[Ha-ha, Happy Holidays!]
[Happy Holidays!]
Inside the crystal orb, Santa raised his cola high, and tens of thousands of citizens followed suit, lifting their own cans.
The enthusiasm burned so intensely that even the winter chill seemed to melt away.
"Rather than Happy Holidays, it feels more like Happy Cola Day."
"The key is to make sure it doesn't feel that way."
Overt messaging can create resistance.
The ultimate goal of marketing is to approach indirectly and naturally.
'Drink cola in winter!' and 'Santa Claus drinks cola!' may share the same intent, but they convey very different feelings.
When someone we admire drinks cola, it makes us want to drink it too.
And all we did was add a special holiday—Happy Holidays (or rather, Happy Cola Day).
Special occasions have a way of amplifying emotions.
Of course, there were conspiracy theories suggesting that the White Tower was using Santa Claus to boost cola sales in winter, but they were nothing more than baseless speculation.
"This week alone, cola sales have increased fivefold. It's on par with the peak sales of summer!"
"…Should we extend the holidays?"
"If you do that, those conspiracy theories might just become facts."
"Is that so?"
Regretfully, I set my greed aside.
After all, the original goal—to boost cola's weak winter sales using Santa Claus—had been achieved.
In fact, it had been more than achieved.
With the Emperor and high-ranking nobles appearing in our advertisements, people were calling it the most successful campaign ever.
The idea of 'the cola that even the Emperor drinks' had the Empire's citizens sipping cola even in the cold of winter.
It got to the point where news spread of a cola craze occurring even in the freezing northern regions.
There was no need to push any further.
As Aria mentioned, we risked it backfiring if we overdid it.
But setting that aside...
"Take this."
"What is it?"
Aria tilted her head as she took the box that I handed her.
"A holiday gift."
"Huh?"
"You didn't get a gift from Santa Claus, did you?"
"But I'm not a child..."
"So what? It's the thought that counts."
While planning the Santa Claus project, it occurred to me that I should give gifts to our White Tower members too.
And without a doubt, Aria was the one who had worked the hardest.
She had collected the resting letters from the children through the Church, and all the gifts had passed through her hands during manufacturing.
Not just this time, but Aria had always been the busiest in managing our processed food production back at the White Tower.
Looking back, I realized I had never really given her a proper gift before.
"Thank you."
Aria accepted the gift with a joyful expression.
Her reaction was so enthusiastic that I felt a bit embarrassed.
"Don't expect too much. It's nothing that special."
"It doesn't matter. What's important is that you gave it to me."
Right there, Aria began unwrapping the box.
When she opened the wooden case, her eyes widened at what lay inside.
Seeing her speechless, I clicked my tongue.
"See? I told you it's nothing great."
"…How did you get this?"
"I asked Marquis Summernut. He managed to find it for me."
The gift I gave Aria was a white robe with golden trim.
It was a product made by the Empire's Ministry of Magic, long since discontinued.
Compared to modern luxury robes, it was plain and lacked any real appeal.
But…
"You said you wanted it, didn't you?"
"You remembered?"
"Of course."
It was a long time ago.
Long before we started making processed foods—back when our White Tower was so poor we had to use secondhand robes.
When Aria and I accompanied our Tower Master to the Imperial Ministry of Magic, we had seen this very robe displayed behind glass.
Though now it seemed plain, back then it was a high-end item we could only dream of wearing.
Aria had mentioned a small wish to own it someday.
That memory resurfaced, prompting me to find it, though I did wonder if I should have just bought her a brand-new robe instead.
However, it seemed Aria truly loved the gift.
She immediately tried the robe on right there.
"Does it suit me?"
"Yeah, it looks great."
Maybe it was the timeless design, but the robe fit Aria perfectly.
"Thank you. I'll cherish it."
Aria didn't take off the robe for quite some time after that.
Was it really that special to her?
'If I'd known, I would've gotten it for her sooner.'
Seeing Aria so happy made me smile too.
Though a bit late, I whispered softly.
"…Merry Christmas."
*
The "Santa Claus Effect" was not merely a boost in cola sales.
