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Seoul draws a city through sharing

Seoul
draws
a city
through
sharing

Seoul draws a city through sharing

Published on | Dec 25, 2015


Written by

| CCKorea, Bo-ra Jung

Translated by | Soo-hyun Pae


Design by

| Hyun-kyung Park

ISBN

| 979-11-87182-01-6

Seoul draws a city through sharing

Copyright 2015 by CC KOREA and Bora Jung


Some Rights Reserved
The content of this book is available under Creative Commons Attribution 4.0 International License.
http://creativecommons.org/licenses/by/4.0
You are free to |
Share
copy and redistribute the material in any medium or format

Adapt
Remix, transform, and build upon the material
Under the following terms |
Attribution
You must give credit to CC KOREA and Bo-ra Jung

We look forward to hearing your impressions, ideas, suggestions and any other feedback
about this book.
Website

| http://sharehub.kr

Facebook | https://www.facebook.com/sharehub.kr
Twitter

| https://twitter.com/sharehub_kr

*The publication of this book is funded by the Seoul Metropolitan Government.

Table of Content

Intro

Seoul falls in love with Sharing City6

Pave the Way for a Sharing City12


Infographic

Solving Seouls urban issues through sharing14

History

Looking back on Sharing City Seoul22

Project

5 key policies for Sharing City Seoul 34

People

People behind Sharing City Seoul54

Create value together98


Infographic

Sharing companies and sharing organisations100

Cases

Stories written by sharing companies106

Urban Hybrid_ Sinrim Agit |


Turning an abandoned building to a community centre
Socar_Nanum Car |
Alternative public transportation enabled by sharing

Wisdome_Seoul meets sharing economy |


Sowing the seeds of sharing
OEC_Sharing Economy Startup School |

Collect, Connect and Spread66


Infographic

3 Years footsteps of Share Hub68

People

Lets talk about Share Hub70

Project

Dream an agora of a Sharing City74

Value

Values pursued by Share Hub90

Sharing A to Z

Outro

Seoul,
please take care of Sharing City132

Behind Story Share Hub and CC Korea94

Seoul falls in love with Sharing City

Intro

Sharing things such as cars, clothes, rooms and books is more


economical as well as better for the environment rather than owning
them. Sharing experience, knowledge, information and creative works
sometimes generates new possibilities and opportunities for someone
else. All of these are what you can see when you choose sharing with
others over owning them yourself.

It is Seoul that has paid attention to such values of sharing as a city.

We are living in a world where communication gaps are causing many
problems. Seoul is committed to reviving the sharing culture on a city
level to solve our social and economic problems.

Seoul Mayor Won-soon Park presented the proposal on the enactment
of Seoul Metropolitan Government Ordinance on the Promotion of
Sharing to the Seoul Metropolitan Council on September 20, 2012.

On that day, Mayor Park also announced a plan to solve urban

limited budget capacity, it is simply not possible to keep bulking up

problems by facilitating sharing of space, products, and information

the public sector forever. Seoul had to find a way to solve problems

between neighbours. The plan was named as Sharing City Seoul and

without putting additional resources in. The only way was making

Seoul declared the Sharing City Seoul initiative on the same day.

use of existing resources that had been in use. And sharing was also

needed in order to recover community spirit that had been lost during

Along with the declaration, Seoul also introduced a blueprint for

the industrialisation and urbanisation.

Sharing City. Back then, it was just a sketch in the imagination before
being presented on canvas. Seoul described it as Seoul that solves

There can be several possible solutions, for example: allocating parking

urban problems by facilitating people to share idle products, time,

hours instead of building new parking lots or vacating estates to secure

information and space. It defined sharing as any activity of sharing

parking space; and boosting B&Bs rather than building new lodging

what you have with someone else who needs it and using or spending

facilities to accommodate increased tourists in the city. Vacant buildings

it together with others so as to raise the value and efficiency of an idle

and spaces in a city or district which are otherwise prone to crime and

resource.

vandalism can give vitality to the neighbourhood if they are turned into

a rest area for residents or a place for the community.

Whats more important in a drawing in the imagination is the idea


behind it. This was also the case for Sharing City Seoul. Seoul had to

Communication was necessary in realising this idea. If you can share

explain why it had to declare to become a Sharing City and why it

something with others or use them together with others, there must

wanted to adopt sharing economy services in the city's administrative

be trust. SMG thought that sharing economy services could build

work. Then, people would get the drawing.

network among people and establish trust. There was a belif that
sharing economy services could bring back the community spirit that

Before starting to talk about why Sharing City, Seoul got off the

had vanished in the urbanization process and also provide a solution to

concerns it had been struggling with first. To solve issues around

scarcity of energy and environmental pollutions.

welfare, environment, and jobs under the existing economic system,


the public sector needed to be able to play a bigger role. But with the

And CC Korea has joined forces with SMG in the Sharing City

initiative. With its experience of promoting sharing activities in Korea

those who believe in the value of sharing and opportunities it bring

since 2005, CC Korea promoted through Share Hub why we needed to

about and make a new attempt in various fields.

share and how we could do it. It served as a messenger between SMG,


companies, organizations, and citizens to raise awareness that Sharing
City was not just a policy pursued by SMG but also something that
should be built as a culture by us all.

Sharing companies joined in the efforts too. Space-sharing companies
thought about how to better use idle space in local communities while
parking-lot-sharing companies used their technology to provide
information on vacant parking lots in Seoul. Car-sharing companies
shared their cars with SMG while companies that share experience and
knowledge organised events where citizens could learn about sharing.

Many experts from various fields also participated too. They reviewed
laws and institutions to improve regulations that might get in the way
of vibrant sharing economy services and gave advice on SMGs sharing
policies.

It has been 3 years since the Sharing City initiative set sail by the
collaborative efforts of government, businesses, organizations, expert
groups, and citizens. This book was an effort to share Seouls activities
and experience in creating a new model of Sharing City with more
people, in a more systematic way. We hope that this book is useful for

10

11

1
Building
a foundation
for Sharing City

In 2012, Seoul Metropolitan Government declared to become a


Sharing City and focussed on building infrastructure. It legislated
the enactment of an ordinance on the promotion of sharing
and looked for ways to help businesses and organisations that
provide sharing economy services sustain their business. It
also formed a committee on the promotion of sharing to get
ideas from experts in the private sector. It consulted with an
advisory committee on the improvement of sharing institutions
to seek ways to improve outdated institutions that drag sharing
businesses down. In order not to make Sharing City initiative
end up being an empty slogan by the city government, it also
made use of the autonomous gu incentive system. It launched
an website called Share Hub, an online clearinghouse for
introducing not only SMGs projects but also private sharing
economy services and related overseas activities. This chapter
takes a look at what SMG has done for the past 3 years to build
a foundation for Sharing City.

12

13

Infographic

Solving Seouls
urban issues
through sharing

When sharing comes into your life


SMG put their heads together with sharing companies and
organizations to solve urban problems through sharing. Share Hub
and Slowalk worked together to present activities of SMG, sharing
companies and sharing organisations in an infographic. All the data
were those of December 2014 and are available on the Share Hub
website.

Lets set the clock back to December 2015. When people need
something, they buy it. Even if you rarely use it, you have to buy
it anyway if you want to use it. But what if people can share it
together rather than everyone buy one each? We can realise this
idea in the 21st-century Seoul. Lets try one at a time. Its not
that hard.

Designed by SLOWALK

14

15

Seouls urban issues |

16

Traffic congestion,

Environmental pollution

Seouls urban issue |


Scarcity of parking space

Sharing solution |

Sharing solution |

Sharing cars

Sharing vacant parking space

17

Seouls urban issue |

18

Scarcity of accommodations

for tourists

Seouls urban issue |


Rising household expenses

Sharing solution |

Sharing solution |

Sharing idle items

Sharing spare rooms

19

Seouls urban issue |


Idle space in public facilities

Sharing solution |

20

Opening facilities to

the public

21

2012

History

Hardening the ground


for the Sharing City Project

Looking back on
Sharing City Seoul
SMG declared Sharing City in September 2012 and has since

CC BY Seoul

CCL unapplied

CC BY Seoul

made tireless efforts. It took less than 3 months to hold a public


hearing and legislate an enactment of the ordinance on the
promotion of sharing. From the beginning of the following

9.20

year, a total of 15 events were held to promote the policy.

