An Advertising Genius Falls into the Joseon Era - Chapter 27

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This chapter was translated by Lunox Novels. To support us and help keep this series going, visit our website: LunoxScans.com
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Episode 27
“What did you say?”
“A night market?”
At Ha Yoon’s words, everyone’s eyes went wide as if they’d been struck by a hammer.
“From eight in the evening until midnight.”
Ha Yoon paused to gather his thoughts, then continued.
“We’d open the market once the sun goes down.”
Ha Yoon’s idea was simple.
Yet it was the sort of thought that didn’t come easily to most.
“If we open the market then, we avoid both the worst heat and competition from other markets—two birds with one stone, isn’t it?”
“That, that kind of approach…!”
It was a notion that overturned conventional thinking.
Where Song Do Hyun’s idea had merely been to cover the market, Ha Yoon’s was to cover the sky itself.
“If we operate at night, at least we won’t be sweltering…?”
“Even just some shade makes all the difference.”
“It’s not just better—it’s like a whole different world. Don’t you think?”
“It’s like nature’s own canopy, isn’t it?”
As poor market vendors, they couldn’t afford expensive awnings.
So they soldiered on beneath the merciless midday sun even at the height of summer.
The relentless heat not only spoiled food quickly but faded the colors from silk.
Vendors exhausted by the heat grew irritable and couldn’t serve customers properly.
But if they operated at night, all these problems would vanish.
Without spending a single coin.
“Wait a moment.”
There was, however, one major constraint to opening a night market.
Someone pointed it out.
“Who says we can just open a market at night?”
“What do you mean? Is it not allowed?”
“That’s not it—there’s the curfew. The curfew.”
“The curfew…!”
Ah yes. This was the Joseon Era.
In Joseon, the curfew began at ten in the evening.
Anyone caught wandering the streets after that hour would be dragged to the magistrate’s office.
“What if they arrest all of us together and haul us off to face the magistrate?”
There was a reason night markets had never opened before.
It wasn’t that people hadn’t thought of it—it was simply that the system didn’t yet permit it.
More objections came pouring in.
“If we start after eight, we’d only have about two hours at most. Is that really enough?”
“You have to account for the time customers need to get home, don’t you?”
“And we need time to close up and clean after business.”
“So we’re looking at less than two hours when it comes down to it?”
Confronted with this unexpected turn, Ha Yoon’s expression clouded.
“That, that can’t…!”
But advertising was always unpredictable.
You never knew when or what sort of crisis would hit.
Posters that were supposed to come out tomorrow wouldn’t materialize, and typos kept surfacing despite a dozen double-checks.
A good strategist had to adapt fluidly to any situation.
‘Short or not, it doesn’t matter. Actually, I can use that to my advantage!’
Ha Yoon knew from his time in the modern era what drew people to night markets.
The allure of them.
As evening fell and darkness crept in.
Night transformed a market into something entirely different.
When you arrived at the market in that hour, everything felt novel and thrilling.
Everything gleamed just a little brighter,
looked just a little more delicious,
and felt just a little more irresistible to own.
So people bought things they normally wouldn’t, and standing in line for nearly an hour felt like nothing at all.
Because a night market itself was a form of spectacle.
Just being there lifted your spirits.
Ha Yoon, understanding this, pressed forward with his conviction.
“Just an hour—that’s all we need! Once the Night Market opens, customers will flood in like clouds, I promise you!”
Yet despite Ha Yoon’s pleas, the majority remained unmoved.
“What exactly changes if we keep the market open at night?”
“If we open after dark and lose whatever customers we have left, who’s going to answer for that?”
“Look around you now. The sun’s already fading and there’s barely a soul in sight.”
“And you want us to abandon daytime sales for this? I don’t see it.”
One by one, the merchants of Eunpyeong Market turned their backs and left.
“I understand your thinking, but a place doesn’t change just because of something like this, my boy.”
“A Night Market? You might have better luck opening early at dawn instead.”
“That’s enough. Let’s head home.”
“What a waste of time.”
Muttering carried through the departing crowd. Ha Yoon watched them go, his expression hollow.
“This can’t be…….”
Was opening a Night Market truly impossible in this era?
Was he wrong and they right?
No matter how many times he turned it over in his mind, the answer remained the same.
‘No. This has to work. This is a project that cannot fail!’
