[Report] "Empty Myeongdong Transformed into an Art Street"... Visiting the 'Myeongdong Festival'

Open from April 28 to May 7

Graplex artworks applied to street floors and buildings
Enjoy a variety of activities including stamp tours and discount events

"It was really tough during the COVID-19 times. I would be so happy if it gets this crowded every day like today."

On the afternoon of the 1st, a merchant running an accessory shop in Myeongdong spoke with an excited voice. On the first day of the 'Myeongdong Festival,' the Myeongdong area was lively with foreign tourists for the first time in a while. Foreign tourists with bright expressions were seen freely roaming the colorful Myeongdong streets, taking commemorative photos against the backdrop of vibrant street art decorating the ground, or touching the sculptures installed on building exteriors. Nearby office workers who came out during lunch hour also looked around curiously at the transformed Myeongdong area.

On the 30th of last month, a street parade took place at the official opening ceremony of the 'Myeongdong Festival' held in Myeongdong, Jung-gu, Seoul.
[Photo by Kang Jin-hyung]

The Myeongdong Festival, held for the first time this year, is an event jointly planned by the Seoul Metropolitan Government and Lotte Department Store to revitalize the Myeongdong commercial district, which was depressed due to COVID-19. The Seoul Metropolitan Government consulted with the Myeongdong Merchants Association to select stores that would cooperate with the stamp tour during the event period, and Lotte Department Store took charge of overall event planning, design, and marketing.

Along the Myeongdong street stretching from Lotte Young Plaza to Myeongdong Art Theater, works by 'Graplex,' the hottest artist recently among the MZ generation (Millennials + Generation Z), were displayed. Sculptures of 'Miungi,' the official character of the Myeongdong Festival, were installed at various landmarks. A 'Stamp Tour' was also held, where visitors who collected three or more stamps by visiting five designated locations such as Young Plaza and Noon Square could receive various prizes.

Participating in the stamp tour that day, it was enjoyable not only to collect stamps one by one but also to watch the events set up at each designated booth. Especially, the 'Lotback Brewery X Myeongdong Festival' pop-up store installed at the Connected Cafe on the first floor of Lotte Young Plaza attracted attention. Lotback Brewery is a pop-up store with a brewery concept that Lotte Department Store launched last winter, selling whiskey and vodka popular among the MZ generation. To commemorate this Myeongdong Festival, the Lotback Brewery pop-up store appeared once again, displaying about 20 types of souvenirs including stationery products. Visiting the Connected Cafe, decorated with a neat navy interior, enjoying Graplex's artwork, and browsing various goods such as ceramic artworks and glass mugs at the adjacent pop-up store made time fly by.

Arriving at the last mission location in front of the bridge on the 7th floor of Young Plaza, the Myeongdong area adorned with Graplex's art came into full view. Next to it was a photo zone with a giant Miungi sculpture. It took the reporter about 20 minutes to collect all five stamps that day. Considering the time to enjoy shopping and other activities in Myeongdong after the tour, it felt like just the right amount of time. The yellow ready bag and mat received as prizes were practical items perfect for picnics. A foreign tourist who visited Myeongdong with their child that day said, "I easily collected five stamps while walking along the pretty streets," adding, "I also like the items I received as prizes."

Meanwhile, the 'Myeongdong Festival Official Opening Ceremony' held at the entrance of Myeongdong Street at 5 p.m. on the 30th of last month was graced by the presence of Seoul Mayor Oh Se-hoon, Jung-gu District Mayor Kim Gil-sung, and Lotte Department Store CEO Jung Jun-ho. CEO Jung said, "This event was planned with the intention of revitalizing Myeongdong, which was depressed due to COVID-19," adding, "Fortunately, the Seoul Metropolitan Government positively welcomed our proposal, allowing us to hold it successfully." Yumi Hwa, chairperson of the Myeongdong Merchants Association, expressed her expectations, saying, "I hope this event brings life back to the empty Myeongdong streets and that it becomes the Myeongdong of old, where young people come."

Oh Se-hoon (second from right), Mayor of Seoul, Kim Gil-seong, Mayor of Jung-gu, and Jung Jun-ho, CEO of Lotte Department Store, are participating in the street parade at the official opening ceremony of the 'Myeongdong Festival' held in Myeongdong, Jung-gu, Seoul on the 30th of last month. Photo by Kang Jin-hyung aymsdream@

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