[Insta Walk] Ewha Store - "Postcards Are a Unique Gift in the World"

Postcard Shop in Ihwa-dong Sky Village
Colorful Mural Walk to the Location
Over 400 Types Including Korean Recipes and Cats
Main Product: Postcards Featuring Local Maps
Popular Souvenirs Among Foreign Tourists
Includes Scheduled 'Sending Service'

Exterior view of the postcard shop 'Ewhasangjeom' located in Ihwa Village, Jongno-gu, Seoul. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] The old song lyric "If you want to write love, write it with a pencil" is no longer valid. In this era, you can hear the voice of the person you want to see right away on your mobile phone and exchange greetings with each other. Maybe that's why a space where you can firmly press your longing feelings using a pen is gaining attention. Here, some write down their heartfelt longing, while others fill stationery with awkward love sentences. That place, where you can fully focus on the one you miss, is 'Ewhasangjeom,' the only postcard shop in Seoul.

If you exit Dongdaemun Station Exit 1 on Seoul Subway Line 1 and walk along the winding alleys, you will see small houses clustered at the end of a steep staircase. This is Ewhamaeul, called the "Sky Village" thanks to its high elevation. As you walk through here, the murals embroidered in every corner catch your eye. From angel wings to the main characters of the movie 'Avengers,' groups of them gather on the walls. Those who are active on social networking services (SNS) capture the wall scenes from various angles with their cameras. Following those colorful murals, you will find Ewhasangjeom with its bright yellow exterior wall. It is a rare postcard shop these days.

Next to the entrance, a display stand is stacked with attractive postcards that can stop passersby in their tracks. From postcards depicting Korean dishes like Bibimbap and Bulgogi to photo postcards featuring murals of Ewhamaeul, various types of postcards pique curiosity. There are over 400 kinds. On the wall visible as soon as you enter, there are many photo postcards themed on the blue sea. Next to them are postcards with red flowers, giving a contrasting feeling. Postcards featuring cats and Ewhadong also decorate the wall. The postcards filling the display stand each have distinct personalities, adding to the viewing pleasure.

Photo postcard related to Ihwa-dong. The postcard features murals decorating various spots in Ihwa-dong. Photo by Heo Midam damdam@asiae.co.kr

CEO Lee Yesul (39) described postcards as "gifts." "While writing a postcard, you devote your time entirely to the recipient. The recipient receives that same amount of time as a gift along with the postcard," she explained. She said there is no better gift than the sincere feelings of an unexpected someone.

The frequent subject of postcards is Ewhadong. For CEO Lee, it is an even more special neighborhood. She said she fell in love with the scenery of this neighborhood, which she visited without any connection, and suddenly decided to settle there. When she first visited in 2015, the neighborhood was famous as a mural village. However, some residents who experienced noise and privacy invasion problems due to the influx of tourists erased some murals in 2016. Watching this, CEO Lee began capturing the ever-changing appearance of the village in postcards. The map of the village she drew became a representative postcard. It also marked mural spots and locations of various shops around Ewhadong. When changes occur, such as new stores opening, the map is immediately updated.

Who visits Ewhasangjeom? Surprisingly, the main customers are foreign tourists. They focus on postcards filled with Korean charm and sensibility. It is also suitable as a souvenir. They reportedly buy at least three or more products, including unique items like cat postcards.

CEO Lee proudly said, "Before the COVID-19 pandemic, we could meet customers from all over the world except North Korea." Among regular customers is someone living in Hawaii who visits Korea with her pilot husband and buys postcards every time.

Postcards featuring cats fill the entire wall. Photo by Heo Midam damdam@asiae.co.kr

The "sending service," which sends postcards on the desired date, is another attractive point. If you write on the purchased postcard and inform the desired date and place, the shop sends it to the desired location at the right time. You can convey your sincere feelings to someone you want to see right now or give a gift that can make someone happy even if it is not a special day. Domestic and international shipping are both available. The service fee is 1,500 won regardless of domestic or overseas delivery.

Some customers show special interest in the shop's mascots, cats "Cheol-i" and "Miae." These two affectionate cats mingle freely with first-time visitors and are very popular. However, it has become difficult to see them for a while. Due to the prolonged COVID-19 situation, it has been hard to bring them to the shop. CEO Lee said with a shy smile, "They are resting at home." Traces of the two remain throughout the shop. From postcards depicting their full bodies to paw-shaped badges, cat-themed design items remind visitors of them.

In the digital age, postcards exude a strong analog feeling. CEO Lee hopes that a single postcard will remain a wonderful memory for those who visit Ewhadong. She said, "Postcards become good souvenirs not only for the recipients but also for the writers," adding, "I believe writing postcards will be a great experience for travelers as well."