[Euljiro Rotary] Numerous Signless Shops... "Regrettable Commercial Distortion of the Once Hot Hipjiro"

⑤The Beginning of 'Hipjiro' as Told by 1.5 Generation Self-Employed Entrepreneur Choi Heesik
What Did It Look Like?

"In 2017, when the Euljiro alleys began to be called 'Hipjiro' (Hip Euljiro), many people created workshops for hobbies while also running small coffee businesses on the side." Choi Hee-sik (41), CEO of Luel de Chandelier, who operates two stores in the Euljiro alleys, recalled the atmosphere when he first opened his store in Euljiro in 2017 during an interview with Asia Economy on the 20th. In the middle of the alleys where printing factories were operating, there were many unmarked stores that started like this.

The Beginning of 'Hipjiro' Unique for Its Unmarked Stores

CEO Choi is part of the first generation of self-employed entrepreneurs who pioneered 'Hipjiro.' However, since there were long-established stores, the self-employed who came around 2017 call themselves the 1.5 generation. He said, "There were many workshops and art supply stores on the 3rd and 4th floors of Euljiro offices, which were spaces that office workers rented for hobbies." He added, "As people gathered closely, spaces to drink coffee next to workspaces emerged, and by making easy-to-prepare food and selling it at affordable prices, these stores developed a unique atmosphere."

Chois Heesik (41), CEO of Luel de Chandelier. Photo by Yoon Seulgi seul97@

Heesik Choi (41), CEO of Ruel de Chandelier. Photo by Seulgi Yoon seul97@

In 2018, CEO Choi opened a wine bar called 'HeeStory Darakbang Woohee' in Euljiro. At that time, the store did not even have a proper signboard, and the specialness of a space known only to a few attracted the distinctive MZ generation (Millennials + Generation Z). Although the store was not publicized on social media (SNS), it became so popular through word of mouth that there were 30 to 40 groups waiting daily. Later, in 2019, he also opened 'Luel de Chandelier,' a caf? named after a chandelier, located deeper in the alley.

'Luel de Chandelier' was also created with the goal of becoming a space that collaborates with the local community. CEO Choi said, "I had a dream of discovering cultural artists and working with them." He explained, "To debut as a painter, you need a history of exhibitions, but artists without money find it difficult to find places to exhibit. If we provide exhibition space to artists, it offers customers something to see, so I thought it could be a win-win situation."

The alley in Euljiro where Lueur de Chandelier is located. Photo by Seulgi Yoon seul97@

"Regret Over the Changing Euljiro Commercial District Without 'Ownership'"

CEO Choi said that the atmosphere of the Euljiro alley commercial district completely changed after COVID-19. In the past, it was characterized by many unmarked stores, unique interiors reflecting the owners' tastes, and stores that became famous solely through word of mouth. Now, however, commercial stores with prime first-floor locations and SNS advertisements have flooded in.

The affordable rent that served as the foundation for Hipjiro is now a thing of the past. Both rent and key money have significantly increased. A recent tenant who moved into an Euljiro alley paid over 200 million KRW in key money to the previous tenant for a 19-pyeong (approximately 62.8 square meters) space. CEO Choi said, "When new owners pay such expensive amounts, they have to think about breaking even, so they raise food prices, which makes the neighborhood more expensive." He added, "It's regrettable to see a commercial district that tries to operate only through advertising without 'ownership.'"

Inside Luel de Chandelier. Photo by Seulgi Yoon seul97@

As Hipjiro became filled with stores run by professionals who are good at sensing money, the space for stores that survived on word of mouth has shrunk. CEO Choi said, "We hurriedly put up signboards, but we can't compete with places that launch massive advertising campaigns costing hundreds of thousands to millions of won or stores with flashy interiors in prime first-floor locations."

He explained, "I am continuously striving not to give up the pride of 'my own.' Originally, my signature menu was a pork cutlet fried sandwich, but now I also sell baeksuk (boiled chicken). Trying what I like continuously is my pride." He also expressed his affection for the space called Euljiro. CEO Choi said, "There is a '50% discount for owners' service, so local shop owners who want to have a cup of coffee before work often come by." He added, "I want it to be a place where people dedicated to their livelihoods can comfortably visit inside the alleys, a store that is always there."

Editor's NoteEuljiro is also known as 'Hipjiro.' Although it appears chaotic with old buildings and reconstruction mixed throughout the alleys, it has a unique charm because the past and present overlap. 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 unique sensibility and those striving to carry on its legacy to envision the city's future.