The moment Alex posted the update, notifications exploded across the platform. All the celebrities who followed him, along with countless fans, received the alert almost simultaneously. When the words "official merchandise" appeared on their screens, Mark, Emily, and the others froze for a second, visibly confused. After all, in this parallel world, the concept of two-dimensional culture had yet to truly take shape; the term sounded strange, almost incomprehensible. For a brief moment, no one fully understood what Alex meant.
That confusion vanished the instant they clicked on the post.
So… he was mass-producing props from the series and putting them up for sale?
At first glance, it didn't seem like a big deal. Similar products already flooded online marketplaces. But as Mark and the others kept scrolling and saw the prices of the Shihakushō, the Zanpakutō, and other items, their expressions stiffened. Prices in the three-digit range were common, and some even reached four digits. Even celebrities accustomed to large sums couldn't help but feel shocked. Wasn't this a bit too ruthless? After all, knockoffs online cost only ninety-nine.
Actors with experience in action scenes, like Mark, knew exactly how much those props cost to produce. Most barely went beyond two digits. And yet Alex was slapping four-digit price tags on them-nearly a hundred times the cost. That wasn't just bold; it felt excessive.
Even so, they opened the comment section.
What they saw there left the entire Bleach cast silent once again.
"Holy shit! The official merch is finally here! I can finally buy a real Zanpakutō!"
"I've been hesitating about buying those fake ones forever… didn't expect the official version to drop now!"
"This Shihakushō is gorgeous! Only 998? I'm in!"
"With the captain's haori it's 1588? Totally worth it. Already bought it!"
"Why is it only in Magic City? Screw it, it's summer vacation-I'm booking a ticket right now!"
Reading those comments, Mark and the others felt their heads spin. No-wait a second. Did no one think there was anything wrong with those prices? This wasn't Nike, Adidas, or Dior. How could selling at that level possibly make sense?
For Alex, however, the answer was obvious. In his eyes, these people from the three-dimensional world simply didn't understand the purity of the two-dimensional world. To the most devoted fans, Bleach itself was already a luxury brand-a super IP comparable to Chanel within its own universe. In fact, Alex even thought he might have priced things too low. Compared to the infamous and greedy K Company, which sold cards with negligible production costs for five- or even six-digit prices, charging four digits for items that cost two digits to make was practically an act of charity.
There was also a clear reason he chose this moment to open the store. The Soul Society arc was nearing its end, and once it concluded, the explosive popularity of the IP would inevitably begin to decline. If he was going to make money, it had to be now-while the hype was still at its peak, and without pretending otherwise.
Not long after, Alex sent another message to the cast's group chat:
"The physical store is opening. If anyone's free, come by and show some support."
The responses came in an avalanche. Mark volunteered almost immediately. Jack Creed said he could make time. Samantha mentioned her schedule was wide open. One message, countless replies. Honestly, it wasn't surprising at all. According to Alex himself, even after the Soul Society arc, there would still be the Arrancar arc and the Battle of Karakura-at least two more major arcs. With Bleach at this level of popularity, maintaining a good relationship with Alex was only natural.
Not even Mark, the male lead, could remain completely at ease. If one day he accidentally offended Alex, who could guarantee he wouldn't be replaced on the spot? The chances were slim, of course, but the worry was there. Anyone with eyes could see that while Ichigo was the protagonist, the true soul of the series was Sōsuke Aizen. As long as Aizen remained, the audience wouldn't easily drop off.
Shortly after this unspoken tension spread among the actors, Alex stirred the group chat again. This time, the message was more direct-and far more tempting.
"Since the store is opening," he wrote, "anyone who shows up that day can help me with something simple. I'll set aside about a thousand props and collectible items for each of you to sign. In return, you'll receive a percentage of the profits from those sales."
The message hit like a bomb.
For a few seconds, the group went completely silent.
Mark blinked, rereading the text two, three times, as if he had misunderstood. This wasn't just an invitation to attend the opening. Alex was offering direct profit participation-something rare, almost unheard of in productions like this.
Jack Creed was the first to react.
"A percentage… for real?"
Right after, Samantha replied, clearly stunned.
