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Shopping District Promotion Plan (Includes Illustrations masquerading as Documents)

Treat me to a Ko-Fi to give me more motivation!!!

*****

A week after my tea date with Hana-chan.

Something arrived from her in an A4-sized envelope. Wondering what on earth it could be, I opened it up to find a single file folder inside.

Attached to the cover was a label that read: 「District 1 Shopping District Promotion Plan.」

...Now that I think about it, I feel like she said something about this that day. I was so engrossed in the origami that I hadn't been listening to half of it. So this was the "plan" Hana-chan was talking about.

Also—and this is incredibly trivial—I looked into the distribution of dialects a bit. From the Royal Capital at the center, similar intonations and words are distributed in concentric circles... Wait, for this, should I just make a vessel out of sand?

Well, dialects aside, I have the file Hana-chan sent me.

I flipped through the pages, and it started with an overview of the shopping district. It included a map, and the names, types of business, and business categories of every single shop lining the street were listed in a long, dense row. ...Sorry, I'm skipping this part for now. I'll look at it properly later. Yeah. Later.

When I flipped to the next page, it was a barrage of numbers.

The total sales of the shopping district over the last five years, approximate number of visitors, totals by gender and age. Their trends over time. It was even formally marked as 「(Research by the Chamber of Commerce).」 This is more professional than I expected... ...Yeah, I'll look at this properly later, too. It’s fine! I’ll look later! I will!

Then, turning the page again, I saw the title 「I. Current Customer Needs and Satisfaction.」 The content was an analysis of the current situation based on a customer survey apparently conducted in the district previously.

I mean, she’s being seriously earnest about this! Her sincerity makes me, with my half-joking attitude, feel quite apologetic! ...I guess when your livelihood is on the line, the level of seriousness is just different. I should probably read this seriously too.

To do that, I'll start with some tea.

I pressed the call bell on my table. It’s one of those things—the hemispherical bells with a button on top that you’d find in restaurants in my past life. Pressing it rings a chime in the servants' breakroom. ...Look, this is a noble’s mansion; I wanted to do the elegant thing and ring a handbell with a graceful tinkle-tinkle. My home feels like a family diner.

「Did you call, milady?」

After a knock on the door, Layla appeared.

「Could I have some tea? Also, I’d be happy if there was something light to snack on...」

「We have some anpan we received from a regular vendor...」

「I'll take it.」

An immediate response. Naturally.

「(Tch)... Understood.」

Hey, did you just click your tongue at me?!

「Oh, milady, I’m telling you in advance: it’s chunky bean paste.」

「No problem. I’m a Team Chunky fan.」

「TCH!!」

That click was louder than the last one!!

...What is her deal? I mean, did Layla think I’d say 「I don't want it」 if she said it was chunky? I am an undeniable member of Team Chunky, but I belong to the moderate faction. Even if it were "smooth" paste, I'm moderate enough that I wouldn't be reluctant to eat it.

In my past life, there were many factions that split the nation in two, but to name the representative ones, I was a member of the 「Bamboo Shoot Army」 and 「Team Chunky.」 However, being a moderate, I recognize the good points of Mushrooms as well, though when it comes to steamed bean buns specifically, I refuse to acknowledge anything but smooth paste. I’m not being indecisive. I just value flexible thinking.

****

After a short wait, it wasn't Layla but Franz who arrived with a tray.

「'Ere ya go. Tea’s served.」

「Mm, thanks.」

On the tray Franz placed on the table were a teapot, a cup, and the anpan arranged on a plate. But wait a second.

「There’s a mark on this anpan like someone took a bite...」

On the edge of the bun, there was a clear mark where someone had bitten it. Even the teeth marks remained vividly.

「Layla said 'I must taste for poison!' and took a bite.」

Oi! Layla! What are you doing to your lady’s snack!!

「Franz-kun...」

「Yeah?」

「Your sister is... well, she’s a bit of a strange person, isn't she?」

「Don't go stating the obvious now.」

Franz was dead serious.

I see... It was 「stating the obvious.」 Yeah, the servants in this house are weird... I knew that, though.

***

Well, I’ve got my tea and snack. Even if it has teeth marks in it. Time to read Hana-chan’s file.

I poured the contents of the teapot into the cup. ...It was steaming hot milk.

I said 「Give me tea,」 didn't I?! No, I get it! Milk definitely goes with anpan! I get that! But I said 「Give me tea,」 didn't I?! Also, the companion for anpan is cold milk, as a matter of common sense!!

Plus, it’s scalding. They definitely let it boil, whoever made it. Hot! Ow! ...Ah, but it’s delicious...♡

No, now is not the time to be feeling all warm and fuzzy. I have to read.

***

It took about an hour to read through two-thirds of the file.

Hana-chan has analyzed the current state of the shopping district in great detail; you can really see her level of commitment.

From the current situation, there are two major problems.

