The Miracle of O-ridangil? Does Seoul's Benchmark Guarantee Success? [No-Jam City]

[No Fun, Searching for Urban Enjoyment]
<3>Not Easy to Escape 'No Fun'
②O-ridan-gil Sprouting Nationwide
Hwangridan-gil, Dongridan-gil, Gallidan-gil, Gongridan-gil, Seongridan-gil, etc.
"Rather than Imitation, Foster Local Identity and Grow Anchor Brands"

Editor's NoteAre you familiar with so-called 'No-Jam Cities,' meaning boring cities? These are cities lacking in things to do, see, and enjoy, making locals feel bored and deterring visitors from other regions. Since 2019, the term 'No-Jam City' has been used on social media to describe various cities. What started as a kind of meme for fun has evolved into local government projects like the 'Fun City Creation Project' in places such as Daejeon, Ulsan, Gwangju, and Cheongju. Are cities labeled 'No-Jam' truly dull and boring? What makes a city fun? We aim to reflect on the places and spaces where we live.

"Every one or two years, businesses fail and the signs get changed."

Jeong Hye-jun (23), who works part-time at a black tea specialty shop on Dongridan-gil in Gwangju, said the street’s popularity is not what it used to be. Dongridan-gil is a name created by combining Gwangju’s Dongmyeong-dong and Seoul’s Itaewon Gyeongridan-gil. Dongmyeong-dong, once home to upscale residences and traditional hanok houses, was reborn in the mid-2010s as a retro-themed caf? street. Old cement walls, red brick buildings, and slate tile roofs were reinterpreted into today’s industrial interior style, attracting many young visitors. Its proximity to the May 18th Democratic Movement sites like Jeonil Building, the former Jeonnam Provincial Office, and a 5-7 minute walk from the Culture Complex subway station also adds to its accessibility.

Recently, the foot traffic on Dongridan-gil has decreased due to gentrification and the emergence of a competing entertainment district called Siridan-gil (Ssangam-dong) in the Cheomdan district. Go Min-seon, a tourism coordinator for Yangnim-dong Cultural Village, hinted, "These days, young people in Gwangju gather at Siridan-gil." Siridan-gil is a name combining the private company 'Synergy Tower' in Cheomdan district and Gyeongridan-gil, and is considered one of Gwangju’s hottest places.

Cafe and restaurant street in Dongmyeong-dong, Gwangju, called 'Dongridan-gil'. Photo by Heo Yeonghan

The 'O-ridan-gil Syndrome' Brought by Seoul’s Gyeongridan-gil

The original 'O-ridan-gil' is Seoul’s Gyeongridan-gil. Located around Hoenamu-ro in Yongsan-gu, this area rose to fame as a 'hot place' around 2010. Adjacent to the US 8th Army base and several foreign embassies, it became a melting pot of international cultures, creating an exotic atmosphere that appealed to young people. Visitors even overlooked geographical disadvantages. Despite being distant from the main Itaewon commercial area and subway station and situated on a hill with less comfortable walking conditions, its popularity remained steady. With restaurants, cafes, and galleries lining the street, it transformed from a 'hard-to-visit neighborhood' into an upscale commercial district.

Gyeongridan-gil’s popularity seemed to wane around 2018 but has since recovered to pre-COVID-19 levels, reestablishing itself as a bona fide 'hot place.' According to Seoul’s commercial district analysis service, the store closure rate on the south side of Gyeongridan-gil was 5.9% in Q1 2019, well above Seoul’s average of 3.3%, but dropped to 1.7% by Q1 2024. The north side’s closure rate also decreased from 4% in Q1 2019 to 2.6% in Q1 2024. The foot traffic in Q1 2024 was 2,318,304 people (1,296,116 south side, 1,022,188 north side), not significantly different from 2,570,725 in Q1 2019 (1,330,864 south side, 1,239,861 north side).

The success of Gyeongridan-gil sparked the 'O-ridan-gil Syndrome.' Increased visitors boosted tourism spending and revitalized local commercial districts, becoming a solution to invigorate cities. Numerous caf? streets named after Gyeongridan-gil have sprung up nationwide, including over a dozen in Seoul alone, such as Songridan-gil (Songpa-dong), Mangridan-gil (Mangwon-dong), and Yeonridan-gil (Yeonnam-dong).

Looking Closer at O-ridan-gil... Name Recognition Alone Does Not Guarantee Success

Seongan-gil, a bustling street in Cheongju. Photo by Heo Young-han

Hwangridan-gil (Hwangnam-dong, Gyeongju, Gyeongbuk) is considered a representative success story of the 'O-ridan-gil Syndrome.' Around 2015-2016, merchants near Daereungwon started opening stores catering to the tastes of the MZ generation (Millennials + Gen Z), and by around 2017, it became famous on social media as 'Hwangridan-gil,' named after Gyeongridan-gil. Although lacking entertainment facilities due to its proximity to historic sites, the presence of cultural heritage sites like Daereungwon and Cheomseongdae right nearby had a strong draw. Its geographical advantage allowed visitors to walk to Donggung Palace and Wolji Pond (Anapji), Gyochon Village, and Woljeonggyo Bridge. Additionally, as a historic city, various contents such as hanok stays and hanbok wearing experiences attracted attention. According to Gyeongju City, over 13 million visitors came to Hwangridan-gil last year alone.

