Read & Write | The Dallergut Dream Department Store

I have a habit of buying books based on their themes. Sometimes, I don't. The Dallergut Dream Department Store was one of those impulse buys. When I randomly pulled it out of my bookshelf, I wasn't even sure if I had actually bought it.

Looking at the cover, I thought it must be a fantasy story for a younger audience, probably at least a dozen years younger than me. Still, I figured it was okay—sometimes a little dreamy escape is good. With that thought, I started reading.

But trust the saying, 'Don't judge a book by its cover'...

Immersing myself in the journey of Penny, Mr. Dallergut, the department store employees, and the Noctilukas, I gained many new—and entirely fresh—perspectives.

1. Redefining the Concept of 'Time'

Generally speaking, time is often divided into three stages: the past, the present, and the future. This division seems to have become an accepted truth. Many stories and articles are based on this perception. They remind me of Charles Dickens' A Christmas Carol or the "moral" videos on TikTok. I, too, had the same perception.

But in the world of dreams, the author created the story of the God of Time and the three disciples with a derivative perspective that surprised me because of its openness. In this story, the three stages of the past, present, and future are still described as the basis of time. The main difference lies in the third disciple's perception of time when we sleep.

Indeed, when reflecting on time within the flow of life, people typically use consciousness to evaluate it. It might be a cherished memory from the past spent with loved ones, a future goal we strive toward, or the present moment when we recognize the impermanence of everything around us. However, people rarely consider or value the time spent sleeping. As the story puts it, "no one records that piece of time, no one takes care of it."

It turns out that human perception of time accounts for only about two-thirds of the time we exist. In the hustle and bustle of life, people find more reasons to overlook this segment of time. They stay up late more frequently, embrace quick nap techniques, or follow the advice of billionaires who claim to thrive on just four hours of sleep. There’s always a desire to maximize conscious time.

With all due respect, I am not passing judgment or offering advice. The explanation for this overlooked period of time is described clearly and realistically in the world of Mr. Dallergut. You may agree with the author or have a different interpretation of why people neglect a third of their lives. But at the very least, you’ll likely come to realize one thing: there isn’t as much time as you think—whether in the past, present, or future.

2. A Magical Yet Strangely Familiar World

After reading more than a third of the book, I noticed that author Miye Lee is Korean. And indeed, Koreans seem to have a special talent for creating parallel fantasy worlds alongside the one we live in. The popularity of Korean movies, games, and manhwa is clear proof of this.

Without being overly wordy or trying too hard to build the setting, the dreamland where Mr. Dallergut's department store is located feels strikingly familiar to our real life. I think that no matter who you are or what field you work in, you will find elements of your own story reflected in the workings of this world. The economy shifts with market fluctuations, business and manufacturing associations emerge, and systems such as distribution, post-payment models, revenue sharing mechanisms, and more intertwine seamlessly—turning a fantasy story into what could almost be a textbook on product development, consumption systems, and customer care.

I suddenly had a funny thought: what if we replaced the dream product with virtual reality technology, the eye-closed customers with physical bodies connected to tangled cables, and the Noctiluka with autonomous robots? Ah ha! We’d have an excellent science fiction novel.

P.S.: Is this individual creativity, or is it a synchronous development in content structure that allows Korean authors to convey their worlds so clearly?

3. Empathy

Mr. Dallergut's Dream Department Store has no climax, no plot twists to unravel, and no distinction between main or secondary characters. This work can be viewed as a sitcom with the tag "slice-of-life," featuring stories about life's pressures, love, and human will.

I tried to read, interpret, and explain it to a young reader—my little son. If I were to give an example of the empathy the story evokes, I would say the fact that a 6-year-old boy can understand and sympathize with 60–70% of the story’s developments is solid proof of the author’s excellent ability to craft a relatable plot.

I tried to imagine myself as a clumsy customer standing in front of the shelves of a department store, wondering which floor would hold the dream meant for me. I feel safe knowing that Mr. Dallergut and his staff will always be there in time to give me the most appropriate advice.

Lan Tieu Sinh

Saigon, September 13, 2023