On October 27, as soft lights illuminated the old dried fish shops and fish market in Seoul's Sindang Central Market, office workers and couples in their 20s and 30s flocked to the area. By 7 p.m., the previously quiet outdoor tables began to buzz with young people enjoying dinner and drinks.
From Dried Fish Shops to a Hip Destination: A Market for All Generations
Sindang Central Market, one of Seoul's three major markets since the Korean War, has recently emerged as a hotspot for younger crowds. The market, traditionally known for its fish, dried goods, and kitchen supplies, has seen the arrival of trendy wine bars, fusion restaurants, and hip eateries in recent years, earning the nickname 'Hip-Dangdong.'
At a wine bar in the market, young patrons raised their glasses while older customers enjoyed sashimi and traditional liquor at nearby tables, showcasing a harmonious blend of generations. Groups of foreign tourists were also noticeable, with some popular restaurants experiencing long wait times during dinner hours.
Many shops in the market stay open until 11 p.m., consistently attracting younger visitors. A merchant operating a sashimi restaurant noted, "We see about twice as many customers on weekend evenings compared to weekdays. Many foreign visitors come after hearing about us online or through social media."
Local Markets Transform into Vibrant Night Markets
On October 24, the Bangshin Traditional Market in Gangseo District, originally a typical neighborhood market for residents to buy side dishes and daily necessities, transformed into a lively night market. While the market usually caters to housewives and seniors during the day, the evening brought a new energy.
As I entered the market, the outdoor tables were fully occupied. An airport-themed event offered free beer vouchers, dubbed 'airplane tickets,' with the purchase of snacks, while a karaoke stage filled with laughter from both seniors and young people added to the festive atmosphere. This event was part of the 'Relay Night Market Festival' promoted by the Seoul city government and Gangseo District, highlighting traditional markets as platforms for local culture and dining.
The bustling market atmosphere brought smiles to the faces of merchants. One vendor remarked, "Today, we can hear the sounds of young people and children, making the entire market feel alive."
Local Government Initiatives to Boost Nighttime Economy
Local governments are actively working to transform traditional markets into spaces for intergenerational integration and new consumer experiences. A representative example is the 'Night Food Culture Festival' held in 22 traditional markets and alley shops across 12 districts in Seoul. The Yongsan District's Haebangchon market recently hosted a 'Global Local Festival' celebrating diverse cultures, while Guro Market featured a runway event showcasing ten representative products with the participation of citizens and university students.
On October 31, the Yangwon Forest alley shops in Jungnang District will host a 'Spooky Library' combining books and food. The Sinwon Market in Gwanak District will illuminate its alleys with lanterns and offer food, performances, and experiential events on December 13-14. To promote consumption in nighttime alley markets and traditional markets, the Seoul city government is issuing 'Moonlight Gift Certificates' worth 10 billion won.
The Moonlight Night Market initiative is a key project aimed at revitalizing the nighttime economy by creating spaces where citizens can gather and linger in the evenings. Six commercial areas were selected last month, including the Kwangjin District's Kondae Food Street and the Dongjak District's Sadang 1-dong Food Alley.
A restaurant owner in Sadang 1-dong expressed hope, saying, "Weekday customers are fewer than on weekends, but I expect sales to improve once the Moonlight Night Market project starts."
However, experts caution that relying solely on one-time government funding may not sustain the excitement of night markets in the long term. They emphasize the need for a more systematic support strategy.
Lee Eun-hee, a professor of consumer studies at Inha University, stated, "For night markets to be sustainable, they need to operate regularly on specific days and times. It's essential to maintain the unique charm of traditional markets while ensuring cleanliness and safety through cooperation with merchant associations and police to prevent crime. Additionally, local governments should implement measures to limit excessive rent increases to avoid gentrification that could erase the market's unique character."
* This article has been translated by AI.
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