Gifts bearing the names of the Emperor and high-ranking nobles became a hot topic, and the streets filled with various Santa Claus-themed products.
And then, an unexpected effect emerged—something even I hadn't anticipated.
—Protests Against Discrimination of Half-Bloods.
When it was revealed that Santa Claus was a Dwerg, a movement to stop discrimination against half-bloods began to rise everywhere.
The continent was home to many half-bloods, and they all lived under discrimination, never fully belonging anywhere.
The appearance of Santa Claus began to foster a social atmosphere opposing this prejudice.
The long-standing dark side of society, left unresolved for so long, was finally coming to light through Santa Claus.
"On behalf of the Dwergs, I express my gratitude."
"Not at all. I should be the one thanking you, Mr. Brümdal. I've received so much help because of you."
I gently stopped Santa Claus— Brümdal —from bowing to me.
In truth, without Brümdal, the Santa Claus project might have failed.
It was only because of Brümdal that Santa Claus could even exist.
If anything, I was the one who should be grateful.
However, what truly left me perplexed was something else entirely.
'I didn't expect there to be so many Santa Clauses.'
Behind Brümdal stood dozens of Dwergs who had followed him.
The peculiar thing was that they all looked strikingly similar.
Since they were all Dwergs, it was natural, but seeing it in person felt entirely different.
It was like looking at a whole legion of Santa Clauses.
And it was then that I realized a huge secret.
'Maybe Santa Claus was never just one person.'
The legendary superhuman Santa Claus who delivered gifts to 3 billion children worldwide in just one night—December 24th.
It would be virtually impossible for a single person to handle all those deliveries alone.
Unless "Santa Claus" wasn't a name but rather a term for a species.
Standing before me now was an entire species of Santa Clauses.
If only I had known this sooner, delivering Christmas gifts would have been so much easier.
Above all—
"Is there anyone here who would be willing to work just on holidays for a daily wage of 10 gold?"
"T-Ten gold a day, you say?"
"Oh my! Such a fortune...!"
"Sign me up! I'll work until my bones ache!"
Santa was, after all, an ordinary citizen.
It seemed that from next year onwards, Santa Claus would be seen all over the Empire on Christmas Day.
With the holidays over, the last day of the year approached.
Late at night, when the world was wrapped in darkness...
I stood on the Imperial Palace terrace, looking out over the city as the year-end banquet unfolded.
Boom—! Bang—!
Colorful explosions rang out across the capital, and vibrant fireworks painted the dark night sky.
It was the Empire's fireworks display, bidding farewell to the old year and welcoming the new one.
I gazed up at the brilliant display of colors and then turned to my side.
The light from the fireworks cast a spectrum of colors on Christina's face.
Watching her beautiful profile, I finally spoke.
"I have something I'd like to tell you, Christina."
"Judging by your tone, it must be something important."
"Yes."
Christina, who had been looking up at the sky, lowered her gaze to meet mine.
Boom—! Boom—!
Her crimson eyes, unwavering even among the vibrant fireworks, looked straight at me.
"Go ahead."
"I remember my past life."
Though it might have sounded like a ridiculous claim, Christina didn't laugh.
"I had a feeling there was some kind of secret, but I didn't expect it to be a past life."
Her eyes showed a brief hint of surprise, but she quickly regained her composure.
She simply asked,
"Is there a reason you are telling me this?"
"I didn't want to keep secrets from you."
I had never told anyone—not even the Tower Master of the White Tower—that I remembered my past life.
Sharing my greatest secret with someone else was, in essence, a dangerous move.
But with Christina, I didn't want any secrets between us.
"What era are you speaking of?"
"I remember a civilization far more advanced than this one. Even the processed foods I created here are based on those past memories."
"Oh? Would you tell me more?"
"Rather than explaining, would you like to see it for yourself?"
I channeled my magical energy through the circle in my heart.
Vroom.
The mana stone I had brought resonated with my magic, glowing a soft blue.
I projected my memories into it.
A bustling cityscape filled the air with the hum of car engines, gray skyscrapers rose like spires toward the sky, and colorful neon signs lit up the night with vibrant life.
Seoul.
The city of my previous life's memories unfolded vividly before us.
***
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