Conceptual interiors that immerse consumers into the worldview the moment they enter the restaurant are becoming the formula for hot places. For example, ZOOSINDANG is located in the hottest neighborhood these days, Hipdang-dong (Hip + Shindang-dong)... Espresso cafe ‘MAILROOM Shindang’ is also a place that has become a hot topic with its solid concept.

The fourth person that Heypop met in the Space Developer series is Jang Ji-ho, CEO of TDTD, who made Shindang-dong, Seoul, known as ‘Hipdang-dong.’ It looks like a neighborhood fruit shop, but it started out as a modern bar called JEANFRIGO, and then ZOOSINGDANG, which reinterpreted the 12 zodiac signs culture as a mysterious bar.

Interiors that use space to create an immersive experience that feels like entering a completely different world are a recent important trend in the cafe industry. Cafe 'MAILROOM' located in Shindangdong, Jung-gu, Seoul, designed a unique space experience with the theme of letters. You order drinks by writing by hand as if you were sending a letter...

Q. I am curious about the background of the brand's birth. - The brands I have planned and organized so far have slightly different backgrounds. Sometimes they start from the story of the region, and sometimes they focus on people. Sometimes they create a fictional story, and sometimes they start from the essence of the business philosophy and business item.

At the cocktail bar <ZOOSINDANG> with the 12 zodiac signs concept, you can taste cocktails that correspond to your zodiac sign, and at the post office concept cafe <MAILROOM Shindang>, you can actually post letters. We met with Jang Ji-ho, the CEO of TDTD, who played a leading role in turning Shindang-dong into ‘Hipdang-dong.’