Benno

* Casual
* Formal

*See Benno's Family Tree.*

**Benno** (ベンノ, *Benno*) is the owner of the Plantin Company and a highly successful merchant. He is Lutz's teacher and boss, and Myne's business partner. He formerly operated the Giberta Company.

His instrumental role in spreading the printing and plant paper industries led Myne to name him among her Gutenbergs.

# Appearance

Benno has curly, milk-tea colored hair that gives him a soft impression at first glance. However, his dark red eyes are "brimming with confidence," and he reminds Myne of a CEO running a venture capital firm. He dresses in finer clothes than the average merchant.

# Personality

Benno seems cold and menacing at first glance. He is hot-blooded and confrontational as a merchant, always taking challenges head on and never backs down when facing rivals and authorities alike. He also has a hot temper and tends to yell at people.

However, he shows concern for his family and friends, willing to go the extra length to protect those he cares about. Concerned about Myne's health, he paid her three small gold coins for information on rinsham, which was enough to buy a magic tool used to ease the symptoms of the Devouring.

Benno is said to have softened a little due to Myne’s influence.

# History

After his father was killed by bandits, Benno took over the operation of the Gilberta Company, abandoning his dream in order to protect his family’s store. At the time, his mother was bedridden with grief, and Benno had recently reached adulthood. With the future of the company in doubt, the majority of lehange chose not to renew their contracts. Among those that remained, Mark assisted Benno in rebuilding the store, becoming his trusted right-hand man.

Around that time, Benno came into conflict with Gustav. Gustav proposed marriage to Benno’s mother shortly after she became a widow. He also attempted to arrange a marriage between his daughter and Benno shortly after the death of Benno’s lover Liz, and later suggested a marriage between his sons and Benno's two younger sisters, causing one of the sisters to flee to another city. Benno interpreted his offers as insensitive, thinly veiled attempts to take over the company and developed a lasting dislike for Gustav.

# Skills and Abilities

* **Negotiation:** Benno is a ruthless haggler, who never fails to make a profit, given the opportunity. Although Myne successfully haggles against him a few times, her success is largely due to Benno's fondness for her.
* **Product Development:** While most merchants buy and sell goods that are already being produced, Benno has a tendency to invest in product concepts and start new lines of business. This can be both an asset and a liability. Even though most of his ventures are profitable, Myne worries that he spreads himself too thin.

# Trivia

* Both the Japanese and English voice actors of Benno are known for voicing Sett from League of Legends.
	+ His Japanese voice actor, Takehito Koyasu is well-known for voicing antagonist masterminds, like Dio Brando from Jojo's Bizarre Adventure, Sugou Nobuyuki from Sword Art Online, and Zeke Yeager from Attack On Titan.
	+ His English voice actor, Xander Mobus is well-known for voicing villains, either schemers like Tanzo Kubo from Neo The World Ends With You, or an immature madman like Telence/Terence D'Arby from Jojo's Bizarre Adventure Stardust Crusaders. His most recognized role, however, is Ren Amamiya/Joker from Persona 5 series.
* Benno's dream was to become a world-influential merchant.
* Benno is surprisingly inept when working with his hands. When peeling the bark off of wood for paper-making, he was even worse than Myne with her tiny hands.
* When Benno was an apprentice, he snuck out of his house to go parue-gathering. Although merchant kids don't usually go to the forest, he got curious after hearing his fellow apprentices talking about it.

# References

1. ↑ 1.0 1.1 Ascendance of a Bookworm. Part 5 Volume 6. Epilogue
2. ↑ Ascendance of a Bookworm. Part 1 Volume 3. Mark - The Master and I
3. ↑ Ascendance of a Bookworm. Part 4 Volume 3. The Passage of Time and a New Promise
4. ↑ Ascendance of a Bookworm. Part 1 Volume 1. Chapter 24: Meeting with the Merchant
5. ↑ 5.0 5.1 5.2 Ascendance of a Bookworm. Part 1 Volume 3. Mark - The Master and I
6. ↑ Ascendance of a Bookworm. Part 1 Volume 3. Benno-Pound Cake Sampling
7. ↑ 7.0 7.1 Ascendance of a Bookworm. Part 1 Volume 3. Chapter 14: Tools and Selecting a Workshop