A space that attracts people even in a recession,
A retail strategy book that dissects the true structure of 'hot places'!
A book that lets you see 12 commercial districts and approximately 500 hot spots at a glance!

What's the hottest place in South Korea right now? In a rapidly changing economic environment, the commercial districts people frequent have also undergone significant changes.
While traditional bustling districts like Myeongdong, Gangnam, and Sinchon, once home to large corporations and foreign brands, were once the top commercial districts, at some point, the familiar and stale streets were replaced by alleys armed with unique planning and fresh sensibilities, attracting trendy visitors and emerging as new cultural hubs.

At the starting point of this change is the 'player' who boldly took his first step into a quiet alley.
These are the places that attract people with their unique signature menus, photo spots known as photogenic spots, and 'Instagrammable' space designs.
Their efforts created various hashtags, lined up people, and ultimately proved the region's potential.
And as fast followers who caught its charm gathered, the alley became a complete 'hot place'.

This book is a record of the people who started it and the strategies of the players who grew the distance together.
This is also a secret notebook introducing 'favorite' hot spots hand-picked by a retail developer who has been exploring commercial districts across the country for many years.
Through nine commercial districts created by brilliant players and three newly emerging ones, we explore the growth formula of Korea's hippest retail sector.

This book follows the vivid process of how players turned their places into 'hot spots'.
Just like the case of CEO Jang Jin-woo, who opened over a dozen stores on Gyeongridan-gil and stirred up the alley, stories will unfold of first movers opening stores in various places in Dosan, Shindang, and Yongsan, followed by fast followers, spreading the craze.
Those who create hot places are not only those who open and operate stores.
Space planners and developers are also important players.
We cannot leave out what choices they made and what devices they installed to change the streets.
---From the "Prologue"

Near Yongsan Ginkgo Tree Road, this area, which had quietly maintained its place like a rural village even during a time when numerous development plans were turbulent, is now bustling.
For a long time, this street was an ordinary alley with only a newspaper delivery office, a milk dealership, and restaurants frequented by office workers from the surrounding large offices.
This street is growing into a hot spot where attractive players and customers who recognize them gather, amidst the relocation of headquarters of large corporations and major entertainment companies and development plans touted as "the greatest since Dangun."
---「PART 1.
From “Page 50”

Right next to Seoul Station, which is used by tens of millions of people a year, the previously disconnected traffic route was restored with the opening of Seoullo 7017 and the creation of Manri Plaza.
Thanks to this, the narrow streets, which had long been lined with industrial buildings and restaurants, began to transform as players armed with individuality began to move in.
In particular, it is said that the number of foreign customers coming through the west exit of Seoul Station, which is connected to Lotte Mart Seoul Station, which is called the 'mart mecca' among foreign tourists, has increased recently.
These movements are bringing together the 'station restaurant street', which can be found around any station but is not easily found in Seoul Station, and is starting to take shape to some extent.
---「PART 2.
From page 78

It is not easy for a 'planned street' to remain established for a long time on its own.
For a hot place to become firmly established, it must constantly communicate and interact with its neighbors, and it also needs harmony and balance with the surrounding space.
In other words, rather than simply focusing on rising land prices or economic logic, there must be genuine interest and affection for the region and its residents.
Only then will a space that fits the area perfectly be created and will be loved for a long time.
It is perhaps natural that the Gaehangro Project, which began with interest in one's hometown, is loved by the citizens of Incheon.
I wonder if, using this love as a nutrient, another region will create a ‘○○ port opening road’ instead of ‘Incheon’s Gyeongridan-gil.’
---「PART 3.
From page 108

Opened in April 2023, Mailroom is a classic espresso bar with an analog feel.
The first floor consists of a standing bar where you can enjoy your order right away.
The second floor and above are operated as a cafe with a unique design reminiscent of an old European post office or general store.
This place is also a speakeasy type of place where you have to look for the entrance to the second floor for a while.
The ordering method is also in line with the name Mailroom, where customers select a menu and fill out an order form like a letter.
When the coffee comes out, you can have a fun experience of opening the mailbox with the key and taking it.
Since its opening, Mailroom has consistently ranked high in #Sindang Station Cafe and #Sindang Station Hot Place, as it offers a rare panoramic view of Sindang-dong from the rooftop.
---「PART 4.
From page 134

Over the past three years, starting in 2023, Dosan has regained its former reputation as one of the hottest commercial districts in Seoul.
It is becoming a hot place for young people where they can enjoy everything from fine dining to shopping and experiences.
There are many factors that have led to the revival of this commercial district, but a large part of this is the efforts of F&B players who have created restaurants that draw long lines and attracted a young population.

---「PART 5.
From page 189