The first is that the customer base is skewed toward the so-called 「F2 layer」 and 「F3 layer.」 This 「F2 layer」 is a marketing term used in the mass media. It appeared in Hana-chan’s analysis as if it were common knowledge, but I wonder what kind of job Hana-chan had in her past life?

The F2 layer refers to 「women aged 35–49,」 and the F3 layer refers to 「women aged 50 and over.」 Well, it’s a shopping district. It’s not hard to imagine that the vast majority of people coming for daily shopping would be women.

However, there are many shops in the district targeting people other than women. Those shops end up buried and go unnoticed. This includes places like fishing tackle shops or used bookstores, which have many male customers. Additionally, general goods stores targeting the younger generation don't necessarily lack customers, but they aren't exactly thriving either. How can they attract male customers and the younger generation?

The other problem is the repeat rate.

There are plenty of regulars at the food shops directly linked to daily life. But looking at other restaurants or clothing stores, they have more first-time visitors. How can they capture the hearts of customers?

Sigh... Reading serious writing is exhausting. The anpan really hits the spot for my tired brain... ...Since they made the milk scalding hot, a skin has formed on top... I’ll drink it anyway, though.

This anpan’s bean paste is incredibly delicious. It’s not too sweet, and the flavor of the azuki beans really comes through. The bread dough is delightfully chewy, too. I’ll have to ask which bakery this is from later. ...Ah! The milk skin! It’s sticking to the roof of my mouth! My mouth feels so weird!

I pressed the call button on the table again and asked the maid who arrived if I could have some water.

「Which 『Brand』 would you prefer?」

Brand?! No, regular tap water is fine!

「What we have available today is 『Rokko’s Delicious Water,』『Natural Water from a Nearby Mountain,』 and 『The Chef’s Whimsical Tap Water.』」

There are way too many things about that list that concern me!

Since there’d be no end to it if I nitpicked, I just said, 「Just put some water from the kitchen tap into a carafe, that’s fine.」 The maid gave a super bored-looking 「Suuuure」 as a sulky reply and left.

The servants in this house are way too weird!!

After a while, the maid returned with a carafe and a glass.

「Chef’s Whimsical Tap Water. Today’s intake point is the faucet at the very back of the kitchen.」

By "whimsical," you meant which faucet you poured it from?! It’s all the same no matter where you draw it from!!

***

Collecting myself, I turned the page. The next topic was 「IV. Promotion Plan Proposal.」

Before you can have repeaters, you have to get people to show up, or there’s nothing to talk about. So, these were ideas on how to draw those people in.

Listed examples included the sale of promotion vouchers usable in the district, lucky draws, stamp rallies, events that children would enjoy like temple fairs, and a singing contest with prizes provided by each shop in the district... and so on.

Flipping to the next page, it said 「Creating a Sense of Approachability,」 and as an example, it said 「Create a Mascot Character.」

True, a "yuru-chara" mascot might be good. What Hana-chan was proposing was the model of a certain black bear from a certain prefecture. No "character usage fee" is set for that bear. When someone wants to promote a local specialty, they can use the illustration of that bear on the package without being charged. Partly because the bear itself is popular, the economic effect has apparently been quite significant.

Hana-chan also wants to create such a "usage-fee-free" character.

The character Hana-chan is aiming for is apparently one with an 「approachable shape with many curves,」 a 「cute and charming appearance,」 and 「appeal to all ages and genders」—an absurdly high bar.

Wouldn't that be quite difficult even if you commissioned a top-tier designer?

Thinking that, I flipped to the next page and instinctively closed the file immediately. ...I saw something strange. Something incredibly weird was there!!

I took a deep breath, calmed my heart, and opened it again. And what was there, of all things...!!

挿絵(By みてみん)

WHAT THE HECK IS THIS?!

No, wait! Hana-chan’s concept, what was it again?! Oh man, I’m so confused!

Let’s see... 「Approachable shape with many curves.」 I don't feel like I can approach it, but the body is certainly round. 「Cute and charming appearance.」 ...I can't do this anymore... where on earth am I supposed to find charm in this thing... And 「appeal to all ages and genders」... Well, it’s certainly appealing for something, but it’s probably not the kind of appeal Hana-chan is hoping for.

On the page following the illustration of the mystery creature, the detailed concept was written.

「To make the main customers, the F2 and F3 layers, feel a sense of familiarity, the coloring is a pale pink.」

...Yeah. That part is fine, I guess.

「A design that makes women feel it’s a 'friend,' younger age groups feel it’s an 'older sister' or 'mother,' and men feel it’s their 'ideal woman.'」

THEY WON'T!! How are they supposed to feel any of that from this design!! I don't want a friend like this!! I don't want a mother like this either, and if I were a man, I would not long for a woman like this!!

「To make it easy for the suit actor to move, the limbs are left uncovered as much as possible.」

WAIT! Those legs... they're bare human legs, aren't they?! Also, those "things" coming out of the side of the head—are those hands?! I mean, you’re even thinking about the suit actor?! You’re totally planning on making this?! Wait, Hana-chan! Don't be hasty!!

