Upon Tišoi II's death, the childless Juša went uncrowned for nearly a year as he feuded with Pope Clement II over the terms of his coronation. Juša rebuffed the pontiff's demand that the Finns sail to the Levant to dethrone King Semoi of Jerusalem, who had been excommunicated sometime prior, but Juša insisted the trek was both too far and too demanding. In his memoirs, he makes clear that he knew that his kinsman Semoi remained childless and that he stood to inherit the Holy Land without a fight anyway. In any case, the negotiations wound down with Juša paying a handsome sum to Rome in exchange for a grand coronation ceremony, emptying the coffers in the process.
Fully anticipating the call to Crusade to come within the next few years, Juša devoted the first decade of his reign to two tasks: Building up his war chest and trying to sire a son. By 1009, however, word came that his kinsman King Semoi had died, and the crown of Jerusalem had passed to Juša. The sheer distance between Šoomenma and the Levant made the prospect of governing that realm impossible, but it did not stop Juša from traveling to the Holy Land to honour his kinsman - and to take the bulk of the gold and the choicest artifacts from his personal treasury.
Seeing that Semoi had expelled the Jews from the Holy City, Juša issued the Decree of Toleration that summer, welcoming them back into Jerusalem and granting them leave to worship at their holy places. The edict covered Muslims as well, much to the consternation of Christians in the Levant - and it applied throughout the Empire, permitting Jews and Muslims even living among the Finns to worship without official penalty. That done, he took stock of the Holy Kingdom, finding much of the Crusader nobility dominated by Lombards and Franks. With few kin he trusted with the Holy Land, he sought out the bravest warriors in Jerusalem, ultimately choosing to crown a Lombard knight, Cleph the Brave, as Doux over the Holy City. After a few months more, finding that Cleph could easily muster a substantial host, Juša crowned him King in the Holy Land and made preparations to leave him to his independence.
Juša returned home just in time to meet his infant son, Mihalu.
Anticipation of a call to Crusade was not unwarranted: A year and a half later, word came that Christendom would muster to attempt to seize Egypt from the Saracens. Juša committed men and funds to the cause readily despite the immense power of the Abbasids, the Caliphate of the day being the equal of all of Christendom's combined might.
The sheer distance to Egypt again strained Šoomenma's finances, but the war chest Juša had built up was sufficient to manage it. Finnic men arrived to the crusade a year into the call, finding crusader armies already roaring out of Jerusalem to war in the Sinai. Juša, seeking to follow in the footsteps of his ancestors, made landfall at Alexandria with more than 20,000 men and laid siege to the city, aiming to capture the Great Lighthouse. The Finnic armies, however, were quickly assaulted by a Saracen host of similar size, over 20,000 strong. The Battle of Abukir was bloody and close, with thousands fallen on both sides, but soon the Abbasids broke and withdrew to be reinforced by another massive relief army. Only the arrival of King Cleph the Brave of Jerusalem and armies from Sardinia and Sweden prevented a massacre of the Christian host at Burj el-Arab, but in the end, a host of 45,000 Crusaders routed upwards of 30,000 Saracens and scattered them eastward into the Nile Delta.
His hosts depleted by the immensity of the battles, Juša remained behind, storming the gates of Rasheed and tearing through the city before swinging back to the west as he pursued his goal of capturing Alexandria. However, soon enough, another host of 20,000 Saracens bore down on the remaining 12,000 Finns. The army, led by Dukes Putyayta of Mari and Nurunza of Murom and by Juša himself, stood their ground at Hammam. The High King and the Dukes led a stubborn delaying defense, grinding down the Abbasids' attacks and exhausting the bulk of their forces, buying time for the armies of Sardinia to march to the rescue. As reinforcements poured in on both sides, bodies stacked up on the field, until finally the Abbasids broke once more and fled, leaving the Finnic host badly depleted - but the Saracens even more so.
Even as the armies of Christendom moved east, however, the Finnic host remained encamped near Alexandria - a potentially fatal error. Still more Abbasid armies swept out of the delta, fully 17,500 strong compared to just 8,500 Finns. Juša was absent for the ensuing Battle of Marabout, away as he was seeing to the token siege efforts at Alexandria; it would fall to Putyayta and Nurunza to face the overwhelming odds, with no Crusader hosts in range to help.
And yet, the host somehow withstood the force of double its own number in Saracen warriors. Withdrawing into a defensive formation with heavy infantry and pikes forward, the two dukes met the Abbasids' light infantry-loaded army with the patient, defense-focused heavy infantry tactics common to the Baltic region. Of the roughly 5,000 light infantry in the Abbasid army, more than 3,000 were killed in a futile attempt to break through the Finnic shield wall, and the core of the Abbasid archery corps was decimated, while Baltic pikes inflicted gruesome losses on the Saracen cavalry. By the time the battle ended, the Finns had taken more than 7,000 Saracens to the grave at the cost of less than 2,000 Finnic lives, once more sending the Abbasids scampering.
