Seobu Market The First Years
Hyundai Motor Group
Period
2020
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
Since its opening in 1977, Gangneung Seobu Market had served as a central hub for local life in Gangneung for over 45 years. However, as the city’s development began to revolve around tourist districts, the market gradually became marginalized and fell into decline. In 2020, the market reached a turning point when it was selected as Hyundai Motor Group’s third regional revitalization project site—following similar efforts in the sewing alley of Changsin-dong, Seoul, and the Cheongchun Balsan Village in Gwangju. Launched under the name CCC (Culture Connect City), the project aimed not only to improve physical infrastructure, but to reconnect the city through culture and restore the market’s original social function. The first year focused on honestly documenting the market’s current state and laying the groundwork for environmental improvements.
Challenge
We had to portray the reality of a declining traditional market not as an exposé, but as a hopeful narrative. Over 80% of the space was inactive, with many shops reduced to gambling rooms or storage units, and most of the merchants were elderly. The key challenge was to instill belief in the possibility of urban regeneration. As the starting point of a three-year, long-term initiative, it was also essential to establish a consistent production approach and build a system to manage an extensive volume of footage. Above all, building trust with local merchants was critical to drawing out sincere, meaningful stories.
Solution
To ease negative perceptions, we softened harsh market realities with lyrical, inviting visuals. Led by Da-hee Yoo of Public Art Prism, we approached the project with sincerity capturing the first year’s progress through a mix of expectation films, archival footage, and on-site documentation. We recorded visible, meaningful improvements such as repairing exterior walls, replacing signage, remodeling benches, installing mini-storage units, and upgrading display cases—highlighting direct support for small business owners. In parallel, we documented the early stages of cultural engagement through initiatives like the Social Connector program, Brunch Friday gatherings, and drive-in movie nights, signaling the direction of future development.
Watch
Expectation Film
Years 1: Archiving
From the Team
"Seobu Market's Year 1 wasn't simply environmental improvement—it was the first step toward recovering lost market spirit. Our challenge was presenting declining realities authentically while crafting hopeful narratives. At the starting point of this three-year journey, we raised our cameras with determination to capture every moment of transformation without missing a beat."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Yoonseop Kim
Minseok Kim
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