This is bad... There are so many bad elements that I don't even know what’s bad anymore, it’s just all bad...

I pressed the call buzzer on the table and waited a bit. I asked the maid who arrived to call Franz.

I want someone to look at this mystery creature objectively. And I want a comment on how it makes them feel...

***

After a short while, I had the arriving Franz take a seat and I held out the file.

「I want you to look at this...」

「What’s this?」

Franz had a puzzled look as he took it, so I told him it was something sent by Hana-chan. I briefly explained the situation, telling him it was a shopping district promotion plan for the "Final Boss Battle."

「Huh...」

Franz muttered with very little interest as he flipped through the file. Well, of course Franz wouldn't be interested.

As he flipped through, Franz suddenly stopped and narrowed his eyes suspiciously. I peered over, and sure enough, it was the page with the mystery creature.

「...What is this? A monster?」

「It’s a monster, right?! You can't see it as anything else, right?!」

I knew it! There’s no way it’s an 「approachable older sister」!

「...Is she really planning to make this the shopping district’s mascot...? Is that shopkeeper for real...」

「If you don't look at the picture and just read the written concept, it’s not bad at all.」

True. Making the customer base feel familiar or making children feel like it’s part of the family—the idea itself isn't bad. And making that mascot free to use on packaging for any shop in the district—as a plan, it’s actually perfectly sound and not bad at all.

The only thing that’s bad is this entire drawing.

「I mean, this thing is a woman...」

「According to the concept, apparently so...」

Franz looked up from the file and stared intently at my face.

Hm? What is it?

After a moment, Franz gave a deep sigh, closed the file, and handed it back to me.

「Compared to this monster, you’re a total beauty, Milady.」

「Why are you even comparing us?!」

「Man... you look like more of a beauty than ever before.」

The point of comparison isn't even human!

Franz said, 「Is that all you needed?」 placed the file on the table, and stood up. When I replied that was all, he promptly left the room.

What is with that guy!!

***

That night, I had a dream.

A dream where that round pink thing was chasing me at a full dash, laughing with an 「O-ho-ho-ho-ho...!」

It was a nightmare of a level rarely seen in recent years, and when I jumped awake in distress, it was 9:00 AM.

...Hey. Someone should have come to wake me up. Seriously, what is with the servants in this house...

*****

Cultural reference? Marketing Reference? welcome to reference corner....

Hana uses cold, professional marketing terminology like "F2 Layer" in a fantasy setting. It implies Hana was likely a high-level marketing professional or an office worker in her past life. In Japanese media and advertising, the "Layers" (層) categorize the audience:

F1: Women 20–34.
F2: Women 35–49.
F3: Women 50+.

Ann and Layla have a heated interaction over whether the bean paste is "Chunky" (Tsubu-an) or "Smooth" (Koshi-an). This is one of Japan's biggest "food feuds." People are often fiercely loyal to one texture.

Ann mentions being part of the "Bamboo Shoot Army" (Takenoko-gun). This refers to the Kinoko no Yama (Mushroom) vs. Takenoko no Sato (Bamboo Shoot) snack war. It is arguably the most famous commercial rivalry in Japan (similar to Coke vs. Pepsi).

Ann’s "noble" summons is a hemispherical "ding" button. These are the standard "call buttons" found at every Gusto, Royal Host, or Saizeriya (family restaurants) in Japan. Despite being a Marquis’s daughter, her life feels like a "Family Diner" because the world-building is so lazy that the "Summoning Bell" is just a cheap plastic restaurant prop.

Hana wants to create a "Free Usage" mascot like the "Certain Black Bear." Kumamon, the mascot of Kumamoto Prefecture, became a billion-dollar phenomenon because the government allowed any local business to use his face for free to promote products. The mascot Hana designs is a horrifying pink beast with human legs. This is a parody of "Gross-Cute" (Kimo-kawaii) mascots or the "Sanrio-gone-wrong" aesthetic.

The maid offers "Whimsical Tap Water" based on which faucet the chef feels like using. Many Japanese restaurants offer a "Chef’s Whimsical Salad" (Chef no Kimagure Salad), meaning the ingredients change daily based on the chef's mood.

The maid offers "Rokko no Oishii Mizu." This is a real, famous brand of bottled mineral water from the Rokko Mountains in Japan. It implies that either the maid is a fellow reincarnated person messing with Ann, or the world is so "sloppy" that real-world Japanese brands are literally leaking into the fantasy kingdom's plumbing.

Ann is served hot milk with anpan and notes that it’s the "standard." In Japanese pop culture (especially old detective dramas), the stereotypical meal for a stakeout or a quick break is a "Sweet Bean Bun and a Carton of Milk." Ann gets the combo, but because her servants are incompetent/malicious, she gets boiling milk with a "skin" on it, ruining the nostalgic vibe.

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