[Edaily Reporter Kim Ji-woo ] “At first, I was worried that the unique character of Haebangchon—built up over time by long-time neighbors—might fade away, but the collaboration with Coca-Cola has revitalized the once-stagnant commercial district. It was a genuine collaboration, not just empty talk.” Oh Jun-seok, owner of Pizza-O and chairman of the Haebangchon Alley Shopping District Merchants’ Association, shared these thoughts on the collaboration with Coca-Cola.

Around 10 a.m. on the 23rd at Shinheung Market in Yongsan-gu, Seoul, Coca-Cola’s red logo caught the eye at various shops lining the narrow alleys. This is the result of a spatial branding project Coca-Cola launched last year in partnership with 18 shops at Shinheung Market. The changes that began at Shinheung Market have expanded this year to the Haebangchon Alley Shopping District.

I walked through the alleys connecting Shinheung Market to Haebangchon, taking in the shops participating in the collaboration. Compared to photos taken before the collaboration, the changes inside and outside the stores were striking. The old signs and exterior walls reflected each store’s unique character while naturally incorporating Coca-Cola’s brand assets. The Coca-Cola logo had become a design element in its own right.

The pizza specialty shop “Pizzao” decorated both the interior and exterior with the Coca-Cola logo and red accents, giving it the feel of a pop-up store. While it had previously used red railings and signage, the collaboration transformed the space into one that makes a much stronger impression by harmoniously arranging red and white across the entire building facade.

A large sign bearing the phrase “PIZZA TASTES BETTER WITH Coca-Cola” was installed at the top of the building. The space, which previously featured light green pillars and wooden tables, was transformed with red pillars and white tables, and the addition of Coca-Cola logos and graphics throughout the walls created a sense of cohesion. Owner Oh, who was born and raised in Haebangchon, said, “As the design of the space and the street has changed and there are now more things to see, not only visitors from outside but also local residents are responding positively.”

At the cocktail bar “Genie Pub,” the Coca-Cola logo was engraved in the center of a record-shaped mirror. The design was inspired by the bar’s signature record-shaped coasters. In addition, the bar was decorated with items provided by Coca-Cola, ranging from lighting fixtures to signage featuring the Coca-Cola logo. The owner of Genie Pub said, “Cocktails made with Coca-Cola are proving popular with customers, and sales have increased since the collaboration began.”

The gelato shop “Cotati” previously had paint peeling in spots on its exterior walls and lacked a sign, making it difficult to recognize as a store; however, following the collaboration, the exterior was repainted in a clean cream color. A “Gelateria Cotati” sign was installed above the window, and the green blinds were emblazoned with the Coca-Cola logo alongside the phrase “Ours is Ice Cold.” The chicken restaurant “Chimaek Life” received support in the form of World Cup edition Coca-Cola bottles and soccer-themed decorations, reflecting the tastes of owner Lee Seon-young, an avid Liverpool fan.

“Goodness Club,” a sandwich shop in Shinheung Market, once didn’t even have a sign, but after installing a new one through the collaboration, the number of customers recognizing the shop has increased. Monthly sales have also doubled compared to before.

A Coca-Cola spokesperson explained, “While it is difficult to calculate the average sales growth rate for the participating stores, the water bill for the restrooms shared by merchants at Shinheung Market has increased fivefold compared to before the collaboration,” adding, “This is an indirect indicator of the rise in visitor numbers.”

On that day, a media exhibition space created by Coca-Cola was also set up in a corner of an alley in Shinheung Market. Cola bottles and cans were displayed in the windows, giving the space the appearance of a vending machine. Cola cans featured illustrations of Haebangchon. Inside, monitors and headphones were set up so visitors could watch videos chronicling the stories that merchants and Coca-Cola had created together over the past year.

Last September, they also held the “People of Shinheung Market with Coca-Cola” exhibition, which highlighted the lives and stories of the merchants. The stories of about 10 merchants were documented through photographs and interviews, sharing the history and unique character of the alley with the public. Coca-Cola plans to continue promoting the charm of the alley connecting Shinheung Market and Haebangchon through collaborations with local merchants, enabling visitors to experience a variety of foods and cultures.

A Coca-Cola spokesperson stated, “Local shops and merchants have long been important partners in connecting Coca-Cola with consumers,” adding, “We will continue to build relationships with local partners and pursue collaborations in the future.”