A 100 Million Won Success in a Tiny Shop: Seodaemun's "Black-and-White Chef" Sinchon Youth Food Store

A Hub of Youth Entrepreneurship Fostered by Friendly Competition
Initial Startup Support with Annual Rent of 950,000 Won
Pacherito, Gunchobap, Jedohankki... Surpassing 100 Million Won in Sales Last Year

The culinary craze sparked by the Netflix show "Black-and-White Chef" is becoming a reality beyond the screen. In front of Sinchon Station in Seodaemun District, Seoul, three young entrepreneurs at the "Sinchon Youth Food Store" recorded annual sales exceeding 100 million won last year. This achievement was made in a space barely larger than two pyeong (approximately 6.6 square meters). It is the first time this has happened since the facility opened in 2018.

The Sinchon Youth Food Store is an F&B-focused startup support platform established by Seodaemun District to boost youth entrepreneurship. Located at 22-5, Sinchonyeok-ro, Seodaemun District, across from Sinchon Station, it currently houses about 30 street shops and youth-operated stores.

Once considered one of the three major commercial areas in Seoul, the Sinchon/Ewha area lost its vibrancy due to the rise of the Hongdae district and the impact of COVID-19. The Sinchon Youth Food Store serves as a hub to revitalize the area, offering young people aged 19 to 39 a space and initial business support at an exceptionally low annual rent of about 950,000 won.

According to Seodaemun District on March 12, total sales from youth-operated stores at this location increased by 34% last year compared to the previous year. The top performers with sales surpassing 100 million won were "Gunchobap," a grilled sushi specialty shop; "Pacherito," an authentic taco restaurant; and "Jedohan-kki," a low-sodium, low-sugar healthy meal provider.

Choi Hwanwoong, CEO of "Pacherito," learned to make tacos during two years at a hotel restaurant in Miami, USA. Building on his experience in Michelin-starred restaurants in Singapore and various countries including Australia, he developed tacos that blend local flavors with his own sauces, attracting Ewha Womans University students and foreign tourists alike. According to those involved with the Youth Food Store, "There are very few times when Choi's shop is closed."

Ban Junghyun, CEO of "Gunchobap," turned the weakness of sushi on its head. By grilling the ingredients—a method that overcomes sushi's perishability—he managed to deliver both enhanced flavor and better preservation. Hwang Seungho, CEO of "Jedohan-kki," incorporated his own experience of losing 25 kilograms into the menu. The carrot rabe with MCT oil and soy protein bibim noodles have become popular among Ewha Womans University students.

What these three businesses have in common is that they see each other not as competitors to beat, but as colleagues. Their distinct identities mean they do not overlap, and when one shop does well, overall foot traffic in the facility increases, benefiting everyone. In this way, the spirit of "Black-and-White Chef" is alive and well in Sinchon.

While most youth mall projects run by local governments across the country have fizzled out, the continued success of the Sinchon Youth Food Store can be attributed to its public-private-academic partnership structure. Seodaemun District offers space at the exceptional rate of about 950,000 won per year, while Ewha Womans University supports practical entrepreneurship through its faculty and shared kitchens. The district also provides basic entrepreneurship training (eight times a year), menu consulting, and incubation to help new entrepreneurs get established smoothly.

Last September, 19 companies participated in the "Youth Station 2025" youth startup culture festival, which drew over 500 visitors and resulted in a 42% increase in daily sales compared to the September average. A discount event held twice, in spring and fall, for university students and SM Group employees attracted 2,032 participants. Elizabeth Junilda Sanchez Rivero Lee, a descendant of a Cuban independence patriot who runs "Desayuno," a Cuban home-cooked meal shop, was awarded a district PR excellence resident commendation.

Seodaemun District plans to select five more teams—including those offering bibim pasta, low-sugar desserts, and art goods—in the first half of this year, and these teams will begin operating this month. In September, the "Youth Station 2026" festival will be held.

Seongheon Lee, Mayor of Seodaemun District, stated, "We will actively support young entrepreneurs at Sinchon Youth Food Store and continue to organize new events so that the Sinchon and Ewha areas can be revived as new hubs full of youthful energy."