[Mania] 'Geumseong Jeonpasa' Revived After 65 Years

LG Electronics Opens Complex Cultural Space with Starbucks at Gyeongdong Market
Exhibiting First Black-and-White TV, Refrigerator, Washing Machine
Aiming for 'Local Coexistence'

Entrance of LG Electronics 'Geumseong Jeonpasa Refresh Center' located inside Gyeongdong Market.
[Photo by Han Yeju]

[Asia Economy Reporter Han Ye-ju] 'Geumseong,' the predecessor of LG Electronics established in 1958, has revived its logo after more than 65 years. LG Electronics created a space called the 'Geumseong Electronics Refresh Center' in Gyeongdong Market, Dongdaemun-gu, Seoul. LG Electronics set up this complex cultural space based on the idea that the word 'gochida' (to fix), used when repairing broken machines, can also carry an emotional meaning of 'refreshing the mind.'

On the afternoon of the 16th, thanks to the help of several merchants who approached the reporter wandering inside the market and gave directions, the first impression of this place was 'retro.' This was due to Starbucks, which remodeled a space that had been an abandoned theater since the 1960s into a cafe, and the 'Geumseong Electronics' at its entrance, which led the unique atmosphere.

At the store entrance, black-and-white TVs, refrigerators, and washing machines, first introduced after the establishment of Geumseong, LG Electronics' predecessor, in 1958, were displayed. A 19-inch first black-and-white TV 'VD-191' produced by Geumseong in 1966 was showing images. An attendant explained, "When the TV was released in the 1960s, its price was 60,000 won, which was equivalent to 27 sacks of rice. At that time, the starting salary for a college graduate was 16,000 won," allowing visitors to feel the passage of time as they toured the space.

As soon as we passed the entrance, black-and-white TVs, refrigerators, and washing machines, which were the first products introduced since the establishment of Geumseongsa, the predecessor of LG, were on display.
Photo by Han Yeju

Next to the exhibited products, an LG Electronics LED signage wall measuring 13.2 meters wide and 2.7 meters high was broadcasting images of the past Gyeongdong Market. Through this space, LG Electronics is conveying the history and development process of Gyeongdong Market as well as messages of regional coexistence.

Various contents were also prepared to match the concept of the space, which aims to refresh the minds of people tired of daily life.

First, in the 'Mind Refresh Corner,' there was a space where visitors could transplant seedlings of the same plant species that can be grown with LG Electronics' plant lifestyle appliance 'Tiun' into eco-friendly pots made by recycling disposable cups. A woman in her 30s holding a pot was seen enjoying the experience, taking a bright selfie in front of the corner.

Products from Geumseongsa could be found everywhere, evoking nostalgia among visiting customers.
[Photo by Han Yeju]

The 'Personality Refresh Corner' was a space where visitors could experience the 'Gram360' and 'Stylus Pen.' On one side, multifunctional stands, grip-toks, and keyrings made by upcycling LG Electronics' discarded home appliances were being sold. LG Electronics plans to donate all proceeds from sales to Gyeongdong Market.

At the 'Style Refresh Corner,' visitors could decorate clothes with pendants made from recycled plastic extracted from discarded home appliances or experience making bracelets. Visitors could also bring shoes or clothes they used at home for a remodeling experience. LG Styler and Shoe Case, which can manage clothes and shoes, were displayed on one side.

In the 'Mood Refresh Corner,' which captivates attention with dazzling lighting, the 'Geumseong Arcade' was located. Customers' laughter mixed with remarks about how it reminded them of their childhood, crouching in arcades and pressing buttons enthusiastically, could be heard. On the upper floor, an escape room experience space was also prepared. This space includes LG Electronics' refrigerators, air purifiers, and speakers, and visitors find clues by controlling appliances through the ThinQ app. The escape room experience is available by reservation.

The Mood Refreshment Center featured the 'Geumseong Arcade,' where visiting customers could enjoy playing games.
[Photo by Han Yeju]

The purpose of this community store is 'regional coexistence.' It was planned to attract young consumers as their visits to the market decreased. This aligns with LG Electronics' recent efforts, led by President Jo Joo-wan, to expand contact points with customers and create 'true fans' (loyal customers). On the official opening day, the store was already filled with the MZ generation. It became a special Starbucks store through word of mouth on social media. Nearby residents also stood out, drawn by the opportunity to experience various LG Electronics appliances and take home charming accessories.