Starfield Launches 'Anseong Matchum Market' Revitalization Project... Reopens as Foodie Road

On the 8th, Lim Young-rok, CEO of Shinsegae Property (center), is delivering remarks at the renewal opening event of Anseong Mat-chum Market in Anseong City. Starfield Anseong has engaged in communication with merchants for nine months to support recipe development, facility improvements, and more for the successful renewal of Anseong Mat-chum Market.

Hanam Sinjang Market, Deokpung Market Followed by Anseong Matchum Market Revitalization Project Successfully Completed
9 months of merchant communication, commercial district analysis-based strengthening of food and beverage content
Support including recipe development, startup education, and interior design by experts such as Chef Choi Hyun-seok

[Asia Economy Reporter Kim Yuri] From 'Jambon Beurre' (French-style sandwich) to 55-year-old traditional Sundae-guk (Korean blood sausage soup). Anseong’s representative traditional market, 'Anseong Matchum Market,' is reborn as a 'Gourmet Road' in collaboration with Starfield.

Shinsegae Property announced on the 9th that it has successfully completed the Anseong Matchum Market revitalization project, which has been underway since February to promote coexistence with traditional market merchants, its local partners, and held a renewal opening event to commemorate this achievement.

At the renewal opening event held on the 8th at Anseong Matchum Market, key figures including Lim Young-rok, CEO of Shinsegae Property; Lim Byung-joo, Vice Mayor of Anseong City; Kim Jeong-tae, Chairman of the Anseong Matchum Market Merchants Association; and chefs Choi Hyun-seok, Yoo Hyun-soo, and Shin Dong-min attended and celebrated the new start of Anseong Matchum Market with a ribbon-cutting ceremony. Afterwards, they toured the newly renovated stores and tasted the new menus developed over the past nine months, encouraging the participating merchants.

The Anseong Matchum Market revitalization project focused on developing differentiated content unique to Anseong Matchum Market and strengthening competitiveness to help the market become self-sustaining. The company stated, "Since February, after conducting market status surveys, on-site inspections, and communication with merchants, we identified the need to strengthen food and beverage (F&B) content. We recruited participating stores and provided step-by-step customized consulting such as recipe consulting and interior support." They added, "In July, we signed a memorandum of understanding (MOU) with Anseong City and the Anseong Matchum Market Merchants Association."

A total of nine stores participated in the Anseong Matchum Market revitalization project, including three newly opened stores that changed their business to food and beverage and six existing stores. The participating stores received experience and knowledge from experts in each field through recipe consulting, systematic startup education, and interior support, starting anew as representative stores of Anseong Matchum Market.

For recipe development, star chefs known as Choi Hyun-seok, Yoo Hyun-soo, and Shin Dong-min joined forces. They conducted five cooking classes and consulting sessions, providing customized feedback for each store to specify menus and discuss improvements. As a result, special recipes unique to Anseong Matchum Market were completed, such as handmade sandwiches like Jambon Beurre, handmade tonkatsu, and Sundae-guk preserving 55 years of tradition.

The company said, "The response from market merchants and customers has been enthusiastic," adding, "Based on systematic local commercial district analysis, the unique characteristics of individual stores were emphasized, resulting in high satisfaction among participating merchants. Customers also enjoy food in a pleasant environment, creating a welcoming atmosphere for the market’s transformation."

Lim Young-rok, CEO of Shinsegae Property, said, "The traditional market revitalization project, which started to provide practical support to the local commercial district, has borne fruit this year with Anseong Matchum Market following last year’s Hanam Sinjang Market and Deokpung Market." He added, "We invite many visitors to enjoy the gourmet experience prepared by Starfield and Anseong Matchum Market." He further stated, "We plan to continue supporting so that participating stores can become the driving force for the market’s vitality."

Meanwhile, Starfield, celebrating its 5th anniversary this year, is promoting the 'Starfield Traditional Market Revitalization Project' to provide practical help to traditional markets. Last year, Starfield Hanam completed the development of the signature lunchbox for Hanam Sinjang Market and the BI design and branding for Deokpung 5-day Market.

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