Infinite Digging #8
On Seoul, the economics behind all-you-can-eat buffets, Treemingbird, Open YY, and Ader Error
Falling out of routine is whack!!! And I’ve been struggling to get back into writing ever since. Traveling played a part in it (which you’ll read more about later), and then I came down with COVID for the second time an experience I wrote about here. The guilt of not practicing writing was eased by the thought that maybe I needed a break. When I couldn’t find the words to write, I turned to reading instead (1Q84 is an incredible book, I highly recommend it for anyone intimated by the 1,000-plus-page behemoth.) My free resource page is under construction (!!) but until then, you can view and share it here. But now, two months have passed, and I’ve fallen into about 200 wormholes since then, so here’s your latest edition of Infinite Digging.
Seoul 4 the Soul!!! Feeling: Historical 🤓🌏🗺️
Having traveled to Asia a few times, I often get asked about my preference between Korea and Japan. It’s not conducive to comparing the two, as their culture and atmospheres couldn’t be more different, but here’s how I’d describe it: in some neighborhoods in Tokyo, you might feel like you’re in New York, and things start to feel a little similar. Tokyo’s vintage shops are packed with American heritage brands like Levi’s, Dickies, Polo, and Wrangler, showcasing their best Japanese Americana. Vinyl stores, wine bars, and coffee shops typically play ‘70s American jazz and ‘90s hip-hop, reflecting the long (and complicated history) between America and Japan and the cultural exchange between the two countries.
Seoul immerses you completely in its own unique experience. Seoul feels new and rapidly evolving. I’ve been lucky enough to visit Seoul every year for the past three years, and it’s incredible to see how quickly the city embraces change. This comes from someone who lived in Texas for a decade which alone has five of the fastest-growing metroplexes in America. But in Seoul, the change isn’t just in the buildings and structures like in Texas; it’s in the people and culture, specifically youth culture. The Korean government has been investing in the growth of its global cultural influence across music, art, fashion, and film and it’s paying off in real time.
It’s important to remember that South Korea is only 76 years old, and both North and South Korea were far from the richest economic status post-war. The South was heavily reliant on American aid, while North Korea initially took the lead economically up until approximately 1967 when South Korea started to dig itself out of economic hardship. Yet today, it consistently ranks among the top 20 countries with the largest GDP.
The first year I visited Seoul was for Korean Blockchain Week in 2022 with Bobby, who was speaking on a panel about the intersections of technology and culture just hours after Vitalik Buterin demonstrated the proof-of-stake mechanics behind the upcoming ETH 2.0, expected to roll out in the following month. Despite all of the techies in the city, the conversations weren’t grounded in blockchain, it was centered around the city’s rapid growth and the idea that it was poised to become the next must-visit city for tourists.
The second time I visited, I saw what everyone had been discussing the year before. I was in Seoul for a trifecta of events: Korean Blockchain Week, Seoul Fashion Week, and Frieze Art Week, all happening within the 234-square-mile city radius. There was so much happening, more than I could fit into my schedule after ruling in traffic. I vividly remember the cab ride on the way to a bar after the Frieze after-party at Boon The Shop. I was with a couple of Bobby’s friends from the Korean film industry.
“Wow, what a day. There are so many people in the city, I’ve never seen it like this. Is it normally like this? How often are you going from party to party when you’re staying in Seoul?”
“Honestly, not that often. Nights like tonight are rare. But, that’s changing now.”
So how did we get here so fast?
The first thing to acknowledge is what propelled South Korea to its current economic standing. Between 1961 and 1997, the country experienced a rapid economic rise often referred to as the Miracle on the Han River. This topic can get complex quickly, so I’ll tread lightly and there’s plenty here for you to fall into a wormhole if you’re curious. After the war, South Korea appointed a few key families to help rebuild the economy establishing the chaebol system which operates similarly to conglomerates. As you might expect, where there’s money and wealth, there’s politics involved, and into the rabbit hole you go! The chaebol families stretch across multiple industries from automobiles to electronics, with one of the biggest family clans having their hands in the Samsung empire. Samsung alone is responsible for 22% of the S. Korean GPD (for reference, Apple contributes about 10% to the US GDP).
Having more than 20% of the country’s GPD tied to a single company is a staggering thought, I thought to myself as I walked around the Galleria Mall during my third visit to Seoul (this time for the Valorant Champions Tournament– The Hundreds was producing the collaborative merch for their finals event). It must have been a shared thought because my friend quickly chimed in, “And this is just one of the families involved”. We continued to discuss Samsung’s influence and LG’s lack of marketing as we walked around Apgujeong-dong, going from shop to shop, occasionally getting distracted by jewelry, sunglasses, and tiny sofas, but the thought never really left my mind.