His experience spoke for itself.
A Night Market would succeed—it had to.
Ha Yoon clenched his fists and steeled his resolve.
If he’d been the type to give up at the first obstacle, he never would have tried in the first place.
‘I don’t need their permission anyway.’
If they wouldn’t open a Night Market willingly, he’d simply force it open himself.
Once evening crowds started pouring in, they’d find it difficult to object any longer.
In any market, the customer was always king.
‘I’ll bring the people myself.’
With this private scheme in mind, Ha Yoon gazed at Eunpyeong Market with a meaningful glint in his eye.
In the dimming light of dusk, the market carried an eerie, ominous air.
‘Eunpyeong Market…… I’ll use this place’s unique character to my advantage. Heh heh.’
A good idea had clearly struck him—his lips curved into a smile.
***
The next day.
Ha Yoon set out before dawn, but not to Eunpyeong Market—instead, he headed to the Carpenter’s Workshop.
The workshop’s owner, Hwang, recognized him at once and greeted him warmly.
“Well, look who’s here! What brings you by?”
“I wanted to see you, Master Hwang. How have you been?”
“Busy as ever, thanks to you. I’ve been so swamped making coffins this past month, you wouldn’t believe it.”
Despite his complaint, Hwang’s face was all smiles.
Thanks to Ha Yoon, work came rolling in every holiday season now—how could he not be pleased?
“By the way, those dried fish you sent last time were delicious.”
Moreover, Ha Yoon had remembered Hwang’s hard work and sent him a box of dried pollack as a holiday gift.
His relatives had been thoroughly impressed. Hwang looked at Ha Yoon with genuine warmth.
“So what are you looking to build this time?”
“How did you know?”
“It’s obvious. You don’t just drop by for pleasant conversation.”
Caught red-handed, Ha Yoon grinned sheepishly.
Then he got straight to business.
“Can you carve statues here?”
“Statues? What would you need those for?”
“It’s still a secret.”
As Ha Yoon said this, his gaze drifted to the guardian stone figure standing at the workshop entrance.
The fierce-eyed sentinel radiated an almost palpable authority and menace.
“Well…… it’s possible, sure. Depending on the size and design, it’ll just take some time.”
“Perfect. Then take a look at this.”
Ha Yoon pulled out the design he’d prepared.
“Huh?”
Hwang’s smile faded. His expression grew troubled as he studied Ha Yoon.
“You want me to carve this…… grotesque thing?”
“Yes. If you can make it exactly as shown.”
“I can make it, sure…… but are you certain about this?”
Ha Yoon nodded in affirmation.
Yet concern lingered across the carpenter’s weathered face.
“Hmm, what on earth do you intend to use it for……?”
His hesitation didn’t last long.
From the start, he’d resolved to grant whatever Ha Yoon asked of him.
The carpenter offered his consent readily.
“Well, I understand well enough. I’ll proceed once I’ve sourced suitable wood for this. A statue of this size will need more than common timber.”
“Thank you.”
Ha Yoon bowed his head.
Then he made one further request.
“And would it be possible to craft a mask as well?”
“A mask too?”
Again, its purpose eluded him.
Ha Yoon pointed to the face depicted in the statue’s design.
“Just make the mask to match this. Sized so a person can wear it.”
“Well now, I’ll confess I haven’t the faintest notion what you’re plotting.”
The statue Ha Yoon had requested was unlike anything the carpenter had ever crafted before.
Honestly, it was grotesque.
Two horns jutted from the crown of the head, and from its gaping maw protruded a row of sharp, fang-like teeth.
It bore such a fearsome visage that one would count themselves fortunate never to encounter it even in dreams.
‘Is he opening a shaman’s shrine or something……?’
But he’d already decided to set aside all other concerns for Ha Yoon’s sake.
The carpenter nodded.
“Why not? I’ll give it a go.”
Once he’d granted his assent, Ha Yoon bowed respectfully.
“I’m much obliged. Please send word once the statue is complete.”
“I will. I’ll get word to you as soon as it’s done.”
“Then I’ll leave it in your hands.”
With the commission settled, Ha Yoon hurried onward to his next destination.
***
The place Ha Yoon sought out next was an ordinary back street.
The alley held scarcely anything at all.
No merchants hawking their wares.
No sights to capture pedestrians’ attention.
