‘태극당’의 변천 과정에 함의된 문화사적 의미

초록

This study explores the cultural and historical evolution of Taegeukdang, a bakery founded in post liberation Myeongdong that symbolizes Korea’s modernization and changing consumer culture. Initially embracing Western style bread as a national modernizing project, Taegeukdang flourished during the 1970s–80s as a hub of refined urban life amid rapid economic growth. Its decline in the 1990s, caused by franchise expansion, was later reversed through a successful revival aligned with the Newtro boom of the late 2010s. By appealing to the MZ generation’s nostalgic tastes while preserving its heritage, Taegeukdang redefined itself as both tradition and trend. The expression “Much has changed, yet nothing has changed” encapsulates its balance of continuity and adaptation. Beyond its function as a bakery, Taegeukdang stands as a cultural landmark and living chronicle of Korea’s modern history, reflecting the nation’s evolving identity and collective memory.

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