Chapter Seventy-Three: The Chain Reaction

As the film took South Korea by storm, a dramatic chain reaction unfolded, with everything related to the movie sparking a frenzy. The production team was already in negotiations to take the film beyond Korea’s borders. In the early days of shooting, no one had much faith in the project, so there had been little interest in exporting it. But now, with its sensational success at home, neighboring countries were eagerly approaching to discuss distribution rights. Thanks to the Chinese background of the main investor, Violet Yi, the movie’s release in China proceeded smoothly—plans were set to premiere in China two weeks after its Korean debut. Other territories, including Japan, Thailand, Malaysia, and Singapore, were also seeking to import the film. A specialized team from the production company handled these negotiations, with Li Ran participating as a key member, ensuring that the interests and promotions of the stars, Jiang Yihan and Kim Jaejoong, were fully protected.

While discussions about international expansion continued, the film’s power was already being felt across Korea.

As Violet Jiang and Kwon Ji-yong enjoyed their holiday in Myeong-dong, they couldn’t help but notice the pervasive atmosphere of “May I Love You?” The exit of Myeong-dong station was adorned with a massive movie poster—one of five designs. This particular poster depicted Han and Zai playing by the seaside: the vast ocean, the soft sand, the two figures standing hand in hand, gazing at the horizon where sea and sky met. The sunlight bathed their clasped hands, rendering the scene almost magical. Alongside, in bold black calligraphy, were the words, “May I love you?”

The gigantic poster exuded a sense of comfort and intimacy, and its sheer size made it impossible to ignore.

After marveling for a moment, Violet Jiang and Kwon Ji-yong turned toward the bustling shopping district. As they strolled, the stores on either side played music—Jiang Yihan’s gentle voice singing “May I Love You?” The melody conjured an image of wide-open grasslands, and amidst the crowds, young people could be heard quietly humming along. It seemed everyone knew the song, and the scene filled Violet with delight.

“Ji-yong, what kind of store is this? Why does it have so many photos of my brother?” Violet stopped before a sprawling clothing store, peering inside to see countless images of Jiang Yihan modeling various outfits. She tried to decipher the store’s name but gave up on the Korean script.

“Violet, this is the clothing brand your brother endorses. Of course, his photos are everywhere,” Ji-yong chuckled. “Come on, let’s go in and take a look.”

Inside, the song “Don’t Want to Say Goodbye” was playing, and Ji-yong found himself singing along unconsciously. The clothes all had distinctive designs, clearly showing how much effort “Violet” had put into their creation. The store was packed—busier than any other nearby—and the staff hardly had a moment’s rest, with a continuous line at the registers. It was evident that “Violet” was immensely popular among young people; the fashionable designs, combined with a beloved spokesperson, ensured high levels of attention. Even Ji-yong, usually so sure of his own style, found himself tempted to pick out some clothes.

The young couple spent nearly half an hour joking and exchanging opinions before each selected an outfit. They joined the queue at the register, waiting their turn. As the cashier was ringing up their purchases, Violet and Ji-yong noticed another counter to the right with an unusually large crowd. Just as they were about to ask what was being sold there, the cashier suddenly lowered her voice and quickly covered her mouth, hoping not to attract attention in the busy store.

Puzzled, Violet and Ji-yong asked, “What’s wrong? Did something happen?”

The cashier composed herself. “No, nothing’s wrong. It’s just that—I’m a Castle.”

Hearing this cryptic statement, the two were baffled. But the cashier, a young woman named Xu Jeong-ah, grew more excited. “I work here part-time, and I really adore the Young Master.”

Violet and Ji-yong were still at a loss, but Ji-yong managed to calm the excited girl. “What’s being a Castle got to do with us paying for our clothes? There are people waiting in line behind us—could you hurry up?”

Realizing her lapse, Xu Jeong-ah sheepishly stuck out her tongue and explained, “I visit the Young Master’s Cyworld every day. I know you’re Violet Jiang, his sister, and you’re Kwon Ji-yong—I often see you both online.”

Surprised, Violet and Ji-yong hadn’t expected anyone to recognize them. Xu Jeong-ah finished ringing up their purchases. “I just got excited seeing you two. I hope the Young Master stays healthy and doesn’t overwork himself.” With that, she concluded the transaction.

Only after leaving did Violet and Ji-yong realize the truth: Xu Jeong-ah was such a devoted fan of Jiang Yihan that she knew everything about him and recognized them at once. They couldn’t help but marvel at Jiang Yihan’s popularity.

Remembering the crowded counter they’d seen earlier, the two decided to check it out. Inside, they heard whispers and excited cheers—among the chatter, names like “Young Master,” “Jiang Yihan,” “Han,” and “Zai” came up constantly. It was clear this was related to the film.

On closer inspection, they discovered it was the film’s merchandise corner. There were T-shirts with “May I Love You?” watermarks in various styles, hoodies, and, most notably, replicas of the clothes Han and Zai wore in the movie.

Violet and Ji-yong squeezed in to take a look. One white shirt, delicately embroidered with transparent patterns, was especially popular—several girls were trying it on for their boyfriends, and some wanted to wear it themselves, though all the sizes were for men.

