The Gaehang-ro Project is revitalizing the region through a creative approach that leverages local elements and unique characteristics. CEO Lee Chang-Gil, who leads the initiative, explains, "Our work goes beyond simply restoring buildings—we focus on rediscovering the city's charm and sharing it with the people.”
Written by Won-Bok Lee | Photos by Seung-Jin Hong
Lee Chang-Gil, CEO of the Gaehang-ro Project
Q. Can you introduce the Gaehang-ro Project? How did it start, and what does it aim to achieve?
The Gaehang-ro Project is about breathing new life into buildings and streets that have completed their original roles. While preserving the past, we give these spaces new functions and purposes suited to the present, creating content that transforms the area. This project started simply from my personal fascination with old buildings. While studying abroad in the UK, I was drawn to the historic architecture scattered throughout cities. I often wondered, "Who lived here? What stories do these buildings hold?" That curiosity led me to explore properties and uncover their histories—it became my unique hobby. I loved the atmosphere of old buildings and the hidden stories behind them. Later, I even ran a guesthouse in London, where I learned how to repurpose spaces in ways that capture people's interest. That experience shaped my approach to urban revitalization.
Exhibition of long-standing businesses in Gaehang-ro Headquarters
Q. I heard that your first major local business was creating the ‘Tori Cottage’ guesthouse in Jeju.
In 2008, as I was finishing my studies abroad, my father, who had retired to Jeju, called me. He had bought a 100-year-old traditional house for his retirement but found it too humid and difficult to live in. He told me he planned to tear it down and build a new one. Hearing that he wanted to demolish a century-old house shocked me. I immediately asked him to wait until I returned to Korea. As soon as I arrived, I traveled to Jeju with a designer friend and decided to renovate the house instead of demolishing it. We preserved the traditional structure while adding new charm, creating a completely transformed space. That experience sparked my passion for revitalizing spaces. With growing confidence, I bought an abandoned house in a seaside village, collaborated with various brands, and turned it into the independent guesthouse ‘Tori Cottage’. Although we only changed one building, the entire village was transformed, attracting significant media attention. Back then, terms like "urban regeneration" or "local business" weren’t commonly used, but I simply enjoyed the process of reviving old spaces and giving them new life. After that, I continued working on similar projects—in Gapyeong, I launched a shared vacation home business, and in Busan, I converted a 100-year-old hospital into a café. Each project reinforced my belief that revitalizing spaces can change entire communities.
Gaehang-ro Chicken, operated by CEO Chang-Gil Lee
Q. You have worked on various projects, but why did you choose to establish yourself in Incheon, particularly in Gaehang-ro?
Since Incheon is my hometown, I have a deep attachment to it. One day, I placed a map of the UK and Korea side by side and compared them. Surprisingly, I noticed that the major cities in both countries had similar locations and functions. For example, Incheon resembled Liverpool, while Busan and Daejeon were similar to London and Birmingham. These cities were all major industrial hubs during the 19th-century Industrial Revolution but later declined as manufacturing shrank. However, today, those same cities in the UK have reinvented themselves. The once-bustling factories have been preserved and transformed into galleries, cafés, and hotels, turning them into cultural and artistic tourist destinations. I believe Korea is now at a similar turning point. As the era of industrial society ends and we transition into a "society of attraction," large factories and warehouses, once symbols of industrialization, are now becoming spaces that generate new value. Incheon, in particular, has many areas that need such transformation. Gaehang-ro is especially unique because it has been home to over 60 long-established businesses for generations, making it a place with an authenticity that cannot be copied elsewhere.
Q. The Gaehang-ro Project operates in a unique way—everyone is both a leader and a team member. What are the advantages of this structure?
Currently, around 10 crew members are actively involved in the Gaehang-ro Project. We never post recruitment ads or conduct interviews—and we don’t plan to in the future. Instead, we naturally form our team through conversations and shared values, whether we meet in personal settings or work-related events. Recently, we counted the number of businesses collectively run by our Gaehang-ro crew, and it turned out to be over 30! However, we don’t split profits equally. I don’t believe that a collective model where everything is divided equally is the best approach for a creative group that aims to build something truly unique. If decision-making power and leadership were evenly distributed among all members, would the final outcome truly be appealing? In most cases, it would just result in something average, ordinary, or "safe." Instead, we focus on creating standout, original ideas that capture people’s attention.
