'19+ Sinbivati'... Held Every Friday Night in October at Jamwon-dong

Friday Beer Party at Sinsa and Nonhyeon Stations for 19+
Unlimited Draft Beer for One Person with Food Purchase Over 10,000 Won

Seocho-gu, Seoul (Mayor Jeon Seong-su) announced on the 3rd that every Friday in October, the ‘Jamwonhagil’ area (Jamwon-dong commercial district, Sarijae Park vicinity) will host the ‘19+ Shinbi Party’ (a Friday beer party near Sinsa Station and Nonhyeon Station for adults aged 19 and over).

The ‘19+ Shinbi Party,’ jointly promoted by Seocho-gu and the Jamwon-dong Merchants’ Association to revitalize the Jamwon-dong commercial district, will be held four times this month every Friday from 6 PM to 9 PM. During the event, visitors who purchase food or snacks worth more than 10,000 KRW within the commercial district and present the receipt on the same day will receive an unlimited draft beer voucher for one person per 10,000 KRW spent. Visitors can freely enjoy food and beer at outdoor tables set up at the venue.

At the venue, visitors can enjoy refreshing beer, food, and music. The event area is decorated with colorful LED lights, standing tables, LED balloons, and various props to create a mysterious atmosphere. Especially targeting the tastes of the MZ generation, there will be a unique photo zone featuring a 3-meter tall ‘Shinbi’ doll, a beer drinking contest, a timing game, and other different weekly events. Discount coupons usable at about 80 establishments including restaurants, cafes, and nail shops within Jamwonhagil will also be provided.

Merchants in the Jamwon-dong commercial district are also actively participating. The Merchants’ Association sponsors the draft beer, the key product of this event, and merchants operate food booths at the venue offering affordable and delicious snacks.

To support this, the district is also promoting ‘F&B expert consulting for small business owners.’ The aim is to assist merchants in developing festival-tailored or takeout menus to increase satisfaction for both visitors and merchants participating in the event. Merchants benefit from menu development through store promotion and increased sales, while visitors can enjoy a variety of clean and convenient foods.

‘Jamwonhagil,’ where this event is held, is a new brand representing the Jamwon-dong commercial district, strengthening the identity of Jamwon-dong as a place connecting diverse tastes and pleasures. It especially reflects the hope that the Jamwon-dong commercial district, once famous in the 1980s as one of Gangnam’s emerging commercial areas known for the Sinsa-dong soy sauce marinated crab alley, will attract younger generations and enjoy a lasting heyday.

The district plans to officially launch the ‘Jamwonhagil’ brand by surveying preferences and responses from visitors to the ‘19+ Shinbi Party,’ nearby merchants, and residents. Additionally, Seocho-gu will upgrade the bleak landscape of the Jamwon-dong commercial district into a trendy and attractive space incorporating media art, rebirthing ‘Jamwonhagil’ as a representative alley commercial district of Seoul that embodies its identity.

Mayor Jeon Seong-su said, “We expect this event to bring vitality to the Jamwon-dong commercial district,” adding, “We hope families, couples, friends, and colleagues enjoy special moments in their daily lives at Jamwonhagil, and that it becomes an opportunity for merchants to increase their sales.”