Baek Jong-won, CEO of Theborn Korea, plans to establish a "Jangteo Gwangjang" market at Gangnam Station to promote regional specialties [1, 2].

This initiative represents a strategic shift to bridge the gap between rural producers and urban consumers. By integrating local food, tourism, and commercial interests into a high-traffic Seoul district, Baek aims to create sustainable demand for regional goods that often struggle to reach metropolitan markets.

Speaking at a press conference on April 26, 2024 [1, 2], Baek said the project is part of a broader plan to expand ESG-driven regional development. The proposed "Jangteo Gwangjang" is designed as a model to transform local specialties into steady sellers by making them accessible in the heart of the city [2].

Baek said the company intends to continue expanding consulting services for local governments to revitalize commercial districts and tourism, as well as operating regional food festivals [2]. This follows a previous effort in 2023 to revitalize the Yesan Market [1].

Beyond the capital, the CEO is pursuing other regional activation projects. Baek said he is currently promoting a plan to utilize the site of the Gyeonggi Silk factory in Yeoju [2]. These efforts are intended to strengthen the brand competitiveness of local economies through a combination of tourism and food-based commerce [2].

The strategy focuses on creating a symbiotic relationship where urban centers provide the visibility and customer base necessary for rural districts to thrive economically [2].

“I am envisioning a model to create steady sellers using local specialties by creating a ‘Jangteo Gwangjang’ in downtown areas such as Gangnam Station.”

This move signals a transition for Theborn Korea from purely managing restaurant brands to acting as a regional development consultant. By leveraging the high foot traffic of Gangnam Station, Baek is attempting to create a scalable ESG model that reduces the logistical and marketing barriers for rural producers, potentially shifting how local specialties are branded and sold in South Korea's largest city.