Today, “shopping” sketches a scene of neatly lined-up piles and aisles of products, and customers select items according to their needs and wants. Combined with technological advancement, they are also provided with comprehensive information of products within a few clicks on a phone or computer screen. However, this transition to large, linear and even online shopping has detached the seller from the buyer, with no regards to the role of the producer. For this issue, The Argus illustrated examples of free markets that connect people with products as a medium of communication, and sought after their causes and limitations.

Marche@, SoSo and Dottegi Market. Do these names ring a bell? These days, these free markets occur in everyday places and grab people’s attention. They are now paving paths toward markets where people converge and create common cultures. Their purpose does not lie in the exchange of goods, but rather in an exchange of conversation between the seller and the buyer. The Argus uncovered the aforementioned examples of free markets, identified reasons for their popularity and their limitations.

In the past, people shopped at local markets, but nowadays these markets have been replaced by big supermarkets that display a wide array of products at the cheapest prices. At these big-name stores, a separation of production and sales has disconnected the communication between producers and consumers. In contrast, free markets have emerged in the form of traditional markets where people mingle with others, referring to a larger definition than the term “flea market” that has a similar pronunciation. It is flexible in that it recruits sellers at the opening of every market. Above all, these free markets give off a free-spirited atmosphere where people can freely engage in dialogue with one another.

Approximately a hundred young artists exhibit small creative artworks such as independent publications, illustrations, and photos. The passerbys do not pass by this market but sit on extra chairs placed in front of every booth and have a chat with the artist. In addition, SoSo selects sellers who appreciate communication over those whose artworks simply show profitability and artistry.
An official from SoSo said, “Within the application format, we ask sellers what they want to share with the people at SoSo market. From innumerable applications we receive every year, we take special notice of the stories they want to deliver with their crafts.”
Beside the art market, SoSo offers a variety of programs including artistic and musical performances that help convey the value of small-sized creations. In stark comparison with other art markets, there is a more active formation of network and community at the SoSo market due to avid voluntary visits by the fans of the indie art culture.
Since April of 2013, the SoSo market has taken place on the first and third Saturdays of every month in the garden at the Sejong Center for the Performing Arts.

Marche@ shows not only crops grown using environmentally sound farming practices, but also food, dinnerware, and handicrafts made by recycling discarded wood. It exemplifies the type of urban farmer’s market where sellers and buyers harmonize while using healthy lifestyle as the medium. The objective of Marche@ does not lie in making a profit, but in creating a cultural complex where people interact with other people who all share the values of healthy living.
Furthermore, Marche@ provides people with an opportunity to talk with others through hands-on or lecture-type workshops. After the market wraps up for the day, sellers gather together, introduce newcomers, share their items and comment on how Marche@ went that day. This activity greatly contributes to fostering a communicative community.
Since 2012, Marche@ has been held on weekends twice a month. Celebrating its fourth anniversary this year, Marche@ is composed of in-city farmers, chefs, craft makers, and invited artists as well as citizen volunteers and youth supporters.

Founded by a start-up company named Union Pool, the fashion flea market Dottegi Market recreates the second significance of clothing by linking sellers with prospective consumers who may find value in secondhand items. With the main customer base being people in their twenties, Dottegi Market allows for a convergence of youth sharing similar interests and culture. Therefore, Dottegi finds the experience of communicating the value of an item or the meaningful recognition of the work to be more significant than whether or not the seller succeeded in selling all of his items.
According to Union Pool, they are highly selective in recruiting sellers. “We do not prioritize people with more merchandise or with the newest trend. Instead, we look at why the sellers sell specific items and how people in their twenties  respond to them because conversation takes place only when the item in question carries a special story,” said the Union Pool.
Dottegi provides additional pleasure to its people with cultural content such as DJs. Held on random spots and times, this market continues to show a marked eminence through the enthusiastic support from its young fans since its small emergence in 2012.

1. Market as a Cultural Complex

Change of people’s interests
People desire cultural experience. In response to that demand, markets work to satisfy them by establishing a relaxing atmosphere where people can easily start a discussion. Musical performances, events and other programs ease people’s tensions that come from unfamiliarity. The reason for paying attention to cultural elements is derived from a shift in interests of consumers these days.
Professor Jae Mi-gyeong from the Dept. of Family Counseling, Welfare and Consumers at Inje University agreed that more and more people are taking an interest in culture since that is what enriches the quality of life more than society’s relatively growing economic prosperity. Reportedly, the vistors’ purpose to the market is not purely to purchase goods. She remarked, “Consumers come with some expectations of a cultural experience. As a result, markets have transformed into a reflection of consumers’ demand for cultural experience.”