Gave an advance legislation notice on the enactment of the Ordinance


on the Promotion of Sharing and the Ordinance on Opening and Use of
Dormant Spaces at Public Facilities; selected priority services e.g. carsharing services; and built the foundation for and grew the sharing city
project

Sharing Economy School opened in 2013 and has accepted


new participants every year since then. The Sharing Promotion
Committee, an advisory group for the Sharing City Project, met
every year for the past 3 years. The second phase of the Sharing

Declared Sharing City Seoul

9.24

City Project was reviewed and approved by the Committee.

Held public hearings on Sharing City Seoul Project


Attended by the Head of Government Administration and Home Affairs
Committee of the Seoul Metropolitan Council, Councillor Seon-gab Kim,
and relevant experts

10.30

12.31

Set up a plan for Sharing City Seoul Project

Enacted the Ordinance on the Promotion of Sharing


Selected sharing organisations and companies and provided them with
administrative and financial support; and established and operated the
Sharing Promotion Committee

22

23

2013

4.15

Taking the first step


towards Sharing City

Designated sharing organisations and enterprises and


provided Sharing Promotion Fund
Designated 27 sharing organizations and enterprises; and provided a total
of 2 billion Korean won of Sharing Promotion Fund to 12 projects

4.18

Held Sharing Economy Fair


Announced new sharing economy models; operated booths for sharing
enterprises and organizations; and organised promotional events, etc.

8.1~3

Held an exhibition/exposition Sharing Seoul


Held an international conference attended by 1,040; Sharing Seoul
Conference was attended by 256, and exhibition was visited by 8,354

1.10~4.18

Held a weekly public briefing Seoul meets sharing economy


Held public briefing every Thursday with the attendance of representatives
from sharing economy businesses

Every Saturday
from 8.3~9.7

Who: would-be startups, NGOs, community activists, etc.


How many: 5 sessions for each stage

1.18~2.3

Ran a public contest for Sharing City Seouls brand identity


and slogan

8.21

232 entries for the brand identity category, 1,447 entries for the slogan
category, and 1,151 entries for the category of the brand of Seouls carsharing service

2.14

Sharing Economy Startup School

Established the Sharing Promotion Committee


Consisted of a total of 15 committee members(2 members of the Seoul
Metropolitan Council, 9 experts from the private sector, and 4 city officials)

Designated sharing organisations and enterprises and


provided Sharing Promotion Fund
Designated 8 sharing organisations and enterprises; and provided a total
of 101 million Korean won of Sharing Promotion Fund to 5 projects

Sep~Oct

Give advice to sharing organisations and enterprises and


assessed projects subsidised by the Sharing Promotion Fund
Consulting: 6 sessions for 17 organizations

2.21

24

Assessment of projects: 15 organisations(14 passed, 1 failed-fund retrieved)

Enacted the Enforcement Regulation of the Ordinance


of the Promotion of Sharing

25

2014

End of Oct~
End of Nov Public experience events
Jointly organised by SMG, Share Hub, sharing organisations and enterprises

Sharing City penetrates


into communities

Project fund: A total of 40 million Korean won was offered to 5 offices


What: car, skills, food, and childrens clothes

11.6

Designated sharing organisations and enterprises and


provided Sharing Promotion Fund
Designated 2 sharing organisations and enterprises; and provided a total
of 20 million Korean won of Sharing Promotion Fund to 1 project

1.27

HeldSharing Imagination Workshop


Public officials, sharing organisations and enterprises, and members of
the Sharing Promotion Committee got together to develop Sharing Seoul
policies by area

2.12

Held the 1st Sharing Promotion Committee Meeting in 2014


Announced 3 new committee members; and briefed on the 2014 plan for
Sharing Seoul

3.5

1st Video Conference of International Advisory Group


for Sharing Economy
5 international experts including April Lin attended and discussed roles of
advisory group members, management plan, and archiving plan, etc.

3.22~4.26

Ran Sharing Economy Startup School Season 2


Supported would-be sharing startups or sharing activists to start a sharing
company; 29 people completed the course

26

27

4.1

Designated sharing organisations and enterprises and


provided Sharing Promotion Fund

8.21

2nd Meeting of Advisory Committee on the Improvement


of Sharing Regulations

Designated 5 sharing organisations and enterprises and provided a total of


140 million Korean won of Sharing Promotion Fund to 9 projects
13 autonomous gu district offices provided 185 million Korean won to 15
projects

4.3

7.7~7.11

(4 sessions)

Discussed key agenda and talked about regulations around urban B&Bs
and space sharing services

8.30~31

Attended by 25 sharing organisations and enterprises, SMG, gu districts,


and over 50,000 visitors

Amended the Enforcement Regulation of the Ordinance of


the Promotion of Sharing
9.3~4

Ran Visiting Sharing Program

Conference on the Improvement of Sharing Regulations(Sep 4):


attended by over 200 visitors

10.29

Held a Meeting of the Advisory Committee


on the Improvement of Sharing Institutions
Designated the Head of the task force team and discussed operational
plans for the task force (including Jongsoo Yoon and 14 experts)

7.28

11.10

12.18

excellence prize/4 participation prizes)

28

Forum on the improvement of insurance system


Presentations and discussions on the role of guarantee insurance in
promoting sharing economy

2014 Contest for Journals and UCC on Sharing Seoul


12 awardees for the journal category(1 grand prize/2 excellence prizes/9
participation prizes); and 6 awardees for the UCC category(1 grand prize/1

Provided Sharing Promotion Project Fund to promote


sharing culture in schools
Provided a total of 49 million Korean won of Sharing Promotion Project
Fund to 6 companies and 1 gu districts

9 gu district offices provided 102 million Korean won to 11 projects

8.14

Assessed gu districts sharing promotion incentive projects


Selected 13 gu districts including Gangdong-gu and Yeongdeungpo-gu
as a gu district with excellent performance

Designated sharing organisations and enterprises and


provided Sharing Promotion Fund
Designated 8 sharing organisations and enterprises; provided a total of
370 million Korean won of Sharing Promotion Fund to 3 projects

2014 Sharing Conference held in line with Smart Cloud Show


International conference(Sep 3): Attended by over 900 visitors; and invited
international speakers such as Arun Sundararajan and Natalie Foster

Provided lectures on sharing and case studies to public officials from


4 gu districts - i.e. Nowon, Mapo, Seocho, and Yeongdeungpo - ,
communities, civic groups and interacted with them by offering them an
opportunity to experience sharing services through promotional booths for
sharing companies

7.22

2014 Sharing Seoul Expo

12.23

Briefing sessions of autonomous gu sharing projects

29

2015

Preparing
Sharing City Seoul Season 2

4.30

Provided consulting to newly designated sharing oragnizations/


emterprises and grantees of the Sharing Promotion Fund

5.30

6.17

Held Sharing Seoul Expo

Held 2nd Sharing Promotion Committee Meeting


Designated sharing organizations/enterprises and examined applications
for the Sharing Promotion Fund
Designated 6 new sharing organizations/enterprises and provided
a total of 108 million Korean won of the Sharing Promotion Fund
to 7 projects

CC BY OEC

1.26~2.25

6.20~7.25

Designated 2015 sharing organisations and enterprises and

Supported would-be sharing startups or sharing activists to start a sharing


company; 31 people registered

accepted applications for Sharing Promotion Fund


11 existing sharing organisations/enterprises and 31 new organizations/
enterprises(9 of them were designated as sharing organizations/enterprises but with
no funding while 22 of them were provided with the Fund as well)

Applications for gu district project fund: 98 projects from 24 gu districts


except Songpa-gu

3.19

7.30

8.24

Held 1st Sharing Promotion Committee Meeting in 2015


Reported on the direction of the 2nd year of the Sharing City Seoul
projectand the result of the selection process of good shared spaces

