Deputy Manager Im Hyungjun from the distribution FP side?

“They said they need to conduct their own sensory tests, so they asked us to send samples as soon as they’re ready.”

“How many samples did you bring?”

“I brought 100 each. They said they wanted to try applying coconut cream to other coffees as well, so I packed two boxes, 1,000 in total.”

“Doesn’t coconut cream not suit other coffees?”

“I explained that, but anyway, they asked if we could prepare it, so I agreed without any objections.”

Listening quietly on the side, Judongjin cautiously looked around and spoke up.

“Director.”

He was calling Director Jang Kiwon.

“I’m really sorry, but if it’s okay with you, could I get one of those samples too? I want to try making it with ice at home.”

At that, Director Jang chuckled and told him to take all the prepared samples to Judongjin.

Judongjin isn’t usually this proactive.

Yet, his face was as excited as when my wife and I were first surprised by this Shinlong coffee on a business trip to Hainan.

“But… I’m really sorry to ask just one more thing?”

“Speak comfortably. It’s okay.”

With my permission, Judongjin finished the coffee Director Jang had poured for him.

“You said you were going to create our Daeyoung’s brand,” I said.

Both I and Director Jang nodded in agreement.

“But I wonder if we can create a brand with just this one item, without any other items. Looking at other brands, especially in the case of these coffee capsules, there are hundreds of varieties, and new items are developed every year, every quarter. I suddenly questioned whether we could create our own brand with just this one item.”

After checking my smiling face, Director Jang smiled back and answered Joo Dong-jin.

“People used to say this often when dealing with disobedient children. ‘I’ll try making a human being.’”

“…Yes.”

“It’s not like we’re creating something from nothing. Daeyoung Distribution’s Goldline. It’s an existing brand. It has made a few overseas expansions, but it’s still mainly for domestic use.”

“Yes, I’m aware of that.”

“Safely launching it into the Chinese market and aggressively promoting it would essentially be recreating that brand for the Chinese market. The proposal you made for our China division, to try creating our own brand there, should be understood in that way. We are traders, after all.”

Time flew by quickly.

A week later, having successfully finished a meeting with Hyung-jun Lim, the head of distribution, to iron out the details, Director Jang Ki-won visited my office again, seeking support from our European division.