Howard left his hotel room early in the morning,heading toward the region where Luktic's production facilities and headquarters were located.
Yangseo County.For an American like him, it was a place name he had never heard before.
Because of that—and perhaps because he had once been a Boy Scout as a child—the journey felt strangely like an expedition,making his heart beat a little faster with excitement.
When he stepped outside the hotel at the appointed time,a translator he had hired in advance was already waiting for him.
Not long after, a car arrived.
It was a taxi arranged by Luktic.
Howard got into the taxi with the translator,and they began their trip toward Luktic's factory in Yangseo County.
The taxi drove along a national highway running beside the Han River.
Leaving behind the dense forest of skyscrapers in downtown Seoul,the scenery gradually changed into a landscape filled with pine and oak trees—a forest typical of Korea.
Watching the massive river flowing past the window,Howard thought to himself,
"Amazing.To think such a huge river runs straight through the metropolitan area.I felt it in Seoul too, but this really is spectacular."
The taxi eventually turned off the riverside highwayand headed toward a mountain road.
Howard asked the translator to relay a question to the driver.
"Do you know much about Luktic, the company we're visiting?"
"Oh, of course.These days, if someone in Korea doesn't know Luktic,you'd think they were a spy.Actually—maybe even spies know about it. Hahaha."
Hearing the translator explain that "spy" referred to North Korean agents,Howard flinched slightly.
Still, he reasoned that such expressions made sensefor a country technically still under an armistice.
He continued the conversation.
"What do Korean people think about Luktic's products?"
"Everyone's in an uproar because they can't get them.At first, a lot of people said things like,'How can something like that exist?'or 'Isn't this just a scam?'But once people actually tried them,they realized the rumors were true. Hahaha."
"I happened to try Luktic Drink in the U.S. by chance,and I was truly shocked.That's why I came all the way to Korea."
"Oh my, you were so moved by Luktic's productthat you came all the way here?That young CEO of Luktic really does seem incredible.How someone that young developed such technology…."
"Actually, I'm on my way to meet that CEO now.I'm interested in importing Luktic's products into the U.S."
"Oh, I see. You're here on business, then.Does that mean Luktic's products might enter the U.S. market?"
"Haha, that will depend on the outcome of today's meeting."
"Well then, I wish you the best of luck.If you ask me, I think it'll sell very well in the U.S. too. Hahaha."
"I happen to think so as well. Hahaha."
By the time the conversation ended,the taxi was already approaching Luktic's factory site.
After crossing a ridge,the sight that unfolded outside the windowleft Howard completely speechless.
On a vast expanse of nearly 100,000 pyeong,the steel frameworks of enormous factory buildingswere rising one after another.
"Incredible…This is the business site of a companythat was founded less than a year ago?"
The taxi entered the factory grounds.
At the checkpoint between tall concrete walls,a uniformed security guard checked the driver's IDand then allowed the vehicle to pass.
The taxi drove into the construction site,where clouds of dust rose from the large-scale work underway.
"I'm about to meet him—the young CEO named Hyun Si-woo.I'm really looking forward to this."
***
I went outside to welcome Howard,who worked in the planning division of the U.S. distribution giant Targetand was due to arrive shortly.
Dong-sik was busy touring the construction sitefor the newly built factoryand coordinating with personnel dispatched from Daesung Group.
Up until now,Dong-sik and I had discussed and decided every major matter together.
But now, with our roles clearly divided into CEO and CAO,it seemed that our responsibilities were gradually separating as well.
Fulfilling my role as CEO,I personally came out to greet our guest from the United States.
A taxi that had passed through the checkpointstopped at the designated spot.
Given that our guest was from a major American corporation,I had initially wanted to pick him up myself.
But with too many matters demanding my attention that day,it simply wasn't possible.
So, through Dong-sik,I hired a reliable taxi driver,paid him a generous bonus of 500,000 won,and chartered the taxi for the entire dayto handle Howard's transportation.
When Howard stepped out of the taxi with the translator,he immediately seemed to recognizethat I was Luktic's CEO.
As he greeted me,the translator relayed his words in Korean.
"Nice to meet you, CEO Hyun Si-woo.My name is Howard, and I work as the Head of Overseas Productsin the planning division of the U.S. distribution company Target.As I mentioned in my email,I've found Luktic's products extremely compelling,which is why I requested this meeting with you.Thank you sincerely for taking the time to meet me despite your busy schedule.I look forward to speaking with you."
I returned his polite greeting,and the translator conveyed my words in English.
"The pleasure is mine, Mr. Howard.Thank you for taking an interest in Luktic's productsand for traveling such a long distance to visit us.I sincerely appreciate it."
After exchanging smiles and a handshake,we headed into the office.
Howard looked genuinely surprisedwhen he saw the small, shabby warehouse we were using as an office.
"…Is this really your office?"
"Haha…This was the very first workplace my partner and I usedwhen we started the business.We're planning to move our headquartersto an office building in Seoul soon,but for now, we're still using this place."
