[Instagram Walk] Porongporong General Store - Found the Green Iron Gate in Mangridan-gil #DishLover Treasure Island

Strawberry Milk-Colored Walls and Charming Accessories
CEO Who Quit Job 4 Years Ago to Start Business
"All Products Are Things I Want to Have"
Unexpected Location, Also on the 2nd Floor
Many Visitors Drawn by the Surprise Factor

The interior of 'Porongporong General Store.' Various designs of glass cups and bowls catch the eye. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] Small moments of joy in a busy daily life. Even without mentioning the popular term ‘So-hwak-haeng’ (small but certain happiness), true happiness might be the accumulation of little pleasures from simple things. Moreover, if there is a place that brings joy to others while pursuing happiness, it would be the icing on the cake. A place where people share items that reflect their tastes, ‘Porongporong Japwhajeom,’ a tableware and accessory shop in Mapo-gu, Seoul, perfectly embodies that feeling. It is also popular among Instagrammers who love charming atmospheres.

Walking along the street called ‘Mangridan-gil’ from Exit 2 of Mangwon Station on Subway Line 6, your eyes catch a signboard with the words ‘Japwhajeom’ (general store) nestled among residential houses. Following this signboard, which features illustrations of dishes and cups, you reach the second floor of a building where a green iron door, indistinguishable from a regular home’s door, awaits. The moment you pull the door handle, you realize it is a completely different atmosphere inside. The warm ambiance with sunlight gently shining through is impressive. Various products such as glass cups, rattan baskets, and wooden spoons are displayed, but especially eye-catching are the various coffee cups, plates, and teapots placed on the round dining table in the center of the shop, showcasing individuality. On one side of the store, accessories like hairpins and earrings, along with postcards featuring cute illustrations, fill the space. This place, exuding charm, is well described as ‘lovely.’

This space is filled with the tastes of the owner, CEO Seo Minjeong (36). Reflecting her usual psychology of feeling satisfaction while looking at charming accessories, the shop is decorated with compact and cute products. The delicate interior design is also her work. From the pink wallpaper reminiscent of strawberry milk to the floral curtains that give off a retro vibe, there is no corner of this space untouched by her hand.

CEO Seo’s ‘love for tableware’ permeates throughout the shop. From round plates for pasta to soup cups, side plates, and small dishes, the shop offers a variety of options depending on their use, enough to captivate even those who were not interested in tableware before. She said, “There are so many tableware items that it’s hard to count roughly,” adding, “There are quite a few dishes brought from overseas.” The prices of tableware average around 10,000 to 20,000 KRW. Thanks to the affordable prices and unique products, some customers who visit once often buy in bulk.

At 'Porongporong General Store,' you can find various products such as rattan crafts and pot holders. Photo by Heo Midam damdam@asiae.co.kr

“I’ve always wanted to buy dishes whenever I saw them,” CEO Seo said with a shy smile. Just four years ago, she was an ordinary office worker. While working, she nurtured the desire to run her own store, and in 2016, she opened a shop in Mangwon-dong on a whim. She said, “When I decided to open a store, the first place that came to mind was Mangwon-dong,” adding, “Because it matched best with the charming atmosphere I had in mind.”

The shop handles a variety of items fitting its name ‘Japwhajeom.’ Along with accessories such as bracelets and rings, rattan crafts and vases are also popular products here. Although the various items each boast their own presence, their commonality is that all are filled with CEO Seo’s personal taste. She said, “All the products were sourced because I liked them, so each one holds a certain affection.”

Customers who visit here quickly become captivated. On the 6th, a couple in their 20s who visited the shop repeatedly exclaimed “It’s so pretty” as soon as they entered. They kept picking up and putting down items, laughing happily, saying, “It’s so pretty that we don’t know what to buy.”

CEO Seo said the moments she feels most rewarded are these. She said, “Just having customers who come right after opening the door exclaim ‘It’s pretty’ makes me feel so good,” adding, “It’s also gratifying when customers who came once become regulars and visit again.”

Various sizes of plates are lined up. Photo by Heo Midam damdam@asiae.co.kr

The shop is popular not only among people in their 20s and 30s but also among housewives. CEO Seo said, “Although young people visit the most, many local residents come in out of curiosity,” adding, “They wonder, ‘What do they sell here that young people keep coming and going?’” Many housewives who visit out of curiosity also end up buying products.

CEO Seo said the reason customers visit the shop is its ‘unexpectedness.’ She explained, “The shop’s location is in a rather random spot,” adding, “Usually, accessory shops are located on the first floor. However, until you open the door, you can’t guess what is sold here. I think that’s the charm of our shop.”

She plans to stock even more diverse items. She believes that a Japwhajeom should have many items that visitors naturally pay attention to, which prevents the shop from feeling stale. CEO Seo plans to utilize leftover space inside the shop to place cookbooks and more. She emphasized, “I hope it becomes a place where people stay longer.” While cafes are troubled by ‘Kagongjok’ (people studying in cafes), she has a completely different idea. Her ‘Happiness Sharing Project’ is highly anticipated.

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