Black Corporation: Joseon [EN]: Chapter 846

The polychrome liquor wasn’t just selling well within the Empire; its position in the European market was also steadily strengthening.

The unique taste and aroma of the polychrome liquor contributed to its popularity, but the biggest factor was the bottle containing the liquor.

The Imperial Glass Workshop, under the guidance of Raphael and Pietro, saw most of its artisans reach the peak of their craft.

Float glass, used in plate glass production, had already entered a mass production system powered by steam engines.

It wasn’t just plate glass. Simple glass bottles, plates, and bowls were being mass-produced using molds.

Even crystal glass, which Europeans prized and were willing to take out loans to acquire, was being cheaply manufactured using molds.

The artisans’ true skills were showcased in the expensive glass bottles and crystal glass products.

Just as potters poured their heart and soul into making ceramics, glass artisans also dedicated themselves to their craft.

The biggest customers for these expensive glass bottles were the Bukji Doga [Northern Lands Trading House], the producers of polychrome liquor.

* * *

To monitor Bukji’s internal affairs and identify those colluding with Ming [Chinese dynasty], the Miriwi [secret agency] established “girus” [outposts] in major cities, starting with Yodong Fortress.

They built a communication network under the guise of supplying alcohol to these girus.

The brewery created to maintain this communication network became the Miriwi’s headquarters in Bukji. The Miriwi’s field agents rested and recuperated here while awaiting their next mission.

However, they didn’t neglect the brewery business.

The girus needed to be firmly established to carry out their missions effectively, and for that, alcohol was as important as the courtesans.

With the acceptance of Park Gyu-seop and his comrades into the Miriwi, the Miriwi’s brewery underwent a significant transformation.

The Miriwi official in charge, impressed by the soju [Korean distilled spirit] made by Kim Bok-ju, Park Gyu-seop’s comrade, appointed Kim Bok-ju as the head brewer of Doga.

“From now on, the most brewed liquor in our Doga will be Myeongju (酩酒) [literally ‘intoxication liquor’]!”

Hyang, intrigued after reading the Miriwi’s report, secretly ordered Kim Bok-ju’s liquor.

Hyang, sharing the liquor sent as tribute with his officials, was impressed by its aroma and taste. The name ‘Myeongju’ was decided then and there.

It was a liquor named using the character for intoxication (酩), signifying ‘intoxicated by the aroma and taste.’

Along with sending an official document praising the liquor’s quality and bestowing the name Myeongju, Hyang sent a secret document listing suggested improvements and looked north with hopeful eyes.

And Myeongju, incorporating Hyang’s improvements, achieved results beyond expectations.

The Miriwi official in charge of the disguised headquarters under the signboard of ‘Bukji Doga (北地都家)’ exclaimed,

“Business is too good!”

The field official complained, but the officials in charge of the Miriwi’s finances and Hyang smiled happily.

“Hoo~. Thanks to this, I can take a breather from the financial problems.”

“Laundering and using the imperial family’s secret funds was a headache, but I can relax now.”

However, Hyang felt slightly disappointed.

This was because ‘Dasaekju’ [polychrome liquor] had become the trend instead of ‘Myeongju,’ the name he had painstakingly created.

After reviewing the report, Hyang clicked his tongue and muttered.

“I guess I really don’t have a talent for naming things.”

Hyang felt his limitations once again after ‘Wandusul’ [another liquor he named].

Clicking his tongue, Hyang rolled up his sleeves with renewed determination.

“I have to strike while the iron is hot! Is the name the problem? When it comes to whiskey, it’s all about aging and limited editions!”

In this way, Hyang spearheaded the premium marketing of Dasaekju.

In the process, the marketing strategy of selling Dasaekju in bottles made by the Imperial Glass Workshop was born.

* * *

Hyang didn’t just push for premiumization unconditionally.

After establishing a price range that was slightly expensive but affordable for ordinary people if they were determined, they released products at various price points.

Here, Hyang once again employed a clever tactic. Instead of simply releasing it on the market, he invited gourmets known for their discerning palates to a tasting event.

Gourmets holding invitations sent in the name of Bukji Doga entered the giru where the event was held.

Until they received a small glass of the highest grade Dasaekju, most of the gourmets wore nonchalant expressions.

“The color is the same as Dasaekju, so isn’t it just the bottle that’s changed…”

Grumbling like that, the gourmets who tasted the high-grade Dasaekju had an expression of disbelief.

“How can it have such a taste and aroma!”

“I wondered why it was named Myeongju…”

The gourmets, impressed by the taste and aroma, immediately reached for their wallets. However, here, Hyang’s second trick came into play.

“This year is the first year, so only 50 bottles were produced.”

“Oh! I’ll buy it right away! I’ll buy them all!”

“Hey! People should have some shame!”

The tasting hall instantly descended into chaos. At that moment, the person in charge of Bukji Doga stepped forward.

“Please line up! And, I will limit it to one bottle per person!”

Gourmets who failed to acquire the alcohol after the event grabbed the people in charge of Bukji Doga and bombarded them with questions.

“Will you sell this alcohol next year too?”

