In This Life, The Greatest Star In The Universe

The murmurs of the customers filled the air.

“I knew there was a reason for all the ads I’ve been seeing.”

“I saw one near my house too, and now here. It’s quite surprising. Was it an ad for bread?”

“The bread even looks similar.”

As the misunderstanding spread uncontrollably, my siblings wore expressions of utter bewilderment.

“No, that’s not…”

The words to clarify that it wasn’t because of the bread launch climbed up to my throat but then retreated.

It was complicated to explain.

“Our fandom is called ‘Soufflé.’ Every year, we hold an event for our fans, and this time, we decided to make Soufflé bread ourselves as a gift for them…”

I considered explaining to prevent the misunderstanding from deepening, but then a lady pointed at the bread.

“Could you ring up these five for me?”

“Of course!”

“I’ll try this delicious-looking bread and promote it to people around me!”

“Thank you.”

I bowed my head in gratitude as the lady with the Soufflé bread in a paper bag disappeared into the crowd.

The other customers seemed to feel the same.

They were intrigued by NewBlack, but their interest only went so far. They seemed eager to buy the bread and leave.

“That’s really something.”

“Yes?”

A middle-aged man who looked like an office worker spoke to us.

“You see the ads on TV and in the news all the time. It feels like you’re part of the neighborhood.”

“Do we seem that familiar?”

“Absolutely. Like the boys next door. Though there’s no one around here who looks like you.”

We burst into laughter at his hearty humor.

It felt good to be seen as friendly neighbors rather than celebrities.

It meant we were well-known to the public.

As we packed the Soufflé bread for a customer who looked like a college student, they pointed to their phone.

“Can I take a picture?”

“Sure.”

“For social media too…”

“Of course. But when you post it, could you use the hashtags #NewBlack #SouffléBread?”

If they posted with those keywords, our Soufflés would surely come running.

Soon, Junhyeon, the one with the longest arms, took a selfie with six beaming faces.

“Wait.”

The college student, now holding the bag, asked us.

“So, is this bread part of an event?”

“Yes, it’s our event for today.”

We added that explanation to the youngest’s words.

The customer nodded in understanding.

“It’s a limited-time event. I’ll promote it on social media.”

“We really appreciate that.”

“No problem. I’ll tell my friends too…”

We waved goodbye to the departing figure, smiling among ourselves at the kind gesture, when suddenly, Ri Hyeok, who had been smiling for business, paused.

“Hmm?”

He seemed to sense something was off, and we turned to look.

A flustered expression crossed his pale face.

“Wasn’t that odd just now?”

“What was?”

“I told them it was an event for fans, but they said they’d promote it to their friends.”

“…Oh?”

We looked at each other, puzzled.

“Something’s not right.”

“Wait a minute. Did we forget to mention something earlier?”

“The object?”

“Junhyeon, just stay quiet for a second.”

“Hmph.”

While Junhyeon made a bear-like innocent face, we were lost in thought.

Then it hit us.

We had omitted a keyword that seemed so obvious to us.

Myeong Sejin, the patissier checking the stock in the back, spoke up from behind us.

“You didn’t say it was for fans.”

“…”

We frantically pulled out our phones to check someone’s social media post, while Junhyeon protested with an aggrieved look.

“We did miss the object…”

A few minutes later.

A post related to the event appeared on a social media app.

@rhkwptlfgdj

(Photos of NewBlack in bakery uniforms and a college student smiling with a V-sign, along with an advertisement board)

I met NewBlack on my way to school.

As soon as I came up from the subway station, I followed a delicious scent, and there they were.

They were working part-time at the bakery, launching a new product called ‘Soufflé Bread’ for an event, so I bought five on the spot.

The steam rising from the five pieces of bread.

My subconscious, currently on a diet, cried out faintly in protest, but my appetite triumphed.

And at that moment, as I took a bite.

Ah.

I tasted heaven today.

If the French writer Marcel Proust had tasted NewBlack Bread, it would have been this bread, not madeleines, that featured in his book.

The moist texture and sweet sugar aroma spread through my mouth, and the hint of cinnamon at the end was the highlight.

Before I knew it, I was left facing an empty bag.

