“I HAVE been running Analog Never Dies and 7236 Coffee Bar with my boyfriend in Sinchon for eight months. We officially opened the shop on July 17, 2021. Analog Never Dies is a lifestyle select shop[1] that gathers, curates, and sells the work of artists and brands who weave unique personal stories into their products. Initially we registered the place as a homeware store, but we now sell a variety of products besides homeware.”

   “The reason why I always introduce our shop as a ‘lifestyle store’ is because the products we carry have clear messages that the artists are trying to convey. Our shop is a place where the products have their own story, and we like to introduce different lifestyles to our customers through these items, which is why I insist on the term ‘lifestyle store’.”

   “‘Analog Never Dies’ is a phrase that captures my worldview. Everything looks perfect on social media because people can curate their lives. I am disheartened by the fact that the true nature of humanity is no longer tolerated in today’s digitized world. I believe humans should remain analogue. To be analogue means to fall short in a certain manner or quality and make mistakes. Defined in digital terms, the world becomes a dichotomy of 0s and 1s, whereas our lives are continuous spectrums rather than dichotomies. I have had such thoughts for three years now and long wanted a shop that embodies my worldview—one that goes against the desired, formulaic dichotomy.”

   “I chose to open this shop in Sinchon since it is close to my house, which is in Yeonnam-dong. I was also drawn to this location because when I first visited this place when searching for different sites, I found it very interesting—the temporary wall, the exposed cement ceilings, and the other interior design elements called out to me. The shop’s interior and its proximity to universities made me feel like this place is full of potential.”

   “The store has a seasonal rotation, which means that our brands and products change every four months. We mainly deal with products with stories that can evoke analogue nostalgia. I believe it is the works of brands and artists with convincing stories that sell the best, which is why we hold one-on-one meetings with the brands or artists before we welcome their products to our shop. In these meetings, we get to learn the story behind each product and make a catalog that introduces these stories. Sometimes the artists will contact us first through Instagram, and sometimes we approach the brands and artists first to hold meetings.”

   “‘Blind Date with a Book’ is an ambitious project that I have recently undertaken. I started this project with the intention of setting up people on a ‘blind date’ with great books to read. Through this project, I wish to encourage the purchase of great secondhand books that are left forgotten and overlooked amidst constant new releases. Since the books are secondhand, they hold traces from the past that can convey their own story as well. I wrap these books myself, and on the wrap, I write a quote from the book or my personal impressions, hoping it will grab customers’ attention. Such projects promoting secondhand books are common overseas, but they are yet to become trendy in Korea.”

   “Analog Never Dies and 7236 Coffee Bar are separated by a temporary wall. I mostly take care of Analog Never Dies, and my boyfriend runs the café. The signature menu items are drip coffee and toast. Both spaces share a common goal—we want our customers to relax. At 7236 Coffee Bar, we occasionally hold events such as setting up a vegan sandwich pop-up store. 7236 Coffee Bar has its own vibe different from that of Analog Never Dies; it is a place where one can have a hands-on experience of different lifestyles through different events. In that sense, I believe the shop and the café are mutually beneficial. We also have an Analog Never Dies visitor coupon system: with every purchase, we give customers an alphabet stamp. When they collect all the letters in ‘Analog’ we give them a free coffee. To increase the interaction between Analog Never Dies and 7236 Coffee bar, we will be removing the temporary wall in May.”

   “Our main customers are mostly in their 20s and 30s. One of our regulars is a foreigner who stops by our store often. I struck a conversation with them one day, and they turned out to be exchange students at Yonsei University. I remember that they posted a picture of our store on Instagram saying it was the coolest shop in Sinchon and even brought their roommate to our shop. Luckily, the shop’s connection with Yonsei continues to this day. We recently decided to showcase handwash in abandoned cans designed by The Reminders, a brand run by Yonsei University students. In line with the ‘meaning out[2]’ consumer trend of the MZ Generation[3], I was looking for a brand that incorporated eco-friendly ideas into its products. I came across The Reminders on Instagram, and I found their idea of turning a recyclable can into a handwash container refreshing.”

   “Many customers find it odd that we are just a floor away from a beef restaurant; nonetheless, we always try our best in creating a unique atmosphere to draw customers through ways like placing incense sticks and playing jazz music. I hope people would feel welcome to visit our store and, like myself, appreciate the value of the products we find.”

[1] Select shop: A store with a wide range of brands and products handpicked by the storeowners or managers

[2] Meaning out: A consumer trend in which the customers consider not only the price and quality of the products, but also the brand slogans and business ethics

[3] Generation MZ: A term referring to both Millennials and Generation Z, people who were born between 1980 and 2010