Seocho-gu Operates 'Yangjae Pungnyu Salon' Taste Exchange Festival Around Yangjaecheon-gil

From the 30th of this month, Saturdays and Sundays for 4 weeks

Seocho-gu, Seoul (Mayor Jeon Seong-su) will operate the ‘Yangjae Pungnyu Salon,’ a unique local lifestyle salon culture exclusive to Yangjaecheon-gil, from the 30th of this month until the 22nd of next month in the Yangjaecheon-gil commercial district.

This ‘Yangjae Pungnyu Salon’ focuses on ‘enjoying’ nature and art in one’s own style. It is a community-type festival where people can enjoy taste, style, and leisure in the distinctive restaurants and unique Yangjaecheon-gil commercial district, exchanging various lifestyles and preferences. The event is hosted by Seocho Women’s Job Corporation and operated by Move Culture Co., Ltd.

Yangjae Pungnyu Salon Poster. Provided by Seocho-gu.

Over four weeks, running salons, humanities salons, ‘Godsaeng Day’ on Saturdays, and ‘Culture Night’ on Sundays will be held, allowing participants to join according to their tastes and enjoy centered around each host.

First, the ‘Running Salon,’ a gathering of famous runners and crews against the backdrop of the active running community at Yangjaecheon, will be held on the 7th of next month. At the Yangjae Salon Hall (1st floor of Yangjae Public Parking Lot), ‘Happy Runner Olle,’ who runs the popular running YouTube channel ‘Maranic TV,’ and CEO Ahn Jung-eun of ‘Runtherful,’ a running evangelist, will participate as hosts to discuss the proper running culture.

The ‘Humanities Salon,’ held on the 14th of next month, is a time to enjoy leisure while sharing humanities discourse at various locations in the Yangjaecheon-gil commercial district, such as Crosby Wine Bar. It features ‘Self-Reflection Club’ by Kim Hye-won, editor-in-chief of trend media ‘Carrit,’ ‘Finding True Happiness’ by YouTube creator Park Ju-hyung of ‘Psychology Cat,’ and ‘Conversing Self, Expanding Self’ moderated by content editor Lee Hanna.

‘Saturday Godsaeng Day’ and ‘Sunday Culture Night’ are social gatherings held four times each on Saturdays and Sundays during the festival period at local small business stores. ‘Saturday Godsaeng Day’ is an interactive class with creators from specific fields, where participants can share hobbies with various hosts on themes such as movies, videos, photography, and illustration for each session. ‘Sunday Culture Night’ offers cultural and artistic experiences filled with the individuality and philosophy of local creators.

Yoga practice & singing bowl therapy, jazz performances with wine, classical concerts & wine talks, and media art programs will be held at commercial district venues such as ‘Goyo Sanchaek Yoga’ and ‘Carlos Art Space.’

Additionally, a community planner training program to continue the ‘salon culture’ will be operated to educate those who want to hold distinctive gatherings in Yangjaecheon-gil. Experts such as CEO Choi Jae-won of Life Share and CEO Kim Ok-jae of Crosby will provide practical education on concepts, storytelling, and operational know-how, nurturing super hosts who will lead a new culture in Yangjaecheon-gil.

All programs operate on a pre-registration basis, and applications are being accepted from the 22nd of this month via the hobby and leisure exploration platform ‘Frip.’ Detailed information such as hosts, locations, schedules, and participation fees for each program can be found on the official website and Instagram account.

Meanwhile, the Yangjaecheon-gil commercial district was the only area in Gangnam selected for the Seoul City ‘Local Brand Commercial District Development Project’ in 2022, receiving an investment of 3 billion KRW over three years. It is being branded as ‘Salon in Yangjaecheon,’ a place for exchanging diverse tastes based on nature and art. On the 14th of next month, the ‘2024 Seoul Local Brand Forum × Yangjae’ will be held, involving local brand experts such as alley economics expert Professor Mo Jong-rin of Yonsei University, CEO Jo Gwon-neung of Jibang Co., Ltd., and CEO Kim Soo-min of Local Stitch, along with merchants and business stakeholders, to share past achievements and discuss ways to create a sustainable local cultural ecosystem.

Mayor Jeon Seong-su said, “With the full-scale branding promotion, waves of change are appearing in the Yangjaecheon-gil commercial district. We will focus on intensive support so that the Yangjaecheon-gil commercial district, which gathers people with diverse tastes, can establish itself as Seocho-gu’s representative local commercial district with self-sustainability by leveraging its unique characteristics.”