And so, I head back up the long hill towards the bakery, in search of new bread.

(My friends and I are literally running there right now.)

#NewBlack #SouffléBread #WishingYouSuccess

The post about the soufflé bread immediately caught the attention of the fans on social media.

And the fans were in a state of panic.

What? Our kids released a bread?

Could it be a typo? Not 500 days of soufflé but 500 won?

But I want to try it.

No… It seems like the person who posted this is misunderstanding something, haha.

Guys, haha, can’t you see? They’re selling bread made for a fan event.

I know, but we can’t let our guard down around our oppas.

While they were grabbing their coats and planning to rush to the station…

The situation slipped out of the fans’ hands and began to flow away.

The post, which had only been on NewBlack-related social media and communities, had spread to various communities.

Looks like NewBlack is releasing bread, haha.

I saw an ad on the subway on my way to school… I thought it was a fan ad, but it was actually for bread.

Off-topic, but Daegil’s friend looks like a bread CEO.

The reviews say it’s super tasty, haha.

I’m so curious about the taste.

I was thinking of going there anyway, if I can buy some later, I’ll leave a review.

I don’t think you’ll be able to buy it…? The moment it hit the internet, that place was done for.

It’s going to be swarming with people.

This must be a fan event, right? I heard NewBlack put up the subway ads themselves.

Someone was telling the truth, but no one was listening.

They were just curious about what kind of bread it was.

The word about ‘NewBlack Bread’ spread quickly even to small communities, and it even affected the real-time search rankings.

[10th Place] NewBlack Bread

Related Searches: Where is NewBlack Bread, What kind of bread is NewBlack Bread

It was a temporary but significant result that showed its popularity.

They’re advertising it so much, haha, I’m curious what kind of bread it is.

The model fee must be expensive, I don’t know who the manufacturer is, but they seem well-prepared.

But is this a viral marketing stunt??

It looks like viral marketing, yeah. I don’t know who’s in charge, but they seem really clever.

And the marketing managers were panicking.

‘What are they talking about?’

The PR managers in the bakery industry were buzzing in real-time as they monitored the internet.

“What’s this? The search volume is abnormal?”

“Isn’t it because of NewBlack? Remember how the foundation was trending all day last time.”

“Well, advertisers call them ‘TrustBlack’ for a reason.”

It was an industry nickname given because of the good advertising effect they could trust.

Thanks to their popularity from songs and variety shows, almost no one didn’t know NewBlack.

High favorability.

And the attitude that NewBlack showed as advertising models.

They even switched to the telecom company they advertised for.

A statement from a talk show.

They were famous for only using products from companies they endorsed.

Even providing after-service, like striking a pose with products they advertised for in convenience stores for people to take pictures.

The clear advertising effect that actually increased sales made them a blue chip in the advertising world these days.

That’s why it was puzzling.

‘Where exactly?’

Which company ambitiously made high-valued NewBlack the model for their new product was a fleeting question.

“…Look at this. It’s an event for the fans?”

“What?”

“It says they’re selling bread made from their own recipe just for one day for the fans.”

It was an absurd truth.

“How did the story turn out like this?”

“I don’t know.”

Someone made a reasonable guess.

“They’re famous for their unique sensibility. Maybe they mistook the fan ad for a bread ad.”

“…”

“Honestly, the bread ad sounds more natural to me.”

Everyone nodded silently for a moment.

The news that the bread, which was gaining netizens’ attention, had no owner made their eyes twinkle like stars.n/ô/vel/b//jn dot c//om

And then.

“Thank you. Lemon Enter PR… Oh, you’re asking about NewBlack Bread?”

“NewBlack Bread?”

“It wasn’t made for sale by our kids. Oh, you’re coming here now?”

The Lemon Enter PR team members were panicking as usual.

‘Our kids did something again…’

‘We’ve ended up in the bread business, too.’

‘Was the surprise of the event meant to surprise us?’

With those thoughts, the PR team, busy organizing calls from outside, moved quickly.

“Did you contact the management team? From what I hear about the crowd at the scene, we might need more security!”

“Yoon, the director, already requested additional staff!”

“Oh, they’re in for a tough time too.”

