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상생상회(Sangsaeng firm)

Development Type: Retail Development

Type Of Developer: Public Sector

Start Year: 2018

Address: Anguk Building 1, B1, 03061 Yulgok-ro, Jongno-gu, Seoul


Contributor: audex


Location Description
It is placed in ahn-guk dong where is korean traditional street of retail.  It is at the end point of Insadong street, middle of Jong-ro and Gyeongbokgung Palace. Anguk subway Station exit 1

Case Report


Sangsaeng firm was started on November 3, 2018, when the Seoul Metropolitan Government decided to support local mid- and small-sized farmers. It's a store built to help and support the market from regional to seoul Sangsaeng firm aimed at paying a low fee to the producer and provide safe food for consumers.Currently, there are agricultural and water products produced by 688 companies in 180 regions. 3,470 processed foods in the store and regular screening of the store. And expanding our support through this.

Development Info.

Development Scale: Building

Total Development Cost: N/A

Total Land Area: 1145.4㎡

Total Development Area: 1272m2 (rental)

Area Type: Urban Area - Urban Residential Area

Start Date: 2018/11/03

Opening Date: 2018/11/03

Planning Approval: 서울시지역상생교류사업단 사업계획(Seoul Regional Win-Win Exchange Project Plan) / 2016. 12. 29

Lead Developer: 조혜원 단장(Director Hye-won Cho)

Consultants: 상품선정 위원회, 운영 위원회 , 조한솔 대표, 어쩌다 농부(Product Selection Committee, Steering Committee, CEO Han-Sol Cho, an accidentally farmer)


Economic Context

- reducing fee of producers - Job created in rural participants - Economical interaction between city

Social Context

- producing safe specialty food from rural area - divideing congestion of city population - solution to reducing population of rural area

Environmental Context

- Environmental conservation awareness and Public value of Agriculture increase - Attention to environment and culture of rural area

Historical Context

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The Plan

Pre-planning Efforts

Seoul - Gwangju, Friendship Exchange Agreement for Joint Promotion of Innovation Policy(2014.07) - Creating a win-win community(상생공동체만들기) - Regional Win-Win Exchange Program(지역상생교류사업)

Vision Statement

Lively Living Together, Happy Seoul (활기찬 서로 살림, 행복한 서울!) [서울시 지역상생교류사업단]

Goals and Objectives

- win-win cooperation Reciprocal consensus formation(상생협력의 호혜적 공감대 형성) - Resident experience type Business promotion(주민체감형 사업추진) - exchange and cooperation projects Enhancing sustainability(교류협력사업의 지속성 제고) [서울시 지역상생교류사업단]

Issues and Problems

- Lack of sustainability due to the promotion of fragmentary exchange and cooperation projects - Insufficient synergy effect due to segmented individual projects and policy promotion - Lack of private participation in all stages of policy, such as project planning, selection, and execution - Lack of continuous performance management through regular monitoring - Non-secured regular consultation counters and facilities for information exchange, education, and consultation

Benchmark Projects


Public Engagement Strategy

서로맛남(Taste each other) program. and using the rural products that are in maket place, cooking class is going on. And 금요미식회(Friday Gourmet Party) is also in program, inviting shef who makes seasonal dishes for the participants. (Number of participants in 2019 : 서로맛남 - 67times held, 1159people participated / 금요미식회 - 35times held, 1575people participated) but because of corona pandemic, programs are held less.

Financing Strategy

many Sales planning exhibitions are held such as 봄산나물 판매기획전(Spring Wild Vegetables Sales Exhibition), 청년농부 제철농산물 프로젝트(Youth Farmer's Seasonal Agricultural Products Project)

Existing Community and Residents

Occupants and community members are the main customers in this market. They buy food from the rural areas. Also participate in programs

Phasing Strategy


The Master Plan

This project is about market and the building is in rental. so it's not about urban design or landscape

Land Uses and Programs

1F : shopping mall GF : exhibition(festival, specialities, etc) storage, ceminar room, sharing room, sharing kitchen,  cafe, rest place

Timeline or Milestones

‘13. 1.~5. 지역간 교류협력 현황 및 상생방안 마련 사전연구·조사(Preliminary research and investigation to prepare the current status of exchange and cooperation between regions and plans for mutual growth) ‘13. 6.~ ’14. 4. 상생공동체 만들기 계획(안) 초안 마련(Draft plan to create a win-win community) ‘13. 6.~12. 민관협력 네트워크 구축.운영 및 전문가 의견수렴(Establishment and operation of public-private partnership networks and collection of expert opinions) ‘13.10. ~’14.2. 상생공동체 만들기 공유,확산을 위한 워크숍 및 학술대회 개최(Holding workshops and academic conferences for sharing and spreading the creation of a win-win community) ‘15. 6. ~ ‘15.12. 지역상생포럼 구성(광역4, 기초15) / ’16.5. 현재 광역11. 기초27(Composition of regional win-win forum (wide area 4, basic 15) / '16.5. Currently wide area 11. Foundation 27)

Current Status

Project is lunched. The interaction between Seoul city and rural area is Present Progressing. And trying to expand more and more

Lessons Learned

What is the most important take away from this case?

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Why is this case relevant today and for whom?

This case is relevant because the population of city and rural area is being Polarized. And the rural agricultural farmer, consumers, community members are included

Which strategy was proved to be successful?

Foundation for cooperation with the region enlargement and Resident Participation Governance Establishment of cooperation system is an ongoing achievements.

In your opinion, what could have improved this project?

In case the market is only in anguk dong, not many bit expanding some Business Branch will give more participation and engagement of hole Seoul citizen ans so on. Online official market could be also nice to get direct connection to rural to city.

Any other comments?

The project was more meaningful than I thought. the circulation of foods were in proper amount, the engagement of community and rural area is not dominant in these days but has meaningful effects to many of participants



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Contributor audex


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