"…Wow."
Howard looked at the tiny warehouse againwith a thoughtful, almost impressed expression.
Then he said,
"Many major American companies started out like this as well.Especially first-generation IT giants—many of them were founded in garages with friends.The more I see,the more I think you, CEO Hyun,have qualities that would strongly appeal to Americans."
The more I see…?Had he researched me that thoroughly?
With a flicker of curiosity,I guided Howard to the small office on the second floor.
I decided to serve Howard Korean instant mix coffee.
I had heard that foreigners often praised its taste,even though for Koreans it was simplya cheap, convenient source of caffeine and sugarat offices and construction sites.
For foreigners, however,it often felt novel—something they could only experience in Korea.
As I prepared the coffee, I said,
"I'm not sure if it'll suit your taste,but this is Korean-style instant coffee."
"Wow, everything—coffee, sugar, and creamer—all in one small packet?That's incredibly convenient."
He took a sip and smiled.
"This is really good.Oh, the balance between coffee, sugar, and creamer is perfect.Next time, I might even consider importing Korean mix coffee as well."
Thankfully, he seemed to enjoy it.
Some light small talk followed.
He mentioned how desperately his daughter wanted Luktic Cream.How he had tried Luktic Drink himself at a Korean marketand had been amazed by its effects.
Hearing such things from a foreignerput me in a surprisingly good mood.
Soon, the conversation turned serious.
"CEO Hyun,I truly find Luktic's products extremely compelling.They're already very popular in Korea,and I firmly believe they would achieve the same success in the United States."
"Thank you for your high evaluation.Then may I ask—is the reason you personally came to Koreathat you're interested in officially importing Luktic's products?"
"Haha, you're very direct.To be honest, yes—that's my personal view.However, this isn't something I can decide on my own.I'll need to persuade my colleagues and superiors."
He took a sip of the now half-cooled mix coffeeand continued,
"If the products are officially imported,they would be stocked in Target stores all across the United States,and sold online as well.It would be a contract of enormous scale.Not something I can decide lightly.That said, while riding here in the taxi,I saw the massive production facilities under construction.Seeing that, I felt reassuredthat supply wouldn't be an issue even if a contract were signed."
"I'm well aware that Target hasone of the most extensive retail networks in the U.S.I also understand that deciding to import productsfrom a new overseas companyand place them across such a vast networkis not an easy decision."
"Haha, that's true.But I'm confident.If it's Luktic's products,I'm certain they'll generate extraordinary sales."
"I truly appreciate your confidence in our products."
Howard smiled faintly and went on.
"That said, while I have this confidence,my colleagues and superiors do not—at least not yet.Which means I need to leave this meetingwith something that will help me persuade them."
Here it was—the real negotiation was beginning.
Howard had just emphasizedhow vast Target's U.S. distribution network was,then noted that his companyhad not yet agreed to import Luktic's products.
In other words,he was subtly suggestingthat I offer Target more favorable contract termsto secure the deal.
"I see.What do you believe would help persuade themto agree to importing Luktic's products?"
Howard gave a knowing smile,as if he'd been waiting for that question.
After a brief pause—clearly more performance than hesitation—he spoke.
"CEO Hyun,I believe that once Luktic's products are officially sold in the U.S.,they'll generate enormous demand.Their quality is simply that outstanding."
"With that in mind,I expect demand in the U.S.to far exceed current sales in Korea.So I'd like to ask—would you be willing to supply products to Targetat a slightly lower unit pricethan what you currently sell them for in Korea?Taking into account the massive demandthe U.S. market would generate."
So that was his true intention.
I decided to hear him out.
"How much of a price reductionare you hoping for?"
Howard nodded slightly and replied,
"Ten percent.If you could lower the supply price by 10%,I'll personally take responsibilityfor persuading my colleagues and superiors."
Howard was clearly tryingto secure the most advantageous terms possible for Target.
But I had no intention of accepting.
He spoke smoothly,almost as if Target were the sole gatekeepercapable of bringing Luktic's products into the U.S. market.
But in reality,the U.S. distribution industry had several giantsequal to—or even larger than—Target:Amazon, Costco, Walmart, and others.
On the other hand,the number of companies capable of producing productsat Luktic's levelwas exactly one.
Us.
Objectively speaking,when comparing the value and scarcity of the cards each side held,Target was in no positionto make demands like this.
There was also another reasonI couldn't agree to Howard's request.
I had no intentionof selling products created using technology from the Akashic Recordsat a lower price overseasthan in Korea.
Selling superior products more cheaply abroadthan domesticallywould be nothing short of deceiving Korean consumers.
With a firm expression and tone,I replied,
"No."
Howard looked slightly taken aback.
He clearly hadn't expectedsuch a direct and uncompromising response.
"Haha…Perhaps a 10% reduction was too much to ask.Of course, there's room for negotiation."
But I answered without hesitation,
"I'm sorry,but Luktic cannot offer even a 1% reductionin our supply price."