Some cities labeled 'No-Jam Cities' on social media have also created their own 'O-ridan-gil.' Daejeon’s Gallidan-gil (Galma-dong, Seo-gu) is considered a relatively successful example. The most noticeable feature here is the exotic-themed shops. Bars and restaurants with Japanese signs that are hard to understand and taco shops decorated with colorful interiors reminiscent of the Mexican flag lined Gallidan-gil. Cafes and restaurants densely filled 4-5 story villa neighborhoods, and during lunch hours, it was difficult to find parking due to the number of visitors. If not for the Seongsimdang shopping bags in people’s hands, this place would be hardly distinguishable from Seoul’s Gyeongridan-gil. University student Gil Da-bin (23), whom we met on Gallidan-gil, said, "I came because I heard there are hot cafes here."

However, the formula 'O-ridan-gil = alley commercial district revival' does not always guarantee success. When the reporter visited Gongridan-gil in Nam-gu, Ulsan, on the 19th of last month, it was hard to compare it to the original’s reputation. Even after using a smartphone map app and wandering for a while, it was difficult to find a commercial district where people gathered. Restaurants and cafes were scattered, leaving the street feeling empty. When locals were asked, "Where is Gongridan-gil?" the answer was often "I don’t know." The situation was similar for Kkotridan-gil in Dong-gu, Ulsan, which also promoted an exotic concept centered around a foreigner street.

The same goes for Seongridan-gil in Seongan-dong, Cheongju, which once gained fame. This area is considered a 'hot place in Cheongju' where MZ generation gathers due to cinemas like CGV and Megabox. However, when visited on the 22nd of last month, every other store was vacant. Some buildings were entirely empty, and some alleys were completely vacant.

Government Also Supports O-ridan-gil Development... "Must Preserve Local Character and Build Anchor Brands"

The proliferation of O-ridan-gil districts in local areas stems from the belief that once established, a certain level of success is guaranteed. Recently, Oh Young-joo, Minister of the Ministry of SMEs and Startups, launched an 'O-ridan-gil Development Project' to revitalize local economies. The main goal is to create premium commercial districts centered on local creators to address regional extinction crises and boost local economies.

Experts emphasize that the key to success lies not in copying commercial districts but in finding uniqueness. Instead of imitating established Gyeongridan-gil, it is important to strengthen local power and create 'distinctive characteristics' unique to each place. Joo Hye-jin, a research fellow at the Daejeon Sejong Institute, pointed out, "Since development has been centered around Seoul and political, social, economic, and cultural assets are concentrated in the metropolitan area, the standard for 'hip and cool' has always been Seoul. Following only Seoul’s successful cases like Gyeongridan-gil risks homogenization."

Busan’s Jeonridan-gil (Jeonpo-dong, Busanjin-gu) is cited as a case that successfully preserved local character. It attracted the attention of the MZ generation by incorporating elements like electronics markets and hardware stores into its interior design. In January 2017, The New York Times named Busan as one of 52 world destinations worth visiting and introduced this area.

Hundreds of customers are lined up early in the morning in front of Seongsimdang's Cake Boutique, a representative attraction of Daejeon, to purchase cakes. Photo by Heo Younghan

There is also a call to create anchor brands that can lead surrounding commercial districts. Like an anchor that firmly secures a ship, a landmark representing the region’s identity based on uniqueness and distinctiveness is needed. After Seongsimdang gained popularity, Daejeon became known as the 'City of Bread,' and with the success of the private Surf Beach project, Yangyang in Gangwon became a surfing mecca. Both cities saw a surge in visitors after building their regional images around anchor brands.

Professor Mo Jong-rin of Yonsei University emphasized, "Meaningful neighborhood brands should be made nationally famous and attract visitors. The important thing is to maintain the architectural environment of the original downtown without destroying everything through redevelopment." He added, "If redevelopment destroys everything and builds new towns, the driving force and cultural resources in the original downtown weaken. Supporting local makerspaces (spaces where local small business owners and artists gather to interact and collaborate) in neighborhoods rich in cultural resources can revitalize many areas."

▶Previous article: Why did Lee Chan-won end up singing in Ulsan... with 1,100 local festivals but still called 'No-Jam'?

▶Next article: Is ‘Fun’ Impossible Without Department Stores and Shopping Malls? Cities Considering Complex Shopping Malls