Bookstore specializing in film is haven for readers and seaside lovers alike

Eastcine Bookshop in Jeongdongjin, Gangneung, Gangwon Province, is a bookstore and cafe that curates books mainly on films, animal rights and veganism. Korea Times photo by Kwak Yeon-soo

By Kwak Yeon-soo

Jeongdongjin, a small town near Gangneung, Gangwon Province, is known for its immaculate white sand beaches and emerald green waters along the East Sea. About a two-hour KTX train from Seoul, it is one of Korea's most popular sunrise-watching spots.

There, a couple runs an independent bookstore and cafe in Jeongdongjin that opens its doors early to match the times of sunrise. In June, when sunrises are earlier, they open around 5 a.m. The bookstore curates books mainly on films, animal rights and veganism.

Oh Seung-hee, the owner of Eastcine Bookshop, revealed she and her husband operated an independent bookstore in Seoul for five years before moving to Jeongdongjin in 2020.

"Most of all, we wanted to leave Seoul," she said during an interview with The Korea Times at her bookstore, Monday. "My husband wanted to live near nature and in clean air. I wished to live near an independent movie theater. We initially considered the port city of Tongyeong and Jeju Island as possible options but decided to settle down in Jeongdongjin because I always loved going to Jeongdongjin Independent Film Festival (JIFF), which normally takes place in August. There is Shinyoung Theater nearby, so we thought this would be a perfect place for us."

After choosing Jeongdongjin as their next destination, they started the renovation. Both the exterior and interior of Eastcine Bookshop resemble an old movie theater.

"When we looked at places to reference, we mainly looked at historic movie theaters. I wanted to feature a marquee sign with changeable letters because that would really stand out," she said.

Filmmaker Yoon Ga-eun's signature on a vintage theater seat in Eastcine Bookshop in Jeongdongjin, Gangneung, Gangwon Province / Korea Times photo by Kwak Yeon-soo

"In order to make the bookshop look more like a movie theater, I ordered vintage theater seats, each with a name tag of my 10 favorite female filmmakers. Some of them actually visited our shop and left their signatures on the seats."

When they first opened Eastcine Bookshop in December 2020, the entire country was reeling from the COVID-19 pandemic. It seemed pretty obvious that there would not be many tourists in Jeongdongjin.

So Oh came up with a "stay" program, which invites a guest to spend a night on the second floor of the bookshop building as part of their trip. The program is for women only and is run four days a week ― on Thursdays, Fridays, Saturdays and Sundays.

A solo traveler staying overnight in the guest room has the privilege of enjoying the entire bookstore at night when it closes.

"In the beginning, we accepted both male and female guests. But the majority of guests were women anyway and, as a host, I feel more comfortable around women," Oh explained.

A person who signs up for the stay program is required to write a self-introduction email in advance. When a guest arrives, they can freely enjoy the store until the couple closes up shop. Together they enjoy a vegan dinner and engage in casual conversation. Then Oh, who studied cinema therapy, recommends a film based on the visitor's personality or mood of the day.

Eastcine Bookshop owners Oh Seung-hee, right, and her husband Park Il-woo / Korea Times photo by Kwak Yeon-soo

Asked about the difference between running a bookstore in Seoul and Jeongdongjin, Oh said, "In Seoul, we were obsessed with stocking all the newest releases because the business is very competitive. In Jeongdongjin, however, we are able to bring our own tastes and enthusiasm to bookselling. For instance, books about cinema don't sell well, but we still offer a selection of movie scripts, filmmakers' essays and original novels that were later adapted into films."

Oh shared her thoughts on why people like independent bookstores. Despite falling book sales, the number of independent bookstores has been increasing in recent years. There were 97 independent bookstores in 2015, but the number surged to 815 in 2022, according to Dongneseojeom, an online platform service provider offering a map and related information on indie bookstores in Korea.

"Every independent bookshop has its own unique curation. I think people like to explore the space where they can find books and engage in conversations on mutual interests. Most of our visitors are travelers who happen to visit by chance or those who come to us specifically," she said, adding that she uses social media to connect with her customers.

An inside view of Eastcine Bookshop in Jeongdongjin, Gangneung, Gangwon Province / Korea Times photo by Kwak Yeon-soo

She hosts various literary events and book clubs in hopes of bringing people together and creating a community around books. Her husband Park Il-woo is in charge of preparing baked goods for sale to customers.

"We always envisioned hosting events, welcoming customers from the community and drawing people to this beautiful town," she said. "Compared with the past when my husband and I had separate jobs, we now make less money. So we have to be careful with our budget. Also, I miss my family and friends who are in Seoul. But overall, it's an amazing job where we are able to connect with our customers. That's why I'm satisfied with my life," she said.

A wall covered with movie posters inside Eastcine Bookshop in Jeongdongjin, Gangneung, Gangwon Province / Korea Times photo by Kwak Yeon-soo

As a film enthusiast, Oh picked JIFF and Muju Film Festival as her favorites. "I love watching movies set in nature. My favorite movie is 'Sing Street' (2016) set in beautiful places around Dublin," she said. "Speaking of books, my recommendation is novelist Kwon Yeo-sun's short story collection 'Hello, Drunkard.'"

Oh expressed her wish to grow her business without relying heavily on Jeongdongjin's fame. "I don't like planning ahead. But our goal is to be community-focused and make it a place where people want to visit again," she said.