"Today Is a Gift"... Haenam Chocolate Street in the Spotlight

'Harugil' in the old downtown of Haenam, South Jeolla Province, is being transformed into a chocolate specialty street.

According to Haenam County on January 25, the creation of a chocolate street is gaining momentum as part of the Haenam-eup Old Downtown Commercial District Revitalization Project, which is being promoted through a public contest by the Ministry of SMEs and Startups. The core of the project is to create a specialty street in the Eumnae-ri and Seongnae-ri areas of Haenam-eup and to operate key spaces such as handmade chocolate experience centers and retail shops.

Haenam Old Downtown 'Harugil' is Transforming into a Chocolate Specialty Street. Provided by Haenam County

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From 2024 to 2025, a chocolate academy was operated for local residents and merchants. As graduates of the program launched their own businesses and existing stores diversified their offerings, five local handmade chocolate shops have now opened in the old downtown area.

Haenam’s chocolate street products are differentiated by using local specialties such as sweet potatoes and chestnut pumpkins. By offering handmade chocolates made from premium ingredients, Haenam is introducing its own unique products. After several months of expert training, each shop has developed and commercialized its own signature chocolate products, achieving both the development of local brands and the revitalization of tourism in the old downtown area.

'Dalkkeut Choco', the main hub of the chocolate street, sells a variety of local handmade chocolates and also operates an experience center where tourists can make their own chocolates.

'Ttangkkeut Hobakdang', which opened in November last year, has gained popularity for its chocolate desserts made with chestnut pumpkin. 'Gongsimdang', which began operating in December, offers choco pies made with premium chocolate powder and fresh cream, as well as chewy sweet potato cookies.

'Financier', which has gained nationwide recognition for its Haenam sweet potato bread, is creating synergy by selling handmade chocolate products such as pave chocolate alongside its main offerings as part of a multi-store strategy. The 'Oneul Haru' shop on the second floor of the Maeil Market also makes and sells its own choco terrine, serving as a bridge between the traditional market and the chocolate street.

As handmade chocolate shops naturally gather around Harugil, the creation of the nation’s first chocolate street is breathing new life into the old downtown of Haenam-eup.

The county has been carrying out environmental improvement projects such as installing large ribbon-shaped sculptures and photo zones, as well as annual commercial district revitalization projects like 'Ttangkkeut Daldal Night Walk.' Reflecting the 'Today Is a Gift' concept of Harugil, the entire street is imbued with images of chocolate, gifts, and love.

This specialty street project is attracting attention for going beyond simple landscape improvements to create a commercial district revitalization model that leads to real business startups and sales. The county plans to further enhance the brand value of 'Haenam Chocolate Street' by fostering local creators and holding seasonal themed events.

A county official said, "As the Haenam old downtown commercial district revitalization project enters its third year, tangible results are beginning to appear," adding, "We will do our best to ensure that the chocolate street not only revitalizes the commercial district but also becomes a major tourist attraction for the region."

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