On July 10, the Changsin-dong stationery and toy market in Jongno-gu, Seoul, was bustling with young adults and 'kidults' despite the rainy weather. Once primarily a wholesale hub for stationery store owners, this market has transformed into a trendy destination for the MZ generation due to changing consumer trends.
The short market alley, approximately 150 to 200 meters long, is home to over 100 discount stores. The hottest selling item at the Changsin-dong toy market is undoubtedly 'Malang-i'. This unique product, which returns to its original shape when squeezed or stretched, has gained popularity among the 2030 generation.
Word of mouth on social media has spread the news that Malang-i is effective for stress relief and mental stability, making it a must-have item among adults. Prices range from 2,000 to 6,000 won, depending on the design and features. Another trending item is the 'Wakpu Ball', which has a wax-coated surface that creates a satisfying crunch when pressed.
A market vendor stated, "Since we started selling Malang-i last year, the number of customers has increased, with adults showing more interest than children." On the day of the reporter's visit, the market was filled with not only children but also young couples, seniors shopping for grandchildren, and foreign tourists, showcasing a diverse mix of ages and nationalities. A Korean woman in her 40s, residing in Boston, shared, "I came to Korea for vacation with my family and heard about the popularity of Malang-i on social media. I brought my father and child to the market. The prices are cheaper and the variety is greater than what we find in the U.S., and my son loves it here."
The toy and stationery market, which had been losing its place due to declining birth rates and the rise of online retail, is now revitalizing. The Changsin-dong toy market has its roots in the 1960s when merchants began selling stationery near Dongdaemun. Although the market faced challenges due to a decrease in school-age children, the merchants' proactive efforts to adapt have helped it survive. The Changsin-dong stationery and toy market association recognized that waiting for wholesale demand to recover was not feasible and decided to expand their target audience to include 'adult consumers'.
Lee Eun-hee, a professor of consumer studies at Inha University, noted, "The Changsin-dong stationery and toy market offers a treasure-hunting experience that differs from typical stores, which likely contributes to the increase in visits from the 2030 generation."
In particular, the rise in toy consumption among the 2030 generation has signaled a revival for the toy market. According to an analysis of payment data from NH Nonghyup Bank, spending on toys by the 2030 generation surged by 224% in the first half of this year compared to the previous year.
The vibrant market atmosphere and rising sales have encouraged the merchants' association. Since Malang-i gained fame on social media, the average daily visitors have doubled since March compared to last year, according to market vendors. Song Dong-ho, president of the Changsin-dong toy market association, who has operated a toy store in the alley for over 40 years, estimated that on weekdays, 3,000 to 5,000 people visit, while weekends can see up to 15,000 visitors.
With the influx of visitors, the merchants' association is focusing on ensuring safe shopping for customers. Song stated, "On busy weekends, we designate the area as a car-free zone and will improve outdated facilities to enhance the market's vibrancy for our customers."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.