JEJU WEEKLY
Last Update : 2013.10.31 17:15
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A new café for a new JejuNilmoridongdong is not just a place to drink coffee; it's a culture spot
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½ÂÀÎ 2011.04.23  14:20:47
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¡ã Kim Jong Huyn, the business planning director of NXC, is just about to open cafe Nilmoridongdong. Photo by Darryl Coote

Back in 1994, NEXON gaming company began development of the world's first modern version of a graphic massive multiplayer online role playing game (or MMORPG) called “The Kingdom of the Winds,” which was extremely popular, especially in Asia. NEXON is definitely a well known brand, but how many can say they know of NXC’s café? The company that astonished the world at least once before is about to do it again.

Two years ago, NXC moved to Jeju and began preparing to launch Café Nilmoridongdong. What does Nilmoridongdong mean? Nilmori is the Jeju word for “tomorrow and the day after tomorrow” and Dongdong evokes the image of an excited figure waiting for the future. Put these ideas together and Nilmoridongdong captures the essence of ceaseless longing for future excitement and anticipation.

So, what is so special about this café? Well, according to Kim Jong Hyun, the business planning director, its main purpose is to contribute to the community, returning 100 percent of its profits to Jeju through supporting companies that promote Jeju such as Jeju Olle and The Jeju Weekly and raising funds to cultivate diversity on the island.

Because it is cooperating with the community, it is natural that the café be designed in Jeju’s image. The design concepts for the café’s interior were inspired by Jeju, with an oreum-shaped ceiling, and an open kitchen in the shape of a thatched roof. The menu also consists of re-imagined Jeju foods like Mt. Halla-shaped Bingsoo (a bowl of shaved ice with syrup) and other food made from Jeju ingredients. The menu was created by a food development consulting company in Seoul and by a traditional Jeju food specialist.

Of course, it was more difficult than expected to extract and actualize the image of Jeju, Kim said. When designing the interior they had to change the design three times and they went through five different concepts during a six-month preparatory period. With their first intention to emphasize Jeju’s image they made it too realistic, which created a childish design. The solution was to take the shape of an oreum and make the inte-rior more abstract. As for the development of foods like Jeju pizza, they thought that it would be easier and more authentic if they used Jeju ingredients such as black pork, vegetables, and cheese, but when they put the idea into action they found the pizza did not look very attractive or taste very good.

Through this process of trial and error, they have made a café specific to Jeju. However, it is the Jeju image the café is portraying that differs from more traditional establishments. They’re trying to reinvent the image of Jeju because they believe the present representation of the island is old-fashioned, touristy, and over all boring. To them this is not Jeju. They wanted to transform Jeju into an urban, young, fun, and vivid culture.

Kim said this creative endeavor can achieve their ultimate goal of making Jeju a heartwarming place. They believe Jeju can be the place where various people co-exist in harmony with the love of Jeju, which makes heartwarming Jeju. That's why they are planning various programs that Jeju islanders, tourists, and foreigners can participate in and enjoy their diverse cultures together. They're also making rooms to lend for cultural activities.

Now, they are finally at the gates of opening the café. In May, you can finally see what this special cafe will be like and how its dream of making heartwarming Jeju will be realized.

Nilmoridongdong
Oda Pension, 2396, Yongdam 3-dong, Jeju City
Opening date: May 1.
Hours: Every day from 11 a.m. to 11 p.m.
www.nilmori.com

¨Ï Jeju Weekly 2009 (http://www.jejuweekly.com)
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