The PR team was shaking their heads at the aftermath caused by NewBlack’s image and a single wrong post.

‘There must be a lot of people.’

Thinking of the crowd that would gather at the scene and NewBlack, who would be sweating and dealing with people by now, they drew a bittersweet smile.

Then the PR team leader said.

“We’ve put out the urgent fire. Our team should go to the scene and watch the situation. Who will go?”

“…”

“Just one person. Only one.”

All the employees solemnly raised their hands in the office.

On the employees’ laptop screens, the soufflé bread boasted a tempting visual.

A Fan Event Planned for the Soufflés!

When we first gathered at the dorm to plan, there was a perfect picture in our minds.

“Our adorable soufflé! I’ve baked this bread just for you all!”

“Wow! It’s so delicious!”

“Ha ha ha!”

…Well, that was the general scene.

So, when scouting for a location, I had my own criteria in mind.

It had to be on a route easily accessible to fans, yet a subway station that was incredibly quiet on weekday mornings.

The patissier, Myeong Se-jin, pointed out one particular branch that met our requirements.

“There’s one that opened recently, but it’s not doing well in sales.”

A branch that wasn’t attracting business.

“We did our market research and opened a bakery, but no one bought our bread. They just passed by.”

A place where people passed by the bakery without a second glance.

“Even on weekdays, outside of rush hours, it’s extremely quiet.”

A location with very little foot traffic.

Having heard this description, I clapped my hands in excitement, declaring, “This is the perfect spot!”

As ordinary customers passed by.

A scenario where our soufflés would spot our advertisements at the subway station and exclaim in amazement, discovering us.

Jiho sighed and whispered,

“Just when you think life’s going your way, it throws you a curveball.”

“The proverb doesn’t quite fit the situation, but I agree.”

“It’s not a proverb, it’s an idiom, but I also agree with both of you.”

“I’ll agree too.”

Bijoo joined in the consensus.

Meanwhile, Junghyun, busy with calculations, looked over at the crowd that seemed like a cloud beyond him.

It was a sight where you’d think, “There are people coming from there, and here too.”

“Aaaaah!”

“Aaack!”

Faces of all ages mixed together, wearing expressions of sadness.

An event meant just for our soufflés and us had become everyone’s event.

It felt like booking a restaurant for a proposal, only to find a seventieth birthday party happening there.

“Brother, aaaaah!”

“Uh-oh…”

One of the soufflés got swept away by the crowd as they entered.

Like a log being carried away by a strong current.

“Could you please check this out for me?”

“Can I sample this? No?”

“Isn’t this the new black bread? Is the soufflé bread the new black bread?”

Amidst all this, we busily greeted the customers with smiles brimming on our faces.

“Bijoo! Let’s bake the bread!”

“Okay!”

Together with the patissier Myeong Se-jin, we frantically baked bread.

Fortunately, it was bread that could be made on the spot, but the scent seemed to permeate our brains as we worked.

“Welcome! How many would you like?”

“I’m sorry, but you’ll have to wait about five minutes.”

While the other members attended to the customers, I bustled in and out of the bakery, managing the situation.

“Hello!”

I bowed with a smile to those holding up their smartphones, then spoke gently,

“Thank you all for coming in such numbers. But if you gather like this, it could be dangerous, and someone might get hurt. If you could please line up this way, I’d be grateful.”

With the help of our managers, we managed to organize the queue.

Finally, it felt like we could breathe a little easier.

The crowd had gathered so thickly that even the station staff watched on with wide eyes.

Thankfully, we had managed to clear a path for people passing through the subway station, but even now, more people were streaming in, drawn by the allure of ‘Bread! Bread!’

“Huff! Huff!”

Turning towards the sound of heavy breathing in front of me, I saw a soufflé with wide, rolling eyes.

“Brother…”

“You’ve worked hard. Really.”

“I mean, seriously, huff… Even though the scent of bread was so strong earlier… huff! I didn’t eat and just left!”

“In the morning?”

As they nodded, I sighed deeply.

“It’s such a shame, really. There was no one here at that time.”

“I saw the live stream! Huff… I ran all the way from home!”

“I’ll pack a big one for you.”

Whispering so, I waved goodbye to the departing fan with a face full of regret.

