On July 10, the Changsin-dong stationery and toy market in Jongno-gu, Seoul, was bustling with young adults and 'kidults' despite the rainy weather. Once primarily a wholesale hub for stationery store owners across the country, this market has transformed into a trendy destination for the MZ generation due to changing consumer trends.
The market, which spans a short alley of about 150 to 200 meters, is home to over 100 discount stores. The hottest selling item in the Changsin-dong toy market is undoubtedly 'Malang-i'. This unique product, which returns to its original shape when squeezed or stretched, has gained popularity among the 2030 generation.
Word of mouth on social media has spread the news that Malang-i is effective for stress relief and mental stability, making it a must-have item among adults. Prices range from 2,000 to 6,000 won, depending on the design and features. Another trending item is the 'Wakpu Ball', which creates a satisfying crunch when pressed due to its wax-coated surface.
A market vendor stated, "Since we started selling Malang-i last year, the number of customers has increased. Adults are buying it more than children." On the day the reporter visited, the alley was filled with not just children, but also young couples, seniors shopping for grandchildren, and foreign tourists of various ages and nationalities. A Korean woman in her 40s, residing in Boston, shared, "I came to Korea for vacation with my family and heard about the popularity of Malang-i on social media. I brought my father and child to the market. The prices are cheaper and the variety is greater than what we find in the U.S., so my son is very happy with his choices."
The toy and stationery market, which had been losing its place due to a prolonged low birthrate and the rise of online retail, is now experiencing a revival.
The Changsin-dong toy market has its roots in the 1960s when merchants began selling stationery near Dongdaemun. Although the market faced challenges due to a declining school-age population, it has managed to adapt thanks to the proactive efforts of the merchants' association. Recognizing that waiting for wholesale demand to recover was not feasible, the association expanded its target audience to include 'adult consumers'.
Lee Eun-hee, a professor of consumer studies at Inha University, noted, "As the 2030 generation grew up, they experienced a different kind of shopping environment. The Changsin-dong stationery and toy market offers a nostalgic treasure-hunting experience, which seems to be attracting more visitors."
In particular, the increase in toy consumption among the 2030 generation has signaled a revival for the toy market. According to a recent analysis of payment data from NH Nonghyup Bank, spending on toys by the 2030 generation surged by 224% in the first half of this year compared to the previous year.
The vibrant atmosphere and rising sales have encouraged the merchants' association. Since Malang-i gained fame on social media, the average daily visitors have doubled since March compared to last year, according to market vendors. Song Dong-ho, president of the Changsin-dong toy market merchants' association, stated, "On weekdays, we estimate 3,000 to 5,000 visitors, and on weekends, up to 15,000 people visit the market."
With the influx of visitors, the merchants' association is focusing on ensuring safe shopping for customers. Song added, "On busy weekends, we designate the area as a car-free zone and will improve outdated facilities to enhance the market's vitality."
* This article has been translated by AI.
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