[Su, PACE] Pungwoldang - A 'Mentally Elegant' Sanctuary Exchanged for a Doctor's Coat

"Digital is for Forgetting, Analog is for Remembering"
Started as a Classical Record Store Amid Declining Music Market, Now Evolving into a Comprehensive Space Including Publishing and Academy
A Psychiatrist Who Loved Classical Music, Operating with a Sense of Mission Despite Annual 200 Million Won Deficit

Pungwoldang, located in Apgujeong, opened as a classical music record store in 2003 when the record market was declining. Since then, it has become a representative gathering place for domestic classical music enthusiasts and a renowned spot frequently visited first by world-class artists.

[Asia Economy Reporter Kim Heeyoon] In the summer of 2003, when the record market was declining, a classical music record store opened in Apgujeong-dong, 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 focused on classical records was born in the heart of Gangnam, Seoul. Psychiatrist CEO Park Jongho captured the reality of classical music, which was scattered as digital files, by preserving it in physical albums and presenting it to the public. The origin of Pungwoldang, which has become a beloved gathering place for classical music enthusiasts and a renowned spot sought after by world-class artists, began from the connoisseur’s journey where the path walked became a map.

“Young people eventually become indifferent, but the laws of the universe are never indifferent and favor sensitive people.” With a discerning eye as sensitive as the American naturalist philosopher Henry David Thoreau, beloved for 'Walden,' Pungwoldang has been dedicated exclusively to classical music for 17 years and is well known as a space that captivates the footsteps of enthusiasts. Park, who was once counted among the top taxpayers among domestic psychiatrists in private practice, left his medical coat to open a classical record store, reflecting not only the crisis of the record market but also his life captivated by classical music.

As we sold classical music albums, the need for lectures naturally arose, and as we conducted lectures, the need for publishing naturally followed. Pungwoldang's journey is becoming a guide for those who love classical music. Photo by Kim Hyun-woo PD

From a meticulous ‘connoisseur’ to a candid ‘guide’... CEO Park Jongho leads lectures personally

He still loves music so much that the amount he spends on attending performances abroad about 6 to 7 times a year is equivalent to the price of a building. He started a publishing business three years ago because there was no “proper opera libretto collection,” so he took on the task himself. In the past, he harshly remarked, “Popular music is like a weekly magazine, and classical music is like Tolstoy. The general public cannot easily become sophisticated, and classical music is a culture chosen by a small elite.” Now, as if taking responsibility for his words, he devotes most of his time to lectures and study instead of medical practice.

Though known as a classical record store, how can we define this space that also operates an academy, publishes classical books, and regularly holds artist showcases? “It’s a place that does everything related to classical music,” replied Choi Seongeun, the chief manager and founding member of Pungwoldang, succinctly.

“We agreed with CEO Park’s idea that Korea needs at least one such space. There are few opportunities for us to become mentally elegant. We have worked hard to make this a place where people can find stability and comfort through music.” Beyond her calm expression, a sense of mission was felt. After graduating from university, Chief Choi worked as a record store clerk at Busan Gukdo Records and joined Pungwoldang as a founding member at the suggestion of regular customer CEO Park Jongho. Running a record store naturally led to the need for education and lectures, and as she delved deeper, she realized books were necessary. She smiled naturally, saying, “None of this was planned. It happened naturally.”

Cafe Rosen Cavallie, located next to the record store, is a space that recreates the caf? culture of Vienna in the 1900s. Like the artists of fin-de-si?cle Austria who gathered in caf?s to discuss art and the times, Pungwoldang continues to attract enthusiasts who dream of a sophisticated society created by carefully crafted music. Photo by Kim Hyun-woo, PD

A space to learn the spirit of the times and art through classical music and grow together

Pungwoldang started an academy for education after considering how to fill the gap for beginners or those thirsty for classical music in a culture where there are many majors but few listeners. “Pungwoldang’s lectures are not for majors. Anyone can come, listen to music, enter the era when the music was created, talk about people, face the background, and encounter literature and art. You don’t need to know anything. Just bring your heart.” Although the lectures began for the sake of records, now the lectures are more popular than the records. The record store still runs at a loss, but the profits from the lectures led by CEO Park offset this.

While looking around the space, one’s eyes are drawn to the signatures filling the shelves below the records without gaps. The autographs left by artists who held showcases at Pungwoldang represent its identity as a small concert hall. Among these many artists, who is the most memorable? After a moment’s thought, Chief 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 the most of Tharaud’s albums worldwide (laughs). He is a very special artist to Pungwoldang.”

Consistently operating in one place to preserve the history and power of the space

Albums that were discontinued without public recognition are carefully revived, and albums chosen based on good performances that move listeners rather than the performer’s flashy credentials or fame have led to trust in Pungwoldang’s discernment. Moreover, the unchanged and well-preserved space evokes nostalgic memories. A man in his 20s 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 emotion and trust.” As the history of long-time customers accumulated, Pungwoldang abandoned all previous plans and continues to operate in the same neighborhood where it first opened, paying monthly rent. This is because they cherish the personal history the space holds.

Although music is consumed more through streaming than albums nowadays, 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 physical albums offline. Before opening Pungwoldang, CEO Park used to buy hard-to-find albums abroad and bring them back whenever he traveled overseas. One day, he wondered, “Why is there no one doing this in Seoul, a city of ten million people?” This concern led to the founding of Pungwoldang. Today, Pungwoldang, which leads the preservation and transmission of classical music albums, remains an elegant sanctuary for those seeking carefully crafted music.

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