It was so pitiful and touching.

I wanted to give them something more, but all I could offer was a slightly larger soufflé bread.

“Why on earth is our business doing so well?”

“Why are we so good at business…”

It was the first time I felt sad about doing well in business.

But thankfully, the soufflés seemed to enjoy the situation.

“Ha ha ha! Brother, you fit right in. Now, let’s go, fighting~”

Some fans teased playfully as they left.

And there were soufflés whose eyes would widen in awe upon seeing us, only to blur as they were seduced by the scent of bread.

“Excuse me?”

“…”

“Do you not see me?”

“Just a moment, please. I’m choosing bread right now.”

“…”

Though they soon looked back at us with broad smiles, my narrowed eyes made them laugh awkwardly.

Even as this happened, customers continued to stream out.

Inside the bustling station.

Yet, despite the mix of fans and non-fans, the expressions on the faces of those carrying bags of bread were similar.

“Amazing…”

People immediately pulled out a piece of bread from their bags.

Many popped a dumpling-sized instant bread into their mouths and widened their eyes in delight.

Seeing the smiles drawn on their lips, I smiled proudly.

“Please give me ten soufflé breads.”

“Sure! I’ll pack them generously for you!”

Is this what it feels like to be a patissier?

I filled a white paper bag with warm soufflé bread, greeting customers with a smile.

“Please come again!”

“Thank you! Do visit us again!”

I smiled to secure our regulars.

“Uju! Can you help out here? We’re running low on bread for the customers!”

“Mr. Uju! Over here!”

“On my way!”

Together with the patissier, Bijoo, we poured our hearts into baking the bread.

Whenever our energy waned, seeing people enjoy our creations gave us strength.

Junhyeon, with his large gloved hands, packed the soufflé bread.

The youngest teased and entertained the waiting customers, providing a spectacle.

And Rihyuk handled the cash register with unmatched speed and efficiency.

Sigh…

That’s how it was until late, selling bread.

After bidding farewell to the remaining soufflés, we swallowed hard inside the closed bakery.

Rihyuk, tapping away at the rice shop’s calculator with his glasses on.

The patissier and I stood before him, hands together in anticipation.

“Today’s sales are…”

We gasped at the parade of numbers Rihyuk listed.

It was the highest since this branch opened.

“Patissier!”

“Mr. Uju!”

“You’ve worked hard!”

Patissier Myung Sejin and I clapped our hands in delight.

“To think we earned this much with just 500-won pieces.”

“We’re coin tycoons now, guys!”

“It’s a lot. If we convert even the bills to coins, we could build a tower with them.”

“Wow!”

In celebration of our exceptional sales, we hugged and jumped around joyfully.

“…?”

We stopped mid-jump.

“But why did we go to such lengths…?”

“Indeed.”

At some point, we had become sincerely invested in the bakery business.

Only then did we look at each other.

“…”

Eyes somewhat hollow.

In them, Junhyeon smiled warmly, like the owner of the bakery.

“…”

Flour smeared all over his apron.

Amidst laughter from Patissier Myung Sejin, we all stood dumbfounded in the empty bakery.

What’s going on?

Why did we put our all into this business?

That evening.

‘NewBlack Bread’ trends online as netizens wonder, ‘What does it taste like?’

‘NewBlack Bread’ buzz, Lemon Enter comments, “Grateful for the interest in the event we held for fans…”

From baking for fans to word-of-mouth fame, NewBlack’s uniquely NewBlack day

As articles began to surface, ‘NewBlack Bread’ trended online once again.

The story that had circulated through communities and social media was now spreading through the press, garnering attention.

And a few days later.

‘NewBlack Bread’ to be test-launched at ‘KG24’ convenience stores

The soufflés, enjoying various events for Soufflé Week, were startled as usual.

Huh?

Reporter? What did you say?

(A Hollywood actor makes a ??? face in a meme)

For real??

What is this lololol is it true??

While other singers bake cookies for their fans, ours launch bread (seriously)

The scale of reverse gifting leaves us bewildered…

Last year it was a fan song, this year it’s fan bread

The soufflés wore stunned expressions at the extraordinary scale of the event.