Over and over, lighting up the city.
Takashi couldn't even hear the bang bang of the fireworks anymore—his ears were still echoing with the chants of Tokyo's fans, again and again.
He didn't get why just a single Koshien championship could cause such a huge spectacle, but… he liked it.
He loved this madness.
Take a deep breath—this isn't the scent of gunpowder.
This is the scent of money.
Takashi once again felt thankful that he had come to Tokyo—that he had chosen Aoba.
Other cities wouldn't have been able to pull this off. They didn't have the financial power.
If he had joined Shuchiin, he doubted those prideful elites would've done something like this for him.
Only Tokyo Aoba could.
All money, no snobbery.
…
Inside Aoba's principal's office, Chika watched the fireworks rise in bursts into the sky, clutching her head in frustration.
"This must have cost a fortune!"
Extravagant!
Wasteful!
That money could've been saved for her future prime minister campaign!
And they blew it all on a celebration.
What's the difference between this and nouveau riche behavior?
"My future husband deserves the grandest welcome."
Narii said proudly.
Hitomi glanced at her and gave a cold chuckle. "Heh~"
Your husband?
No. My husband.
You're still at the starting line—I'm already on the expressway.
"Isn't this a bit much? Won't Tokyo citizens complain?"
Fujiwara Toyomi touched her chin, a bit concerned.
"You think this is just a celebration?"
Grandpa Fujiwara looked at his eldest granddaughter and chuckled, shaking his head.
"You're wrong. This is building up Takashi 's image—just like how Kimura did in the 90s to drive consumption."
He could see clearly: Hitomi wasn't just doing this for Takashi, but for them as well.
"The 'Lipstick Effect,' huh?"
Fujiwara Toyomi was smart—she understood with just a nudge.
"That's right."
Japanese society is actually very repressive.
Work pressure, overtime culture, strict hierarchies, collectivism… all contribute to the country's overall repression.
Especially in today's economic downturn, low-cost entertainment like lipstick and celebrity fandom often offer comfort to those burdened by anxiety and frustration.
The "Lipstick Effect" is a fascinating economic phenomenon, also known as the "low-cost indulgence trend."
Even during economic hardship, people still have a strong desire to consume.
They become risk-averse and avoid big-ticket items, instead turning to low-priced luxuries that offer some pleasure.
Lipstick, as a "cheap non-essential item," provides a form of psychological comfort.
What's more, economic recessions often reduce people's spending in larger areas, leaving them with a little extra "discretionary cash," just enough to splurge on those smaller indulgences.
The Lipstick Effect isn't just about cosmetics—it applies to entertainment and cultural industries as well.
Looking past historical causes, the Lipstick Effect has surfaced many times.
In the 1930s, during the Great Depression, nearly 30,000 businesses closed and over 10,000 banks went bankrupt.
Countless people who had once lived in glittering luxury saw all their wealth vanish overnight.
There was even a dark joke: when hotel staff greeted guests, they'd ask, "Checking in or jumping out?"
Yet at the same time, Hollywood entered its "Golden Age." The film industry, despite being hit by the Depression later, initially thrived because of its powerful dream-making magic.
Cinemas became places of emotional healing for the public.
"But… Why Takashi?"
Fujiwara Toyomi still didn't understand.
If they wanted to create another Kimura Takuya, they could've picked someone else. Why choose Takashi, who was still just a student?
"We didn't choose Takashi. This kind of life chose him."
Hitomi handed her a document.
Fujiwara Toyomi silently read it through. When she finished, she finally understood what Hitomi meant.
It was an investigative report.
Because of Takashi's flamboyant personality, while he gathered massive popularity, he also attracted plenty of haters.
Two sides clashed endlessly online. Any topic related to Takashi skyrocketed in engagement and heat.
If it were just internet arguments, that would be one thing.
But after he won the Koshien championship, more than 30,000 people either wrote in or left messages requesting Aoba to sell jerseys with the school crest.
A cap that Takashi casually tossed to a fan was now reselling for over 200,000 yen—and still rising.
Even the clothes Takashi had worn were selling out. Online, a new trend emerged: "Kitahara fashion."
This is why Hitomi said, "We didn't choose Takashi. This life chose him."
Some people are just destined for greatness.
Born to bask in the cheers of the crowd.
At first, Takashi never imagined he'd become famous. But somehow, he just exploded in popularity.
Meanwhile, others try hard, have resources, are even pushed by agencies—and still never make it.
That's fate.
…
With traffic police escort, Aoba's team bus slowly pulled into the school grounds.
Takashi and his team were once again welcomed by thunderous cheers from the entire student body and faculty.
Inside a dark and narrow room, Goto Hitori stared at the TV as Takashi stepped off the bus. Her eyes sparkled.
So cool.
She wished she could be like him—confident and composed in front of cameras.
"Next up, we welcome the rising star of lead guitar and songwriting, the genius rock musician, and ultra-popular online guitarist—Miss Goto Hitori!"
Lost in her daydream, Goto Hitori giggled to herself.
"Big sis, what are you doing?"
Just as Goto Hitori was about to give her acceptance speech in her fantasy, a voice snapped her out of it.
Goto Hitori looked in frustration at her younger sister.
Why now, of all times? She just had to interrupt her glorious fantasy award moment.
But seeing her little sister's innocent face, Goto Hitori couldn't stay mad.
"Watching the live broadcast."
"Huh? Isn't that onii-chan?"
Goto Futari immediately recognized Takashi's flawless face—even in an official broadcast, zoomed in, it was perfect.
"You know Big Brother?"
Goto Hitori stared at her sister in disbelief.
"Big Brother?"
Goto Futari looked confused. "Aren't you the same age as onii-chan?"
"Wait, answer my question first."
Realizing she'd slipped up, Goto Hitori quickly changed the subject.
"Of course I know him. I even kissed him once!"
"K-Kissed him?!"
Goto Hitori's pupils shook.
What?! She hadn't even shaken hands with her idol…
And you kissed him?
Maybe you should be my big sister instead.
"Yeah."
Goto Futari held her cheeks shyly, pink bubbles practically floating around her.
"Onii-chan was just too handsome. I couldn't help myself. I kissed his cheek."
Goto Hitori's eyes instinctively darted to her sister's lips.
If a big sister kissed her little sister… that wasn't illegal, right?
"I even have a photo. I'll go get it for you!"
Before Goto Hitori could put her wicked plan into action, Goto Futari darted off to find the photo.
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