Shinsegae Department Store in central Seoul / Yonhap
In the competitive landscape of Korean retail, the distance between a rural farm and a luxury department store shelf can feel insurmountable. However, a strategic partnership between the Seoul Metropolitan Government and Shinsegae Department Store is narrowing that gap, transforming regional specialties into high-end urban commodities.
Starting Friday, the city will launch a relay of "Next Local" pop-up stores across the nationl, beginning at Shinsegae’s Daegu branch before arriving at its flagship Gangnam location on May 23. The initiative, now in its eighth year, is designed to support Seoul-based youth who build businesses using resources from depopulated rural areas.
Under the theme "Find My Local: A Journey to Find Your Own Taste," the event showcases products that have cleared rigorous evaluations by Shinsegae buyers and food safety experts. The selection spans artisanal desserts and sauces to tea and beauty products, representing the work of seven entrepreneur cohorts.
The Daegu opening features nine brands, including Soy Our Meal, which offers hummus made from 100 percent Korean soybeans, and a plant-based shiitake mushroom spread from the startup Farikid. Shoppers can also find deep-sea laver sauce from Haenam, South Jeolla Province, at a steep discount, as well as meal kits featuring soy noodles from Yeongwol, Gangwon Province.
The journey culminates in late May at Shinsegae Gangnam’s "Sweet Park," where 23 brands will present 77 products. Among the highlights are premium ganache sandwiches developed with a two-star Michelin pastry chef using Gangwon Province ingredients like super-sweet corn and perilla oil. Another standout, Yeongwajeom Haru, offers a modern reinterpretation of 1392-1910 Joseon-era traditional sweets infused with mugwort and sea trumpets from remote islands.
The program has already proven its commercial viability.
Last year, 20 brands successfully parlayed their temporary presence into fixed real estate within Shinsegae’s prestigious food halls, securing coveted shelf space in the bustling downtown district of Myeong-dong and the affluent, trend-setting enclave of Cheongdam in southern Seoul.
"The challenges taken on by Seoul's youth are leading to meaningful results through major distribution networks," said Kwak Jong-bin, a senior Seoul city official.
By linking regional potential with urban business acumen, Seoul is betting that the future of the local economy may just be found in a well-curated department store aisle.
Source: Korea Times News
