Seoul Jung-gu Launches ‘Sangsaeng Yajang’ at Sindang Station on the 18th to Boost Local Business

On the 18th, Seoul Jung-gu will launch its first 'Jung-gu Style Sangsaeng Yajang' (merchant-led night markets) around Sindang Station. This initiative begins with three locations—Sinjungang Market, Baekhak Market, and the Sindang O-gil Alley Shopping District—aiming to revitalize the local commercial landscape.

Features of the Merchant-Led 'Jung-gu Style Sangsaeng Yajang'

The Jung-gu Style Sangsaeng Yajang is designed as a merchant-led model, allowing vendors to leverage the unique characteristics of their respective markets. Merchant associations will independently manage safety, hygiene, and cleanliness to minimize any potential inconvenience to local residents. A portion of the proceeds from Yajang (Blacksmithing) will be set aside for a 'win-win fund,' which will be used to improve market infrastructure, expand convenience and safety facilities, and support community welfare. Jung-gu has stated that it will provide comprehensive support, including policy assistance, administrative coordination, and the provision of operational guidelines, to facilitate this autonomous merchant-led approach.

Activation of Yajang (Blacksmithing) as a 9th Term Campaign Pledge

The project for the activation of Yajang (Blacksmithing) was a key campaign pledge of the 9th popularly elected Jung-gu District Mayor, Kim Gil-seong, and has been implemented rapidly. Merchants have consistently requested the opening of Yajang (Blacksmithing) to allow visitors to enjoy the market's unique atmosphere and food even after dark. In response, Jung-gu selected 'Yajang (Blacksmithing) Activation' as a core project during its pledge review meeting last June and immediately began drafting implementation plans. The district office quickly assessed the conditions of each market, collected feedback from merchants, and established standards in consultation with relevant departments regarding issues such as traffic, safety, and hygiene. On the 9th, the district finalized preparations by signing a 'Jung-gu Style Sangsaeng Yajang Operation Agreement' with merchant associations from seven markets and shopping districts that expressed interest in managing Yajang (Blacksmithing).

Adding Nighttime Economic Vitality to 'Hip-dang-dong'

The primary stage for the Sangsaeng Yajang is the area around Sindang Station. This region is frequented not only by locals but also by workers from the Dongdaemun fashion district and nearby wholesale markets. Recently, the area has gained popularity as 'Hip-dang-dong'—a blend of 'Hip' and 'Sindang-dong'—where old-fashioned shops coexist with unique, modern spaces, attracting tourists and visitors in their 20s and 30s. Sindang-dong was historically known for its Tteokbokki (Stir-fried Rice Cake) trade and Seoul's largest grain market. However, in recent years, it has transformed into 'Hip-dang-dong' as renovated buildings have become home to cafes, wine bars, high-profile chef-led eateries, and trendy boutiques, drawing a new wave of MZ-generation visitors and tourists.

Operation of Yajang (Blacksmithing) at Sinjungang, Baekhak, and Sindang O-gil Markets

Among the three locations in Sindang Station, the largest, Sinjungang Market, will operate its Yajang (Blacksmithing) every night. Thirty-four businesses are participating, installing outdoor tables in the market alleys from 6:00 PM to 11:00 PM to offer a variety of food, with the goal of bringing the vibrancy of the nearby 'Hip-dang-dong' rice-shop street into the market. On Friday nights, two additional venues will open their Yajang (Blacksmithing). Across from Sinjungang Market, Baekhak Market will feature the 'Moonlight Baekhak Yajang (Blacksmithing)' from 6:00 PM to 11:00 PM with 10 participating stores. Baekhak Market retains a traditional alley atmosphere and is known for its food-specialized shops that are popular with younger crowds, such as Namwon Dakbal and Jaegune Dakbal. Behind Exit 3 of Sindang Station, the Sindang O-gil Alley Shopping District will present its retro streets as a 'After-Work Yajang (Blacksmithing)' featuring seven shops open from 6:00 PM to 10:00 PM under the title 'Oh-gil on Friday Night.'

The 'Sangsaeng Yajang' project in Jung-gu aligns with Seoul's policy to boost the nighttime economy. Seoul aims to use the nighttime economy as a new growth engine by linking tourism, culture, business, and transportation, with a goal of creating an additional 5 trillion won in annual nighttime consumption and attracting 30 million foreign tourists within five years. Jung-gu is playing a leading role by being the quickest among autonomous districts to prepare for these Seoul city initiatives. Starting with the three locations in Sindang Station, the district plans to sequentially introduce Yajang (Blacksmithing) at other sites, including Namdaemun Market, the Chungmuro Alley Shopping District, Yaksu Market, and the Jangchung Nam-so-yeong Alley Shopping District, tailored to the conditions and characteristics of each market. Jung-gu aims to develop the Sangsaeng Yajang into a signature nighttime content piece that revitalizes traditional markets and local commercial alleys.

Jung-gu District Mayor Kim Gil-seong stated, "The Jung-gu Style Sangsaeng Yajang is about merchants, who know their markets best, taking responsible leadership in operations while sharing the results with the local community," adding, "We will provide strong support to ensure that these night markets become a new competitive edge for our traditional markets and local alleys."