Ji-yong admired a particularly handsome outfit: it was Jiang Yihan’s school uniform from the film. The black attire was accented with fine purple ribbons at the chest, cuffs, and collar, giving it an aristocratic flair. The names “Han” and “Zai” were embroidered in small, elegant script on the pocket—a unique touch.

“Violet, this is really nice,” Ji-yong, usually critical, couldn’t help but praise it.

“Right? When my brother wore it in the movie, I thought it was beautiful. I thought maybe it just looked good on him, but even here, it stands out. Should we try it on?” Violet asked, smiling.

“Let’s not—there are too many people, and we’d have to wait ages. Doesn’t your brother have tons of sponsored clothes at home? I think this set is among them. Try it on there instead,” Ji-yong teased, gently pinching Violet’s nose.

“Alright, we’ll do that,” Violet agreed, taking his arm as they squeezed their way out.

Stepping out of “Violet,” they glanced back at the still-crowded store—teeming with young women, men, and even middle-aged women choosing clothes. This small scene was testament to the film’s immense ripple effect.

They continued their shopping spree—clothes, food, cosmetics—filling the air with laughter.

Suddenly, Violet stopped again. “What is it?” Ji-yong asked.

“It’s the Samsung phone store. Let’s go look at the model my brother endorsed,” Violet’s curiosity piqued.

“Alright, let’s check it out,” Ji-yong agreed, following her into the large electronics store.

Inside, posters of various celebrities lined the walls, and Jiang Yihan’s photo was prominently displayed. As they searched for his endorsed phone, they noticed crowds flocking to a particular counter.

“Let’s see what’s going on,” Ji-yong said, taking Violet’s hand.

At the counter, only two flip phones were displayed—one black, one sky blue. Both had subtle iridescent dots that appeared only under sunlight or indoor lighting, giving the covers a unique, elegant sheen. The phones were slim, lightweight, and pleasing to hold. No wonder so many people were interested.

“Violet, do you think these are the phones your brother and Jaejoong used in the movie?” Ji-yong wondered aloud.

“Phones? I didn’t really notice during the movie,” Violet admitted.

A nearby girl, around fifteen or sixteen, chimed in enthusiastically, “Yes, that’s the phone the Young Master used in the movie! I’ve seen the film six times and studied every detail. I’m going to the ‘Violet’ store next—there’s so much merchandise! I want to buy everything!”

Violet turned to Ji-yong, “But I don’t remember my brother shooting a commercial for this phone. I know his schedule pretty well.”

“He probably hasn’t,” Ji-yong replied, scanning the area. “There aren’t any posters of him. I think Samsung seized the opportunity—since they invested in the film, it made sense to use their phones. After the movie’s success, they quickly repackaged the phone and launched it as a special item. Looks like it worked.”

“That makes sense. I bet my brother will be shooting an ad for it soon,” Violet nodded. “Let’s buy a pair—couple phones! You take the black, I’ll have the blue, okay?”

“But we already have phones. Your brother will scold you for being wasteful,” Ji-yong teased, ruffling her hair.

“He never does—he spoils me! Or maybe we can ask him to get us two as a sponsor perk?”

“We could, but it might not be appropriate,” Ji-yong hesitated.

“True. We’ll ask Li Ran later. If not, we’ll buy them ourselves. The couple phones are just too cute—I really want them!” Violet beamed.

When they returned home, they realized that everything they’d seen and heard in Myeong-dong that day had been related to the movie’s merchandise. The ripple effect was undeniable.

From a fan’s perspective, the impact was obvious; from the sponsors’ and advertisers’ point of view, it was even more pronounced.

“Hello, Li Ran? This is the marketing director from XX Men’s Cosmetics. I’d like to discuss signing Jiang Yihan and Kim Jaejoong as our spokespeople.”

“Hello, Li Ran? This is the PR manager from XX Foods.”

“This is the advertising manager for XX Credit Card…”

From food and clothing to big-ticket items like cars and real estate, everyone was calling. Even international giants like Coca-Cola, Pepsi, Nike, and Adidas had reached out. Li Ran’s phone was ringing off the hook, truly living up to the name “hotline.”

Li Ran had just left a five-star hotel after meeting with a Pepsi representative. In the end, he declined their offer. It wasn’t due to insufficient terms, an unimpressive brand, or even the rivalry with Coca-Cola. The sticking point was a condition Li Ran insisted upon: Jiang Yihan must be the exclusive spokesperson for Korea, with the possibility of becoming the sole spokesperson for China in the future. For any top star, such a condition was almost impossible to meet, but Li Ran stood firm. As a result, negotiations with all four global brands fell through.

Li Ran had his reasons. These global brands already had a roster of superstars; in such a galaxy of celebrities, Jiang Yihan’s shine could easily be overshadowed. If he couldn’t stand out, it wouldn’t be a qualitative leap for his career. Moreover, for the two sports brands, Jiang Yihan’s image only partially fit their criteria—signing such contracts would bring him financial gain, but little in terms of long-term benefit. After careful consideration, Li Ran chose not to sign with any of them.

While the chain reaction swept through the commercial world, Jiang Yihan, Kim Jaejoong, and the others continued their arduous journey of promoting the film.