Various types of plants decorate the interior of the cocktail bar, and purple and red lights create a hazy atmosphere. The interior is also filled with fortune-telling-style hanging scrolls and items, and fish swim in an aquarium on the ceiling. This store, which instantly turned Sindang-dong into ‘Hipdang-dong,’ was opened in 2019 by food and beverage(F&B) company TDTD.

The word ‘hip’ is added to the front of the name of Sindang-dong, and it is being transformed. The place where shamans danced, the place where gods danced, is becoming a playground for young people who have sublimated the spiritual energy into ‘excitement’... ‘ZOOSINDANG’ (pictured) is a cocktail bar decorated with the concept of a ‘temple that serves alcohol.’ It is a shaman’s house without a doubt, with the gods on wooden platforms, candles, and ropes made of white and red cloth.

A unique espresso bar has opened in Sindang-dong. As the name MAILROOM suggests, the space is designed with the concept of conveying the excitement of opening a mailbox through coffee. Starting with the standing bar on the first floor where you can stand and drink as soon as you order, the space is small but full, from the inner space hidden behind the furniture to the third, fourth, and fifth floor rooftops.

Have you heard of ‘Hipdang-dong’? It is a nickname that arose as it emerged as the hottest neighborhood among the MZ generation these days... ZOOSINDANG is a cocktail bar with a ‘temple’ concept. It reinterprets the history of Shindang-dong, which was a shaman village during the Joseon Dynasty. The wooden building with tiles is decorated with straw huts, and the three letters ‘ZOOSINDANG’ written in red paint replace the sign.

The brands of TDTD CEO Jang Ji-ho have become hot places sought after by many people through their modern sensibility and unique storytelling, and through this, Shindang-dong is gradually being reborn as a trendy area. This is evaluated as a good example of a local community and a company achieving mutual prosperity.