Seven Eleven Blooms Donghaeng Store Together with Seoul City

Seven Eleven, a convenience store operated by Korea Seven, announced on the 20th that it held the opening ceremony of the Donghaeng Store No. 1 at the Seoul Station Ggokbang Counseling Center in collaboration with the Seoul Metropolitan Government and signed a ‘Donghaeng Store Sponsorship Agreement’.

On the 20th at 2 PM, the opening ceremony and business agreement signing for the first Donghaeng Store, operated jointly by Seven Eleven and Seoul City (located in Dongja-dong, Seoul), took place.

This agreement is part of the Seoul Metropolitan Government’s major public project philosophy, ‘Walking Together with the Vulnerable.’ Seven Eleven plans to jointly open and support the Donghaeng Store, a food market specialized for the Ggokbangchon residents, with the Seoul Metropolitan Government for three years to establish a stable living foundation for the residents.

The Seoul Metropolitan Government’s ‘Walking Together with the Vulnerable’ project has been carried out in various ways, including the Donghaeng Restaurant and Donghaeng Bathhouse. This is the first time that the Seoul Metropolitan Government has collaborated with the distribution industry on a Donghaeng project.

Seven Eleven will provide goods worth about 10 million KRW monthly, including Seven Cafe equipment and coffee beans necessary for operating the Donghaeng Store, while the Seoul Metropolitan Government will manage the overall operation of the Donghaeng Store.

The Donghaeng Store offers about 80 types of products, ranging from basic daily necessities sold at regular Seven Eleven stores to fresh foods such as fruits and vegetables, as well as ready-to-eat meals. Ggokbangchon residents can purchase products by deducting mileage points, which are charged monthly at 100,000 points on a membership card issued by the Seoul Metropolitan Government.

Seven Cafe will be operated so that not only Ggokbangchon residents but also general customers can use it. Consumables needed for Seven Cafe, such as coffee beans and cups, will be provided free of charge, and the equipment will be regularly maintained and managed directly by Seven Eleven staff. The sales revenue from Seven Cafe will be used for the operation costs of the Donghaeng Store.

Meanwhile, the opening ceremony of the Donghaeng Store was attended by Seoul Mayor Oh Se-hoon, Seven Eleven CEO Choi Kyung-ho, Onnuri Welfare Foundation Chairman Lee Jae-hoon, related institution officials, and Ggokbangchon residents.

Jang Areum, head of the Seven Eleven ESG team, said, “Through this Donghaeng Store agreement, we aim to develop donation activities beyond the existing form of goods sponsorship to support the self-reliance of Ggokbangchon residents and create jobs, making it a sustainable win-win model. We will also work hard to ensure that the Donghaeng Store, the first Donghaeng project introduced by the Seoul Metropolitan Government in collaboration with the distribution industry, becomes a successful exemplary case.”