[Insta Walk] Pungwoldang - The Classic Kingdom Created by a Psychiatrist

Operating from classical album sales to publishing, academy, and cafe
Music lessons for beginners also gaining popularity

Pungwoldang, located on Apgujeong Rodeo Street, is known as one of the very few remaining classical record stores in Korea. Photo by PD Kim Hyun-woo

[Asia Economy Reporter Kim Heeyoon] In the summer of 2003, when the record market was declining, a classical music record store opened on Apgujeong Rodeo Street in Gangnam-gu, Seoul. At a time when music was consumed more as digital files than physical albums due to the emergence of MP3s, and classical music was perceived as a marginalized genre, a space solely dedicated to classical records was born in the heart of Gangnam, Seoul. This was Pungwoldang, which opened with the motto of "a sophisticated society created by carefully crafted music."

The founder of Pungwoldang, who went against the trend of the record market, was CEO Park Jongho, a psychiatrist. Park, who was considered one of the top taxpayers among private psychiatric practitioners, chose to open a record store instead of expanding his clinic, a decision related to both the crisis in the record market and his personal experiences. Park was deeply passionate about classical music, attending performances abroad about six to seven times a year. The amount he spent on attending concerts was said to be equivalent to the price of a building. As a classical music enthusiast, Park was often asked by acquaintances to bring back hard-to-find records from overseas. The question, "Why isn't there anyone doing this in Seoul, a city of 10 million people?" led to the establishment of Pungwoldang.

Equipped not only with a record store but also a lecture hall and caf?, Pungwoldang quickly became a gathering place for classical music lovers. Naturally, it evolved into a renowned spot visited by world-class artists. Although known as a classical record store, it also operates an academy, publishes classical literature, and regularly hosts artist showcases. How can such a space be defined? "It's a place that does everything related to classical music," said Choi Seongeun, a founding member and manager of Pungwoldang, with a concise answer.

Since selling classical music albums naturally led to the need for lectures, and conducting lectures naturally led to starting publishing, Pungwoldang has become a space that handles literally everything related to classical music. Photo by Kim Hyun-woo PD

Pungwoldang started its academy after much consideration about how to fill the gap for beginners and those thirsty for classical music in a culture where there are many majors but few listeners. The publishing project, which began three years ago, was initiated because there was no "proper opera libretto book," so they decided to produce one themselves.

Manager Choi explains, "Pungwoldang's lectures are not for majors. Anyone can come, listen to music, enter the era when the music was created, talk about the people, face the background, and encounter literature and art. You don't need to know anything. Just bring your heart." Although the lectures started to support the record store, now the lectures are more popular than the records. The record store still operates at a loss, but the profits from the lectures led by CEO Park offset this. As demand for lectures increased, Park has been focusing solely on running Pungwoldang and giving lectures for several years, having left his medical practice behind.

While exploring the space, one’s eyes are drawn to the shelves below the records, filled with autographs. These signatures left by artists who held showcases at Pungwoldang represent its identity as a small concert venue. Among these many artists, who is the most memorable? After a moment of thought, Manager Choi answered, "I remember each one, but pianist Alexandre Tharaud was the most impressive. He visited Pungwoldang twice, and through that connection, we were the first to translate and publish his essay released in France. Also, I probably sold more of Tharaud’s albums worldwide than anyone else (laughs). He is a very special artist to Pungwoldang."

Below the record display cabinet at Pungwoldang, signatures fill every inch without gaps. The autographs left by artists who held showcases at Pungwoldang reflect its identity as a small concert venue. Photo by Kim Hyun-woo PD

Albums that were discontinued and overlooked by the public were carefully revived, and albums were selected based on good performances that moved listeners rather than flashy credentials or fame of performers, which led to trust in Pungwoldang’s discerning taste. The space, preserved unchanged, also evokes nostalgic memories. A man in his twenties who visited the store recalled, "I remember the first time I came to Pungwoldang as a child, led by my parents. The unchanged appearance over time gives me both emotion and trust." As the history of long-time customers accumulated, Pungwoldang has continued to operate in the same neighborhood where it first opened, paying monthly rent, having abandoned all previous plans. This is because they cherish the personal history that the space holds.

In an era when music is consumed more by streaming than albums, Pungwoldang does not even have an online store. They believe that to encounter music that is not just heard and gone but touched, explored, discussed, and read about, one must buy records offline.

Instagram Introductions

@hewon_y There’s a place like this! #GoodPlace #ThanksForIntroducing
@hey__stagram The most beautiful record store in the world, Pungwoldang outing. The sincere and professional attitude of the staff and the love of those who visit regularly create Pungwoldang’s charm.
@b33357102 The sanctuary for classical music lovers, personally my heart’s hometown #Pungwoldang
@go_ok_dang My 49th birthday. Records I received as a birthday gift from my son at Pungwoldang. We looked around and listened together.
@sigfried97 Is there any other place as great as this to enjoy classical music? It was such a wonderful place.

This content was produced with the assistance of AI translation services.