Ran Sharing Economy Startup School Season 3

Held the Forum on the Promotion of Sharing

Set up a Sharing City Task Force Team in SMG


comprised of 1 team head and 2 staff

8.24

Designated sharing organizations/enterprises and projects to receive


Sharing Promotion Fund

Held a Round-table on the Promotion of Sharing

designated 7 sharing organizations/enterprises; and provided


132 million Korean won of Sharing Promotion Fund to 9 projects
Provided gu district project fund(a total of 360 million Korean won

attended by 11 people including experts, sharing entrepreneurs, and public


officials from gu districts

were provided to 52 projects from 24 gu districts)

4.20

30

Comprehensive Plan for the 2nd Year of Sharing City Seoul

31

9.16~17

Held Sharing Conference in line with Smart Cloud Show


A session on sharing economy held as part of the main conference program
(Sep 16): Yeong-seok Yun, the Head of the Sharing Promotion Committee,
April Rinne, and Alex Stephany attended
Held a conference on the Improvement of Sharing Institutions(Sep 17):
6 sharing entrepreneurs and 4 members of the Advisory Committee on the
Improvement of Sharing Institutions

9.22

Examined applications for the Contest for Sharing Seoul


Design Works, Infographics, and Webtoons
4 awardees in the category for design works and infographics(4 participation
prizes), and 6 awardees in the category of webtoon(1 grand prize/2 excellence
prizes/3 participation prizes)

11.25~12.23

Sharing Economy School for Youth


Received 275 participants from 11 middle schools

12.29

Held a festival to celebrate outcomes of sharing projects of


gu districts in 2015

12.31

Designated sharing organizations/enterprises for 2015


Designated 1 sharing enterprise

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33

Project

5 key policies
for Sharing City Seoul

The Ordinance on the Promotion


of Sharing
SMG declared to become a Sharing City Seoul in Sep 2012 and enacted
an ordinance as a legal basis for the initiative. Seoul Metropolitan
Government Ordinance on the Promotion of Sharing (hereinafter
referred to as the Sharing Promotion Ordinance) was passed by Seoul
Metropolitan Council on Nov 26, 2012 and announced on Dec 31, 2012.

SMG built the foundation for the sharing city project to take
root. It enacted the Ordinance on the Promotion of Sharing
and set up an advisory committee that would help improve
related laws and institutions. It added sharing city to the list of

The Sharing Promotion Ordinance defines sharing as activities that

categories for the gu district incentive system so that sharing

create social, economic and environmental values by jointly using

could be encouraged within local communities. SMG also shared


its own resources; it opened dormant spaces and made its data
available to the public.

resources, such as space, goods, information, talent and experience.


This definition has become a milestone for gu districts and other
local governments outside Seoul in their efforts to push ahead with
their sharing city projects of their own.

It is noteworthy that the ordinance also defines sharing as one of


the responsibilities and duties of the Mayor. The Sharing Promotion
Ordinance provides that not only the Mayor but also citizens and
enterprises shall actively participate in leading the discovery of
sharing areas and practice and the promotion of sharing, hence
inheriting the spirit of the Sharing City declaration on Sep 20, 2012.
This ordinance encourages the Mayor, citizens, and enterprises all
34

35

together to participate in sharing activities.

In addition, the Sharing Promotion Ordinance consists of provisions

Share Point

that offer legal grounds including: polices for the promotion


of sharing; establishment of the Sharing Promotion Committee;
investigation; establishment of the Advisory Committee on the
Improvement of Sharing Institutions; and selection of sharing
organizations and enterprises and support for them. It states SMG

The Ordinance is a process of formulating


Sharing Seoul policies

may designate a non-profit organisation, corporation or enterprise

The Sharing Promotion Ordinance means the Sharing City project has been

which intends to solve social problems through sharing as a sharing

approved by Seoul citizens, since an ordinance cannot be enacted until it

organization or sharing enterprise and provide administrative


support and/or subsidies to them. In addition, according to the

is passed by Seoul Metropolitan Council. It means that the project is not a


policy arbitrarily pushed ahead with by the Mayor on his own authority nor
something proposed by a public official in charge on a whim.

ordinance, SMG may establish the Sharing Promotion Committee


that deliberates and provides advice on policies for the promotion of

Foundation to sustain the project

sharing and support for sharing organizations or sharing enterprises.


The Sharing Promotion Ordinance states that The Mayor shall endeavor so
that public resources of Seoul Metropolitan Government (hereinafter referred
to as the "City") and the City-invested or funded institutions may be shared.
This provision defines the Sharing City Project as one of the responsibilities
and duties of the Mayor. It prevents Sharing City Project from ending up
being an one-time event. It makes it not just about sustainability of the
project but about necessity that it must sustain the project. This provision
will make the case for continuing the Sharing City project even if a new
Mayor takes office or theres a change in the staff involved.

36

37

Support for sharing enterprises

Support for sharing enterprises

The Ordinance also includes provisions on support for sharing enterprises.


The basis for subsidies for sharing enterprises is in the ordinance. Budget for
local governments subsidies to sharing companies comes from taxes paid

SMG has designated sharing enterprises and organizations and

by citizens and therefore it needs to get approval from representatives of its

provided support to them since 2013 when SMG initiated the Sharing

citizens to be executed. A local government needs a legal ground to execute

City Project. SMG designated 64 organizations/enterprises that were

taxes and in this case the Sharing Promotion Ordinance provides that legal

committed to solving urban problems in such areas as economy,

ground.

welfare, culture, environment, and transportation through sharing for


the past 3 years from 2013 to 2015.

SMG examines non-profit organizations, corporations, or


enterprises that provide sharing services and designates them as
sharing organization/enterprise if they meet a certain criteria. The
purpose of this system is to encourage better use of the services
of the enterprises and more participation in the activities of the
organisations by citizens. SMG doesnt impose strict location
requirements to become a designated sharing entity. SMG may
designate an entity as a sharing organization/enterprise even if it has
no office in Seoul, as long as it mainly does its service activities in
Seoul.

Once designated, an organization or enterprise can receive project
References
SEOUL METROPOLITAN GOVERNMENT ORDINANCE ON THE PROMOTION OF SHARING

38

grant subsidy worth around 20 million Korean Won. Article 9 of


the Ordinance stipulates that a sharing organization/enterprise may
39

be provided with subsidies.



SMG not only supports sharing enterprises in business but also
would-be sharing enterpreneurs. SMG operates Sharing Economy

Share Point

Startup School which reviews business ideas around sharing


economy, verifies ideas of would-be entrepreneurs and provides
startup consulting every year since 2013. This program consists of

Sharing City Seoul project driven by the private sector

5-6 weekly workshop sessions and 20-30 participants completed


the course each year.

SMGs idea is making the Sharing City Project led by private companies
and participated by citizens. In its picture, SMG plays the role of building
institutions and infrastructure to facilitate the Sharing City Project. It hopes
to see that ideas and experiments spring up from the private sector, not
from the government. This is why SMG designates sharing enterprises and
organisations and provides administrative and financial support to them.

Helping startups to promote themselves and build trust


SMG designates sharing enterprises and sharing organisations to help them
gain public confidence. For the past 3 years since 2013, 64 companies and
organisations were designated as a sharing enterprise/organization and most
of them are less than 5 years old. SMG allows those who are in need of
building brand recognition and business confidence to take advantage of an
image as a company designated by SMG. For example, Socar used to have
only around 3,000 users and the number suddenly went up to 50,000 by
the end of 2013 when it started to participate in Seouls official car-sharing
service called Nanum Car as a major service provider.

40

41

Improvement of laws and institutions

Areas that need improved regulations for the Sharing City Seoul Initiative
Area

Needed improvements

Related regulations

Transportation

Easing regulations on the ban on


commercial transport services by
private cars

Article 81 of Passenger
Transport Service Act

Tourism

Easing registration requirements for


urban private room rental business
e.g. size of the accommodation(230)

Article 6 of the Enforcement


D e c r e e o f t h e To u r i s m
Promotion Act

Easing qualifications for tour guides


for foreign tourists

Article 38 of the Enforcement


D e c r e e o f t h e To u r i s m
Promotion Act

Taxation

Exempting taxes on religious facilities


when they share space to the public

Article 50 of the Restriction


of Special Local Taxation Act

Parking lots

Exempting taxes on on-road parking


lots when they share space to the
public

Article 10 of Parking Lot


Act; SMG Ordinance on the
Installation and Management
of Parking Lots

Food industry

Easing regulations on restaurants


when they share space to the public

Article 37 of the Food


Sanitation Act

Insurance

Developing an insurance plan to offer


safety guarantee to users

New insurance plans needed

Construction

Promoting sharing practices in


architectural design

New regulations needed

Not only sharing economy services in the private sector but also
SMGs Sharing City project itself are sometimes not in accordance
with existing laws. For example, even if a restaurant or a church wants
to let others use their space when not in use, it cant because of legal
constraints. A religious facility is not exempt from taxes if it is not used
for its relevant purposes. Different rules may apply to restaurants
depending on their business size and type. It was in practice hard to
share space without breaking such rules.

