Ssajeon-geori is an alley that formed as grain dealers gathered here. During the colonial era, large rice warehouses were built in Sindang-dong. After liberation, a major rice market grew up around them. Rice shops still line the alley, which is how it got its nickname. Since around 2022, cafés and restaurants with a 1960s–70s feel have moved into the old buildings next to them. By late 2023, average rents had roughly doubled in two years. It’s the clearest example in the neighborhood of old businesses and new ones sharing the same block.