Gangneung Seobu Market
Hyundai Motor Group
Period
2020-2022
Format
Corporate Social Responsibility Documentary
Location
Gangneung, Korea
Overview
A three-year documentary capturing Hyundai Motor Group’s ongoing revitalization of Gangneung Seobu Market, told through the local people driving the change.
Thematic
Documenting Community-Led Regeneration
What We Did
Documentary Planning, On-site Filming, Post-production
Context
Hyundai launched its Urban Regeneration Program in 2014 to address regional inequality through long-term support. Seobumarket in Gangneung, once a central hub now in decline, was selected as the third site. The goal was not to replace the market, but to help it evolve into a shared cultural platform. Our team joined in 2020 with a one-year contract, which extended to three years as the project and the trust behind it deepened.
Challenge
This was not a one-off production. Our challenge was to follow an evolving project across three years while keeping the storytelling clear and consistent. We needed to reflect the different stages of the initiative without repeating ourselves, and stay aligned with the values of inclusion, trust, and community agency. Building rapport with local residents was critical. These relationships were essential to capturing the natural, unfiltered moments that shaped the tone and quality of the film.
Solution
We spent time beyond filming, sharing meals, listening, and building trust with local vendors and youth. That connection allowed stories to unfold naturally. With minimal direction and a quiet, grounded style, we followed the changes as they happened. As a result, we ocould capture a real, ongoing process shaped by those living it.
Watch
Gangneung Seobu Market 『First Expectation』
Gangneung Seobu Market 『Second Highlight』
Gangneung Seobu Market 『The Final』
Wrap-up Film
From the Team
"Good documentary work starts with trust. We didn’t rush. We spent time with people. That’s what allowed the stories to come through naturally, and that’s what shaped the tone of the film."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Cinematographer #1
Cinematographer #2
Yoonseop Kim
Minseok Kim
Shiheon Lee
Seungchan Baek
Jongsung Lim
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
Cinematographer #1Seungchan Baek
Cinematographer #2Jongsung Lim
