Yesan Market, shaken by Baek Jong-won controversy, regains vitality on its 100th anniversary

Yesan Market, once a struggling tourist spot, is regaining its vitality, with vendors reporting a 30-40% increase in sales this year. The market, which gained fame through celebrity chef Baek Jong-won's revitalization efforts, had faced a significant downturn last year due to controversies surrounding his company, Theborn Korea. However, visitor numbers have rebounded strongly, already exceeding last year's total before the halfway point of 2024.

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The market has become a tourist destination, so many people visit on days off and holidays. It was really tough when the (Baek Jong-won) issue broke out last year, but sales have increased by about 30-40% again this year.

This resurgence is partly attributed to the resolution of legal allegations against Baek Jong-won, which were dismissed. The market's renewed popularity is also being fueled by the success of the horror film "Sallmokji," filmed in a nearby reservoir. The film's popularity has driven interest in local attractions, including the Yesan Market, with online communities sharing travel itineraries that combine visits to both.

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When I have business in Yesan, I stop by Yesan Market. The advantage is that you can spread out various foods and eat them right away.

As Yesan Market celebrates its 100th anniversary this year, merchants are optimistic about the future. The market's origins trace back to a traditional five-day market in 1926, though its current building structure dates to 1981. The head of the Yesan Market Merchants Association expressed confidence in the market's continued success, highlighting the efforts of current merchants and the influx of younger business owners.

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Sallmokji was so popular that it was called 'Sallidan-gil,' and when I first visited Yesan Market then, I learned about its charm. I like the retro sensibility and the abundance of food.