"The one who gives first eventually takes all"

In the business world, we often consider 'cost-effectiveness' and 'efficiency.' However, true masters know how to utilize 'psychological debt.'

An Italian company called 'Fubinia' generated sales amounting to 300% of its input costs through three weeks of free meals.

The reason this was possible is simple. It is because they borrowed the emotions of 'apology' and 'joy' residing in the hearts of customers into the act of 'purchasing.'

Now, let the magical story begin.

Fubinia's Audacious Invitation

One sunny morning, a large poster was posted on the front gate of Fuvinia, a mid-sized Italian company.

"Distinguished ladies and gentlemen, starting next week, we are hosting a grand business dinner every Friday evening for three weeks for our partners who will shape the future with us. All expenses will be covered."

People whispered amongst themselves. "What? Free meals in a recession like this? Is the company out of its mind?" But curiosity outweighed suspicion.

In just a few hours, reservations for 3,000 seats were fully booked.

Finally, the first Friday evening arrived. True to promise, the company spared no expense in serving top-class cuisine and wine.

The owner and staff personally served the food and toasted with each customer one by one. When the atmosphere was ripe and everyone's guard had completely broken down, the owner stepped up to the podium.

"Are you enjoying this gathering today? I have prepared a gift for you as a token of my gratitude.

Here is a list of 100 items.

They are being offered at 'half price' exclusively to those present here today."

The customers, pleasantly tipsy and those whose hearts had opened from receiving the best treatment, vied with one another to grab the list.

What was the result? Three weeks later, the amount they spent was exactly three times the cost Fubinia had poured into the banquet.

The Power of the 'Borrowing Technique'

In Korea, there has long been a culture of 'Jeong' and 'hospitality.'

It is human nature to think, "I must treat you sometime," when you receive special hospitality from someone.

In psychology, this is called the 'principle of reciprocity.'

There are three reasons why Fubinia's strategy is bound to work particularly well in the Korean market.

Disarming Wariness: Koreans place great significance on the act of eating together, just as the word 'Sikgu' (eating mouth) implies. At the dining table, they become 'allies' rather than stiff business partners.

Saving Face and Reciprocity: The Korean psychology of feeling apologetic about leaving empty-handed after being treated makes the items on the list perceived as 'reciprocity' rather than 'purchases.'

Contagion of Atmosphere: The sight of the person next to you happily shopping while looking at the list stimulates herd mentality. The thought, "I feel like I should buy one too," naturally seeps in.

It Wasn't Just Simple Hospitality

Here is a twist. Did Fubinia buy the meal simply because they were 'kind'?

No. They borrowed 'customer attention.

Ordinary advertisements try to steal the customer's time. However, by gifting customers an enjoyable time, Fubinia made them willingly 'read through' the list of 100 products.

They transformed advertising into 'information' and sales into 'events.'

This is precisely the combination of 'experiential marketing' and 'relationship-oriented sales' referred to in modern marketing.

Fubinia's success did not end as a one-time event.

As word spread, people looked forward to every Friday, and the company's reputation grew day by day.

Now, 'Fubinia' was imprinted not merely as a place to sell goods, but as 'a place where one can receive the most attentive hospitality.'

If you want to make money, do not chase money. Instead, win the hearts of your customers.

If you invite guests to a table you have carefully prepared first, they will gladly return as your most powerful supporters.

"Forget the costs. It is an 'investment' that guarantees the highest return.