Supoogyo Hof, Jeongdong Art Troupe, and Musical Chef Win-Win Business Agreement

"Euljiro 'Tourism Special Zone' Alley Commercial District We Will Revive"

[Asia Economy Reporter Moon Hyewon] Merchants in the Supyogyo area, a ‘tourism special zone’ in Euljiro 3-ga, Jung-gu, Seoul, have joined forces with traditional performing arts groups and musical performance teams to revitalize the commercial district weakened by the COVID-19 pandemic.

On the afternoon of the 6th, Supyogyo Hof and surrounding merchants in the so-called ‘Nogari Alley’ located in Euljiro 3-ga, Jung-gu, Seoul, signed a memorandum of understanding (MOU) for mutual growth with Hong Seong-il, the general director of Jeongdong Arts Troupe, and the Persona Musical Chef Performance Team, followed by a commemorative performance.

Since 2017, Euljiro Nogari Alley has been developed as a commercial district while attracting domestic and international tourists. Seoul City and Jung-gu Office designated it as a ‘tourism special zone,’ allowing street vending, which has made it popular not only among tourists but also among office workers in Jongno and Jung-gu nearby. In particular, ‘Nomek (Nogari) Street’ became so famous that it coined the new term ‘Hipjiro Hot Place, a must-visit spot in Seoul,’ attracting about 10,000 visitors daily.

However, after the outbreak of COVID-19, restrictions on street vending caused a sharp decline in sales, severely impacting Nomek Street as well.

The merchants agreed to overcome this challenge together and joined hands to revive the Euljiro Nomek Alley commercial district.

About 100 owners and employees of the Euljiro Merchants Association underwent COVID-19 testing last month and began preparations to resume operations.

The Jung-gu Office is also strengthening COVID-19 prevention measures through pilot operations, including the introduction of QR code electronic entry logs for 24 businesses, securing 2-meter spacing between outdoor tables, and compliance with quarantine rules, while supporting the revitalization of the tourism special zone business.

Kim Hyung-du, president of Supyogyo Hof and the first secretary-general of the Euljiro Nogari Alley Merchants Association, said, “We have entered into a business cooperation with Jeongdong Arts Troupe to breathe new life into the commercial district depressed by COVID-19,” adding, “We aim to secure a more diversified customer base through the influx of the arts troupe members as well as traditional performing artists.”

Hong Seong-il, general director of Jeongdong Arts Troupe, said, “We plan to continue performances to revive local commercial districts and traditional markets nationwide even after overcoming COVID-19,” and added, “I hope that the Euljiro Nogari Alley commercial district, known as a landmark of Seoul, will develop into a more well-organized commercial area.”

Meanwhile, Supyogyo Hof plans to offer a free 500CC Hite beer to customers who bring tickets for the musical ‘Chef’ and Jeongdong Arts Troupe performances.