It was not easy to realise the idea of sharing with others. Current
rules were not made in consideration of the situation where people
share something together, after all. While pushing ahead with
the Sharing City initiative, SMG searched for regulations that
would drag sharing companies down. It examined areas including
transportation, tourism, taxation, parking lots, food industry,
insurance, and infrastructure, as shown in the table below.

SMG reviewed laws and institutions while taking concrete cases

42

into account. For example, in the case of parking lots, SMG tried to

Management of Parking Lots.

find a solution for local residents who share their on-road parking

lot to pay reduced parking fees. It turned out that, to realise the

The review process was led by the Advisory Committee on the

idea, it is necessary to revise Parking Lot Act, Enforcement Rule

Improvement of Sharing Institutions. SMG held related conferences

of the Parking Lot Act, and Ordinance on the Installation and

and forums to draw public attention to the issue.


43

Autonomous Gu Incentive System

Share Point
SMG used the Autonomous Gu Incentive System to promote the
Sharing City project to local gu districts. The system is intended to
encourage more participation from 25 gu district offices in Seouls

Preparing fresh wineskins for new wine

major projects. Gu districts are evaluated based on their performance


in promoting projects designated by Seoul, and they may get an

It was not easy for SMG to provide support to private sharing economy
services without violating laws. Lets think about room-sharing services as
an example. There is a intermediary service that helps you let your house to

incentive in the form of extra budget based on their scores. The gu


incentive system serves as a way to draw voluntary participation from
gu districts in the Sharing City Project.

someone else for a day or two, or even for a month. This is a good idea in
that it can increase available urban tourist accommodations without building
new hotel or motel facilities. The problem is that it is highly likely that this
practice is against the Tourism Promotion Act. There are lots of detailed
provisions regarding the size of the building, foreign language skills, and

Seoul used the gu incentive system to expand Nanum Car, Seouls


car-sharing service. SMG gives an incentive to gu districts that
install Nanum Car Zone, parking zone reserved for Nanum Cars.

the type of guests you can accept (foreigners only). You cannot encourage

Gu district offices that offer public/private parking lots managed

participation from citizens until you update existing laws and institutions

by them to Nanum Car get up to 2 points. Gu districts which make

that are currently inconsistent with sharing activities. In recognition of this,


SMG has made efforts to prepare laws and institutions that would reflect the
new circumstances.

not more than 5 parking lots available get 0.5 point, those with not
more than 6 get 1 point, those with no more than 7 get 1.5 point,
and those with 8 or more get 2 points.

At the same time, if a district runs a campaign or an event to


promote the Nanum Car service, it will earn 0.25 point, or 1 point
at maximum, for each event. This incentive system was managed
by SMGs Transportation Policy Division and total scores were
calculated by summing up the scores from other projects in addition
44

45

to Nanum Car.

Share Point

Thanks to the gu incentive system, SMG now can use 873 public
parking lots in 25 gu districts as Nanum Car Zones, which means it
has secured parking space for 2,032 vehicles (as of October 2015.)

Driving force to make gu districts

Later the Social Innovation Bureau established new categories such

take part in Sharing City Seoul

as promotion for Sharing City Seoul Initiative, status of public


facilities opened to the public, ordinances on the promotion of

SMG added Sharing City Project to the list of evaluation criteria of the gu

sharing in gu districts, planning for the promotion of sharing,

Incentive System. in 2013 SMGs Transportation Policy Division added

education on sharing, opening of public facilities, and implementing


gu district special projects. By doing so, SMG expected to see

car-sharing category into the list while it created the category of the
promotion of sharing of public resources in gu districts in 2014. Social
Innovation Bureau under SMGs Administration Division allocated a total of

something similar to its Sharing City project - smaller in size -

0.5 billion Korean Won to the incentive system and evaluated performance

being more widely adopted by gu districts. As a result, for the

of gu districts in sharing projects. The assessment criteria include the project

2 years since SMG enacted the Ordinance on the Promotion of


Sharing, 20 gu district offices enacted a similar ordinance of their

of making dormant space in public facilities such as a meeting room or


lecture room in a community centre available to citizens with a small fee;
enacting a gu ordinance to promote sharing projects and establishing a plan

own. These district offices established a committee on the promotion

for it; performance in implemented projects; and performance in promotion

of sharing based on their ordinances while they initiated their own

activities.

sharing projects and provided support to sharing enterprises and


organizations.

As Sharing City project has been added to the assessment criteria of gu


incentive system, 25 gu districts in Seoul has become more interested in the
Sharing City project. Seouls Sharing City Team acknowledged that the Gu
Incentive System played a key role in making gu district offices more actively
engage in Sharing City projects of their own.

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Opening of public facilities


and administrative information

list of services supported by the reservation system. Meeting rooms

SMG decided to share public space in the city and gu districts with

support this, SMG announced the enactment of an ordinance which

its citizens. One of the reasons was there were increasing need for

stipulates that SMG may rent out public facilities to citizens with

space for community activities as the Community Building Project was


starting to develop. While facilities that are meant to be open to the
public, such as Nanji Camping Site and sports facilities, have been open
to citizens from the beginning, meeting rooms and lecture rooms at

and lecture rooms at community service centres and community


centres in dong districts were newly added to the list. In order to

a small fee in May 2012. And the Seoul City Council approved the
legislation and enacted Seoul Metropolitan Government Ordinance
on the Opening of Dormant Space in Public Facilities in July 2012.

community centres have also become available for rental to citizens as


part of Sharing City Project. In addition, documents such as expense
report and other reports and public data produced by city and district
offices are also made public online.

Opening of city and gu district facilities to citizens turned out to


be a brilliant idea. 27 facilities managed by SMG and 980 facilities
managed by gu district offices are on the list and as many as 0.1
million reservations were made in 2014 alone, which means one

48

SMG has run an website Reservation for Public service (yeyak.

facility was reserved at least 8 times a month on average.

seoul.go.kr) since 2005. This website allows Seoul citizens reserve

sports facilities such as soccer fields, tennis courts and baseball

SMG plans to set up separate security systems for the office area

park with ease. In addition to sports facilities, people can make

and the public area in a community service centre so that citizens

a reservation for an education or experience program provided

can use public facilities at night. It is also seeking ways to increase

by Seoul Grand Park, Seoul Forest, or Seoul Museum of History

the number of spaces run by community activists, such as Zelkova

through the website. The website has grown into an established

cafe in Hwayang-dong, Gwangjin-gu.

reservation system which supports 1,200 facilities and services as of

2012.

Not only public facilities, but also public data is also subject to

this open policy. SMG launched a beta version of Open Data Plaza

After the declaration of Sharing City Seoul in September 2012, SMG

(data.seoul.go.kr) in January 2012. This website provides data such

included community service centres and community centres in the

as the number of people getting on/off at a subway station or bus


49

stop and location of public wifi hotspots in the form of a dataset


or an original document to the public. While there was a national
data portal called Public Data Portal operated by the Ministry of

Share Point

Public Administration and Security already, SMG hoped to give


its citizens even more access to public data by running Open Data
Plaza additionally. This is especially meaningful in that it creates an
opportunity for businesses in the private sector to use the data that
are socially and economically valuable.

