In 2022, Park Ju-eun won first place at the Gongneung Dokkaebi Market's young merchant contest with her innovative marketing strategies and a unique crepe called the 'Goblin Nightstick.' Her success story highlights creative menu development and a passion for revitalizing traditional markets, offering valuable lessons for aspiring entrepreneurs in Korean street food.
What Inspired You to Enter the Young Merchant Contest?
I wanted to bridge the gap between my university marketing studies and real-world business experience. When I discovered the 'Young Merchant Contest,' it felt like the perfect opportunity for a new challenge that aligned with my personality. My passion for cooking and food also gave me the confidence to develop my own menu. The unique concept of the 'Dokkaebi Market' (Goblin Market) was particularly intriguing, sparking a desire to bring more energy and appeal to this traditional space.
Tell Us About the 'Goblin Nightstick' Crepe and Its Name Origin.
The 'Goblin Nightstick' (도깨비 밤망이) crepe was inspired by the contest's name, 'Dokkaebi Market.' I wanted a menu item that was fun and memorable, immediately bringing the 'goblin' theme to mind. The idea of a nightstick shape led to a crepe, and incorporating chestnuts or chestnut cream felt like a natural fit. My older sister, who is a certified baker, collaborated with me on perfecting the recipe. We also developed a complementary dessert, a crème brûlée pudding named 'Geum Na-wa Ra Ttuk-ttak!' (Gold, Appear, Poof!).
How Did You Approach Menu and Concept Planning to Revitalize the Market?
While taste is fundamental, I focused on external elements to attract a younger audience to the traditional market. Many young people still find traditional markets a bit unfamiliar or intimidating. My goal was to make the Gongneung Dokkaebi Market more accessible by creating a menu and concept that resonated with them. This included designing a visually appealing goblin logo and incorporating playful elements into the stall's presentation. These efforts were key to standing out and were well-received during the contest.
What Were the Biggest Challenges and Rewards of Operating Your Food Stall?
Operating outdoors presented challenges, especially with changing weather. As autumn turned to winter, the cold affected the crepe batter, leading to unexpected issues. We recently invested in a tent to shield the stall from the wind. However, the most rewarding moments come when customers return after discovering us organically, purely based on the taste. The warmth and support from fellow market vendors have also been incredibly encouraging, helping me adapt to the new environment. For instance, a neighboring fish vendor offered me a chair, and others helped with stall setup, creating a strong sense of community.
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