Chapter 19: Mastering the Noise—Turning Controversy into Attention

According to the ancient Chinese military treatise, Sun Tzu’s Art of War, there is a saying: 以夷制夷 (yǐ yí zhì yí).

It means to use the Orangkae to repel the Orangkae.

Modern Korean military strategists also frequently utilize this principle.

However, due to Korea’s unique linguistic and cultural nuances, the Korean adaptation of 以夷制夷 is not ‘Orangkae yi (夷)’ but rather ‘Isyu (이슈, |5546).’

Yes.

Isyu means to cover one issue with another issue.

I deliberately chose to cover the initially planned issue—originally intended to be used maliciously against Director Kim Seung-pyo—with an even more powerful issue.

“Do you really think that writer Park Eun-sook’s era is over?” 

The moment I spoke, all the reporters burst into murmurs and commotion.

Some of them even pulled out their notebooks and furiously tapped their keyboards.

They were probably preparing to write an article titled 

[Writer Lee Jung-hyuk’s Disaster!]

To promptly satisfy the diligent reporters, I grabbed the microphone again to elaborate.

“Of course, it’s true that the writer has produced excellent works that have made a mark in the history of Korean dramas.

But that was in the past.

No one can tell what will happen in the present.”

“The boss has gone crazy. Let’s throw an issue more explosive than the event itself.”

The reporters couldn’t hide their stunned expressions.

The reporter with the red glasses, having unexpectedly scored a special reaction, pressed forward with his questions.

“Mr. Lee Jung-hyuk, your words sound as if you have confidence that you won’t lose to Park Eun-sook. Is that correct?”

“If you’re asking whether I’m a better writer than Park Eun-sook, I’d have to say no.

However, I do believe that I can compete head-to-head with her work .”

“Are you saying you’re confident your work will do better than ?”

“Yes.

When you mix things up, no one knows what the result will be.”

Each time I added a line, the reporters furiously typed away on their laptops.

“So, please show a lot of interest in .

Make sure to watch it, and if you find it boring, you can curse at it then.”

When I said it was okay to throw stones if it’s not interesting, the hall erupted into louder chatter.

In the end, Director Kim Seung-pyo hurriedly stepped forward to try to bring the situation under control.

“Ah, haha. Our writer is very, uh, very attached to this work, so… let’s move on to questions for the actors. Yes, yes.”

But no one paid any attention to the questions that followed.

The senior reporter with the red glasses stormed out and was already making a hurried phone call somewhere.

“He’s probably trying to secure an exclusive scoop.”

To diss Park Eun-sook in the drama scene.

And the one dissing her boldly claims the work is interesting and thus confident?

This was an issue of a different league from mere curses.

Of course, it wasn’t a thoughtless act done in anger.

No matter how interesting a drama is, it’s hard for it to explode from the very first episode.

Especially if it competes directly with Park Eun-sook’s new work , it would be completely overshadowed and invisible to viewers.

Everyone in the production knew this, which is why the broadcast timing was set deliberately with hostile intent.

“In that case, what’s needed now is noise marketing.”

Having been cursed out thoroughly until now, I understood.

There is strong potential in the name Lee Jung-hyuk.

Jeon Min-jeong, widely known in the media, praised as a new leader of the young generation who sells out clothes and bags everywhere, and yet rumored to have had an affair, possibly even divorced—the worst scoundrel of the world.

And such a scoundrel dared to say that his work, backed fully by 0 Media, was better than Park Eun-sook’s and that she was passé?

He even said it’s okay to curse if viewers find it boring, effectively sealing his own fate.

Viewers, wanting to curse, had no choice but to watch the first episode of  instead of .

Moreover, viewers who watched  would also check out the reruns of  out of curiosity about who dared to attack our Park Eun-sook.

There is still no confidence that  can beat .

But.

‘I don’t have the confidence to show  episode 1 and get cursed at.’

Because of such a shocking remark and the highly charged atmosphere that followed, the rest of the press conference went very smoothly.

Formal questions about the actors were exchanged.

Newcomer Ahn Yoo-seok, as a rookie, kept saying he would work hard.

Idol newcomer Seo Ji-won gave worldly but predictable, model answers.

After a proper photo time, the attendees dispersed.

I also tried to blend into the dispersing crowd like mist and disappear.

But where do you think you’re going?

Hong Dae-pyo grabbed the back of my jacket’s collar and stopped me.

Next to him were Seo Ji-won, Director Kim, and Ahn Yoo-seok, all wearing similar expressions.

Seeing my mood, as soon as the press conference ended, I quietly pleaded with those who were sending sharp rebukes and resentful gazes.

“Do you know the meaning of ‘Beom Bu’ (/6) and ‘Bong’ (08/)?”

Those suddenly labeled as ‘Beom Bu’ turned on their critical instincts and vented their complaints.

“Lee Jung-hyuk is even crazier than me.”

“I’m an idol with over 600,000 fans, and I’m a ‘Beom Bu’?”

“Isn’t it ‘Bong’?”

“I guess I’m more like a Beom Bu…”

Especially Hong Dae-pyo, whose startup company’s fate was at stake because of this incident, kept tapping his temple and tried to come up with countermeasures with everyone.

“First, I’m going to mobilize every contact I know to try to block the reporters, but… hell, I probably can’t even touch the 0 side’s network.”

“Isn’t that guy an assassin sent by 01 Media? Has he already left?”

Meanwhile, Seo Ji-won, who was still active as an idol and well aware of how terrifying malicious comments could be, was already thinking fiercely.

“I’m going to talk to my manager oppa first and ask him to make sure my reporters do well.”

