The Day 'Deokboki' Was Born in Sindang-dong Tteokbokki Alley

Food Festival at Sindang-dong Tteokbokki Alley on the 19th
Kim Gil-seong, Jung-gu Mayor: "'Sindang-dong Tteokbokki' Brand to Spread Worldwide"

Seoul Jung-gu (District Mayor Kim Gil-seong) successfully concluded the food festival held on the 19th at Sindang-dong Tteokbokki & Food Alley, attracting the attention of about 2,000 visitors.

The event featured a brand launch ceremony introducing the new brand and character of Sindang-dong Tteokbokki & Food Alley to the public, along with a variety of rich events that allowed visitors to fully enjoy the charm of tteokbokki, laying the foundation for revitalizing the alley’s commercial district.

The car-free street, created with the cooperation of residents and merchants, was filled with diverse sights and food offerings. The tteokbokki character ‘Deokboki,’ which had just completed its ‘birth registration’ that day, was a hit among children with its ‘cute’ appearance. New brand promotional materials reflecting the characteristics of Sindang-dong Tteokbokki & Food Alley were also posted throughout the area, highlighting the image of the food alley.

The tasting corner attracted a large crowd. Collaborations between culinary artists (food stylists) and alley shops produced over 20 menu items that captivated customers’ palates. In addition to 15 food menu items sold at the alley shops, newly developed dishes such as mushroom perilla seed tteokbokki, chamnamul chadolbagi tteokbokki, and Chinese-style seafood tteokbokki were also very popular. The tastings led to purchases, boosting sales. The new menus introduced that day will be provided as recipes for use by the businesses.

The roulette game and stamp event were also successful. The merchants’ association offered abundant prizes such as 500 cooking sets (meal kits), discount coupons, and free tasting tickets, increasing participation rates.

On the day, Mayor Kim Gil-seong visited every shop in the alley, shaking hands and encouraging the merchants. This scene was broadcast live on a large screen on the main stage of the event venue, creating a unique entertainment experience.

The event was made possible through close cooperation among the public, private, industrial, and academic sectors. The lively performances by students from a nearby practical music high school, who regularly enjoy Sindang-dong tteokbokki, also played a role in engaging customers. Faculty and students from Polytech University contributed to menu development and exhibitions, enhancing the festival’s flavor.

An event official stated, “This event is not just about introducing the new brand,” adding, “It aims to strengthen the image through branding as well as to create an opportunity to focus more on recipe development, customer service improvement, and store management.”

In his congratulatory speech, Jung-gu Mayor Kim Gil-seong said, “When I come to the Tteokbokki Alley, it reminds me of my school days,” and added, “In an era where K-food is capturing the taste buds of people worldwide, I hope the reputation of Sindang-dong Tteokbokki Alley will spread globally through this brand launch ceremony.”