Every production grits its teeth and starts promoting itself before release.

“In this industry, they call it a declaration of war.”

Declaration of War

A written statement submitted to the king before setting out for battle, declaring one’s intentions.

If a teaser was meant to show the public what kind of production this was, then the first week of promotions was where they meticulously reported how they made it and what they were thinking.

Right before deployment, when the air itself carried the tension of battle.

Manager Hong waited for the video that was about to be uploaded. He had already sent the current leads, Han Yeoreum and Seo Eden, everywhere he possibly could.

“Hello, this is Shim Juhwan from Two O’Clock Nap. Today we’ve invited two very special guests. People who also happen to have a very deep personal connection with DJ Shim... Han Yeoreum and Seo Eden!”

“Hello. I’m Han Yeoreum.”

“Hello! I’m Seo Eden-.”

Shim Juhwan’s Two O’Clock Nap.

“Yeoreum, hi!”

“Jaehwi, hi. It’s been a while.”

“What are you talking about? You two literally just did an airport appearance together—”

“Don’t break the immersion, Byeongju.”

Daily Media’s <The Last Period Is a Club Activity>.

“ASMR... touching soft fabric.”

The ASMR series operated by JC ENM’s Intube channel.

Of course, the other side had also gone all out with promotions.

Normally, productions saved the bulk of their marketing for right before airing and during the first week, but this time, poisoned by competitiveness, they had begun subtly building public recognition an entire month earlier.

Eun Baekhap with Brand D.

Hong Suryeon with Brand M.

Do Gyeoul with Brand S.

As ambassadors for luxury high-end brands, all three filmed FW-season solo pictorials, campaign shoots, and making films, firmly reminding the public of their status.

It was a method only Han Yeoreum, the sole beauty ambassador among the “Actress Holy Grail War” participants, could not use.

But this side was JC, the homeland of attention-grabbing tactics. They had something they trusted.

Borrow a Knife to Kill Another

Do not stain your own hands with blood. Borrow another’s power to destroy your enemy.

“Everything until now was fine, but the real game starts here.”

There were two things that would become the true “hook” of the promotions.

[“A Master Appears on <Please Take Care of Mbonbu> <EmBubu>... Star Writer Hwang Boseok Reveals His Daily Life?”]

[“Hwang Boseok and Seo Eden Overcome Their Age Gap... ‘A Unique Combination of Top Star and Rookie’”]

[“Han Yeoreum: ‘Filming with a Puppy’ — Adorable Two-Shot Draws Attention”]

One was <EmBubu>. And the other—

“It’s up!”

“Okay. Play it.”

Star stylist. Abbreviated as SSS.

Ryu Risa’s very first Intube channel opening video.

“Me? Starting Intube? What should I do? I don’t even have time to care about stuff like that.”

“We’ll spend the time for you. Our superstar among superstars only needs to provide the talent. Right?”

“Exactly. We’ll handle everything from planning to editing.”

JC ENM had thrown Ryu Risa a proposal to manage her Intube channel.

Even if every broadcasting company and agency combined forces, JC still held the number-one subscriber spot. They had secured first place from the very moment the Intube market began evolving into a new wave.

The flow of the industry.

Trends.

Public attention.

JC ENM had never once fallen behind any of it.

Together with Han Yeoreum, they had once opened a new era for web dramas.

Now it was Intube’s turn.

The enormous amount of big data they had accumulated told them so.

JC chose to stand at the front.

From this point onward, a new curtain would rise over the Intube landscape.

At a time when personal branding and self-promotion were becoming more important than ever, professionals from every industry would start creating individual channels beginning with Ryu Risa.

And beyond that, everyone would want a positive relationship with JC.

INTUBE

[Dongdaemun? Back in my day~ SSS Ryu Risa’s Dongdaemun Tour ⎮ The History of Migliore] 30:27

Views 67,887

Just as expected, views on SSS Ryu Risa’s first Intube upload were climbing rapidly.

Only ten minutes after upload, it had already broken fifty thousand views.

