From bright red tteokbokki and seed hotteok to bibim dangmyeon, the true charm of Busan markets lies in discovering the 'taste of Busan' hidden in every nook and cranny of the alleys. Inspired by the vibrant markets of Busan, MARKET125 aims to become a 'gourmet curation space' where you can experience the flavors of Busan all in one place, ranging from iconic restaurants that have captivated local palates to trendy desserts.

I’ve heard rumors that visitor satisfaction with MARKET125 is high. As someone involved in the planning and operation, are you experiencing that response firsthand?

The number of young customers visiting has increased. Quite a few people visit MARKET125 right when it opens. The biggest draw seems to be the fact that you can find pop-up stores selling famous desserts and renowned local restaurants in Busan all in one place. The atmosphere is much more vibrant than when we were at the Hyundai Department Store Busan branch, so the staff working there are also feeling a sense of novelty.

I am curious about the concept and meaning of MARKET125.

We have strived to convey the charm of the Busan region and a rich gastronomic experience through Connect Hyundai's unique curation. With a central communal seating area accommodating approximately 70 people surrounded by various restaurants, we aimed to reflect the vibrant atmosphere of Busan's markets, where street food abounds in every alley. The name MARKET125 was inspired by the street address where Connect Hyundai is located (125 Beomil-ro, Dong-gu, Busan).

What is the most notable point?

The biggest advantage of MARKET125 is that you can find famous food brands based in Busan all in one place. Representative examples include 'Darijip,' one of Busan's top three tteokbokki restaurants; 'Dimtao,' a dim sum specialty restaurant in Haeundae selected for the Michelin Guide; 'Oakberry,' a dessert brand utilizing acai fruit; 'Daesujeong,' a pot rice specialty restaurant boasting a 40-year tradition; and 'Katsu Kitchen,' which is gaining great popularity on the Jeonpo-dong Cafe Street in Busan. This is an even more significant achievement as it is the first time these brands have opened stores together in a large-scale retail facility within Busan.

Given that many brands originating from Busan have been brought in, it seems likely that the region's unique characteristics are also reflected.

We focused primarily on the specific characteristics of the 'Beomil-dong' area rather than Busan. Since the 2000s, as Busan's major commercial districts shifted to Seomyeon and Haeundae, the commercial area around Beomil-dong had been relatively stagnant. Given this situation, we needed to create a clear reason to visit Beomil-dong, and to achieve this, we concentrated on brands and trendy interiors that the younger generation would appreciate.

There are so many restaurants in Busan considered top-notch. I am curious if there were any specific factors or criteria considered when selecting brands to open stores there.

Our biggest challenge was figuring out how to bring the unique flavors and experiences each brand intended to offer to life within the MARKET125 store. In this regard, the buyers from the Merchandise Division, who possess a deep understanding of Busan's famous restaurants, provided invaluable assistance. Although we were unable to bring in every local restaurant due to spatial constraints or individual brand circumstances, we made every effort to fully capture the distinct character and quality of the brands that were selected to join.

You mentioned that this is your second year working in Busan. What are your impressions of Busan's food culture?

Since joining Hyundai Department Store, I have worked at the Trade Center for two years, the Jungdong branch for three years, and the Songdo Hyundai Premium Outlet for three years. Although the locations have changed, having been in charge of the F&B sector for a long time, I think I have developed a greater interest in Busan's food culture. I believe there are many people in Busan in their 20s and 30s who possess exceptional ability to build their own brands. I am particularly impressed by how they creatively combine Busan's landmarks, local culture, and various other elements to create unique brands and successfully promote them.

Please tell me if there is a store that stands out the most during the renewal opening preparation process.

Upon entering through the entrance connected to the subway, you will first encounter 'Butter Record' and 'Katsu Kitchen.' Since this is the first spot visitors' eyes land on, it seems the staff pays extra attention to it. We feel the same way as the managers. The owners paid close attention to every detail of the interior right up until the opening, and these brands dedicate themselves to preparations late into the night to ensure they can provide the highest quality menu, even as the store attracts a large crowd after launch.

Please introduce any other attractions.

Numerous popular dessert brands, including 'Knotted,' have opened stores here. Various pop-up events are also being held. In September, a 'Heart Tiramisu' pop-up store was hosted, and it was particularly popular as the Heart Tiramisu is available exclusively at MARKET125 in the Busan area. Additionally, although not located within MARKET125, 'Godiva Bakery' is situated on the first floor. It is said to be the third location to open in Busan, following Tokyo and Seoul, and on the opening day, it received such intense interest that long lines formed starting two hours before the department store even opened.

Is there any brand you would like to collaborate with at MARKET125 in the future?

Busan is home to a diverse range of cafes and roasteries, many of which possess distinct atmospheres and unique characteristics. We would like to communicate with and collaborate with Busan's specialty coffee and dessert brands. In the long term, we are also considering collaborations with outstanding brands from other regions that are not currently located in Busan.

Pop-up stores where you can experience unique desserts also seem to be an attractive element of Connect Hyundai. Please introduce any upcoming pop-up stores.

A pop-up event for 'Yesan Sand,' a signature specialty of Yesan Market, is scheduled to begin on October 21st. We hope you will visit MARKET125 to try the Apple Kaymak Sandwich, made with Yesan's local specialty apples, and the Dubai Chocolate Kaymak Sandwich, which has recently become a hot topic.

Maker's Pick

3 'Tastes of Busan' You Can Experience at MARKET125

Butter Records

It is one of Busan's representative dessert hotspots, having started gaining popularity among Busan National University students and becoming so beloved that it has opened a branch in Nampo-dong. You can enjoy sweet crepes featuring a combination of chewy and sticky batter, French animal-based fresh cream, and sweet fresh fruits such as strawberries and bananas.

Katsukichen

A famous tonkatsu restaurant located in Suyeong-dong, as well as the main branch in Jeonpo-dong. They sell tonkatsu made from Grade 1 pork that is prepared fresh every morning. In addition to the cutlets distinguished by loin and tenderloin, the special loin cutlet, which features pork jowl attached to the loin, is also a popular menu item.

Bridge house

This tteokbokki restaurant is considered one of the top three tteokbokki spots in Busan. It boasts a special charm where the chewy texture of rice cakes—a characteristic of 'Busan tteokbokki'—combines with bright red gochujang sauce. The long fried squid is also a popular menu item that pairs well with the dish.