Adding value with zero budget


The project of opening public facilities doesnt require any budget. It used
existing Reservation for Public service website rather than developing a

In addition to data, SMG also has made its administrative


documents public; those documents are released online through

separate reservation system and didnt build new facilities neither. Its strategy
was to use something that exists and not to reinvent the wheel. With this
project, the Reservation for Public service website was able to be better

an website so that anyone including Seoul citizens can access them

known to Seoul citizens while meeting rooms and lecture rooms at gu district

for free with no sign-in required. The website called Information

facilities and community service centres that would otherwise have remained

Communication Agora was launched in August 2012. SMG

idle came alive. This is a great example of taking advantage of existing

launched this website on the principles that the ownership of


administrative information belongs to citizens and the government
must make public and share administrative information before

resources to add more value.

Proclaiming that administrative information


is owned by citizens

citizens ask for it so as to make it more accessible. And SMG


started to release all administrative documents approved by a
director as of October 2013 and then those approved by a section
head as of March 2014 through this website.

The launch of Open Data Plaza and Information Communication


Agora means more workload to the officials in charge, since they have to
take additional burden of making administrative documents approved by
senior officials and any other outcomes (data) publicly available online.
While basically everything should be open by default, it is a tough job to
pick out information that cannot be made public. Moreover, they had to
do it manually since there was no system to open data and documents.
Overcoming such obstacles, SMG spent several years to develop the systems

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for Open Data Plaza and Information Communication Agora. The whole
process was described in the White Paper on Seoul Open Data Plaza (by
Director of Information Systems Division, Information System Planning
Bureau, Seoul Metropolitan Government, December 2013) and the White
Paper on Seoul Information Communication Agora (Information Disclosure
Policy Division, June 2014). And the content of the two white papers were
released online. SMG noted in the White Paper on the Seoul Information
Communication Agora that the process of developing a website and system
to make administrative documents publicly available online was the first of
its kind to attempt to provide an information disclosure service built upon a
consumer-centered paradigm.

References
Seoul Metropolitan Government Ordinance on the Opening of Dormant Space
in Public Facilities
Pre-announcement of the legislation, Sep 20, 2012
Press release by SMG, Oct 28, 2011
Reservation for Public service
Information Communication Agora
Seoul Open Data Plaza

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53

People

People behind
Sharing City Seoul

Sharing City Team


Sharing City Project was run with no one team in charge for almost
3 years. Only one official under SMG Social Innovation Bureau was
responsible for the project. And in August 2015, SMG created a team
with 1 team head and 2 team members under the Social Innovation
Bureau of SMG.

Various people have been involved in the Sharing City Project.


It is a project led by SMG, but not only officials at SMG and
gu offices but also sharing companies and sharing organisations
take part in it. The Sharing Promotion Committee has put their
heads with SMG to make Sharing City Project possible since
its inception. When theres an obstacle that makes it hard for
sharing companies to do their business and for gu district offices

3 years after the declaration of Sharing City on September 20,


2012. All sharing city related projects had been run by one

and SMG to run Sharing City Project, the Advisory Committee

official in the Social Innovation Bureau. So SMG decided to

on the Improvement of Sharing Institutions searches for ways to

create a task force under the Social Innovation Bureau with 1

resolve it. The Sharing City Team in SMG focuses on developing

team head and 2 team members.

policies and institutions for Sharing City and collaborating with


local districts in Seoul, while CC Koreas Sharing Hub Team
takes charge of promoting Sharing City to citizens and engaging


Sharing City Project has gained momentum with the

citizens in the project. Without each and every one of them,

establishment of the task force team. The decision demonstrates

Sharing City Seoul wouldnt have become what it is today. They

SMGs strong commitment to continuing to pursue the Sharing

all together made Sharing City Seoul real.

54

SMG created Sharing City Team on August 24, 2015, almost

City Project.

55

Sharing Promotion Committee

enterprises, and autonomous Gus;


3. Deliberation on the recognition of excellent participants in
sharing, support thereto, etc.;

Behind SMGs Sharing City Project, there has been the Sharing

4. Advice on the formulation and evaluation of policies for the

Promotion Committee for the past 3 years. From designating sharing

promotion of sharing;

companies/organizations to assessing projects, SMG seeks advice from

5. Advice on the improvement of laws and regulations and systems

the Committee on various issues.

for the promotion of sharing;



The Sharing Promotion Committee holds irregular meetings which
are attended by the Director of Social Innovation Bureau. Ideas

SMG established the Sharing Promotion Committee on February


14, 2013. The Sharing Promotion Committee is an advisory group
that gives advice to SMG on developing Sharing City policies and
selecting projects and also works as a judging committee that selects
sharing enterprises and sharing organizations. Members of this
committee include experts in law, economy, promotion, IT, and
accounting with consulting experience and ability to coach sharing
companies. Their term of office is 3 years.

The Sharing Promotion Committees responsibilities include:
1. Deliberation on the designation of sharing organizations or

sharing enterprises and the revocation thereof;

2. Deliberation on employees of sharing organizations, sharing

56

from the meeting are reflected in developing projects and policies


and the plan for the 2nd phase of Sharing City was also confirmed
by the Committee.

The Sharing Promotion Committee was established based on
Article 11 of the Ordinance on the Promotion of Sharing and SMG
appointed 14 members with a three-year term. Members of the
Committee include: Yeong-gak Yoon, Chairperson of Pine Street,
is the chairperson of the committee; In-jung Kang, CEO of Yeongjin accounting firm; Yeong Ko, CEO of SCG; Kyeong-ja Kim,
member of Seoul Metropolitan Council; Eun-ju Kim, Director of
the Department of Information Resource, National Information
Society Agency; Ji-hyun Kim, Executive Director, Naver; Hye-

57

ryeon Kim, member of Seoul Metropolitan Council; Hyo-eun


Mun, distinguished professor at Ewha Institute for Leadership
Development; Byunghyun Woo, Director at Chosun Biz;
Kyeong-suk Lee Ku, Vice Director at International Solidarity
Center at the Korea Womens Association United; Na-ri Lee,
Director at Beyond Cheil Department, Cheil Worldwide; Yeonghwa Jang, CEO at Open Entrepreneur Center; Hyo-gwan

Advisory Committee on the Improvement


of Sharing Institutions
In order to improve laws and institutions that might drag down sharing
activities, SMG set up Advisory Committee on the Improvement of
Sharing Institutions with experts from various fields in the private
sector such as laws, economics, insurance, taxation, architecture,
and urban planning. The Committee seeks ways to improve laws and
institutions that might be an obstacle in making sharing ideas into a

Jeon, chief of the Seoul Innovation Bureau, SMG; and Ji-hun

reality and encouraging sharing activities.

Jeong, professor at Kyung Hee Cyber University. The Sharing


Promotion Committee Season 2 is scheduled to be launched in
February 2016.

Advisory Committee on the Improvement of Sharing Institutions


was founded in July 2014. Members include experts in sharing
economy services, legislative work, and other areas related to
sharing economy services.

There are three key roles of the Committee: First, the Task Force
reviewed laws and institutions to see if there were any laws
and institutions related to sharing that needed improvement. It
identified 7 areas including transportation, tourism, tax system,
insurance, and parking and made 4 autonomous gus amend their
ordinances to cut parking fees for citizens. At the same time, it

References
The Sharing Promotion Committee on SMG Information Communication Agora

58

organized events to build consensus on the idea of improving


laws and institutions that conflict with sharing activities. The
59

conference on improving sharing institutions and a forum on


insurance were held as part of such efforts in September 2014
and December 2014 respectively.

The Committee not only brings the issue of improving laws and
institutions to the table and amends specific ordinances, but also

Sharing Enterprises and


Organisations
As of December 2015, there are 64 sharing enterprises and
organisations designated by SMG. They are given a certificate signed
by Seoul Mayor and also allowed to use BI and slogan of Sharing City
Seoul to get more trust.

seeks to establish a Special Law on the Promotion of Sharing. It


plans to form public opinion to set up an organization dedicated
to sharing economy. SMG hopes that the Committee will be able
to propose a bill in collaboration with the central government
and work together with lawmakers who are interested in sharing
economy.

Sharing enterprises and organisations dont make much change


in their business practice after they are designated as sharing
enterprises and sharing organisations, since sustainability
of sharing activities was one of the important criteria in the
selection process. SMGs goal in designating sharing enterprises
and organisations was to identify and support organisations that
had been engaged in sharing activities within local community
actively and businesses that based their business model on
sharing activities.

