Traditional markets and Korean medicine culture in the Cheongnyangni and Jegi-dong areas of Seoul's Dongdaemun-gu were introduced to foreign diplomatic delegations Friday.
The event, organized directly by local merchants, explored ways to attract overseas tourists to traditional markets and neighborhood commercial districts.
Dongdaemun-gu announced Monday that it hosted the "1960 Cheongnyangno Road Festa Ambassador Cultural Exchange Event" on Friday, inviting ambassadors and embassy officials from six countries to the Seoul Korean Medicine Promotion Center and the surrounding Cheongnyangno Road area.
Held under the theme "A path the world follows into our everyday lives," the event drew eight ambassadors and embassy officials from six countries, including Honduras, Nigeria and Chile. Dongdaemun-gu District Mayor Choi Dong-min, local Seoul and district council members, and officials from the Seoul Yangnyeongsi Association also attended.
The program began with a welcome ceremony at the outdoor courtyard on the third floor of the Seoul Korean Medicine Promotion Center, followed by Korean medicine cultural experiences, a tour of traditional markets, and a luncheon. The diplomatic delegation tried herbal foot baths before visiting Cheongnyangno Road's food market, produce market and ginseng market, where they spoke directly with merchants and experienced the everyday life and culture of Korea's traditional markets.
The event drew attention for being merchant-led. The "Cheongnyangno Road Local Brand Creation Team," made up of merchants from the Jegi-dong area, organized and hosted the event, with Dongdaemun-gu and the Seoul Yangnyeongsi Association providing support. It marked an attempt at a commercial revitalization model in which merchants themselves — rather than government agencies — identify and promote the area's cultural resources to international audiences.
"1960 Cheongnyangno Road" is a local brand that connects the history, culture, food and merchants' stories of nine traditional markets in the Cheongnyangni and Jegi-dong areas, including Seoul Yangnyeongsi Market, Gyeongdong Market and Cheongnyangni General Market. Dongdaemun-gu is working to develop traditional markets and neighborhood commercial districts into self-sustaining local destinations by combining the area's historical and cultural assets with the creative ideas of small business owners.
The district plans to build on the event by expanding cooperation with foreign embassies in Seoul and promoting Cheongnyangno Road internationally through various channels, including official embassy social media accounts. The district also aims to strengthen merchants' capacity to welcome foreign visitors, with the goal of developing the area into a tourist destination where visitors can experience both traditional markets and Korean medicine culture.
"We will actively support the changes and challenges that local merchants are driving on Cheongnyangno Road, so that their efforts can energize the entire commercial district," District Mayor Choi said.
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