Traditional Market Sheds Old Clothes... Starfield, Deokpung 5-Day Market Reopens After Renewal

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[Asia Economy Reporter Minyoung Cha] Starfield took the initiative to revitalize the Deokpung 5-Day Market following the development of new lunchbox menus at Hanam Sinjang Market last October.

Shinsegae Property, which operates Starfield, announced on the 10th that Starfield Hanam completed a renewal project for the Hanam Deokpung 5-Day Market, conducted over about a year in collaboration with local partners, the traditional market merchants, and held a renewal opening event.

The renewal opening event held on the 9th at Hanam Deokpung Market was attended by key figures including Kim Sang-ho, Mayor of Hanam; Lee Im-yong, Executive Director of Shinsegae Property; Kim Jae-geun, Chairman of Deokpung Market; Hwang Byung-seo, Vice Chairman of Deokpung 5-Day Market; and Lee Jeong-rim, Store Manager of Starfield Hanam.

This Deokpung 5-Day Market renewal is also part of a customized win-win program specialized by region and market, following Sinjang Market. Previously, Starfield Hanam developed signature menus with renowned chef Choi Hyun-seok to ensure sustainable coexistence with Sinjang Market merchants. Through this, they revitalized Sinjang Market’s food offerings and linked with the food bank project to donate lunchbox packages to vulnerable groups in the district, thereby securing new sales.

Since December last year, Starfield analyzed the situation faced by traditional markets and prepared support measures over about a year. To strengthen identity, they created a brand identity (BI) called ‘Hanam Deokpung 5-Day Market’ and developed graphic motifs, initiating branding work. Inspired by the pride of the 5-day market merchants in selling quality products, they incorporated the concept of ‘named stores’ where the merchant’s name is displayed, adding names to each store banner.

Old stalls were also refurbished. While preserving individuality, they designed and produced parasols, canopies, and banners using the Hanam Deokpung 5-Day Market logo colors to provide a neat and unified look. Tablecloths and promotional materials were carefully considered to complete the makeover. They effectively arranged products to enhance customer convenience and conducted consulting education by visual merchandiser (VMD) experts on product display methods. A manual on how to effectively utilize the BI was also created and delivered.

Hwang Byung-seo, Vice Chairman of Deokpung 5-Day Market, who opened the renewed store, said, “Thanks to Starfield Hanam’s help, old items were replaced and the store environment became much cleaner, making it feel like we have a new store.” He added, “For the first time, we are welcoming customers with our store name displayed, and I believe we can take pride as Deokpung 5-Day Market merchants and sell good products.”

Lim Young-rok, CEO of Shinsegae Property, stated, “Since Starfield first opened in Hanam 16 years ago, Starfield has carried out practical win-win activities centered on empathy with local market small business owners.” He added, “We will continue to strive to create sustainable social value beyond corporate social responsibility.”

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