Rural villages without shops get 'eggs have arrived'... Okcheon, Yeongdong 'visiting markets' are popular
Translated from Korean, summarized and contextualized by DistantNews.
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- Mobile markets called 'Happy Supermarkets' are gaining popularity in rural areas of Okcheon and Yeongdong counties in South Korea.
- These markets use modified trucks to bring essential goods, including groceries and frozen items, directly to elderly residents and those in remote locations.
- The initiative aims to improve access to daily necessities for residents who have difficulty traveling to traditional markets, offering convenience and a sense of community.
In South Korea's rural landscapes, a novel initiative is bringing essential goods and a touch of convenience directly to the doorsteps of residents. Mobile markets, dubbed 'Happy Supermarkets,' are becoming a popular solution in Okcheon and Yeongdong counties, addressing the challenges faced by elderly individuals and those living far from traditional shopping centers.
Eggs are here. We have tofu too.
The 'Happy Supermarket' in Okcheon County, operated jointly by the county and Cheongsan Nonghyup (a local agricultural cooperative), is a testament to this innovative approach. A 3.5-ton cargo truck has been transformed into a mobile store, equipped with refrigeration and freezing facilities. It carries approximately 200 different items sourced from the Cheongsan Nonghyup Hanaro Mart. This 'everything truck' makes its rounds from Monday to Friday, visiting 63 villages across four townships, with each village receiving a visit roughly once every two weeks. The service extends to villages located more than 20 kilometers from the nearest town center.
Even going to the mart in the township takes more than 10 minutes by motorcycle, but it’s so convenient that the Happy Supermarket comes to our village. Especially in this heat, I couldn’t even think about buying ice cream, but I can buy it here and eat it at home.
Residents have expressed immense gratitude for the service. One 69-year-old resident from the Injeong-ri area of Cheongsan-myeon shared, “Even going to the mart in the township takes more than 10 minutes by motorcycle, but it’s so convenient that the Happy Supermarket comes to our village. Especially in this heat, I couldn’t even think about buying ice cream, but I can buy it here and eat it at home.” The cooperative's employee managing the truck noted the demanding nature of the job, handling driving, sales, and delivery, but emphasized the rewarding experience of seeing the elderly residents' joy.
It's hectic to handle driving, sales, and delivery, but the elderly residents are so happy that it's fun and rewarding.
Neighboring Yeongdong County has also embraced a similar concept with its 'Happy Marketplace on Wheels,' launched in November of the previous year. This mobile market offers a wider selection of around 400 items and serves about 40 villages in parts of Yeongdong-eup and the Yanggang, Yongsan, and Simcheon townships. Officials describe the initiative as a welfare market designed for rural elderly individuals with mobility issues, highlighting that many eagerly await its arrival. Both initiatives underscore a commitment to supporting vulnerable populations and ensuring access to daily necessities in underserved areas.
The Happy Marketplace is a welfare market for rural elderly people with mobility issues. There are many people who eagerly await its arrival.
DistantNews Editorial
Originally published by Hankyoreh in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.
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