As Seoul rapidly modernizes, the city's dwellers feel that they are losing their connection with tradition. Dongdaemun Market is a cultural epicenter of Seoul, unchanged since pre-war times. Where is the opportunity to bring more revenue into Dongdaemun while reconnecting residents with their city?
Opportunity: Ddak-Ji 딱지 is based on a schoolyard game that is known to all Koreans and has been played for decades. Rectangular pieces of paper are folded to create thick playing pieces (also called Ddak-Ji’s).