“JEANFRIGO, ZOOSINGDANG, TOBOKI. They are all spaces with unique stories. At first, you are drawn to their specialness, but later, you learn about the hidden stories and want to visit them again. In the end, the meticulous details and stories become the reason why customers go up to the second and third floors, and they have the power to persuade them to stay longer.

Hipdang-dong has become a ‘hot commercial district’ that has been visited by many young people, just like Seongsu-dong, in the past 2-3 years... The explanation is that as it has become established as a commercial district visited by many young people, demand for new entrants is rapidly increasing. A representative of a nearby B real estate agency said, “There are no properties at all in the central areas where TOBOKI and ZOOSINDANG are located.”

Sindang-dong in Jung-gu, Seoul has been gaining attention recently. People in their 20s and 30s consider this place the next “hip place” after Seongsu-dong. In fact, the area around Sindang Station, which used to be just a tteokbokki alley, has recently undergone a major change with the “newtro” trend. “Hip” cafes, bakeries, and restaurants are opening in this area that still retains the 1960s and 1970s atmosphere, stimulating the emotions of the MZ generation.

As the MZ generation becomes the main consumer, the criteria for ‘hip and hot’ also began to change. This is Seongsu-dong and the old street of Euljiro that became ‘Hipjiro’. Hipjiro has a retro feel with unique cafes and restaurants hidden in industrial buildings and printing shops, while Seongsu-dong is supported by the MZ generation with the latest trends, pop-up stores, and its geographical proximity to Gangnam.

The area around Sindang Station on Subway Lines 2 and 6 in Seoul used to be a backward area with old clothing factories and a traditional market (Jungang Market). However, recently, restaurants, bars, cafes, and prop shops with unique decorations in old buildings have started to appear one after another, and it has emerged as a new SNS (social media) commercial area connecting Euljiro and Seongsu-dong.