As emergency emergency funding was paid, I heard that many people were flocking to the traditional market. Unlike the large supermarkets and shopping malls, the market is difficult to actively respond to in an emergency situation, so it is very helpful for small business owners to sell one more product.
People who have visited traditional markets these days can feel that they have changed quite a bit from the previous scenery. Once the atmosphere was brightened, the products were diversified. In addition to places selling goods, there are also resting places where consumers can rest for a while, and on weekends, there are many events that delight the eyes and ears with cultural performances such as busking. However, this traditional market change did not happen overnight.
In 2008, the Ministry of Culture, Sports and Tourism's'Moonjeonseong-si' (a pilot project to activate traditional markets through culture) began to redefine the market as a space that is the center of people's lives, not just a place to buy and sell goods. Various attempts were made to make it a favorite place for people, and at this time, they began to change their names from traditional markets to traditional markets. We sought out the cultural elements of each market and created unique colors based on them.
Suwon's Motgol Mayor, the first project of'Munjeonseong-si', was transformed in cultural clothes and had a story at the center of change. Gathering various stories of merchants, they put out a signboard with their own stories, and began to tell their stories through broadcasting in the market. Consumers who came to the market continued to ask questions about unfamiliar but attractive signs, and sympathized with their dreams and hopes. In'Market Radio', merchants directly became DJs and told their life theaters, which were also covered by each broadcasting station. (Also, the merchant choir, organized by merchants, went on to perform due to its popularity.)
The essence of the market is that it sells goods. Looking at it, I recognized the'power of culture'. The'Market Activation Strategy Using Culture' that started in the Motgol market spread throughout the country and developed in various ways.
Tongin Market's famous'Yeopjeon Bento' located in Seochon, Seoul, started with an idea to simultaneously address the side dish promotion and the lunch menus of the workers near the market. The side dishes were subdivided into 500 won units and sold with rice, but it was explosive in popularity because it is possible to taste a variety of side dishes for office workers who are worried about "What to eat for lunch today?" The pleasure of choosing and serving the side dishes I wanted to eat served as a merit to reduce the effort for the seller. Consumers take care of the leftovers after eating, but if you are a regular restaurant, you can do what you would not do without complainingIt originated from the high evaluation of the cultural value of'Bento Cafe'.
At one time, while using a lunch box cafe, there are many people who put iron strings that tied up bundles of leaves in empty paper cups. I could hear a touching story. Tongin Market's'Lunchbox Cafe' can be sustained by discovering the value of community culture hidden in the market.
** Tongin Market's specialty'Yeopjeon Bento' When
you go to Tongin Market, you can pick up the food you want from the lunch box cafe franchise and carry it with you. (Yeopjeon can be purchased at the Yeopjeon dealership, 500 won per piece)
The power of culture used in the traditional market activation strategy is also effective in the light of the theory of global scholars. Joseph S. Nye, a professor at Harvard University, predicted that unlike hard power, a physical force such as military or economic sanctions, soft power obtained through charm and empathy will lead the 21st century. , Danish futurist Rolf Jenssen insists that the future to come will be a society of dream society in which emotional elements such as dreams and stories are highlighted.
If there is still a disaster allowance, it is recommended to visit the traditional market around the house after a long time to help small business owners and feel the changed market atmosphere with their own skin.
* Editor's Note: Architect Kim Jong-dae's'Discourse behind Architecture' series contains behind-the-scenes stories in architecture on three themes: city, architecture, and market. Meet every other Saturday at'In-It'.
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