With scouting reports showing no further Saracen columns marching in from Ifriqiya, the battered and bloodied Finnic host settled in to complete their siege. The gates of Alexandria fell on the 8th of May, 1015, and a weary Juša entered the city to survey the Lighthouse for himself. There, the Finns uncovered the grave of Saint Mark the Evangelist and claimed his relics. The city was secured before the host continued on to Abukir. It was there, on the 12th of July, that a Saracen war party reached him and brought word of Caliph Shamir II's surrender. Beaten at every turn, the Abbasids pulled out of Egypt.
Recognizing the sheer valour of the Finnic host and monarch, Pope Clement II crowned Juša's nephew Tišoi King and Protector of Egypt; another nephew, Sir Vavyla of the Knights Hospitaller, was crowned Duke of Alexandria. Juša remained just long enough to join the pontiff in Fustat for Tišoi's coronation before loading his armies wearily back onto the ships. Of just over twenty thousand Finns to sail to Egypt, just 6,000 would return.
Upon returning home, Juša brought with him thousands of gold talents worth of wealth. His first stop was Pudoga, where he laid the skull of Saint Mark in the reliquary there, rechristening the cathedral the Basilica of Saint Mark the Evangelist, or Pühän Markus Evankelista Basilika.
In late 1016, seeing an opportunity to consolidate control over the riverlands, Juša marched the entire levy of the Finnic High Kingdom and a band of allied Cumans down the Volga to the confluence with the Kama in the hopes of capturing a vast swath of flatland around the north-bank encampment known to the Khazars and Bulgars as Qazan. A three-year war with the Khazars ensued as the nomads poured across the Volga to resist the attack. The Battle of the Kama, in the shadow of a newly-erected Finnic hillfort constructed to hold the occupied fork, pitted nearly 20,000 Finns against 15,000 seasoned Khazar horsemen, but once again the heavy infantry tactics of the Finns held out: Despite losses, Juša's army drove the Khazars east and south, out of the junction.
The land of Qazan being mostly the domain of scattered nomads, Juša diverted significant funding to constructing new forts and cities on the plains, drawing upon the deep chest of loot obtained from Egypt. The hillforts inland were left to local Komi chieftains, but the hillforts along the river were given to kinsmen who had distinguished themselves in the Fourth Crusade, with Qazan itself granted to his half-brother Noumea.
In 1021, finding Herttuatar (Duchess) Ilme of Vaugeda scheming against him, Juša took the opportunity to force her into open rebellion. Upon putting her token force down, he proceeded to strip her of her herttuakunta along the Volga. The small rebellion allowed Juša to begin restructuring the royal demesne, taking personal control of the eastern shore of the Volga on down to the confluence with the Oka, creating a contiguous strip of royal land from Pälemä south to Hältuma and Gärdaset. The land of Tšuddema was handed off to the local fur-trading houses to govern as a merchant consulate, with smaller enclaves along the frigid Northern Dvina entrusted to kinsmen and husbands of kinswomen. The move reduced the size of the Finnic fleets somewhat by leaving fewer ports under royal control, but increased the number of burghers and landholders paying taxes to the crown and contributing troops to the levy - and put a renewed focus on opening up the northern fur lands to trade.
It was in the woodlands outside the river fort of Vaugeda that Juša allegedly discovered a great hole that led straight down to Hell. With the aid of the local villagers, he ordered the gap filled up with stones and sealed.
Soon enough, Juša's son Mihalu came of age, showing more interest in the administration and finance of the High Kingdom than in matters of war. Juša was quick to name the young man his regent and junior partner in governance, crowning him co-king and granting him the right to directly oversee the flow of the fur trade through Pälemä. Juša himself would largely remain entrenched at Hältumanlinna Palace from this point, overseeing affairs on the frontier - namely, relations with the Khazars and the improvement of the Volga forts and ports. It's here that he composed his memoirs; they are dated from the year 1026.
The later pages of the book are noticeably more filled with surreal imagery, at one point featuring an angel appearing in the mirror. Juša seems to have wound down the book after this point, but later sources depict him as increasingly withdrawn and erratic, some outright describing him as having gone insane.
He retained, at least, enough sanity to oversee the reorganization of the core of the Finnic military. The kingdom's forces had long been centred on a retinue of light and heavy foot and light horse drawn from the tribes, but Juša dismissed these troops and instead hired a specially-equipped body of very heavy infantry, the Sebrans - or Companions of the monarch. These troops, backed by a smaller cadre of crack archers, would form the core of a new heavy retinue specialized in the kind of defensive warfare that had won Egypt for the cross.
Death eventually took Juša in his sleep in the spring of 1034, leaving a much-expanded kingdom for his son, Mihalu.