"Buy Cheap and Donate Too, It's Great"... The Place Where Youth Gather

Over 70% of Profits Support Vulnerable Groups
Sales Rise from 1.4 Billion Won to 3 Billion Won

'Knitwear 5,000 won, pants 10,000 won.'

On the 17th, customers are flocking to 'Haengbokhan Nanum' Deungchon Station branch. Photo by Seungwook Park

On the afternoon of the 17th at 12:30 PM, young people were busily browsing clothing and daily necessities at the 'Haengbokhan Nanum' store near Deungchon Station in Gangseo-gu, Seoul. Some youths were wearing rings displayed in the store while holding coffee in one hand and looking at accessories with friends. Kim (28), an office worker who visited the store, said, "You can buy everything from seasoned seaweed to clothing and daily necessities at affordable prices, and since the profits are used to support vulnerable groups, I visit often," adding, "I usually come during lunch breaks or after work."

Operated by the NGO World Vision Korea, this store sells items received from companies and individuals at low prices. Mainly, new products are received from large corporations and sold. They also sell daily necessities such as soaps and diffusers made by vulnerable groups like single mothers.

More than 70% of the profits are used to support employment for vulnerable groups such as North Korean defectors, youth preparing for independence, and single mothers, or for in-kind and cash donations. In fact, most employees at the 12 Haengbokhan Nanum stores are from vulnerable groups. Both employees at the Deungchon Station branch visited that day were women with career interruptions. The remaining 30% of the profits are spent on store management costs.

Jung Gayoung (40), who has been working as the manager of Haengbokhan Nanum Deungchon Station branch for three years, said, "I was unable to work due to career interruption caused by childcare, but I was able to work after hearing that Haengbokhan Nanum hires women with career interruptions," adding, "Usually, housewives or elderly people visited the store a lot, but since last year, with the arrival of Musinsa clothes and electronic devices like laptops preferred by young people, their visits have increased."

On the 17th, diffusers and detergents were placed at the refill station of 'Happy Sharing' Deungchon Station branch. Photo by Seungwook Park.

Lee (29), who often buys clothes at the store, said, "Clothes that are popular among young people come in, and above all, the prices are cheap," adding, "Last winter, I bought a hit-tagged item for only 5,000 won, which helped me get through the winter well." She added, "I never know what clothes will come in, so I stop by whenever I have time."

As young customers continue to visit, sales at Haengbokhan Nanum stores are also on the rise. The total sales of the 12 stores were about 1.4 billion won in 2022, rising to 2.2 billion won in 2023, and 3 billion won last year. During the same period, the amount of donated goods also increased from 2.8 billion won to 5.9 billion won and 7.3 billion won.

The refill station inside the store is also considered a popular feature among young single-person households. At the refill station, customers can fill detergents, diffusers, and other products made by people with disabilities into their own containers as much as they want. The sales profits go to vulnerable groups. Since customers bring their own containers, the use of disposable containers is also reduced. Noh (26), an office worker, said, "I live alone nearby, so I mainly come to buy detergent," adding, "At the affordable price of 1,250 won for 500ml, I often visit because it helps vulnerable groups and reduces plastic use."

There is also an assessment that the consumption patterns of the MZ generation (Millennials + Generation Z), who value value-based consumption, have driven the growth of the store. Professor Eunhee Lee of Inha University's Department of Consumer Studies said, "The MZ generation shows a fan-like characteristic in consumption based on firm preferences," adding, "Young people who visit Haengbokhan Nanum stores seem to place high value on the fact that their consumption helps support vulnerable groups and feel satisfied while purchasing products."