Gaehang-myeon
Q. Your unconventional approach has led to some unique projects—one of the most notable being ‘Gaehang-ro Beer.’ How did this idea come about?
We wanted to create something that represented the charm of Gaehang-ro while also being widely enjoyed—and we realized alcohol was the perfect choice. At the time, craft beer was becoming popular, but most were ales, which not everyone enjoys. Instead, we decided to create a lager, which appeals to a wider range of people across different generations. To make it happen, we collaborated with Incheon Brewery and developed Gaehang-ro Beer. We also paid attention to the details—choosing a 500ml bottle, a familiar size for all generations, so that even older customers could feel comfortable ordering it at fried chicken restaurants. The ‘Gaehang-ro’ lettering on the bottle was crafted by Jeon Jong-won, a master artisan who has been making wooden signboards at Jeonwon Craft Studio for over 50 years. The advertisement model is Choi Myung-sun, a veteran sign painter who once created theater marquees at the old Gaehang-ro Theater. This design captures the people and stories of Gaehang-ro, embodying a unique charm that cannot be replicated elsewhere.
Gaehang-ro Beer
Q. We can’t leave out the ‘Magae_Incheon Festival.’ Similar to the recent ‘Gimcheon Gimbap Festival,’ it seems to turn what some might see as a weakness into a unique local charm.
There is an internet meme that refers to Incheon as ‘Magae,’ originating from the misconception that the city has a high crime rate. In reality, Incheon's crime rate is not particularly high. Over time, Magae_Incheon’ has evolved into a humorous online meme.
Incheon is a city full of charm, yet it remains relatively underappreciated. To change that, we came up with the idea of the ‘Magae_Incheon Festival,’ inspired by this meme. We curated events that we genuinely wanted to create—things that could only be done in Incheon—such as the ‘Magae Run,’ the ‘Gaehang-ro Tough Guy Contest,’ and the ‘Shin Hae-chul Listening Session.’ Additionally, we deliberately omitted the festival's time and location from the promotional posters, making it accessible only to those truly interested. Had we aimed to attract a massive crowd, it wouldn't have felt as special.
I believe that creating appeal is different from simply gaining mass approval. If nine out of ten people agree with an idea, is it truly unique? I think an idea that passionately resonates with just three out of ten people is far more worth pursuing. The process of crafting something truly appealing cannot be determined by a majority vote.
Q. Recently, ‘Magae University’ has also been gaining a lot of attention. What kind of education does it offer?
I have been involved in a wide range of businesses, and going forward, intuition, strategy, and collaboration will become even more important in local businesses. At Magae University, we teach these aspects. While many elements are crucial in business, traditional fields like finance, accounting, and production management—long considered essential—can now be learned anytime, anywhere through the internet. Therefore, rather than focusing on those, I teach how to intuitively perceive a region or phenomenon and how to collaborate strategically.
Q. This marks the seventh year since the launch of the Gaehang-ro Project. What do you consider its greatest achievement? Also, what advice would you give to those looking to start a local business in places like Incheon or Jeju?
A decade ago, there was a widespread belief that it was difficult to achieve success in Incheon, regardless of the business. But look at where we are now—more and more people are discovering the potential of Incheon and creating new opportunities. I believe the Gaehang-ro Project has played a significant role in driving this transformation.
Jeju experienced this positive shift even earlier. Moving forward, I hope local businesses will go beyond merely utilizing regional resources and instead be led by people who truly love and are passionate about their communities. Many people consider themselves honorary residents of Jeju because they love the island so much. These individuals are, in essence, valuable assets to the region. When local businesses become more people-centered, new forms of collaboration will naturally emerge. As someone who deeply loves Incheon, I will continue to experiment and push boundaries to ensure that the city evolves into an even more forward-thinking and attractive place.
