[Report] "I Thought They Were Japanese" Do You Know 'Hongkihabara'?

Goods Shops Gathering Around Hongdae Entrance
Reminiscent of Japan's Otaku Mecca 'Akihabara'
Popular Animation Characters, Figures, Stickers

'Ojamajo Doremi Bandai Magic Wand 4-Piece Single Set Little Witch Remi, Pepertohorn, Picot Horn, Sweet Horn, Jewelry Horn'

It sounds like a wizard's spell from a fantasy novel, but it is the product name of a magic wand ranked high in cumulative sales. The price is 9,000 won. Even this is currently out of stock. Although it seems like children would mainly play with it, it is said that people in their 20s also seek it. These consumers are called 'Otaku (御宅)' in Japanese. It refers to enthusiasts deeply immersed in a particular field such as games or comics. When pronounced in Korean style, it becomes 'Odeokhu', which is further shortened to 'Deokhu'.

Goods from the Japanese animation "Demon Slayer" sold at 'H Market' near Hongdae Ipgu Station in Seoul. Photo by Han Seunggon

There is a place they frequently visit. It is near Hongdaeipgu Station in Seoul. Near exits 5, 6, 7, 8, and 9, there are all goods shops. 'H Market', which the reporter visited on the 5th, was also filled with products that Deokhus would like, such as 'Detective Conan Holographic Card Random Goods', 'Gintama Pashakore Photo Card', and 'Ensemble Stars Anime Cafe Limited Korotta'.

Kim, a university student in his mid-20s met near this market, said, "The price range is not burdensome, and there are many things I like, so I come occasionally. When I take pictures and upload them on Instagram, the response is good." Another university student, Choi Mina (24), said, "There are many things I like, such as Demon Slayer and Slam Dunk." She added, "I like this store, and there are many (goods shops) around, so it seems many people come."

'H Market' near Hongdae Ipgu Station in Seoul. Photo by Han Seunggon

The concentration of goods shops near Hongdaeipgu Station began about 1 to 2 years ago. Lee Ji-hye, CEO of 'H Market', said, "There weren't that many goods shops originally, but since about two years ago, shops started opening, and now there are quite a few. There are probably more than ten." She added, "There is a famous tourist spot in Japan called 'Akihabara', and this area is sometimes called 'Hongkihabara'. Most consumers are teenagers to people in their 20s, and there are many customers in their 30s as well."

Akihabara is famous as the home of Otaku culture symbolizing Japan, the 'kingdom of manga'. By analogy, the area around Hongdaeipgu Station has emerged as a sanctuary for Deokhus.

Right across from 'H Market', there is a store selling plastic model Gundams and Japanese animation character figures. Various toys and figures were displayed, including famous manga characters like 'One Piece' and 'Slam Dunk', as well as Disney characters.

'Disposable Camera' Vending Machine. Photo by Han Seung-gon

Meanwhile, on this street crowded with goods shops, you can also find a 'disposable camera' vending machine. The camera price is usually around 30,000 won, and film can also be purchased through the vending machine. Lee, a university student in his 20s, said, "I didn't know there was such a vending machine. It's amazing," and added, "The neighborhood seems to be getting 'hip'. "

Youth say that various products stimulate their consumption desires. Park, a worker in his 30s, said, "I have been interested in Gundam since I was young. Also, this area has been famous for goods." He added, "The prices are a bit high, but it's still worth it." Kim, a company employee in his 20s, said, "I buy figures, but I also buy small accessories. Even just window shopping is enjoyable."

Various goods products are displayed, ranging from small accessories to wearable clothes. The photo shows the interior of 'H Market.' Photo by Seunggon Han

As a result, the distribution industry is conducting marketing targeting financially capable 'Deokhus'. 'AK&Hongdae', which opened at exit 4 of Hongdaeipgu Station in May 2021, welcomed Deokhus by housing Japan's famous animation store 'Animate', a One Piece specialty store, and a used figure shop.

Last May, Hyundai Department Store Pangyo branch opened a Gundam Base pop-up store and sold limited edition products. At that time, men in their 30s and 40s lined up to buy Gundams, and there were even 'open runs'. Around the same time, Lotte Outlet opened a Lego pop-up store and operated its own character Bellygom pop-up store. Last month, BGF Retail introduced a prepaid payment service selling random popular character figures at its convenience store CU.

An industry insider said, "Hongdae is a neighborhood with many young people, so distinctive consumption is actively happening. Not only small shops like these but also the distribution industry is doing a lot of marketing for 'Deokhus'. It seems to be becoming a culture."