Press

One-quarter of Korea's population is 50+ (fifty-plus). The concept of 50+ was first used according to Seoul City ordinances and refers to the middle-aged population aged 50 to 64. Their lives contain years of accumulated experience. From experience gained in social life to various knowledge, skills, and networks... In other words, one-quarter of Korea's 'experience assets' exist alive in their lives. The 50+ generation living throughout the country and their experience assets. I felt it would be a shame if their valuable and attractive tangible and intangible experience assets were not properly utilized. That's how Second Tomorrow, which I founded, is engaged in activities to make these gem-like 50+ experience assets shine brightly. Second Tomorrow is engaged in business that transforms 50+ experience assets into content and connects them to where they're needed. We became interested in the local sector due to a specific catalyst: the 2019 Localize Gunsan Project (a urban regeneration project for Gunsan, where automobile factories and shipyards closed, jobs decreased, and young people left). To hear the stories of residents over 50, we boldly approached people and struck up conversations. We talked to people at restaurants, in taxis, and even went to public bathhouses at dawn to meet elderly Gunsan natives. After directly listening to the stories of adults who experienced urban changes, Gunsan began to look different. It was no longer a city merely passed through in a day, but felt like an attractive place with sufficient cultural value. I began to hope that more people would feel this emotion. Thus was born the 'Remember Gunsan' program. It consisted of walking courses that explored the old downtown Gunsan, containing the lives, history, and culture of local residents, rather than tourist information found through internet searches. The hosts of Remember Gunsan were naturally shining 50+ local natives. They were trained as 'local storytellers' to engage in activities. Thus, in 2019, three walking tour courses in the old downtown were developed, four local storytellers were trained, and over 100 visitors experienced Gunsan more deeply through Remember Gunsan. In 2020, when the COVID-19 spread made face-to-face programs difficult, we sold the 'Sososan Remember Gunsan' kit—consisting of information on 74 old downtown spots recommended by locals—to self-guided travelers. We continued introducing places and products recommended by locals as 'genuine recommendations' through SNS. This year, we launched 'Remember Local,' a local curation brand, planning and producing various local products inspired by stories of local 50+ residents. In Gunsan, inspired by residents' comments that the cloudy atmosphere and sentiment of Gunsan's inner harbor after rain calms people, 'Gunsan Grey Room Spray' was born and debuted through crowdfunding. We believe Gunsan Grey can fill spaces with a fragrance that reminds local residents of Gunsan and be a special gift for outsiders to recall Gunsan. Additionally, 'Naju Pear Bubble Hand Wash,' co-planned with an orchard in Wanggok-myeon, Naju, where pears have been cultivated for 60 years, is scheduled to launch in November. It's the moment when experience assets accumulated through years of pear farming meet Second Tomorrow. The hand wash utilizes pear stone cells—the crispy texture felt when chewing pears comes from 'stone cells.' Pears that were previously only supplied as food-processed products using just pear flesh can now meet many people as a new type of product utilizing natural abrasive stone cells. Moreover, we are also attempting various programs where local 50+ can be both content suppliers and consumers. In September and October, we held 'Stealer Talk Concerts' for 50+' twice. With 'local' as the theme with high interest among 50+, we invited four 50+ speakers magnificently opening the second act of their lives through local startups and returning to farm/hometown. For 50+ who were curious about local startups and returning to hometowns but hesitated due to difficulty obtaining information, the four speakers' frank sharing of realistic stories about local life became a valuable opportunity. Local areas are aging rapidly but lack infrastructure. That's precisely why experience assets generate endless stories and new possibilities. Travel, food, daily necessities, returning to farms and hometowns... There are countless moments in local areas where the 50+ generation can shine. And I hope our Second Tomorrow's challenge becomes a new attempt in the startup environment. By Park So-young, CEO of Second Tomorrow Hello. I'm Park So-young, CEO of Second Tomorrow, creating diverse content by utilizing the 'experience assets' of the 50+ generation. In 2019, I participated in the Localize Gunsan Project and received startup education from Underdogs, starting my local business. Ultimately, I want to build a 50+ lifestyle community centered on the keyword 'local.' I dream of a future where 50+ communicate and share with each other as both content suppliers and consumers through the 'Remember Local' platform. ※ Local Game Changer is a local news corps jointly conducted by Startup Recipe and Underdogs, introducing diverse voices from regional startup ecosystems. Local Game Changer We started startup education in 2015 with the goal of 'discovering good entrepreneur colleagues' and changed the flow of startup education that focused on one-way lectures to practice-oriented coaching education. As a result, as of 2022, we have produced over 10,000 startup education graduates as 'Underdogs Alumni' nationwide. We believe that developing the world into a better place is 'innovation,' and that this innovation is born through 'entrepreneurs.'