Chapter 132

The Ponpoko Company
This is an old tale. There once was a village. It was moderately prosperous, with a standard of living slightly above average within the Arland Kingdom.

The farmers were skilled in agriculture, and even after paying taxes, they had plenty of harvest to live comfortably. Unfortunately, the village’s lord died in a war against the Empire, leaving no heir. As a result, a steward governed the land.

The steward was neither incompetent nor particularly capable. The village was prosperous, but that was all there was to it.

The village lacked any form of entertainment. The villagers were not particularly friendly and led simple, sober lives without even indulging in alcohol.

The younger generation rebelled.

"I don’t want to live in a village like this."

Gradually, young people began to leave. This troubled the villagers. Their community was unique for its prevalence of black hair, a rarity in the region. However, they had little interaction with other villages, primarily focusing on farming and occasionally buying necessities from traveling merchants.

The villagers pondered their situation and concluded that they needed entertainment. But they only knew farming; they had no other skills or experiences.

One day, a traveling merchant arrived with a rare plant: sugarcane, which grew in the southern regions. It was said that, if cultivated properly, it could yield sugar.

"Kids are supposed to love sweet things."

"Let’s give it a try."

The villagers purchased the sugarcane, although the merchant, thinking it wouldn’t thrive in the northern climate, was simply offloading it to unsuspecting buyers.

The first year was disastrous. Most of the plants withered during the winter, leaving only a few behind.

However, the villagers were determined. They believed that the failure was their fault, not the plant’s.

Gathering around the small sugarcane field, the entire village discussed ways to improve its cultivation.

Over the next ten years, they researched relentlessly. They improved the fields, enriched the soil, and purchased additional sugarcane varieties for crossbreeding. Gradually, their harvests increased. The children loved the sugar, though the villagers’ stoic demeanor while tending to the sugarcane made them seem eerie to outsiders.

In the twelfth year, a miracle occurred. The sugarcane survived the winter and was harvested successfully.

"What should we do now?"

"Let’s refine it to get even more sugar."

The villagers felt no particular joy in sugarcane production—it had merely become a way to pass the time over the years. Since the entire village participated, it wasn’t particularly burdensome.

Thus, they continued refining their methods. Year by year, their harvests grew, the sugarcane stalks became thicker, and the sugar yield per plant increased. The steward, viewing the effort as a pastime, didn’t impose taxes on the crop. After all, the output was relatively low, merely enough for the villagers to enjoy themselves.

One day, a merchant-looking man was found collapsed at the village entrance. The villagers took him in and cared for him—a rare guest in their isolated community.

After a few days, the man regained consciousness. He explained that he had been attacked by monsters on his way back from a business trip and that his adventurer escort had sacrificed themselves to let him escape.

The villagers offered him warm milk mixed with sugar.

"This... is sugar?!"

"That’s right. We made it as a pastime."

The merchant was astonished. Sugar was not produced in Arland; it was an expensive, high-tariff import—mostly smuggled in, as the kingdom had no official trade agreements for it. To hear that the villagers casually consumed it was nearly enough to make him faint.

Once he recovered, he went straight to the steward and pleaded for permission to produce sugar on a larger scale. The steward, being a conservative man, was reluctant to make changes in a village already meeting the kingdom’s tax quotas.

After lengthy negotiations, the merchant secured the right to expand sugar production, handling it through his own trading company.

Time passed, and by the time the merchant’s grandson, Ponpoko, inherited the company, he had grander ambitions. Ponpoko believed sugar should be made affordable and widely available, not just a luxury for nobles and wealthy merchants. Increasing production and lowering prices would open the market to commoners and, in turn, boost profits—a sound business strategy.

Meanwhile, the village had grown even more prosperous with support from the Ponpoko Company. The villagers’ unique sugarcane variety, a mutated strain cultivated over the years, couldn’t be replicated elsewhere without the villagers’ expertise.

Sugar production increased significantly. Although the steward had been succeeded by a new generation, the relationship with the Ponpoko Company remained strong. The village also gained access to books and other entertainment through the company, which reduced the number of young people leaving.

