[비즈한국] “I came to see an exhibition with my child and heard music playing, so we stopped by. It’s my first time seeing a performance like this, so it feels like a great experience.”
At 8:00 PM on the 31st of last month, at the Eoulim Plaza of the Dongdaemun Design Plaza (DDP) in Jung-gu, Seoul. A visitor in her 30s, surnamed Lee, who was there with her child, said, “Eating delicious food and watching a performance makes me feel like I’m on vacation,” adding, “Sitting still and listening to the songs feels surprisingly refreshing and healing, even in the middle of summer.”
Amidst the sweltering heat, the Seoul Design Foundation held the ‘DDP Vacance: DDP Music Festival’ at the DDP Eoulim Plaza for three days from the 31st of last month to the 2nd. The event was designed to allow people to enjoy a summer vacation atmosphere in the heart of the city without having to travel far.
From 4:00 PM onwards, the plaza featured various food options, a market, and interactive programs. Performances were held daily from 9:00 PM to 11:00 PM. The lineup was curated to offer a variety of music, starting with jazz on the first day, followed by classical music on the second, and folk music on the third.
To ensure visitors could relax comfortably, 50 beanbags and 500 camping chairs were provided throughout the venue. The relaxation zone in front of the stage reached capacity even before the performances began, and the ‘healing zone’ at the back was also filled with spectators enjoying the performances and drinks while sitting in camping chairs. The event attracted a diverse crowd of all ages, from families with children to couples, friends, and middle-aged citizens, all gathering to soak in the atmosphere of a summer night.
A couple in their 60s who arrived just in time for the performance mentioned, “We saw it on TV and came to check it out. We made sure to grab seats first to watch the show. We plan to enjoy some food after the performance.” A person in their 30s, surnamed Hwang, who visited with her boyfriend, added, “I saw the ad on social media. The beanbags were already taken so we sat in camping chairs, but the atmosphere is better than I expected. It’s a great vibe for a date, so I’m satisfied.”
This event is part of the night-time economic revitalization policy promoted by the Seoul Metropolitan Government. Seoul aims to increase citizens' stay time and stimulate spending in local commercial districts by expanding night-time content such as performances, exhibitions, and food. The goal is to revitalize the local economy by creating a city where tourists can stay and enjoy themselves even at night.
In fact, the visitors who came to watch the performances naturally gravitated toward the food and interactive programs as well. With foot traffic flowing toward the flea market and food and beverage booths surrounding the performance area, the cultural event effectively translated into consumer activity.
A 20-something named Yoon, who operated a snack booth at the plaza that day, said, “It was a meaningful time to meet customers of various ages in person and hear their feedback on our products. Thanks to the event, my Instagram following has increased significantly, so I can really feel the promotional impact,” adding, “I hope there are more events like this in the future.”
A 30-something named Choi, who operated a food and beverage booth, also commented, “The response was so good that we sold out of all the drinks we prepared. It seems the atmosphere of the event was enhanced by citizens coming to watch the performances and naturally enjoying the food as well.”
According to the Seoul Design Foundation, the event reached its capacity of 2,000 people during the pre-reservation phase, closing early. With walk-in visitors added to the mix, the plaza remained busy throughout the entire event. The Foundation plans to use this event as a starting point to further expand DDP’s night-time cultural content. The vision is to transform DDP into a cultural space visited not only during the day but also at night by increasing programs that allow citizens to participate and linger, rather than just watching a performance.
Cha Gang-hee, CEO of the Seoul Design Foundation, said, “We plan to make ‘Seoul Light DDP,’ which was previously operated seasonally, a regular event starting this September,” adding, “We will add various stories and content to make DDP a place where citizens can enjoy attractions even at night.”
CEO Cha stated, “We plan to continuously expand citizen-participatory programs such as busking, dance festivals, and taekwondo, and we will create content suitable for the characteristics of various spaces within DDP, including not just the plaza but also the parks, turning it into a space where citizens can experience and enjoy things directly.” He added, “I hope that night-time cultural content will spread beyond DDP to all parts of Seoul. Starting with DDP, I hope to see a series of events where citizens can enjoy night life in various spaces.”