Mayor Jung Wono, Who Revitalized Seongsudong: "A Second Seongsudong Is Entirely Possible... Each Area Must Find Its Own Unique Charm"

Jung Wono, Mayor of Seongdong District, Publishes Book “Seongsudong”
Seongsudong’s Urban Experiment Succeeds as a Young and Vibrant City
Creating a City Symbol with Red Brick and Filling It with Content
"A Second Seongsudong Is Possible... But Unique Charm Is Essential"
Considering Next Steps After Three Terms... Possible Run for Seoul Mayor

Seongsudong, once home to old shoe factories, print shops, and ready-mix concrete plants, has transformed in just ten years into one of the most dynamic areas in South Korea, now densely populated by young companies such as SM Entertainment, Musinsa, IICOMBINED, and Krafton. The number of businesses grew from 10,323 in 2013 to 19,200 in 2023, nearly doubling, while the number of industry workers increased from around 77,000 to 124,000. This year, the number of foreign tourists is expected to surpass 6 million. In 2024, Seongsudong’s economic value reached 1.5497 trillion won, a 3.5-fold increase compared to ten years ago.

On the afternoon of the 10th, Jung Wono, Mayor of Seongdong District, spoke at the book launch press conference for "Seongsudong" held at PUBG Seongsu in Seongsudong, Seoul. Photo by Seo Mideum

At the center of this transformation is Jung Wono, who has served as Mayor of Seongdong District since 2014. He is an innovator who enhanced the city’s unique character through the “Red Brick Architecture Support” policy and was the first in the nation to implement both “Gentrification Prevention” and “Social Venture Promotion” policies, which have since spread to other local governments. When asked about the secret to this success, he explained in his recently published book “Seongsudong” (Medici Media), “Between abandoned factories, warehouses, print shops, and steel doors, there was infinite potential and room for interpretation. These open spaces attracted creators and entrepreneurs. Here, where brand narratives and the sensibility of space align, and where creation and entrepreneurship naturally blend, the area has become more than just a place to live-it has become a place of experience.”

Recently, after receiving public praise from President Lee Jaemyung, Jung drew attention. At the book launch press conference for “Seongsudong” held at PUBG Seongsu in Seongsudong, Seoul, on December 10, he shared how he first entered public service: “Fifteen years ago, I decided to run for office because I was saddened by the lack of local pride among residents. Back then, less than 50% of people wanted to stay in the area; now, it’s over 90%. I worked hard to create a place where work, rest, and life are in harmony. Of the 100 promises I made at the start of my term, I have fulfilled 95. I think that’s a score of 95 out of 100.”

Having lived in Seongdong District for 25 years and serving as mayor since 2014, Jung created a bridge called “Under Stand Avenue” on previously disconnected idle land, allowing visitors to Seoul Forest to naturally flow into Seongsudong’s alleys. He led bold, public-led redevelopment in the riverside area, which had suffered from severe aging and lacked organic change. In 2017, he established the “Red Brick Architecture Support” policy, creating Seongsudong’s unique red brick atmosphere. In 2015, he enacted the nation’s first “Gentrification Prevention Ordinance,” establishing a structure in which landlords and tenants voluntarily cooperate to stabilize rents.

However, there are clear limitations. As Seongsudong’s popularity has risen, land prices have long since surpassed 100 to 200 million won per pyeong, with the most popular areas reaching up to 400 million won. The proportion of high-end stores with rents exceeding 900 million won now stands at 20%. Jung pointed out, “If the converted security deposit (for commercial leases) exceeds 900 million won, tenants are ineligible for benefits. This standard needs to be abolished. All tenants in all industries should receive benefits, but the legislative process in the National Assembly is currently stalled.” Regarding rising land prices, he added, “I believe the land transaction permit system should be applied. This requires agreement with the Seoul Metropolitan Government, but they say it’s difficult because Seongdong District’s transaction volume is so low. If laws and systems cannot address the issue, then companies and citizens in Seongsudong must find ways to adjust together.”

Now in his third term, Jung is reportedly considering a run for Seoul mayor. When asked whether Seongdong District’s success can be replicated elsewhere, he replied, “A second or third Seongsudong is entirely possible. The key is to discover each area’s unique charm and to find its context, story, and history. The seeds always exist within the region itself. Turning those into policy is the work of administration.”

When asked what aspect of Seongdong District he would most like to expand, he cited the smoking booths. “There used to be more than 300 complaints about smoking in certain areas, but after installing smoking booths using negative pressure technology from hospitals, complaints dropped to zero. Both smokers and non-smokers are satisfied, and requests for more booths are pouring in,” he said.

Regarding his potential candidacy for Seoul mayor, Jung was cautious and withheld a definitive answer. “After completing the district council’s budget and business plan deliberations next week, I plan to take time to consider the matter seriously,” he said.

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