Non-profit and non-governmental organizations, non-profit


corporations, small-and-medium-sized businesses, (would-be)
social enterprises, and (social) cooperatives who are committed to
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61

solving social problems through sharing and have been engaged

CC Korea

in such efforts for more than 6 months can be designated as a


sharing enterprise or organisation. Once designated, they were
given a certificate signed by Seoul Mayor and allowed to use BI
and slogan of Sharing City Seoul. Below is a list of enterprises
that use the BI of Sharing City Seoul in their website or on

Dream a joyful world with creativity and sharing


CC Korea is a non-profit organization that promotes Creative Commons
Licenses, a free-use license suite, and engages in various activities to
promote sharing culture to Korea.

any materials - 64 enterprises and organisations that share


parking space, cars, space, information and products.

CC Korea has provided advice to help creators adopt a


CC license to their work and use CC licensed content in
various areas. The organization organises a civic volunteer
community that is dedicated to realising open government on
the basis of open public information and civic engagement
and has engaged in activities for openness and reuse of public
data. In 2013, by embarking on the Share Hub project, CC
Korea took another step to expand its targets and spectrum
in its sharing movement.

Share Hub is one of the major projects run by CC Korea and
is operated in line with SMGs Sharing City Project. Share
Hub is a project that introduces sharing city initiative and
sharing economy services and suggests sharing practices.
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63

It launched an online platform under the same name to


introduce SMGs sharing city project and to share news
related to sharing activities in sharing companies, local
districts, and schools. The Share Hub platform is a portal
service that spread various news around sharing and shares
information about various contest opportunities and funding
opportunities by SMG and news around sharing companies.

In addition to the website, CC Korea also holds seminars,


conferences, and lectures and draws up sharing activities
through reports and books. Sharing, the way of life for
tomorrow and Share Hub Annual Report were published
by CC Korea in 2013 and 2014 respectively, since the launch
of Share Hub three years ago. They were also published as
a format that makes it easier to share them on social media.
Sometimes there were drawings that introduced sharing
economy companies or infographic that explained roles of
sharing economy services.

It is also a role of Share Hub to connect visiting researchers
from other countries, policymakers from other cities, and
activists who are interested in initiating a sharing project in
their neighbourhood and to provide relevant information.
64

65

2
Collect,
Connect
and Spread

66

Sharing, which means using stuffs with others together, is


not a new concept. But when sharing meets cities, it needs
interpretation, engagement, and connection. Share Hub project
was initiated for that purpose. SMG and CC Korea signed a
partnership to run Share Hub and to tried various experiments
to promote sharing culture in our society.

67

Infographic

3 years footsteps of Share Hub

Designed by SLOWALK
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69

People

Lets talk about


Share Hub

Sang-yeop Han, SOPOONG

We asked around people who have been with Share Hub how
they saw Share Hub and how they would tell to other people if
they were to recommend Share Hub. From sharing is fun thing
to do to sharing is a window to the new era of sharing, there
were a variety of interesting answers. (The answers below are

A window to the new era of sharing

ShareHub is Community

Lauren Anderson,
Collaborative Consumption Team

extracted from 2014 Share Hub Annual Report.)

Information on sharing activities of


SMG and gu districts are

Hak-yong Song,
Seoul Metropolitan Government

Share Hub work with businesses

Ji-yeong Hong, SOCAR


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71

From Start to Finish of Sharing

Ah-ryeong Kim,

Information on Sharing?
Go to Share Hub!

Man-il Han, Open Closet

Busan Development Institute

Share Hub makes sharing


a fun thing to do

Share Hub, everywhere nationwide

Kyeong-eun Lee, Kakao

Min-jeong Suh, Youth Hub

Share Hub makes my life easier

Access the latest overseas news


via Share Hub

Seok-won Yang, D.Camp

Yeong-hwa Jang, OEC

Share Hub is an enabler of sharing

Su-hyeon Jeong, N Space


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Project

Dreaming a square
for Sharing City

Online Platform
The online platform Share Hub(www.sharehub.kr) is a core part of
Share Hub project. The website provides information such as domestic
and international news about sharing, information on domestic sharing
enterprises and organizations, events related to sharing, and Sharing
Seoul policies. It was launched in 2013 and has gone through two
rounds of reform to have its current structure. Currently more than

I want to receive news related to Sharing City.; It would be

1,400 content are provided through the website and more than 2

great if I can find sharing companies and sharing projects more

million users have visited its website and blog as of December 2015.

easily.; I hope someone can help connect interested people.;


I want to see guides for communities to do sharing acitivities.

Share Hub Website

- All these hopes were what made the dream of Share Hub
come true. Share Hub team realised these vague wishes while

2013

2014

2015(Now)

spreading news through its website, sharing opinions with others


through seminars or conferences, and sometimes having a beer
with others and asked each other how they were getting along.

With the launch of the online platform that can be a stronghold for
activities of collecting, connecting and spreading in June 2013, the
Share Hub project was started. Its goal was to become an online
square which gathered domestic news around Sharing City Seoul
and any other sharing related activities and connected sharing
entrepreneurs, policymakers, and activists with each other.
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After one year of operation, Share Hub platform went through a


partial restructuring process in 2014. As it started to see increasing

Share Point

interest in Sharing City from overseas, it developed an English


website to spread news and added a feature to archive reports,
visual materials, infographics, etc.

Cannot do everything at once

In 2015, it took advice from users, sharing companies, the Sharing

- adopting a step-by-step strategy

Promotion Committee and web service experts and decided to


switch over to an open platform. First, it started to allow anyone

Share Hub overhauled usability of the website menu and improved the

to write a post. Previously only CC Korea could write a post. All

website features every year. In the beginning, the team was obsessed with the

the news on Share Hub were selected by CC Korea. Whereas,


from 2015 when Share Hub became an open platform, sharing

big picture as a hub and thought it should be able to support all desirable
features. But it turned out they couldnt agree on key menu items and hence
couldnt make much progress. So they developed a step-by-step strategy

companies, schools, and communities can share their news

of managing the content by itself in the first year and then moving to an

themselves. In addition, Share Hub started to provide guides by

open platform later on while taking advantage of existing social media for

target audience based on the content they had accumulated. Also

community engagement.

it is noteworthy that it took advantage of various online channels.


CC Korea redistributes news posted on the Share Hub website

Hits, likes, and comments led to a business idea

again through blog, Facebook, kakaostory, etc. As its main users


use different services, Share Hub can reach out to more people by
using various channels and this strategy is also helpful for them to
monitor users feedback.

Share Hub team distributes content updated on the website to other channels
such as blog, Facebook, and twitter and keep monitoring users response on
each content. Peoples feedback not only gives an idea for an editorial article
produced by Share Hub but also builds the foundation for other activities
such as organising a seminar. In fact, high interest in the information on

References

space sharing led to a related seminar and lots of searches on tool rental

Share Hub website (Korean)

services led to a project to collaborate on collecting location data of tool

Share Hub website (English)


Facebook

rental services.

Twitter
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Organizing seminars, conference


and campaigns

Shine like sharing spaces

When | Jul 21, 2014


Where | The Circle Foundation, the Hall for Everyone
Partner | NSpace
Key points | seminar on space sharing for citizens who are

In order to share examples, open a forum for discussion, and allow


people to have an experience of participating, Share Hub also

interested in the issue; case studies with focus on

sharing experience and knowhow

Results | http://goo.gl/DhFxKC

organized seminars, conferences and campaigns. These events


were organised in collaboration with local and international sharing
companies and organisations and all resulting materials were archived
on the Share Hub website so that more people can take advantage of
them.