It was the sort of quiet, deserted lane where few ventured.
“This will do nicely.”
Ha Yoon’s gaze shifted to one side.
There, children darted about the alley as though they owned it.
“Hey! Not there!”
“Nyeh~ You think you can catch me?”
“Just wait till I get my hands on you!”
At this hour, when everyone else was about their livelihood,
the street belonged to the children alone.
Ha Yoon approached them.
“Hello there, you all.”
“Who are you……?”
As a stranger began speaking, the children exchanged wary glances.
“Don’t worry—I mean you no harm.”
With that, Ha Yoon produced some pumpkin candy he’d bought from Eunpyeong Market not long before.
“Wow, pumpkin candy!”
“That looks delicious!”
The moment the children caught sight of the candy, their wariness melted away like snow.
In the Joseon Era, pumpkin candy was a treat finer than almost any other.
“Are you giving that to us?”
“If you’ll do one small favor for me.”
“What kind of favor?”
Even as they asked, the children’s eyes remained fixed entirely on the candy.
Swish. Swish.
Ha Yoon playfully swung the pumpkin candy back and forth, and the children’s gazes followed in rhythm.
“If I divide this candy among you, would you go around the neighborhood singing a song for me?”
“What sort of song?”
The children’s eyes already betrayed their eagerness.
With pumpkin candy on offer, they’d agree to anything.
“Heh.”
Charmed by their expressions, Ha Yoon let out a short laugh, then cleared his throat.
“Ah, ah.”
After a quick vocal check, Ha Yoon began to sing the song he’d prepared.
Every night, eight o’clock!
Eunpyeong Market Goblin Market!
Open for just one hour!
Late, and it’s over!
The song Ha Yoon sang was an imitation of an old advertising jingle he’d heard.
The shorter and simpler the lyrics, the more they lodged in people’s minds.
And a catchy melody had the added advantage of making you hum it without thinking.
Once the song ended, belated embarrassment washed over Ha Yoon, and he scratched his head.
“Well? Simple enough?”
“That’s all?”
“Yep, that’s it.”
Ha Yoon watched the children with anxious eyes.
The fate of Eunpyeong Market hinged on this song, or so it seemed.
‘Will the children actually be able to remember it?’
He wasn’t certain.
It wasn’t a difficult song, but every word of the lyrics mattered.
If they got even the market’s name wrong, everything was ruined. The time had to be right. Every word had to be delivered exactly as written.
But his worries didn’t last long.
“Every night, eight o’clock!”
Without Ha Yoon even prompting them, the children began humming the catchy melody on their own.
“Eunpyeong Market! Goblin Market!”
“Open for just one hour!”
“Late, and it’s over!”
Children were like that—once something caught their fancy, they’d repeat it for days and days without stopping. They hummed it while eating, while sleeping, ceaselessly.
Knowing this about them, Ha Yoon had chosen them deliberately.
“Wow! That’s amazing!”
Ha Yoon patted the children on their heads.
“Perfect! Will you go around the neighborhood singing that song?”
“Only if you give us pumpkin candy.”
“Then I’d better hand it out freely. Go on, eat as much as you like.”
“Yay! Pumpkin candy!”
In return, Ha Yoon distributed all the pumpkin candy he’d brought to the children.
“Eunpyeong Market! Goblin Market!”
“Open for just one hour!”
“Late, and it’s over!”
With candy in hand, the children burst into even louder song.
Their voices carried through the alley long after they departed.
Ha Yoon watched them go with satisfaction.
“That takes care of everything.”
Goblin statues.
Goblin masks.
Goblin Market.
The night market Ha Yoon had prepared was built around a single theme: goblins.
And specifically, a goblin market open for just one hour.
‘Perfect for Eunpyeong’s atmosphere.’
Since the market had always had an eerie character, there was no need to do much work.
Set up a few goblin statues and have everyone wear masks, and the goblin market would materialize in an instant.
It was a setting that suited the barren, desolate Eunpyeong Market perfectly.
Drawing the best strategy from the worst circumstances.
That was Ha Yoon’s true gift.
‘Now I just wait. For the sun to set.’
Ha Yoon gazed at the evening glow with a meaningful expression.

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This chapter was translated by Lunox Novels. To support us and help keep this series going, visit our website: LunoxScans.com
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