Shindang-dong is a place where shamans with divine powers have gathered since ancient times. CEO Jang Ji-ho, who got a hint from the shrine (神堂) that formed the shaman village, decorated the bar with a mysterious and unique atmosphere with the concept of worshipping the god of alcohol. The eerie entrance and the speakeasy-only door with the cat statue stand out for their uniqueness and attract the attention of 'drinkers'.

Since ancient times, Sindang-dong in Jung-gu, Seoul has been called ‘Shrine (神堂)’ because it was a village of shamans formed outside Gwanghuimun. Jang Ji-ho, CEO of JEANFRIGO, which gained popularity with the concept of a speakeasy bar behind a refrigerator door, took this into consideration when opening his second bar, ZOOSINDANG, in Sindang-dong. When you open the door of the old shaman’s house with a cat statue, a brightly lit space like the forest in the movie <Avatar> unfolds.

The 'sign-less stores' that have been popping up like a flood recently also show the 'consumption trend that only I know about'. Most of these stores do not have a name, and even if they do have a name, they are hidden without a sign. They range from cafes to restaurants and pubs (beer houses). To get to JEANFRIGO, a cocktail bar located in Gwanghui-dong, Seoul, you have to go into a sign-less store decorated like a fruit shop and open the door of a commercial refrigerator.

Bar JEANFRIGO disguised as a fruit shop
You might be surprised to see the fruits displayed under the sign, “We also sell fresh fruits every day.” The refrigerator door behind the display case opens suddenly, allowing people to walk out. Bar JEANFRIGO, which can be entered through the refrigerator door, has a bar on the first floor and a table lounge on the second floor.

Just as Gyeongridan-gil and Yeonam-dong have come to people with new images as young planners and designers have taken over, Dongdaemun is changing. The leader is JEANFRIGO. Opened this year, this is a unique space that combines a fruit shop and a bar. There is not even a sign on the refrigerator-themed entrance. It is a bold move that only allows those who want to come, reflecting the recent trend.