Conferences
Title
Seminars
Title
Sharing Economy
Senior-junior meetups

CC Conference
Real Face of Sharing

Overview

When | Oct 31, 2013


Where | Banks Foundation for Young Entrepreneurs D.CAMP
Partner | Banks Foundation for Young Entrepreneurs D.CAMP
Key points | sessions to discuss nature of sharing and changes it

When | Jul 23, 2013

Where | Banks Foundation for Young Entrepreneurs D.CAMP


Overview

brings to the society

Results | http://goo.gl/lbNcau

6th floor Conference Hall

Partner | Banks Foundation for Young Entrepreneurs D.CAMP


Key points | Meetup between would-be entrepreneurs selected
in the category of Sharing Economy in the Young
Entrepreneur 1000 Project and established sharing

The Hidden Power of


Data is in Sharing

When | Dec 23, 2013


Where | Youth Hub
Key points | Looking back on sharing activities in such areas

economy companies

as policy/administration, regional/non-profit, and

Results | http://goo.gl/ZwK3J5

enterprises/startups in 2013 and discussing future

directions

When | Sep 25, 2013

Results | http://goo.gl/yHQ55H

Where | Youth Hub Cafe


Key points | presentations by Newstapa and Mania DB that
practice open data and sharing, followed by Q&As
Results | http://goo.gl/ygGwc1

78

2013 Share Hub Day


Sharing City:
look back on yesterday
and design tomorrow

CC International
Conference
Share everything,
connect everything

When | Sep 16, 2014


Where | Ferrum Hall

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Campaigns

Key points | Organizing a session on Sharing City as part of an


international conference to talk about designing

a Sharing City as a platform, roles and outcomes of

businesses, and visions of Seoul Mayor.

Results | http://goo.gl/E4Bmkx

Title
Share Week

Overview
When | Oct 25, 2013 - Nov 1, 2013
Where | Across Seoul

2014 Share Hub Day


Spreading Sharing City
all over the country

Partner | Seoul designated sharing companies

When | Nov 12, 2014

Official web site | http://2013week.sharehub.kr

Where | Seoul Youth Hub


Partner | Wisdome

Key points | In collaboration with sharing economy companies


and organizations, we declared a Sharing Week

Key points | The conference provided an occasion to share

and ran various sharing experience programs

stories of various sharing activities in cities

in order to provide an opportunity for citizens

including Busan, Daejeon and Seoul as well as in

to experience sharing activities.(A total of 21

local districts. In line with that, there was also

programs registered)

a panel discussion on how to facilitate the Sharing

Results | http://goo.gl/bKvOgK

City project with entrepreneurs, officials from


SMG, and investors.
Results | http://goo.gl/qLLcr6

Share & Photo Exhibition

When | Oct 17, 2013 - Dec 27, 2013


Where | Gallery IS

2015 CC Global Summit


Hello, Sharing World!

Where | National Museum of Korea

http://photo.naver.com/galleryn/100000022

Partner | Keynote addresses around sharing movement, sharing

Key points | A campaign to invite people to take photos using

economy, and collaborative platforms and a session

a digital camera or camera on their mobile phone

on Sharing City entitled City rediscovers the value of

and share them online so that their creative works

sharing

can be used in various areas such as education,

Keynote speakers

publication, and culture. In addition, there were

Yochai Benkler (Prof. at Harvard Law School)

photo workshops (5 sessions) where people

Lawrence Lessig (Founder of Creative Commons)

can experience sharing by taking picture in public

Lila Tretikov (Wikimedia)

parks, alleyways, etc. An offline exhibition was

also held to present them to a wider audience

Results | Videos

while an online exhibition was held in

collaboration with a portal service.

Graphic recordings1
Graphic recordings2

E-book

Korean PDF
English PDF

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Official web site | http://photo.sharehub.kr

When | Oct 14, 2015 - Oct 17, 2015

Results | http://goo.gl/lxaxuC
2013, 2014
Global Sharing Day

When | Jun 2, 2013 / Jun 1, 2014


Where | Everywhere across the country
Partner | Zipbob

81

Key points | In celebration of Global Sharing Day, Zipbob


helped organise an event to have a meal together
with neighbours.
Results | http://goo.gl/5LwW8f
http://goo.gl/2fhRzD

Share Point

Many hands make light work


Working together from brainstorming ideas to running an event
Share Hub adopted a strategy of working in collaboration with others in the
process from planning a program, contacting speakers, inviting participants, to
managing an event on the ground. Share Hub team worked hand in hand with
relevant sharing companies and organisations for the topics that they would be
interested, so as to gain synergy.

All materials in any format are archived


and made available online
All materials from seminars, conferences and campaigns were all archived for
later use. Archived materials were also shared on Share Hub online platform
and via its social media. While the events were provided to a limited number
of audiences due to the limited time and space, the records and archived
materials made it possible for more people to see what had been discussed and
what results had come out through the events.

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Books and Reports

asked us to recommend a book. So we asked sharing entrepreneurs


to recommend a book (you can see the list of the recommended
books here: http://goo.gl/aTFDvX). But most of them were not

To keep records of and archive its experience and activities, Share

easy to read. We felt that we still needed books that give a direction

Hub produced reporting materials every year. It published Lifestyle

on how we practice sharing in our daily life through easy and

for Tomorrow - Sharing, a guide book to introduce what sharing is

interesting examples. Lifestyle for Tomorrow - Sharing published

to the public in 2013 and published Share Hub Annual Report online
in 2014. And in 2015, Share Hub introduced activities of the Sharing

in December 2013 includes trends in sharing movement, examples

City project for the past 3 years through this book, Seoul draws a city

of domestic sharing companies and organizations, and sharing

through sharing.

activities people can participate in.

Share Hub is an unusual attempt made by SMG and CC Korea.


What is the role as a hub is somewhat vague. People are still
Lifestyle for Tomorrow - Sharing

Share Hub Annual Report

curious to know what Share Hub does and how it works. So in


2014 Share Hub released its first annual report where it summarised
and showed what it achieved for the past 2 years so as to help
people understand what it does.

In 2015, Share Hub made another attempt of summarising their


work, for people who are curious about what have been done
Korean

Korean

English

English

for the past three years since Seouls declaration of Sharing City.
These would also be basic reference materials for a potential
research project about Sharing City in the future. Seoul draws a
city through sharing tells stories of SMG (government), CC Korea

When we began to introduce the concepts of sharing city and


sharing economy, and various sharing activities to people, they often
84

(Share Hub) and companies (cases of public-private cooperation)


in this endeavor.
85

Networking

Share Point
600 - this is the number of business cards Share Hub team have
received for the past three years. People from more than 15 countries
visited the team in person or contacted online to learn more about

Weaving scattered information,


experience and know-how together
When CC Korea started the Share Hub project, they spent more than 3 months
only on planning. There were no references. And thats part of the reasons why

Seouls Sharing City activities. The team visited other cities such as
Busan, Daejeon, Gwangju, Seongnam, and Jeonju where there were
interest and movement around Sharing City and introduced sharing.
Sharing entrepreneurs were also invited to casual chicken n beer or
picnic box meet-ups organised by Share Hub team.

Share Hub produced a book or a report at the end of every year; it wanted
to share its experience with others and to produce basic building materials for

Share Hub spent much of its time on networking efforts. It

future Sharing City activities. All produced materials are made available on/

organised small and large meet-ups where sharing businesses,

offline under a CC license.

activists, policymakers, and interested citizens met each other and


shared ideas while opened its door wide to anyone who wanted to
visit Share Hub team from local and international organizations,
companies, and individuals.

Chicken n beer meet-ups for sharing economy entrepreneurs


and meet-ups for senior and junior sharing economy services
provided those who were in the sharing economy industry with an
opportunity to share information needed for their business activities
and to seek opportunities for collaboration. Share Hub Day held at
the end of the year was an occasion where policymakers from gu
district offices, community activists, sharing economy entrepreneurs
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87

got together to share what they have achieved for the past year and
got inspiration for their future direction.

Share Point

Share Hub team also supported other activities around sharing city
and sharing economy, from research, book publication, to media
interview and coverage. It also played the role of a coordinator
for Sharing City Seoul by connecting sharing companies and

Accumulate questions, and you will see a direction

communities and introducing Seouls Sharing City policies and

There are frequently asked questions when we are in an interview, e.g.: Is

Share Hub. When Cities Enter in Sharing Model: Governance

there any particular environmental aspect favourable to Seoul to become a

models in Seoul and in Milan, presented at the conference The

Sharing City? What are the challenges you face when you work with sharing

City as a Commons, hosted by the International Association for

companies? How do you resolve conflicts with exiting industries? Do you see
much participation from citizens? How do you run Share Hub?, etc. When

the Study of the Common in Bologna, Italy in November 2015, was

you look closely into whatre behind those questions, you can draw out some

the result of a research conducted as part of such efforts.

key challenges you have to deal with in the future: making full use of Seouls
strengths; forming a social consensus on sharing businesses and improving
laws and regulations for that; raising public awareness about sharing among
citizens; and obtaining sustainability of Share Hub. And a key message from
these common questions is that people want to see Seoul sets an example
of dealing with challenges that are also shared by other cities and achieving
desired outcomes. With this in mind, Share Hub team always looks back on
its path and reviews what they need to work more on whenever they prepare
an interview.

