[On the Scene] Yellow Fills Gongju's Jemincheon... Kakao Links Local Businesses Through 'Gotgot'

Kakao's Community Support Project Brings New Energy to Local Areas

At around 1 p.m. on October 16, in the area around Jemincheon in Gongju, South Chungcheong Province, yellow signboards, awnings and market stalls stood out along the riverside street, lined with charming workshops and cafes decorated around a hanok theme. Vendors were busy arranging goods at their stalls, while tourists wearing “Gongju Bamttee”—a T-shirt featuring a witty illustration of chestnuts, a local specialty that has become a must-have souvenir—explored the streets where the event was being held. At Jemincheon, a jazz band was busy preparing for its performance.

Kakao has launched “Gotgot,” a new initiative under its “Project Dangol” community partnership program, to bring new vitality to local commercial districts. The initiative introduces hidden local shops through events and brings them to the attention of tourists. It will also publish magazines featuring local attractions and shops recommended by residents. Its goal is to create a virtuous cycle by helping visitors discover local attractions and hidden shops and encouraging them to return.

A view of the area around Jemincheon in Gongju, South Chungcheong Province, where Gotgot, a new business by Kakao Project Dangol, opened on the 16th. Kakao

Gongju, South Chungcheong Province, was selected as the first location for the Gotgot initiative. The city was chosen because it has attractive tourism resources and is emerging as a destination for day-trippers traveling solo, as well as because local merchants responded positively. About 20 businesses, including restaurants, workshops, souvenir shops and bars, took part in the event held that day.

Although it was a weekday afternoon, tourists visiting Gongju and nearby residents were exploring the flea market booths and photo spots set up along the street. Tourists on the “Local Docent Tour,” which takes participants around local businesses involved in the project with professional local guides carrying yellow flags, listened to explanations as they explored the alleys around Jemincheon.

Kakao’s online platforms also supported the event. Users could search for “Gotgot Walking Trail Gongju” on KakaoMap or check walking routes and participating businesses through a themed map. Scanning the QR code on a signboard outside a shop issued a KakaoTalk digital card, which visitors could use to receive discount coupons or enter prize promotions offered by the shop.

A tourist scans a QR code outside a store participating in “Gotgot,” a new business under Kakao’s Project Dangol, and receives a KakaoTalk digital card. Kakao

Local small-business owners responded positively. Lee Jaecheon, who runs the bar “Stranger Than Heaven” near Jemincheon, said, “I decided to take part because I wanted to contribute, even in a small way, to promoting the appeal of Gongju.” He welcomed the collaboration, saying, “Working with Kakao has brought noticeable vitality to what used to be a quiet small city.” Cheon Jaebak, director of Grain House, a cafe specializing in traditional grain drinks, also said, “The project has brought in new customers whom we would rarely have had the chance to meet before.”

Kakao’s regional partnership initiatives are rooted in the belief that the online ecosystem can grow alongside local communities only when local commercial districts and small businesses are strong. “We believe the online ecosystem can be healthy only when small businesses and local commercial districts are thriving,” said Kim Eunhwa, Kakao’s local impact lead. “We are pursuing partnership initiatives on two fronts: supporting small businesses and revitalizing local commercial districts.”

Kakao’s partnership initiatives are helping revitalize local areas. In Mokpo, South Jeolla Province, where Kakao led efforts to revitalize local commercial districts last year, the number of visitors to the old downtown area increased by 23% this year compared with 2024. As tourists who visited the area through the project spread the word, visitor numbers rose, creating a virtuous cycle.

Kakao will continue to share its expertise to help local communities become self-sustaining even after the event ends. After the event, it will share program planning and operation know-how with local governments and provide the facilities and items used for the event free of charge.

Tourists browse flea market booths in the Jemincheon area of Gongju, South Chungcheong Province, where “Gosgot,” a new initiative by Kakao Project Dangol, opened on the 16th. Kakao

This content was produced with the assistance of AI translation services.