Seobu Market: The Second Year
Hyundai Motor Group
Period
2021
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
CCC Lounge Documentation, Social Connector Program Coverage, Collaborative Project Recording, Community Program Development
Context
Year 2 of Seobu Market represented a pivotal transition from Year 1's environmental improvements to substantial activation. The completion of the CCC (Culture Connect City) Lounge on the market's second floor marked the beginning of genuine transformation. Beyond simple renovation, this space served as a business hub for local young entrepreneurs and cultural mediator connecting existing merchants with new business founders. The open spatial design using economical materials—polycarbonate corrugated sheets, cotton fabric, and metal pipes—embodied a distinctly "Gangneung Seobu Market" identity. Through pop-up restaurants, Social Connector collaborations, and diverse cultural programs, we documented the market's evolution beyond commercial space into a platform for cultural exchange.
Challenge
We needed to visually reveal dramatic changes from Year 1 while showing authentic development processes rather than hasty success packaging. Clearly communicating the CCC Lounge's philosophy and functions to general audiences, while balanced coverage of subtle relationships and collaboration processes between existing merchants and new tenants, proved essential. Additionally, presenting multi-perspective views through diverse interviews while maintaining overall story consistency required careful orchestration.
Solution
We meticulously documented the CCC Lounge's spatial philosophy and design concept from architectural perspectives, substantiating transformation realities. Through pop-up restaurant projects with 20 Gangwon youth entrepreneurs and various Social Connector collaboration cases, we demonstrated tangible achievements. Balanced coverage of new tenant interviews alongside existing merchants' changed perspectives revealed win-win cooperation realities. Most importantly, we recorded various cultural programs that would become CCC Festa predecessors, indicating development potential toward Year 3.
Watch
Years 2: Highlights
Years 2: Archiving
From the Team
"Year 2 Seobu Market overflowed with magical moments as physical space transformed into cultural place. Our mission was capturing large and small experiments occurring in CCC Lounge—processes where people from different backgrounds discovered new possibilities together. We confirmed once again that change happens not in buildings, but in people."
Minseok Kim
Producer
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