From now on, Ryu Risa’s weekly uploads would continue riding the algorithm, appearing over and over again on phone screens.

And the final destination awaiting viewers who pressed subscribe on her channel—

The very first video.

Han Yeoreum.

* * *

Coordinator Hwang monitored the Intube video inside the car while moving to the next schedule.

‘Yeoreum finally has a solo promotion schedule!’

Usually, both the male and female leads appeared together on promotional programs. That was how it had been with <Strange Tales> and <After School Quiz Show>, and with <The Great Garland> and <The Last Period Is a Club Activity>.

‘Even <Unfair Trade> had her appear on <Audio On Air> with Shin Seojin.’

Back during <Faster Than the Law>, she couldn’t even appear on programs unless senior actors accompanied her.

‘But now Yeoreum’s going alone!’

Even if it was “just” Intube, she still felt happy.

It felt like she could finally say Han Yeoreum had truly grown.

‘And with someone this huge, too.’

JC ENM had played an aggressive hand.

They had pulled over someone capable of bringing in the names of countless top celebrities.

A sleek intro began, carrying the atmosphere of New York Fashion Week. Fast cuts synced with modern music.

Legendary celebrity coordinations familiar to everyone flashed past like scrapbook pages.

Without needing explanation, the public could instantly recognize them.

It was a method only someone at the very top of the profession could use—

Dominating the atmosphere through a portfolio alone.

—Hi, I’m the # Nоvеlight # stylist of stars, SSS Ryu Risa. I’ve started Intube!

Even Ryu Risa’s relaxed greeting radiated veteran experience.

The fast-paced editing style most favored by the Intube market continued seamlessly.

—Since it’s my first video, I thought I’d talk about my beginnings. When I first started this job, I used to roam Dongdaemun. Around 2 a.m.? That was the real prime time. Once Doota opened at midnight, things would just—

The Dongdaemun market from back then appeared onscreen, filmed with that old digital-camera nostalgia.

Additional editing made it feel like they had gone back to 2002.

—From Pyeonghwa Market to Gwanghui to the Cheil Textile alley, everything was packed. Back then, “stylist” wasn’t even much of a title. I just dragged around these giant bags everywhere. Sponsorship systems were difficult too, so if I found someplace decent, I’d shamelessly ask them directly. Like, “I’m the stylist for this celebrity, can I take this outfit and dress them in it?”

Photos of coordination work for Ham Yeorin, the top actress before Eun Baekhap, Hong Suryeon, and Dong Baekyeong, appeared on the screen.

There was nostalgia in the styling from that era, but honestly, it was still beautiful enough to copy even now.

—Alright, enough introduction. Let’s head back to Dongdaemun for the first time in a while. With today’s guest!

[Star Stylist]

The screen transitioned with music, splitting into three sections that alternated shots of Dongdaemun shopping buildings.

‘And now Yeoreum!’

Han Yeoreum looked completely natural alongside Ryu Risa.

That was thanks to the years of friendship they had built together.

—I’ve noticed this place while passing by, you know? Their clothes are pretty good.

Han Yeoreum already knew not only the wholesale stores but even the surrounding markets inside out.

Hwang Jihye, who had gone shopping with her before, smiled proudly.

—Try wearing this and this together.

Ryu Risa handed over several hangers and sent Han Yeoreum into the fitting room.

A few added accessories layered onto a basic fit instantly created styling that made viewers want to copy the look immediately.

Yeoreum Picks and Risa Picks alternated onscreen, and the video ended with greetings asking viewers to give lots of love to <Dongdaemun Romance>.

The first upload was a success.

—Congratulations on opening your Intube channel, Ryu-teacher ٩(๑ˆOˆ๑)۶

—Han Yeoreum lowkey dresses really well she mixes cheap clothes and luxury brands perfectly

˪ fr lololol if you look at her Yousta there’s actually tons of easy outfits to copy so I followed her LOLOL

—Ryu Risa really is an industry fossil LOOOL that portfolio is insane

—The chemistry with the first guest was so fun hehe thanks for all the styling tips hehe

The comments increased by hundreds in an instant.