"And that’s the situation. Please, won’t you help me?"

Ponpoko bowed deeply before the villagers. They were hesitant about increasing sugarcane production further.

The villagers also grew wheat and other crops to meet tax obligations and sustain themselves. Sugarcane was essentially a side business. Ponpoko was asking them to focus solely on sugarcane farming.

Naturally, the villagers were conflicted. They owed much to Ponpoko and his predecessors, but abandoning their own food production for sugarcane felt risky.

Ponpoko promised financial support and discounted food supplies from other villages. A humble man, he never acted arrogantly, even while negotiating.

"Still, this is..."

"But Mr. Ponpoko isn’t a bad person."

In the end, the villagers yielded to his earnest plea. Ponpoko also negotiated with the steward to switch tax payments from wheat to cash, paving the way for the change. Over the years, the village had become literate and numerate under the company’s influence.

Ponpoko invested two-thirds of his company’s assets, risking its stability. The funds expanded the sugarcane fields across the entire village, introduced better tools, and greatly enhanced sugar production.

Though Ponpoko’s wife scolded him and put him on an allowance, he was content.

As time passed and Alicetia was building her village, Ponpoko headed to the sugarcane village to collect this year’s harvest. Thirty carriages followed along the compacted dirt road.

"It seems this year’s harvest was bountiful again. We owe them everything."

Thanks to long-term investments, the village had become one of the richest in the kingdom, with Ponpoko retaining exclusive rights to sugar sales. His collaborative approach with the villagers ensured mutual prosperity. Even the steward, now elevated to baron status, frequently expressed gratitude to Ponpoko.

When Ponpoko arrived at the village, he was warmly welcomed by the baron himself.

"I heard this year’s harvest was excellent, so I brought more carriages."

"Indeed! I must admit, meeting His Majesty was nerve-wracking, but it’s all thanks to the Ponpoko Company. Regarding this year’s payment..."

"Of course, I’ll pay upfront as always. As a merchant, I believe in preparedness."

Even in unlikely circumstances that could ruin his business, Ponpoko prioritized not inconveniencing his suppliers. He retrieved a chest from the carriage and handed it to the baron. Inside were gold coins—a testament to sugar’s immense value.

"As meticulous as ever, I see."

"With the princess promoting confectionery, sugar sales have been strong. This should secure everything for the year."

"We truly owe the princess our gratitude."

Alicetia, known for her love of sweets, was practically a walking advertisement for confectionery. Her influence boosted the popularity of sugar, and Ponpoko profited accordingly.

After some pleasant conversation, they headed to the village warehouse, only to encounter a commotion. Angry voices echoed through the air. Ponpoko’s guards were trained to avoid such incidents, so this was unusual.

"I told you, we’re not selling to you. This sugar belongs entirely to the Ponpoko Company!"

"But we’re offering double the price!"

"Shut it! It’s thanks to Mr. Ponpoko that we’re thriving. We won’t betray him for that!"

It seemed another trading company was trying to poach the sugar supply. While such attempts were not unheard of, Ponpoko was unfazed. His company’s philosophy of low-margin, high-volume sales prioritized supporting commoners, coupled with extensive aid to the village. As a result, the villagers remained loyal.

"This is unacceptable. The product has exclusive rights granted by the baron. If you insist on pressing the issue, we can take this to court."

"Still, we can offer much better terms!"

"I’ve invested heavily in this village. Can you match that level of support?"

The sharp-eyed rival merchant backed down. Ponpoko’s investments had been so substantial that few companies could compete without collapsing.

The villagers, too, sided with Ponpoko. While the rival’s offer was tempting, it wasn’t worth betraying someone who had supported them for years. They also took pride in their sugar being enjoyed by commoners and royalty alike. Betrayal wasn’t an option, especially when it might antagonize the royal family.

The rival merchant spat on the ground, muttered a threat, and left with his guards. Ponpoko and the villagers loaded the sugar onto carriages and returned to the royal capital.

And that’s when the nightmares for the Ponpoko Company began.