Dobong-gu Diversifies Traditional Market Revitalization Policies with Digital Traditional Markets and Online Delivery
Focus on Facility and Management Modernization Since the Launch of the 8th Elected Term
Notable Initiatives Include Creating Dokkaebi Darakbang and Fostering Specialized Markets
O Eon-seok, the mayor of Dobong-gu, is smiling while talking with merchants after shopping at a traditional market.
When one thinks of traditional markets, the first images that come to mind are old buildings, crowded alleys, and inconvenient facilities.
However, since the launch of the 8th civil administration, Dobong-gu has been breaking these stereotypes and transforming traditional markets into new spaces that embody elements of youth, convenience, and modernization.
This transformation is rooted in Mayor Oh Eon-seok’s special affection for traditional markets. From his first weekend in office, Mayor Oh visited traditional markets, stating, “Traditional markets are communal spaces where residents interact closely,” and “If traditional markets thrive, so does Dobong-gu.”
Dobong-gu (Mayor Oh Eon-seok) is making every effort to revitalize traditional markets by breaking away from their old image and expanding the customer base.
First, the district began modernizing facilities to improve the aging infrastructure. Through meetings with merchant associations, opinions were gathered from each market regarding the replacement of old facilities and expansion of customer convenience amenities.
Last year, the district carried out arcade repair work on Changdong Alley Market and Dokkaebi Market, both operating for over 40 years. The arcade repair had long been a wish of visitors and merchants alike. The district completely refurbished the arcade, replaced and expanded the old gutters and rainwater inlets, and restructured the sewage pipes by excavating the road to prevent rainwater backflow during storms.
The district also fully renovated old electrical wiring, a major cause of fires in traditional markets. In April last year, Baegun Market and Changdong Alley Market were selected as project sites, and over about eight months, electrical facilities in deteriorated individual stores were repaired.
The main tasks included organizing incoming wiring, replacing exposed or embedded distribution boards in each store, removing old wiring, and installing heat-resistant wiring.
Special attention was paid to improving customer convenience facilities. To minimize visitor discomfort and promote traditional market use, the district actively reflected opinions from meetings with merchant associations and residents. The first project last year was the expansion of the Customer Support Center. In March, responding to complaints about the cramped space at the Banghak-dong Customer Support Center, construction began to build an exterior shaded yard wall and expand usable space.
Next, the LED electronic display board at Changdong Sinchang Market, which merchants and residents had frequently requested to repair, was refurbished. In 2022, the district also conducted interior arcade cleaning at three traditional markets, installed evaporative cooling devices at Changdong Sinchang Market and Banghak-dong Dokkaebi Market, and repaired emergency exit guidance lights.
This year, the district is launching a new project called ‘Dobong-gu Market, HanQ (Q) and R (R) You’ to provide information about traditional markets at a glance. It will guide visitors to market locations, parking information, and convenience facilities via QR codes. The district expects this to attract new consumer groups such as young people as well as visitors of various age groups.
The project that received the most dedicated effort in facility modernization was the creation of the Seoul Mom and Dad VIP Zone ‘Dokkaebi Darak (多樂) Room.’ To attract young parents to traditional markets, Dobong-gu became the first autonomous district in Seoul to establish a dedicated space for moms and dads shopping with their children.
Dokkaebi Darak (多樂) Room was created on the first floor of the Customer Support Center at Banghak-dong Dokkaebi Market, covering a total area of 60㎡. It includes a rest area, play area, and nursing room. Parents shopping at the traditional market can leave their children with childcare teachers and shop comfortably, while children can play freely in a safe space, making it very popular among family visitors. Since its opening in November last year, 503 infants have visited within 100 days of operation.
Management modernization efforts focusing on attracting younger generations and online expansion are also underway. The ‘Digital Specialized Market’ initiative is a representative example.
To enhance traditional markets’ online entry capabilities, comprehensive support is provided for online store entry assistance and development of nurturing strategies. This is currently being piloted at Banghak-dong Dokkaebi Market. The project runs over two years from 2023 to 2024. Last year, foundations were laid for sales activation through product development and content creation for online sales, as well as connections with various sales channels such as Coupang Eats. This year, the plan is to launch representative brand products through specialized private brand (PB) product development within the shopping district and establish live commerce marketing centered on these flagship products.
Alongside this, efforts to capture online demand are intensifying. To pioneer online sales channels in response to changes in consumer environments such as increased demand for non-face-to-face shopping, the district supports online platform entry fees and promotions for shopping districts. So far, 223 stores across three traditional markets?Banghak-dong Dokkaebi Market, Changdong Sinchang Market, and Changdong Alley Market?have been introduced to online platforms like Coupang. The district plans to expand the number of target traditional markets and stores through selections in Seoul city and Ministry of SMEs and Startups competitions.
Specialized events tailored to each market to invigorate traditional markets are also indispensable. The district has garnered great responses from visitors through events reflecting each market’s history and tradition. For example, the biannual ‘Our Neighborhood Market Outing’ is a traditional market shopping event linked with nearby daycare centers and senior centers, becoming a representative event that embraces people of all ages.
Mayor Oh Eon-seok of Dobong-gu said, “Revitalizing traditional markets requires strong support from local governments and voluntary efforts by merchants to change,” adding, “The district will continue to inject vitality into traditional markets by implementing projects aligned with changing market trends.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