"Director Alex, isn't this a bit too much?"
Alex answered casually, as if he were talking about something trivial.
"It's not too much. They're autographed limited editions, real added value. You help the store, the fans are happy, and everyone wins."
That simplicity only made the atmosphere feel stranger.
Mark felt his heart beat a little faster. He knew exactly what this meant. Official, limited items with the main cast's autographs-this wasn't just merchandising; it was collector material. The fans would go crazy. And the numbers involved would be anything but small.
More than the money, though, what truly moved them was something else.
Alex wasn't treating anyone as disposable or as a mere employee. He was placing them as partners.
That realization struck the group almost simultaneously.
"Director…" Mark typed, pausing for a second before sending, "…thank you."
It wasn't elaborate, but it was sincere.
Others followed suit. Short, direct messages, filled with restrained emotion. Some joked about practicing their signatures so they wouldn't mess up. Others commented that they had never received such a fair proposal outside of formal contracts.
Even those with already established careers felt the impact.
It wasn't just about money.
It was recognition.
Alex was making it very clear: you are part of this. Of the success, of the IP, of the phenomenon that Bleach was becoming.
When Mark set his phone down and leaned back in his chair, he realized he was smiling.
The earlier worries-about being replaced, about insecurity-felt distant now.
As long as Sōsuke Aizen continued to dominate the screen, and as long as Alex remained at the helm, this production wasn't just a job.
It was something bigger.
And for the first time in a long while, Mark felt genuine pride in being part of it.
…
At Aurora Entertainment, the atmosphere truly wasn't much different.
Not long after Mark replied in the group chat, Rebeca Verne, the company's leading actress, approached him with a curious, clearly interested smile.
"Hey, Mark, I heard Director Alex opened a clothing store. Shouldn't we go there and show some support?"
"It's not exactly a clothing store," Mark corrected almost reflexively, lowering his voice. "It's an official merchandise store."
Even as he spoke, he hesitated. Rebeca wasn't part of the Bleach cast. Wouldn't it be a bit strange to take her along? Thinking about it… it was just one person. There shouldn't be any problem.
That thought barely had time to settle.
"Veteran, you're going to Director Alex's opening, right? Can I come along?" Sam asked, appearing beside him as if he'd been waiting for the perfect opening.
"My schedule's pretty free these days," Terry added right after, his tone far too casual to be a coincidence. "You're going there, right, Mark?"
"Veteran… if it's not too much trouble, I'd like to go too," Talita finished, her smile restrained but attentive.
Mark's expression froze on the spot, locking into a mix of surprise and helplessness-exactly like a husky meme caught off guard.
At that instant, everything became painfully clear.
No one was truly interested in the store itself.
The real target was Alex.
After all the talk about profit-sharing, autographed collectibles, and the unusually respectful way he treated the cast, Director Alex had become a true focal point within the industry. Showing up at the opening didn't just mean supporting an event; it meant making an appearance, building connections, putting yourself on the right radar.
Mark sighed inwardly, feeling the pressure silently mount.
"Alright… we'll see about it later," he replied vaguely, avoiding committing to anything right away. Just imagining where this might lead already gave him a headache.
…
Very similar scenes were playing out in other production companies.
"Emily, if you're going to Director Alex's opening, can you take me with you?" Sabrina clung to her friend's arm, speaking in an overly sweet, almost rehearsed tone.
Emily took a deep breath, maintaining her composure while forcing a smile that clearly didn't reach her eyes.
She understood perfectly what was going on.
This wasn't simple curiosity. Nor was it selfless support.
Everyone had already realized that Alex wasn't just the director of an extremely popular drama. He was the center of a rapidly rising IP-someone who shared profits, recognized value, and treated the people around him as partners, not disposable tools.
Figures like that didn't appear every day.
Even so, instinct spoke louder.
Emily shot Sabrina a sideways glance, the light in her eyes turning colder, sharper.
"Taking you… I might consider it," she said slowly, measuring every word. "But let me make one thing very clear first."
Inside her mind, the thought echoed with absolute clarity:
Getting close to Alex is one thing.
Trying to cross my path… is something entirely different.