"The First Foreign CEO in Euljiro... I Want to Grow It as a Nopo in Korea" [Euljiro Rotary]

⑨ Euljiro's First Foreign CEO Yukka Iwasaki
"Euljiro Is a Neighborhood Full of Mutual Support and Warmth"

"Yukane cannot exist without Yuka. Yukane is open five days a week, and I am always at the store. The goal of Yukane is to remain a 'long-established store in Euljiro.'"

At the entrance of the old printing alley in Euljiro, Jung-gu, Seoul, there is a Japanese-style pub called 'Euljiro Yukane.' This place has a very different atmosphere from a typical izakaya. It does not hang the Japanese-style lantern 'Chochin' (ちょうちん), which is a symbol of izakayas, at the entrance, nor does it try to create an 'authentic izakaya' feel through wooden interior design.

Nevertheless, Yukane strongly exudes a Japanese local atmosphere largely thanks to the owner, Mr. Iwasaki Yuka. First of all, since it is run by a Japanese person, it carries a strong 'local premium.' The small talk between the fluent but foreign-accented Japanese owner and the customers is Yukane’s unique charm. He requested to keep his age private because guessing his age often becomes a topic of conversation with customers. The food also features menus that reinterpret Japanese home cooking. Even the mayonnaise sauce is carefully prepared with a secret seasoning blend he personally combined.

Yuka Iwasaki, who runs the Japanese-style bar 'Euljiro Yukane' in Euljiro, Jung-gu, Seoul. Photo by Seulgi Yoon@

In an interview with Asia Economy on the 18th, Mr. Yuka, who runs Euljiro Yukane, said, "This place is not 'Japanese-style.' The interior is like that, and there is no sushi, tempura, or karaage," adding, "I deliberately avoided 'Japanese-style dishes' because I think it gives a more natural feeling like a local tavern."

Mr. Yuka is a culinary expert who majored in nutrition in Japan and came to Korea in 2001 as a study abroad student, which started his connection with Korea. Afterward, he worked at a Japanese restaurant consulting company in Korea, and based on that experience, he founded 'Euljiro Yukane' in 2019. He said, "At that time, I was the first foreign owner to enter Euljiro," and that Yukane was the only store with a Japanese local concept there. He added, "At first, I tried to get a store in many commercial areas such as Gangnam, Apgujeong, Sinsa, Itaewon, Yeoksam, and Mapo in Seoul. I visited so many real estate offices that I lost count," and "I happened to learn about Euljiro through a recommendation from an acquaintance."

Photo by Yoon Seulgi

Six years since starting up in Euljiro, with ups and downs... "I owe a lot to the neighboring merchants"

Mr. Yuka has settled in Euljiro for six years as of this year. As a foreign owner, especially one running a store that recreates the Japanese local atmosphere, it has not been an easy time. After Yukane opened in April 2019, the Korea-Japan relationship rapidly deteriorated from July that year, sparking a Japanese boycott movement, and a few months later, the COVID-19 pandemic caused difficulties.

Mr. Yuka said, "When the boycott started, I thought, 'What is this?' I was worried about the impact, but thanks to the neighbors in Euljiro, I was able to overcome the crisis," adding, "They actually came more often because they were worried I was having a hard time. During COVID, as a foreigner, I often missed or didn’t know about Korean policy information, but the neighboring merchants asked, 'Did you apply for support funds, Yuka?' and took care of me."

Although many Japanese-style concept stores have recently opened in Euljiro, he does not see them as competitors because there is a spirit of mutual support among the merchants. He said, "I am close with the other owners around here. We are neighbors rather than competitors," and "On the 15th, Buddha’s Birthday, I forgot it was a holiday, and because many people came, we ran out of beer. Fortunately, an owner from another alley lent me some, so I was able to operate safely." He added, "Since I am a foreigner and run the same type of restaurant, it could be exclusive, but maybe because there are many young owners, there is an atmosphere of wanting to work together. Euljiro is a neighborhood full of affection," and "We help each other and feel that we are all part of the same 'Euljiro community.'"

The management goal written by President Yukka Iwasaki when founding Euljiro Yukane. President Yukka explained that her original intention is to operate Yukane centered around customers, the store, suppliers, Euljiro, and suppliers. Photo by Yoon Seulgi

A store like a child... "I want to become a long-established store in Euljiro"

Mr. Yuka describes 'Yukane' as like his own child. Yukane accounts for more than 90% of his life. He said, "If I only stayed at home, I wouldn’t know society. Yukane teaches me that. I meet various customers, and some days I face problems like equipment breaking down. Every day is different," adding, "Work is hard, but I have to run Yukane, so I eat and build my stamina. I think of Yukane as my child, and just as I learn from my child and teach my child, we are growing together."

His feelings for Euljiro are as special as his sincerity toward Yukane. He said, "Since Yukane is in Euljiro, I feel a great responsibility to help this commercial area prosper for a long time," and "I want to work hard to grow Yukane and make sure Euljiro is remembered as an attractive neighborhood. Even decades from now, I want it to remain a store that people say, 'It’s still here.'"

Editor's NoteEuljiro is also known as 'Hipjiro.' Although it looks chaotic with old buildings and alleys mixed with reconstruction, it has a peculiar 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 who strive to carry on its legacy to envision the future of the city.