Building a cultural community
Interestingly, these markets provide a venue for people who share a common interest in socializing, giving rise to a cultural community.
When a customer shows interest in some items, the seller starts a conversation beginning from what the item is to why it is of worth to purchase. Especially, when the seller is the producer of the item, the conversation takes on another level of depth as the seller reveals the story behind the item. The conversation can potentially grow further since people share similar values, tastes and ideologies.
Heo Eun-jeong, director of the Korean Society of Consumer Studies, stated that, “Face-to-face communication has contributed to a flourishing market culture.” She asserts that unlike industrial products processed through mass distribution, these markets open up endless possibilities as to the types of questions, discussions and even relationships.

Moreover, the subjects of new relationships are not limited to sellers and buyers. Sellers may build a bond in markets formulated based on common interests. As they look around at each other’s items, they expand their network of people with whom they may attempt collaboration.
An official of SoSo Market attested to this possibility, stating, “Sellers who participate in the market make friends with other sellers and work together on collaboration projects. Their own networking takes place.”
A regular seller in Marche@, Lee Yun-seo, shared her reasons for joining the market. She said, “What I like about Marche@ is that farmers, chefs, craftsmen and consumers are closely linked on the topic of healthy food culture. I have learned so much through communicating with these people, and the cultural exchange itself is highly rewarding and enjoyable.”

2. Consumers with active attitudes

Today’s consumers no longer consume passively. Rather, they are curious, active and adventurous. They are interested in what they can do by themselves and how they can contribute to their lives, society and consumption. In line with their go-ahead spirit, markets suggest a wide range of possibilities through which they can take part or become motivated to take part.
First, a market is run by several different entities, and together they succeed in creating a market that is more than just a supermarket. For example, the sellers in markets are not fixed so anyone can potentially become a seller. Consumers are also welcomed to volunteer as supporters of markets, working behind the stage, or performing on stage as mood-makers.
A high school student named Jo Min-jae attested to this, saying, “I loved the heartwarming atmosphere and bright energy of Marche@, so I volunteered a couple of times on my own. And as soon as I saw their recruitment for supporters, I immediately applied, so here I am!”
Professor Jae explained that young people these days are especially eager to take part in marketplaces. She articulated that, “These people, intent on playing a role, can also get an idea of the activities they can do by meeting others who are selling something made by themselves. Hence, markets spark the inherent light of people wanting to participate.”

Need for a concrete yet refreshing identity for sustainability

As many markets achieved success, more of them made an appearance. A growing number of markets may be seen as a positive effect. However, should this trend be sustained and continue to attract people, markets ought to establish clear identities and to be slightly differentiated to a certain degree.
Without a specific identity, a market is subject to be a one-time event or money-making scheme, both of which will detract from the values that some successful markets are promoting.
Kang Min-kyeong of the Seoul Citizen’s Market Council expressed concerns for the large number of emerging markets that lack unique identities. She is worried that the markets will face difficulties in finding sustainability. Kang emphasized, “Finding the market identity is an extremely tough and yet crucial task.”
On the other hand, the market should always experience with slight twists. Kang gave an example of the HongDaeApArt MarketFree Market. Although it has been around for 15 years, the market has been wary of opinions that it stays the same every year. She concluded that, “Markets should attempt to form a vibrant atmosphere through a new approach to the extent that it does not harm the character of the market.”

Need to raise awareness for market vitalization

The most important issue of a market is to ensure the continuity of space. Currently, the law permits stalls in parks and certain parts of the road. However, it is difficult to distinguish a road where it is possible from a road where it is not for holding a market. Consequently, the decision depends on the discretion of the government or ward that will authorize the use of a site, and issues can ensue if that government has a negative perception of markets.
An official from the Seoul City Small Business Policy Team said, “It is challenging to support markets because they cause a lot of complaints from neighboring citizens.”
Kang, from the Seoul Citizen’s Market Council, claimed that the biggest problem that markets often face is either the uncooperative actions of city officials or a sudden change of supporting methods. In regards to filed complaints, she agreed that there are some conflicts with the local residents regarding noise, garbage and other problems.
“This is because the markets normally take place in public places. The level of the public’s outrage has the power to bring demise upon markets,” voiced Kang. “Contrary to people’s view that the markets infringe on the local commercial supremacy, in fact, a market can increase overall sales within an area. Plus, normally, the items sold at a market do not coincide with what is sold in adjacent stores.”
Thus, as most markets pursue the value of communication, they should also value the practice of reaching a solution that satisfies all stakeholders.

It is not hard to find marketplaces. They are easy to spot on a weekend afternoon amid the busily bustling citizens’ footsteps. Many markets we encounter today are more than a market crowded with people either selling or buying. In fact, they turn the heartless avenues of strangers into heartfelt gatherings of friends-to-be. As easy as they are to spot, they are also easy to miss without conscious effort. On the brink of the winter season, The Argus hopes readers open their eyes and ears to not only the social, but also the cultural phenomena, like the markets mentioned.

Reporter of Culture Section