“Yes.”

“Only 50 bottles again?”

“I’ll have to see when the time comes. Because I only choose Myeongju that is suitable for the grade…”

“Oh!”

In this way, they began to maximize sales with a grade-based differentiation policy.

As an aside, the gourmets who obtained the highest-grade Dasaekju glared at the prized Dasaekju bottle with eyes full of love and hate.

“Should I drink it or not…”

As time passed, this Dasaekju became known to Europeans as well. Dasaekju in glass bottles soon became popular among the European upper class.

Of course, distilled spirits such as brandy already existed in France and Italy. However, Dasaekju penetrated European high society with the prestige of the ‘Flower Country’ [referring to the Empire] and the quality that lived up to that reputation.

European nobles and royals who heard rumors about the highest-grade Dasaekju also joined the competition.

It wasn’t just royals and nobles. Merchants and members of the middle class also pooled their resources and joined the fray. Demand was high, but supply was limited. Therefore, acquiring even one bottle and reselling it could yield a substantial profit.

Later, economists termed it the ‘Dasaekju Bubble,’ a phenomenon of speculative frenzy.

Meanwhile, other soju companies competing with Dasaekju weren’t simply standing by. They also released various grades of soju to survive in the market.

Some people began to worry about their fierce competition.

“Soju is expensive alcohol, but aren’t the people becoming extravagant?”

“That’s right. I think it’s right to prohibit the people from drinking soju.”

Whenever petitions were raised to ban soju consumption, citing concerns about public extravagance, Hyang summoned the Minister of Finance.

“Are the people really that extravagant?”

“No, Your Majesty. Soju is expensive. However, the cheapest soju is the most consumed by ordinary people, and the amount is much smaller compared to takju [cloudy rice wine] or cheongju [clear rice wine].”

“So, you mean only those with money drink it?”

“That’s right.”

“Then what do you think is their real intention?”

“Some may be genuinely concerned, but I think most of them resent the fact that people they consider inferior are drinking soju alongside them. If they were truly concerned, they would have suggested banning soju used for Jeju (祭酒, alcohol used for ancestral rites) as well.”

“Hmm…”

Hyang nodded after hearing the Minister of Finance’s explanation.

“That’s what I think too.”

In this way, Hyang rejected the petitions.

* * *

What changed as the people’s lives became more prosperous wasn’t just drinking and entertainment.

Various changes continued in the people’s eating and living habits.

First, regarding their diet, the diversification of cooking methods, especially for meat, stood out.

Imperial citizens, whether from Honji or Bukji, enjoyed meat, and as exchanges with Europeans continued, European cooking techniques were introduced.

Various methods of cooking meat were created, along with suitable seasonings and sauces.

As meat consumption increased, the number of farms specializing in raising cattle, pigs, goats, and poultry also increased.

With the rise in livestock farming and the introduction of Western cooking methods, cheese and butter became familiar foods to the people of the Empire.

It wasn’t just cheese and butter.

Through trade with merchants from Portugal and Italy, major trading partners, ‘pao’ and ‘pane,’ that is, bread, also began to appear on the Empire’s dining table.

In this way, the Empire’s cuisine became increasingly diverse.

* * *

It wasn’t just eating and drinking that became more diverse and elaborate.

The Empire’s clothing was also evolving.

Just as men’s clothing and accessories were becoming more varied and ornate, women’s clothing was also becoming more elaborate.

The most notable trend was the shortening of the jeogori (short jacket).

Until the mid-Gyeongjang period, women’s jeogori extended to the hip line and were voluminous.

This was a subtle way to display the wearer’s wealth.

-I am wealthy enough to use this expensive fabric as much as I want!

They wore voluminous clothing to subtly flaunt their affluence.

However, as the Gyeongjang era progressed and living conditions improved, women’s jeogori began to shorten.

As the economy flourished, women’s social activities increased, and owning multiple sets of clothes and changing them frequently became a new way to showcase their wealth.

In extreme cases, rumors circulated that the madam of a certain noble family changed clothes five times a day.

As the jeogori shortened, a new trend emerged.

Due to the shortened jeogori, the joritmal (band to tie the chest), chest cover, and angoreum (inner tie) began to be visible, and decorating these elements became popular.

In particular, embroidering and dyeing the joritmal and angoreum to attract attention became fashionable.

The neoul (veil) that women wore when going out also became more elaborate.

Colors other than black began to be used for the neoul fabric, and patterns were added.

The neoul created in this way presented a visual effect that made the woman wearing it look mysterious.

European and Middle Eastern men visiting the Empire were captivated by the appearance of Imperial women wearing the neoul, and before long, this style of dress began to gain popularity among women in European society.

This trend was not unidirectional. Some fashions worn by the European upper class also became popular in the Empire.

The most representative examples were hair ornaments and accessories such as necklaces used by women.

However, as Joseon transformed into the Empire and Hyang’s reign began, a bombshell dropped on women’s fashion.

‘Hobok (胡服)’ [foreign clothing], specifically the cheongsam [Qipao], began to gain popularity.

It was an incident that sparked a major controversy within the Empire’s mainstream society.