샤넬에서 쉬인까지…팝업의 성지된 ‘성수동’ [경제콘서트] / KBS 2024.07.22.

Summary

The video script discusses the transformation of Seoul's Seongsu-dong into a bustling commercial area, driven by the popularity of pop-up stores. The interview with Choi Won-seok, the representative of Project Rent, reveals his insights on the role of pop-up stores in revitalizing the area. Choi shares experiences from his company's successful pop-up ventures, including a unique chocolate house and a hardware store, and discusses the environmental and cultural impact of this trend. He also speculates on the future of pop-up stores and hints at new concepts, such as a gaming center, while emphasizing the importance of content and storytelling in attracting visitors.

Takeaways

• 😀 The script discusses the transformation of Seoul's commercial areas, highlighting the rise of Seongsu-dong as a new hot spot alongside traditional ones like Myeongdong and Gangnam.
• 🌟 Seongsu-dong has become a popular area for both locals and foreigners, attracting a lot of attention and visitors.
• 🏪 The interviewee, Choi Won-seok, the CEO of Project Rent, is often referred to as the 'Steve Jobs of Seongsu-dong' for his role in the area's revitalization.
• 🛍️ The concept of 'pop-up stores' has played a significant role in Seongsu-dong's popularity, acting as a temporary retail space for various brands to test the market.
• 📈 Choi Won-seok's company has facilitated over 250 pop-up stores, which has been a successful strategy for brand exposure and marketing.
• 🍫 One notable pop-up store mentioned is the 'Gana Chocolate House', which aimed to create a new way for people to enjoy chocolate and create memorable experiences.
• 🛏️ Another example is 'Simons Hardware Store', a pop-up by a bed company that sold various goods, showcasing the strategic use of pop-up stores for marketing.
• 📈 The popularity of Seongsu-dong has led to a significant increase in real estate prices, with rents reportedly rising to as high as 15 million won.
• 🚮 The rapid growth of pop-up stores has also raised environmental concerns, with an increase in waste production and the need for sustainable practices.
• 🔄 Despite the challenges, Choi Won-seok believes that the positive cycle of development in Seongsu-dong will continue, with a minimum of 5 more years of growth expected.
• 🔮 Looking ahead, Choi Won-seok suggests that areas like Namsan and regions around Dongdaemun might become the next hot spots for pop-up stores and commercial activity.

Q & A

Who is the main speaker in the interview?

The main speaker is Choi Won-seok, the CEO of Project Rent.

What has made Seongsu-dong a hot spot in Seoul recently?

Seongsu-dong has become a hot spot due to the increase in pop-up stores, attracting both locals and tourists.

How does Choi Won-seok view the popularity and growth of Seongsu-dong?

Choi Won-seok believes that Seongsu-dong's popularity and growth will continue due to its vibrant culture and influx of new businesses.

What is Choi Won-seok's perspective on the environmental impact of pop-up stores?

Choi Won-seok acknowledges the environmental impact of pop-up stores and mentions efforts to minimize waste through modular systems and using eco-friendly materials.

Which pop-up store does Choi Won-seok highlight as particularly successful during the COVID-19 pandemic?

Choi Won-seok highlights the 'Seongsudang' pop-up store, where a famous fortune teller provided readings, as particularly successful during the COVID-19 pandemic.

What strategy does Choi Won-seok suggest for maintaining Seongsu-dong's attractiveness and preventing it from becoming too commercialized?

Choi Won-seok suggests that managing building owner expectations and maintaining a balance between commercial and creative spaces are crucial for maintaining Seongsu-dong's attractiveness.

What future areas in Seoul does Choi Won-seok see potential in for becoming popular like Seongsu-dong?

Choi Won-seok sees potential in areas around Namsan, Huam-dong, and inside the four gates of Dongdaemun for becoming popular in the future.

How does Choi Won-seok obtain ideas for new pop-up stores?

Choi Won-seok obtains ideas by visiting various spaces, understanding brands and items thoroughly, and staying inspired by different concepts and experiences.

What kind of new pop-up store is Choi Won-seok planning next in Seongsu-dong?

Choi Won-seok is planning a fun game room as the next pop-up store in Seongsu-dong.

What impact do pop-up stores have on traditional marketing channels, according to Choi Won-seok?

Choi Won-seok believes that pop-up stores have become a more attractive marketing channel than traditional TV ads due to their ability to create memorable and shareable experiences.