In the digital world where artificial intelligence (AI) prevails, there is a strange person who made an investment (?) saying that he would compete with “analog.” This is Lee Seung-hoon, CEO of Ati Rikki, who succeeded in branding Korea’s first rickshaw tour.
Atti Rikki, a representative player of analog and retro tours, travels around Bukchon, Seochon, and Cheong Wa Dae around the four gates of Seoul. Even foreigners are enthusiastic about the hidden stories in history. But will this make money. I asked openly.
“It was in 2019 that I took over. It happened to be the time when COVID-19 broke out. I’ve managed to hold on and now I’m a little breathless.”
The rickshaw tour made its debut in Seoul in 2015. As the romantic retro tour caught fire in the old days, the rickshaw tour spread like a trend. It was even noticeable in Hongdae as far away as Busan and Gunsan. Now it’s annihilation. There is only an Ati rickshaw that goes to Bukchon and Seochon. In other words, only Ati, the brand that created Korea’s first rickshaw tour, survived. Of course, affection is bound to remain.
“If you pull out of here, the history of the Korean rickshaw tour disappears. Foreigners are also looking for brands and exclusive items, saying they are K workers, but that can’t be done.”
But the competition is fierce. Recently, even the “Seoul Train” has been moving around the area. What is the strength of the K-rickshaw tour that he is talking about.
“It’s whispering. It’s walking between alleys of Bukchon and Seochon in Seoul to get a glimpse of the hidden history. It’s a tour that runs through the veins of Seoul that you can’t see by car
You’re right. If the explanation of a 400-year-old juniper and a kiss point continues between Bukchon-ro-gil, which can only be reached on foot, lovers burst into laughter. It is also interesting to see the unofficial history related to the famous gate of the building right in front of Yunboseun Street. It is a building built by President Park Chung-hee, who took power due to the May 16 military coup, to monitor former President Yoon Bo-sun, who is the first target of vigilance, and there is a theory that the sniper always resided. This is really the exclusive story that can only be found in rickshaws.
Naturally, the “rider selection” process is bound to be strict. Even highly educated people fail the exam. It is put into the field after thoroughly learning the etiquette and service mind that will ease the friction between local commercial areas and debt.
The number of active riders currently ranges from 30 to 40. With the introduction of electric bicycles due to the advancement of rickshaws, foreign riders are also active in senior riders and female riders these days. The number of active seniors over 50 is three. Six female riders are also running. Even French and Koreans in Japan work happily.
“If the Atty rickshaw business grows, the number of rider applicants will increase like Baemin and Coupang. These days, we’re also focused on working with companies to increase scalability.”
Companies are already eyeing it. The number of rickshaws moving between Bukchon and Seochon, hot spots for foreigners, is about 20. The rickshaws serve as moving billboards. It’s easy to notice because it moves at people’s eyes and also slows down. It is simply an effective ‘outdoor billboard’.
Ati Rikki offers a whole wrapping and conducts joint marketing. When Adidas opened its flagship store in the area, it was well received for conducting rickshaw marketing for three months. If you purchase more than 100,000 won at a store, you will even receive a ride on a rickshaw, which will increase sales.
A mid-sized travel agency has also collaborated. The iconic blue (VERYGOODBLUE) and the logo wrapped around the entire rickshaw rickshaw raced around Deoksugung Stonewall-gil, Seoul City Hall, and Cheonggyecheon. It was an image-making dimension through indirect promotion.
For collaboration, we go anywhere in the country. They airlift rickshaws to cars and even do local events easily. A representative collaboration is the offline event of the travel platform Clook in Gapyeong, Gyeonggi-do. At the event held on Jarasum Island, Gapyeong, Ati held an event at Gapyeong Station to give a ride to a group heading to the venue with a rickshaw, and foreigners repeatedly sang “Wonderful Korea.”
“A rickshaw is also a role of ‘connecting’ points and points. The same goes for public relations and corporate actions. Everything is a business that connects consumers and producers, so it’s in sync.”
Come to think of it, there is nothing more ‘connectivity’-oriented than a rickshaw. What a rickshaw pulled by an electric bicycle. In itself, it is a newtro that combines Retro and New (electric bicycle), and it is the sensibility of “Digalog” that combines digital (electric) and analog (rickshaw).
CEO Lee Seung-hoon is also considering “virtuous circulation” through connection. In addition to young riders, it is increasing the number of active seniors, 50 to 60 riders. His theory is that they share their experiences through tourism, and when tourists learn their skills, they naturally lead to a connection between generations of experiences.
Listening to his theory of connection makes me strangely attracted. Should I support rickshaw riders after retirement. My reputation is a former travel journalist, and I think I’ll pass the document screening.
▷▷To ride the Ati rickshaw, search = Naver for Ati rickshaw and make a reservation. You can choose a variety of courses such as Bukchon Hanok Old Road, Seochon Old Alley, and Changdeokgung Stonewall Road. Prices range from 45,000 won to 75,000 won.
[Shin Ik-su Travel Reporter]