Hwang Jihye searched communities and SNS.

[HOT / SSS Ryu Risa styling on the Intube channel she opened today (feat. Han Yeoreum)]

There’s this celebrity stylist where basically every “legendary outfit” you’ve ever heard of was probably done by her

(Ryu Risa portfolio photos.jpg)

From Yousta alone she’s basically declaring herself the industry top

(Ryu Risa’s Yousta and comments from top celebrities.jpg)

Her first upload already pulling the “back in my day” card loool

(Ryu Risa photos with 2002 vibes.jpg)

Went shopping in the modern Dongdaemun district and started styling again

(Han Yeoreum before/after photos.jpg)

Ryu Risa looking proud because Han Yeoreum secretly has good taste in clothes

(Han Yeoreum Pick outfits.jpg)

How do I even end this post

(Han Yeoreum candid photos from the <Dongdaemun Romance> set.jpg)

—Why did you suddenly attack Han Yeoreum at the end you bastard T_T LMAO

—Wow so all the outfits I thought were pretty were actually done by her lololol she’s got taste

—These days I see Han Yeoreum with that same Tr*tter reaction image so often she almost feels like a different person

˪ ah shit me too LMAO

˪ holy crap I was literally feeling some weird sense of disconnect lololol right that used to be her face...

—Yeoreum’s so cute T_T when she’s with older unnies she becomes even cuter and it melts my heart

˪ true loool she’s the eldest daughter type but somehow gives youngest sibling vibes

Just the fact that it was SSS Ryu Risa’s first Intube video was enough to make it go explosively viral.

And the 2002-era celebrity nostalgia sprinkled throughout only added fuel to the fire.

“Cut! Okay!”

Director Byeon’s delighted approval rang out.

Standing before the chroma key screen, Han Yeoreum wore styling touched by SSS Ryu Risa’s hands.

Hwang Jihye tightened the corners of her lips as she watched Han Yeoreum flawlessly pull off the outfit she had prepared yet again.

‘This is going to become as legendary as the candy-bar styling from <Strange Tales> and <After School Quiz Show>... seriously!’

Ryu Risa wasn’t the only one who had been frustrated by the lack of opportunities to experiment with styling all this time.

Coordinator Hwang suddenly felt deeply moved.

Right now, Han Yeoreum was filming an homage to the iconic scene from that movie everyone thought of first when they heard “fashion film.”

“Ready—!”

A car passed by, and her clothes changed.

She passed a telephone pole, and the clothes changed again.

Just watching it delivered the catharsis of transformation clichés that gave viewers vicarious satisfaction.

From SSS Ryu Risa, to B-bly, to iconic scenes from classic films—

Everything was being layered onto Han Yeoreum.

Perfectly.

Before long, the public’s idea of a “fashion icon” would be rewritten entirely.

* * *

Wearing a pearl necklace, I looked into the mirror.

The pearl earrings on my ears glimmered softly.

“This is sooo pretty, right?”

“Yeoreum. Stop fishing for compliments and just do what you always do.”

“I’m sooo pretty right now, right?”

“Yeah. Exactly like that.”

“But unnie... I’m really nervous right now....”

I had monitored the reactions faster than anyone after the teasers for <Tamhok>, <There Is Only One Culprit>, and 〈Dear Judge〉 all went up.

Right now, the Intube content and promotions had temporarily shifted attention toward me, but this momentum wouldn’t last long.

Because on the first broadcast day of <Dongdaemun Romance>, the promotional programs for all three productions would air simultaneously.

‘Just thinking about it makes me nervous....’

Based on the information I’d heard, neither Do Gyeoul nor Eun Baekhap’s side posed a major threat.

But the real problem was <There Is Only One Culprit>.

‘They pushed the Yoo Jiuk chemistry way too hard.’

Once that program aired, it would hurt us even more because it belonged to the same genre as our <Dongdaemun Romance>.

Romance lives and dies by the male lead.

A truth that applied everywhere.

And right now, the <There Is Only One Culprit> side was selling their male lead absurdly well.

...Seriously.

Way too well.