6000 Won Dried Pollack with a Refreshing Draft Beer... The Return of the Veteran in Hipjiro [Euljiro Rotary]

④ Korea's First Draft Beer Bar 'Eulji OB Bear' Returns

Editor's NoteAnother name for Euljiro is 'Hipjiro.' Although the area presents a confusing scene with old buildings and alleyways interspersed with reconstruction, it offers a unique charm in the overlapping of past and present. Once facing a crisis due to industrial decline, Euljiro's vitality was revived as young people continued to visit. We meet those who have established Euljiro's distinctive sensibility and those striving to carry on its legacy to envision the future of the city.

Eulji OB Bear President Choi Sooyoung (69) is preparing beer to serve customers. Photo by Jinseon Kim

"Eulji OB Bear has opened? Let's have a drink." This is the reaction of passersby to the return of the 44-year-old Euljiro institution. Known as Korea's first franchise draft beer pub (opened in 1980), Eulji OB Bear was forced to leave Euljiro in 2022 after a five-year dispute with the building owner. It then relocated to the Gyeongui Line Book Street in Mapo-gu, Seoul, but returned to Euljiro last month on the 29th after two years.

Responding to regular customers' nostalgia, one wall was removed to recreate the original Eulji OB Bear atmosphere. The "giyeok (ㄱ)"-shaped seating, ideal for enjoying "honmaek" (drinking beer alone), was preserved exactly as before. The charcoal brazier used for roasting dried pollack and the kegs in the refrigerator remain unchanged from the past. Prices have also been kept as affordable as before. Most menu items, such as dried pollack and dried Alaska pollack (6,000 won), Johnsonville sausage (9,000 won), and fried chicken (9,000 won), are under 10,000 won. Choi Sooyoung, CEO of Eulji OB Bear, explained, "Some regulars come for 20 years after making friends while drinking alone." He added, "Although prices keep rising, if we raise ours too, our regulars would feel disappointed."

The appearance faithfully recreating the old Eulji OB Bears. Photo by Jinseon Kim

Eulji OB Bear is the origin of the Euljiro dried pollack alley. Nine years after Eulji OB Bear opened, Munich Hof arrived, followed by Ace Hof and Euljiro Hof. CEO Choi said, "As dried pollack gained popularity, the 'Euljiro dried pollack alley' naturally formed. Although we sell overlapping items, we respect each other's territory without encroachment, which helped the commercial district develop." This also fostered close relationships among nearby shop owners.

However, conflicts with the building owner starting in 2018 eventually led to forced demolition. Supporters even held an on-site cultural festival to reclaim Eulji OB Bear, but ultimately, it had to leave Euljiro. CEO Choi still feels a pang when recalling that time. He expressed gratitude, saying, "Returning was possible thanks to the help of many people."

Exterior view of Eulji OB Bear. Photo by Jinseon Kim

After the demolition, they established a new base at the Gyeongui Line Book Street in Mapo-gu, Seoul, but never stopped exploring Euljiro for two years. He said, "I built the commercial district living like family with nearby merchants, and since it was a place with many memories, I waited for the day to return, thinking Euljiro would be best if possible."

With the Euljiro commercial district's key money soaring and difficulty finding a place that could recreate Eulji OB Bear's unique atmosphere, he judged that re-entering Euljiro would become harder over time. After much deliberation, he decided to let go of his stubbornness and restart about 200 meters from the original Euljiro location.

He regrets that redevelopment has greatly changed the Euljiro commercial district. CEO Choi said, "The commercial district is all ruined. Many places were 30 to 40 years old, but not anymore. With redevelopment, the workplaces disappeared, and many shops moved into temporary containers, causing significant changes."

The current interior, which is larger than the old Eulji OB Bear. Photo by Jinseon Kim

CEO Choi said, "Just as 44 years are connected, I hope young people who like the atmosphere of long-established shops and existing regulars can feel the old sentiment together and form a consensus. Since Eulji OB Bear is designated as a Baeknyeon Gage (100-year-old business) by the Ministry of SMEs and Startups, operating quietly without standing out seems to be a way to create a new culture."