“Seo-won, are you trying to survive alone?”

“If someone has to survive in this field, wouldn’t it be me?”

“As a member of the community, you have to have responsibility!”

“What responsibility? The community doesn’t protect its members.”

At that moment, Ahn Yoo-seok, who just wanted to see his mother, shouted while disappearing behind me.

“The writer is going to fail too!”

I became a trapped bird and fluttered away to my studio in Mapo-gu.

Three o’clock.

Having safely finished the press conference, I returned to my studio and, as usual, quickly changed and collapsed on the bed wearing only my pajamas.

Isn’t that what happiness is?

Turning the air conditioner on full blast and covering myself with a microfiber blanket, this was heaven.

Having done my best to promote  as its writer, I deserved this little luxury.

It was only natural that those around me suffered some trivial aftermath from the messy handling.

I lightly opened my phone and went to a portal site.

Sure enough, less than two hours had passed, and there were already hot articles about the  press conference on the front page.

[ Production Press Conference, a Festival of Blunders and Controversies!]

[“I’m lower than Park Eun-sook.” Lee Jung-hyuk’s shocking remark.]

[: “If it’s boring, please curse at us.”]

[Lee Jung-hyuk’s turmoil, according to insiders…]

There is something scarier than malicious comments—silence.

“In that sense, this press conference can be considered a success.”

Since that turmoil, it’s been a long time since articles related to me have been this widespread.

No, back then more than half the articles were about Jeon Min-jeong, so this is the first time I’ve gotten such exclusive attention.

My face in the photos looked gloomy and cunning.

Whether intentional or a mistake by the photographer, the comments said ‘Physiognomy is science,’ making the allure of the controversy even stronger.

On the other hand, the articles about Park Eun-sook’s recently announced  had a completely different tone, from the photos to word choices.

[A more mature Park Tae-won, repaying with acting.]

[ is a perfect visual masterpiece!]

[Park Eun-sook’s  is a meticulously crafted masterpiece.]

But judging by the number of comments and views, the articles about  overwhelmingly attracted more attention.

Among them was a photo titled [Director Kim Seung-pyo’s “damn it” furious outburst!], showing the angry director rising from his seat and pointing at someone.

This would also contribute to increasing attention on .

I had done everything I could as the genius among thousands of people; now it was up to the heavens.

With that thought, I closed the internet news window and opened my banking app.

I wanted to check the profit status of the fund I had entrusted to Assistant Manager Jo.

Nowadays, the world is so convenient that you can check stock and fund earnings in real-time at a glance.

[Min Guk Bank – Investment Status]

[Total Evaluation Amount: 129,852,030 won]

[Total Investment Principal: 120,000,000 won]

[Total Yield: 8.21%]

[Total Profit: 9,852,030 won]

Just as Chang-su said, Assistant Manager Jo’s skills were indeed reliable.

In just a few months, the profit rate had already exceeded 8%.

Even without doing anything, just by entrusting the money, I had earned nearly 10 million won.

This must be why they say money makes money.

Media stocks were also maintaining an upward trend today.

If I keep this up and even earn rewards from Godflix, I probably won’t have to worry about supporting myself alone in the future.

With money in my pocket, my eyes cleared and my heart warmed.

With my resting place and studio like this, I lacked nothing.

Though.

There really shouldn’t be this emptiness.

“Something feels hollow.”

Just then, the investment status screen was overlapped by a series of KakaoTalk messages.

Writer, are you okay?

The reporters… they’re shaking a lot...

Just don’t look at comments like that.

It was Seo Ji-won.

She was probably worried after seeing the malicious comments on the articles.

Normally, I would have told her to just sleep it off since I’m fine.

But somehow, it felt good knowing there was someone worried about me today.

Don’t worry, when I had a mental breakdown before, the malicious comments were worse.

Haha, strong mentality. Are you home?

Yes, home.

Lucky. I just finished my schedule and I’m on my way home.

We exchanged trivial banter over messages for a while, and before I knew it, it was a warm moment.

It’s late, go to sleep.

Seeing the last reply came with an emoticon of a rabbit crawling into bed made me smile.

I was able to sleep deeply and comfortably for the first time in a while.

Three o’clock.

Ten days had passed since the production announcement.

At the sleek production company Ei Chi Studio, located in a residential complex in Mapo-gu.

Inside the meeting room, five or so staff, including the CEO, were anxiously checking lists in the middle of a meeting.

“Have you organized how to include the zero-sugar jelly that came in 00?”

“We planned to put it in the scenes featuring Seo Ji-won.”

“Okay, what about local on-site accommodations?”

“The junior from hometown is staying at a pension nearby, so we plan to use that for lodging.”

“Okay, make sure to control the filming site well, and don’t do anything that annoys the locals.

These days, such things get reported immediately. Got it?”

Nell

Without exception, dark circles stretched under everyone’s eyes.

“Thanks for your hard work.

Let’s leave early today.”

Seeing the tired-looking staff preparing to leave, Hong Dae-pyo let out a deep breath.

“Now, it’s all or nothing.”

Hong Dae-pyo secretly hoped that the ‘all’ would rise.

Thanks to Lee Jung-hyuk’s bold actions, the attention on  had shifted beyond mere worry to meaningful expectations.

Articles kept pouring in nonstop, dozens a day.

In a time when even hot topics are forgotten in a few days, the fact that  had kept attention for over a week was remarkable.

Lee Jung-hyuk’s photos and words had become a driving force, endlessly reigniting discussions on internet communities.

Because of that, many people were now watching episode 1 of , even if just to criticize it.

“This is finally my time.”