[Insta Walk] Needle Story - The Shop That Captivated Knitters

Seodaemun-gu Yeonhui-dong Knitting Shop 'Baneul Iyagi'
The Charm of Knitting is the 'Sense of Achievement' When Completed
Great Popularity Through YouTube Channel 'Baneul Iyagi Kim Daeri'
"Goal is to Spread Knitting Culture Beyond Hobby Activities"

Knitting shop 'Baneul Iyagi' in Yeonhui-dong, Seodaemun-gu, Seoul / Photo by Joohee Kang kjh818@

[Asia Economy Reporter Kang Juhee] Snacks like fish-shaped bread and fish cakes bought on the street, hand warmers to thaw cold hands, and movies capturing winter scenes of peeling tangerines while sitting on an electric blanket at home.

These are the things that come to mind when winter arrives. The biting wind pierces the skin, making the body curl up and the heart feel chilly, but these 'small but certain happiness' (sohwakhaeng) items help endure this season even just a little. And one more thing that is hard to leave out is knitting. At this point, one might wonder if this is an activity for older people. However, knitting is a popular item regardless of age. Stitch by stitch with yarn and needles, spending time and care, you can create essential winter fashion items like wool gloves, scarves, and knits. Above all, the sense of accomplishment and pride felt when finally completing a piece is why people have enjoyed knitting for a long time.

We visited 'Baneul Iyagi' (Needle Story) in Yeonhui-dong, Seodaemun-gu, Seoul, a place where you can fully experience the charm of knitting. Located in a residential area not far from the bustling Hongdae Entrance Station, this place is popular not only among those interested in knitting but also among Instagrammers looking for so-called 'hot places.' Especially after COVID-19, as more people have taken up knitting as a new hobby that is not restricted by activity limitations, word of mouth has spread even more. Online, the term 'Ttugaein' (knitting person) is often seen.

Baneul Iyagi's main business is selling knitting supplies, but the Yeonhui branch, which spans five floors, is essentially a complex cultural space themed around knitting. The first floor is a store selling various types of yarn and needles needed for knitting, the second floor has a caf? where you can drink tea and coffee while knitting, the third floor has classrooms for knitting lessons, and the fourth and fifth floors house studios and offices. You can experience various knitting-related activities all in one building.

Yarns sold at the store on the first floor.
Photo by Joohee Kang kjh818@

Baneul Iyagi's story dates back to 1998. CEO Song Youngye, who was a housewife, started knitting as prenatal education. Then the IMF financial crisis occurred, and Song turned her hobby into a business. Initially, it started as an online shopping mall selling knitting supplies without an offline store, but as the business gradually grew, stores were operated in Ilsan, Ewha in Seoul, Myeongdong, and now it is based in Paju and Yeonhui-dong.

Song’s daughter and marketing manager Kim Bokyung said she wanted to make the Yeonhui branch a 'convenience store-like space where anyone can comfortably drop by.' There is a prejudice that knitting is a hobby for older people, and she wanted to change that perception. Kim said, "There is a tendency to regard knitting as a trivial pastime or a minor hobby, but I wanted to show that it is not so. So I deliberately paid a lot of attention to the interior. We made the ceiling high and carefully considered how to display and arrange the products."

As Kim said, another highlight of Baneul Iyagi Yeonhui branch is its sensibly decorated interior with yarn. Upon entering the first floor of the store, there is a shelf as tall as the ceiling on the left wall, with yarn displayed in a warm-toned gradient. It is a trademark spot where visitors take photos for certification. Kim said, "Recently, many young people in their 20s have also visited. I feel a lot of pride that we have been able to let people know that knitting is a hobby anyone can easily approach."

Needle Story 1st floor. Displayed yarns and samples.
Photo by Joohee Kang kjh818@

Here, knitting classes are offered. Rather than one-day classes, they provide focused lessons to systematically learn knitting over at least 10 sessions. The curriculum is designed to suit the nature of knitting, which is difficult to complete quickly. Kim emphasized that the charm of knitting lies in the great sense of accomplishment you get because it takes a long time. She said, "The sense of achievement when you complete a piece with time, effort, and care is really great. Running doesn’t necessarily improve your life much, but it’s similar to gaining self-satisfaction."

They also run a YouTube channel for beginners to learn knitting. What started as a light promotion for the store by Kim now has over 230,000 subscribers and is famous among knitters. The Instagram follower count has reached 51,000. Kim said, "When filming YouTube videos, I explain in detail from a beginner’s perspective. Since I was a beginner too, I know where people get stuck and find it difficult. I think that’s why many people like it."

Kim expressed her hope to spread knitting culture beyond just a simple hobby to a field where people can generate income and become independent. She said, "Rather than just selling products, I want to create a culture. When making the store and filming YouTube, I try to add a youthful sensibility. I will continue to think about how to promote knitting culture so that young people don’t feel awkward knitting." This is why the future steps of Baneul Iyagi, which has led knitting from a small hobby to a trendy culture, are highly anticipated.