A gift for someone is fundamentally filled with the moment of delivery and the process of happily contemplating how to give it. The gift is handed over by hand, and the sentiment is proven by the time spent with it. 'Narim' is a company that has been presenting a "home of gifts" to countless customers based in Daegu. We met CEO Bae Se-heon at the Naggnol Street branch of Narim, who leads brands such as 'Geurim' and 'Nice Kitchen' while expanding the business into stationery and living groceries, starting with the custom accessory shop 'Nabi' located in an alley in Dongseong-ro 15 years ago.

A store called 'Nabi' grew into a company called 'Narim' 15 years later.

It has already been 15 years. Rather than feeling a special sense of nostalgia, I believe this is the result of our tireless efforts to prepare new projects and items every year and every season while operating our offline store.

What do you think is the competitive edge of the stores run by Narim?

We have long considered the online market important and expanded the company by operating both online and offline stores. However, we eventually reached our limits due to the increasing workload. Therefore, we are now moving forward by leveraging our know-how, such as our in-house offline customer service capabilities, plating infrastructure built over several years, and design expertise. In the case of Nice Kitchen, which recently opened, we are actually selling cups designed by our employees. Furthermore, all staff members are working hard to revitalize our offline stores by working at the location, even if only for a short time.

Currently, Narim operates the most branches under the brand 'Nagnol'. I am curious to know what specific characteristics each branch aims to have.

Market research is crucial when preparing to open a store. That is why, in the early days of opening, we carefully observed what kind of customers bought what items and what they preferred. We even held an event where we wrote handwritten thank-you letters to customers who wrote reviews about the store and our products. Based on what we learned in this way, I think we were able to get to know each and every customer who visited our branch. Due to the large parking lot, the view of Suseong Lake, and the surrounding residential area, the Suseongmot branch attracts a higher average age of customers compared to the Street branch. There are also customers who bring their children. Therefore, we added a small stationery corner so that children and parents can enjoy it together. Conversely, since the Street branch is located on a street frequented mainly by teenagers and people in their 20s, we stocked products with unique characteristics and diverse concepts.

To me, Dongseong-ro is Daegu's only 'downtown.' Narim's stores have long remained steadfast in Dongseong-ro, welcoming customers. What do Dongseong-ro and Narim mean to you, CEO?

Come to think of it, I’ve spent more than half of my life in Dongseong-ro. When I was young, I came to Dongseong-ro to solve immediate problems. When I first opened the shop, I ran it by playing music that you couldn't hear in accessory stores at the time, and by introducing a repair system that might not have contributed to immediate profits. Ultimately, I think Narim is a space where people and time connect. The employees who work or have worked at Narim, and the countless customers who have visited the store, are the very reason why Narim continues without stopping. It is not simply a relationship between a boss, an employee, and a customer.

I believe that multi-cultural spaces are exchanging changes in people's lifestyles and consumption patterns. What do you consider to be the 'lifestyle of people these days'?

It seems that young people these days place great importance on decorating and maintaining their own personal spaces. And above all, change happens quickly. That is why, when the weather is nice, I try to stay on the go by touring the new and "trendy" cafes in Dongseong-ro with my colleagues to keep up with the times. It feels like we have moved beyond the concept of individuality and are now living in a society where each person becomes a brand. I am working together with the staff at Narim to constantly seek out new, unconventional items by contemplating what people do and why. For example, I recently attended a corporate training session where I heard about the beauty services that twenty-year-olds look for first. I was told that while perms and eyelash extensions used to be the first things people did in the past, nowadays it is tattoos. If someone gets a tattoo on their finger, they naturally look for simple accessories. In this way, I intend to observe the trends of the times and what individuals pursue.

From a brand perspective, instead of adding unique characteristics to differentiate each store, it seems important to maintain consistency so that the brand does not get lost. What do you consider to be 'Nagnol-ness'?

It is a phrase written on my desk, and I place great importance on becoming a “traveler who changes but remains constant.” I remember hearing the words, “There is no right answer, just different,” during a business trip to Germany a few days ago. It means that it is good to be different from others, and it is good precisely because of that difference. Of course, this must be predicated on respect for each individual. I hope to become a traveler who never stops changing.

Although we now live in an environment where anything can be bought and sold online, I think a truly great physical space offers a sense of satisfaction that the internet simply cannot provide. How would you like Narim's many stores to be remembered?

I always work at the store during Lunar New Year and Chuseok. On those days, sometimes people who no longer live in Daegu but are visiting again remember my face and tell me how grateful they are that Nagunori is here. Also, on regular days, I often see young people fixing their hair in the front yard, having arranged to meet up. I hope Nagunori continues to remain a cultural space filled with such memories. I want to be able to say, "We always agreed to meet here whenever we went downtown," when I meet friends later and talk about the past.