Seoul’s young entrepreneurs redefine what it means to be ‘local’

“In the competitive landscape of Korean retail, the distance between a rural farm and a luxury department store shelf can feel insurmountable. However, a strategic partnership between the Seoul Metropolitan Government and Shinsegae Department Store is narrowing that gap, transforming regional specialties into high-end urban commodities. Starting Friday, the city will launch a relay of "Next Local" pop-up stores across the nationl, beginning at Shinsegae’s Daegu branch before arriving at its flagship Gangnam location on May 23. The initiative, now in its eighth year, is designed to support Seoul-based youth who build businesses using resources from depopulated rural areas. Under the theme "Find My Local: A Journey to Find Your Own Taste," the event showcases products that have cleared rigorous evaluations by Shinsegae buyers and food safety experts. The selection spans artisanal desserts and sauces to tea and beauty products, representing the work of seven entrepreneur cohorts. The Daegu opening features nine brands, including Soy Our Meal, which offers hummus made from 100 percent Kore

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