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🇸🇬 Singapore /Economy & Trade

Seoul's old markets get new life from squishies and nostalgia

From The Straits Times · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • Seoul's traditional markets, Dongdaemun and Dongmyo, are experiencing a revival driven by young adults seeking inexpensive emotional satisfaction.
  • These markets, once popular with older generations, now attract crowds in their 20s and 30s looking for squishies, keycap toys, vintage clothing, and retro trinkets.
  • The trend highlights a growing demand for tactile, affordable stress-relief items and the experience of 'treasure hunting' for unique finds.

Lines outside toy wholesalers in Seoul's Dongdaemun Stationery and Toy Street now resemble those at trendy cafes, with young adults crowding around bins of "squishies." These soft, squeezable toys, along with keycap toys and stress balls, are delighting shoppers in their 20s and 30s, many of whom are not children.

I was surprised by how many people are here to shop for mallang-i. I buy mallang-i because they come in so many different shapes and textures. Most of all, they are cheap compared to the pleasure I get from them.

— Kim Na-yeonA 24-year-old college student explains her reasons for buying squishy toys.

Just a few subway stops away, Dongmyo's flea market is equally packed. Young couples sift through piles of secondhand clothing, examine vintage cameras, and hunt for retro trinkets. What was once a destination for bargain hunters aged 50 to 70 has transformed into a popular weekend outing for younger generations. Searches combining "Dongmyo" with date-related terms have even surpassed comparable searches for other trendy areas, underscoring its growing appeal.

Both Dongmyo and Dongdaemun are benefiting from a shift where young consumers seek inexpensive experiences offering quick emotional satisfaction. In Dongdaemun's toy district, "mallang-i" – soft, squeezable toys in various shapes – are priced between 2,000 and 3,000 won, offering affordable pleasure. "Most of all, they are cheap compared to the pleasure I get from them," said 24-year-old college student Kim Na-yeon.

They help relieve stress. At work, I often find myself kneading them. It’s a cheap way to release stress.

— Koh Hyo-kyungA 30-year-old office worker describes the stress-relieving benefits of squishy toys.

For many, the experience of searching, testing, and comparing products is as crucial as the purchase itself. "Coming here and choosing one in person is part of the fun. Finding the perfect squishy feels like a treasure hunt," explained 30-year-old office worker Koh Hyo-kyung, who uses them to relieve stress. Merchants confirm the dramatic change, with one toy shop owner noting that adult customers have more than tripled in the past year, reshaping sales patterns as popular items sell out quickly.

You can order these online. But coming here and choosing one in person is part of the fun. Finding the perfect squishy feels like a treasure hunt.

— Koh Hyo-kyungAn office worker highlights the experiential aspect of shopping for squishy toys in person.
DistantNews Editorial

Originally published by The Straits Times in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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