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| ▲This captured image shows mixture of interior and exterior of famous bar Zoosindang in Sindang-dong. (PHOTO NOT FOR SALE) (Yonhap) |
Old-school Sindang-dong awakening as Seoul hipsters’ hideout
By Joonha Yoo
SEOUL, Nov. 3 (Yonhap) - The old downtown of Seoul has many specialty streets enriched with history.
Along the southern skirts of Cheonggyecheon Stream are time-honored streets of Jongno, Euljiro and Chungmuro. A little further east is Sindang-dong, an old-school neighborhood undergoing a make-over from decades-old tteokbokki streets into hipsters’ night hangout zone.
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| ▲These photo taken at Sindang-dong demonstrates overall atmosphere of old school neighborhood slowing regaining its fame. (PHOTO NOT FOR SALE) (Yonhap) |
“New stores are opening in ‘ssajeon street’ in the heart of Sindang-dong, with intriguing stories of their own. They mostly seek heritages from the old Sindang-dong and regenerate it into a novel experience,” said Kim Hye-jeong, a travel guide of the region, on Saturday.
Sindang-dong is some 500 meters away from Gwanghuimun Gate, built in the late 14th century. During the Joseon Kingdom Period (1392-1910), corpses were carried out of the city through this gate. Naturally, many shamans came to live in the region to console the dead.
For self-employed businesspeople in food and beverage, the mysterious legacy of Sindang-dong became an excellent material for attracting the millennials and generation Z. Exorbitant rent prices in already-popular nightlife spots, such as Euljiro, Apgujeong and Itaewon, also drove them to this up-and-rising district.
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| ▲This captured image shows fascinating interior of speakeasy bar Zoosindang located in Sindang-dong. (PHOTO NOT FOR SALE) (Yonhap) |
Zooshindang, a peculiar speakeasy bar, is inspired by old myth of 12 animal zodiac. Is façade resembles an ancient altar, decorated with antique talismans, stone stupas, straw ropes and candles. The adorable statue of a cat, who failed to make the 12 animal gods in the folklore, is a hidden door to the neo-retro, social media-friendly interior.
“We targeted undervalued places that met certain conditions at low rents and premium,” said Jang Ji-ho, the owner of Zooshindang, in operation for six years. “Sindang-dong is accessible via subway line 2, which connects the hipster neighborhoods, and subway line 6. It is on a flatland, and comes with traditional marketplace Seoul Sin Jungang Sijangand other landmarks, as well as many office workers and residents.”
He is considering running 12 branches of Zooshindang in Korea, each representing one of the 12 animal gods, and hopefully 12 more branches overseas in the long-shot.
Like Jang, many stores underscore the heritage of Sindang-dong.
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| ▲This photo taken in front of Simsejeong shows well known photo spot for its visitors. (PHOTO NOT FOR SALE) (Yonhap) |
Simsejeong, a bakery café, was renovated from an immense rice warehouse called Donggwang Sanghoe, originally built in 1959. Donggwang Sanghoe is one of the emblems of “ssajeon (rice market) street” of Seoul Jungang Sijang. In the 1950s and 1960s, some 70 percent of Seoul’s rice was traded here.
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| ▲These photos taken at Simsejeong show the remaining aspects of the rice warehouse. (PHOTO NOT FOR SALE) (Yonhap) |
Seo Dong-seok, the owner of Simsejeong, said, “We tried to grasp the ‘changes in time’ as the younger generation took over from the older generation's staple market of rice."
Nearby cafe “The Peter Coffee” also embraces the historical ambiance of the old ssajeon street by placing various props and objects originally used within the area.
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| ▲This photo taken in front of Sindang Sanghoe, show customers enjoying their evening with their friends. (PHOTO NOT FOR SALE) (Yonhap) |
Sindang Sanghoe, a Korean pub, hails young drinkers to its outdoor tables. On the outside wall hangs a huge retro-style sign, seemingly inspired from a 70s robot manga, overseeing the visitors.
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| ▲This photo taken at the Sin Jungang sijang shows the overall look of the traditional marketplace. (PHOTO NOT FOR SALE) (Yonhap) |
The Seoul Sin Jungang Sijang, once considered one of the big-three marketplaces in Seoul, nests not only All-Korean groceries but also various restaurants and bars. This historical landmark is featured on famous TV reality shows and food reviewing channels, attracting MZ bar hoppers.
“The clusters of low-height buildings in Sindang-dong have unique vibe,” said a 27-year-old content creator, who wished to be identified by his surname Hur.
“We enjoyed ourselves drinking (in Sindang-dong), where the old-school retro and the contemporary blended so well,” he added.
joonhayoo94@yna.co.kr
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