Businesses Hope to Gain from Cheonggyecheon Project

With Cheonggyecheon in Seoul reopening on October 1, distributors and restaurants are busily preparing various promotional events to expand their commercial power.

From September 30 to October 3, concerts, a marathon, and other events will take place there, heightening expectations of higher demand.

Shopping malls in Dongdaemun, Seoul, are expected to reap the greatest benefits from the restoration of Cheonggyecheon. According to distributors, 20 wholesale and retail malls in the area, including Doosan Tower, Cheongdaemun, and Hello APM will hold the “Dongdaemun Fashion Festival” from October 1 to October 8. They are planning to hold fashion shows and have special sales and gifts.

The head of the Dongdaemun Special Tourism District Association, Song Byeong-yeol, said, “Business revenues are expected to increase about 10 percent due to the Cheonggyecheon project.”

Other restaurants are joining in to reap the benefits of the “Cheonggyecheon Effect.”

Last month, Bennigan’s, a family restaurant chain, opened a Gwanghwamun branch near Cheonggye Square, where the stream starts. This branch will be serving free cheesecakes to customers from October 1 to October 3. Outback Steakhouse plans to hand out 16,000 of their bushman bread specialties to citizens participating in the “Cheonggyecheon Walk.”

Department stores in Myeongdong also expect to gain from the restoration of the stream. Lotte Department Store plans to open a special booth for picture services at the square in front of the City Hall on October 2, the day of the “Hi Seoul Marathon.” The marathon is being held to celebrate the restoration.

Shinsegae Department Store will open the “Shinsegae Environment Exhibition Hall” at the Cheonggyecheon event facility in front of Gwangtong Bridge and give Cheonggyecheon mufflers to 10,000 people.

Seoul’s high-class hotels are also expecting increased sales of their weekend packages. Westin Chosun, Lotte, and Plaza Hotel, are taking advantage of their proximity to Cheonggyecheon and emphasizing the concept of a relaxing vacation in the city, and promoting a one-night with breakfast package.

Jin-Suk Huh kimhs@donga.com jameshuh@donga.com