Hometown Yesan Mayor Declaration... Baek Jong-won's New Challenge

Shock to the Desolate Traditional Market in 2019
5 Stores Opened in Yesan Market After 3 Years of Preparation

[Asia Economy Reporter Kang Joo-hee] Baek Jong-won, CEO of The Born Korea and a food service entrepreneur, has declared that he will become a 'market' in his hometown Yesan, Chungnam. This means revitalizing the traditional market (市場) rather than becoming the mayor (市長), the head of the local government. In 2019, Baek was shocked to see the bleak state of the traditional market and is known to have prepared the project over a long period of three years.

On the 9th, Baek released a teaser video titled 'Baek Jong-won Becomes a Market Owner' on his YouTube channel. In the video, he announced the start of a project to revitalize the market in collaboration with Yesan County. Baek personally planned the market remodeling and began developing menus using local specialties. Ultimately, the goal of this project is to revitalize the market and thereby boost the local economy.

The reason Baek undertook this project is due to the deepening issue of regional extinction. He said, "It was a place full of memories (Yesan Market), but when I came, I was surprised to see 'For Rent' signs everywhere. The region has become so difficult. I felt a sense of crisis that if this continues, the region might disappear."

Baek Jong-won, CEO of The Born Korea, has taken on the task of revitalizing the traditional market in his hometown, Yesan, Chungnam.
Photo captured from the YouTube channel 'Baek Jong-won'

Baek acquired closed stores and remodeled them to preserve the old market atmosphere while aligning with current trends. Five restaurants opened for the first time that day to welcome customers. The startup stores include Geum-o Barbecue (chicken barbecue), Shingwang Butcher Shop (offal meat), Seonbong Noodles (scallion oil noodles, banquet noodles), Market Spicy Chicken Stew (spicy chicken stew with chili peppers), and Grill Rental House (table setting, leafy vegetables).

Baek has shown interest in revitalizing local commercial districts and specialties and has carried out various projects. Representative examples include 'Delicious Plaza,' which researches recipes using local specialties and agricultural products, and 'Alley Restaurant,' which revitalizes neighborhood commercial districts through restaurant solutions. In the case of 'Alley Restaurant,' while it generated buzz and helped revive commercial districts, there were side effects where the success of restaurants led to rent increases, eventually forcing owners to leave their shops.

Baek aimed to prevent such side effects in this project. All the newly opened stores in the market were purchased by Yesan Academy, where Baek serves as chairman.

He explained, "When we did 'Alley Restaurant,' we received a lot of criticism due to gentrification (a phenomenon where declining urban areas become prosperous, attracting people, causing rent to rise, and pushing out small business owners). While we cannot forcibly prevent rent increases for other stores, (by purchasing the stores) we can stabilize the atmosphere regarding rent increases."