The Economics of All-You-Can-Eat Buffets
I’m not too proud to admit that I mostly ate hotel buffet food during this past trip, but I’m also not mad at it. I developed a strong fascination with tomatoes over the Summer, and here I was at a hotel that offered an endless amount of them. I ate them like grapes.
Each morning at the breakfast buffet, I gathered my usual drink assortment– water, orange juice, and coffee, followed by a plate of potatoes, tomatoes, fried rice, fruit, and a pastry. For dinner, I stuck to the same sides, with dumplings if they had them, or sushi, noodles, and steak if it looked appealing. One night, after being severely hit by jetlag, we decided to stay in and have dinner at the hotel buffet. My two friends and I prepared a six-course meal, drank wine, talked about music, and laughed for about two hours, only leaving because it started to get too cold.
On numerous days, I took a bite of the pastries only to find them too dry, so I left them on the plate and the next morning, I hoped they’d be more moist. They weren’t.
On the last day, we didn’t time our morning correctly and had to rush through breakfast. I managed to eat about 25% of my plate before we had to head out. I became very aware of my food waste–the untouched pastries, the unwanted portions at other tables, the food that never even makes it onto a plate, and the food that gets thrown out at the end of the day. How do buffets make money???
The obvious answer lies in buying the produce in bulk.
The second obvious answer lies in being able to operate with a skeleton crew.
But what about the food waste!!!
This wormhole lasted all about 10 minutes. Read the Economics of All-You-Eat Buffets here.
AND NOW ONTO SHOPPING. I like to go to The Hyundai Seoul mall each time I visit because it has a floor devoted to rising streetwear labels. It’s everything I could ever ask for “research and development” time, 30+ brands centralized into one floor that I can cover within an hour before heading to another neighborhood to shop. I discovered the next two brands this way.
Treemingbird
I’m almost positive this store opened up (or reopened) within the year because I would have taken note of it. On a floor where brands compete for the same customer, things can get visually loud from clothing to store design. The Treemingbird space, however, stood out with its open layout, defined only by a curved metal installation that reflected racks of black-and-white womenswear, with just a few pieces adding a splash of color. It looked like my closet already.
But what drew me in was the brand’s feminine take on technical and workwear streetwear pieces. Their Summer 2024 Collection was on display, featuring nylon tactical skirts and dresses with asymmetrical cuts, cropped denim jackets cinched at the waist, cotton workwear button-ups with exposed backs, and baggy vintage-wash black denim pants perfectly fitted to women’s hips. I fell in love with the brand instantly. Their Fall 2024 Collection is equally as tasteful and I can’t wait to see what they have planned for the Winter capsule.
Open YY
I first discovered Open YY (formally TheOpen Product) at the Nice Weather booth in 2022. While browsing through the racks, I came across a pair of denim pants with center-leg stitching, a light blue wash, and flared bottoms. It wasn’t my usual style, but I decided to try them on anyway and that was the day that I found my butt jeans. Butt jeans, for those who don’t know, are a pair of jeans that fit your butt so perfectly as if they were crafted for you. They’re not the easiest to find. Your body weight changes over time, your butt can change too (hopefully for the bigger and better if that’s your goal). I had been devastated after my butt ripped my Margiela butt jeans (silver linings I guess), but TheOpen Product had THE pair for my butt and my nights out have changed since.
Since then, they’ve gone through a name rebrand, a collab with Sanrio for a Hello Kitty collection, and a collab with Puma releasing their very own Speedcat sneaker. I <3 Open YY and I’ll continue to watch what the sister duo will create with this label.
Ader Error
Ader Error is easily one of the coolest stores I’ve ever visited. From the innovative store concepts to the product design, a trip to one of their many flagship locations will leave you inspired. Each room introduces a new concept related to space and at the entrance of each showroom floor, you’ll find a description explaining the floor idea along with the materials used. Every detail in the layout feels intentional, sparking curiosity at every turn. Why is there a mouse hole with an LED screen showing an image of a cow? Why is the dressing room also a karaoke room? And honestly, why not? What’s going on with this miniature-scale church underneath the stairs?
And if the setting doesn’t move the needle for you, the clothing will. Since launching in 2014, Ader Error has perfected its branding. The Ader Error blue is etched in my mind, especially with an entire floor dedicated to the brand’s signature color, complete with the perfectly matched accessories on display. Their blue label tags are meticulously sewn into their garments in unexpected places, while the metal and silver jewelry seamlessly mirrors the showroom’s floor details. It’s all so thought out and creative, but what else would you expect from the anonymous collective of founders with backgrounds in architecture, food, interior design, and fashion?
I made a store tour video that you can watch here for you to visualize until you can visit the store.