Seobu Market: The Final
Hyundai Motor Group
Period
2022
Format
Documentary Series
Location
Gangneung, Korea
Overview
A documentary capturing the first phase of Hyundai Motor Group's three-year urban regeneration initiative at a declining traditional market.
Thematic
Corporate Social Responsibility Campaign Film
What We Did
Documentary Planning, Community Engagement Recording, Post-production
Context
Year 3 of Seobu Market represented the completion year when accumulated efforts bore fruit, establishing a genuine success model. Monthly CCC Festa events demonstrated dramatic growth from initial attendance of 600-700 visitors to 3,000 at the final Grand Opening, transforming the market into a regional landmark. Visible achievements included 35 new stores within the market and 20 additional businesses in surrounding areas, while diverse industries—studios, shared kitchens, Western restaurants, art workshops, bakeries, and cafes—attracted younger visitors. Under systematic management by Center Director Jae-yeol Jo and collaborations with local experts like food creator Na-yeon Kim, sustainable operation systems were established. Creative initiatives including graffiti artist collaborations and marine waste recycling lighting projects forged the market's new identity.
Challenge
Successfully concluding the three-year project required objective achievement verification without excessive embellishment. While showcasing visible changes like increased tourism and commercial district activation, we needed balanced coverage of existing merchants' and local residents' genuine satisfaction levels alongside realistic sustainability assessments. Most critically, persuasively presenting the project's significance as Hyundai Motor Group's social contribution initiative and new model for public-private urban regeneration partnerships proved essential.
Solution
We verified practical project effects through objective performance validation based on concrete figures and data. Multi-stakeholder interviews (existing merchants, new tenants, local residents, tourists) evaluated changes from diverse perspectives. Through CCC Festa's development process, we demonstrated local cultural ecosystem growth while highlighting sustainability efforts like win-win agreements preventing gentrification. The Grand Opening ceremony concluded the three-year journey while balanced presentation of expectations and challenges for future independent operations provided realistic closure.
Watch
Years 3: Highlights
Years 3: Archiving
From the Team
"In Year 3 Seobu Market, we witnessed genuine miracles. Beyond simple environmental improvements, we documented the birth of a living community where people gathered again through culture, dreamed new dreams, and grew together. This project provided greatminds invaluable experience demonstrating long-term production management capabilities and authentic communication competency with local communities."
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