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Value

Future desired by Share Hub

Values pursued
by Share Hub
Share Hub is a project initiated by CC Korea in order to help
more people understand the value and meaning of sharing more
easily. It is aimed to collect information and news related to
sharing, developing and providing a list of companies that offer
sharing services, introducing the governments sharing policies,
and playing the role of a hub that connects the government,
businesses, and organisations so that sharing culture takes root

Culture

Slogan of Share Hub is Lifestyle for Tomorrow - Sharing.


The reason why we cry for sharing not for right now, but
for tomorrow, is that we need a process of embracing new
movement naturally by discovering values and possibilities of
sharing and improving laws and regulations through social
consensus.

in our society.
Sharing is not an opposite of ownership nor a panacea. But
we can make use of existing resources rather than create
everything we need, sharing our knowledge and skills and
getting inspiration. And through the dialogues inevitably
occurred during the process, we can restore community
spirits that have been forgotten for a while in the dialogues.
Sharing that takes root in our daily life - thats the future
desired by Share Hub.

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Collaboration
The three years experience reminds us of the importance of
cooperation again. Throughout the process where we draw

a big vision of Sharing City, the government, businesses,


organizations, experts and citizens all put their heads together
and hold hands with each other. And working together
generated an enormous power in every Share Hub project.
We also saw possibilities through cooperation. Collaboration
between cities confirms the fact that the vision of Sharing
City is not confined to Seoul, but can be applied to not only
domestic cities such as Busan, Daejeon, and Gwangju but
also to cities other countries.

Sustainability
We need time if we want to create a culture through

collaboration. Therefore, time is also an important value to


Share Hub. Sufficient time to have a discussion to build a
consensus among various interested parties, valuable time
to learn lessons from trials and errors, and waiting time to
look ahead towards long-term goal rather than short-term
outcomes - these are all valuable and essential elements for
a Sharing City.

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Behind Story

Share Hub and


CC Korea

Share Hub colored by CC Korea


You cannot talk about Share Hub without mentioning CC Korea. CC
Korea is a non-profit organization that promotes Creative Commons
License, a free use license that enables the free distribution of digital
creative works. CC Korea has come to join when SMG was looking for
a partner who could promote sharing to citizens on its behalf when it
launched the Sharing City project.

How come CC Korea has been with Share Hub? Or, how Share
Hub has become part of CC Korea?

CC Korea decided to create an online forum to promote the value


of sharing and introduce the Sharing City Seoul initiative as well as
sharing services to the public, and thats how Share Hub website was
launched. In addition to the management of the website, CC Korea
organised offline events, published books, and integrated all sorts of
activities that connect SMG, related businesses and citizens into Share
Hub.

CC Korea, the mastermind of Share Hub - who are they?


A non-profit organization that promotes sharing of creativity

CC Korea is a non-profit organization that promotes Creative


Commons Licenses (CC licenses), a free-use license suite, and
facilitates sharing of creativity. CC licenses are licenses that permit
sharing of otherwise copyrighted works in advance and was initially
developed by Harvard law professor Lawrence Lessig. In principle,
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a copyright license is accomplished through a contract between

Korea thought that that could be a good opportunity to spread the

concerned parties. On the other hand, CC licenses authorize users

culture of sharing it had experienced online to the offline world. It

to use the work under certain conditions in advance. A CC license

expected that the culture of sharing not only tangible resources but

is a sort of a sign that means the author authorises others to use his/

also intangible resources could be ingrained deeply in peoples daily

her work under certain conditions. An author can choose certain

life.

conditions in advance such as You are free to use the work only
if you give appropriate credit or You are free to use the work
for non-commercial purposes as long as you give appropriate

CC Korea and Sharing City Seoul share a common destiny

credit and dont modify it or create derivate works out of it. CC


licenses were initially created in the United States in 2001 and have

CC Korea communicate closely with SMGs Sharing City Team,

been adopted in more than 80 countries around the world as of

as they need to share news and updates on projects to post them

December 2015. CC Korea introduced CC licenses in Korea in 2005

on the Share Hub website while Share Hub is a key channel for

and has been active since then.

promotion when there is a public event. CC Korea gives advice on


SMGs sharing policies and actively suggests ideas in discussions
on improving laws and regulations around sharing. That was also

CC Korea and SMG fall in love with sharing

the case when SMG turned to sharing economy services and looked
for advice from the private sector. For SMG, CC Korea serves as a

Share Hub is a project started by CC Korea with an aim to make

channel through which they can hear the voices of citizens and civic

it easier to understand the meaning of openness and sharing and

groups with regard to Sharing City Seoul.

promote it to more people. CC Korea has highlighted the values


of openness and sharing in its efforts to promote CC licenses.
When SMG proposed the job to CC Korea in 2012 and 2013, CC

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3
Creating
value
together

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In pursuing the Sharing City project, SMG chose to work


together with businesses and civic groups rather than doing the
project on its own. It accepts applications from companies and
organisations with more than 6 months of experience in sharing
activities and designates some of them as sharing enterprises and
sharing organisations and provide project funds. In addition to
providing subsidies, it even teamed up with some of them to run
a joint project. This chapter introduces some cases of sharing
companies that partnered with SMG to run a project, such as
Urban Hybrid, Socar, Wisdome, and OEC.

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Infographic

Sharing enterprises and


sharing organizations

SMG-recognized sharing
enterprises/organisations by area
The infographic below shows 63 sharing enterprises and organisations
designated by SMG from 2013 to 2015 by area. (The data is as of
June 2015 - JaenungNet was designated as a sharing enterprise on
December 31, 2015 and was not included in this infographic.)

SMG has designated a total of 64 entities as sharing enterprises


and organizations by December 2015. They vary in terms of their
business area ranging from space, product, skills, experience,
time, and content.

In the past, SMG used to run 2 rounds of designation program a


year; but from 2015 it makes announcements on a rolling basis
throughout the year.

Designed by SLOWALK
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Cases

Stories of Sharing City


written by
sharing companies

Sinrim Agit :
Turning an abandoned building
to a community centre
What if turning an abandoned senior citizen center building into a place
for residents? Urban Hybrid, SMGs pre social enterprise wonderfully
turned an abandoned building in Shinrim-dong, Gwanak-gu into a
wonderful place for local community.

Seoul designated a total of 64 sharing enterprises and


organisations from 2013 to 2015. While the designated
enterprises and organisations have done sharing activities on
their own, some of them worked together with SMG and/or
gu district offices in Seoul on a joint project. SMG and sharing
companies went beyond a mere client-contractor relationship
to work more closely with each other as a business partner.
Urban Hybrid and Gwanak-gu worked together to select a
space to turn into a community centre and agreed on operating
rules. Socar was given support from SMG to secure parking lots
which were key in car-sharing services while SMG used Socars
infrastructure to operate Nanum Car, Seouls own car-sharing
service. Wisdom used its business model of connecting people
and creating meetups to promote Seouls Sharing City initiative.
OEC designed a new curriculum for its entrepreneurship
education program it has done since its foundation by putting
more focus on sharing.
Urban Hybrid_Sinrim Agit

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Who?

Urban Hybrid + Gwangak-gu district office

Share Point

Urban Hybrid(http://urbanhybrid.co.kr)
Urban Hybrid is a community development company that is committed
to invigorating local community through fair development. Urban Hybrid
defines fair development as an alternative development that overcomes
limitations of physical development. It is a sustainable development that
creates new value by making use of existing resources in the community,
give positive influence on interested parties in the community, and
be flexible in responding to changes in the community.

What?

Wouldnt have been possible without networks

The building at 46, Munseong-ro 28-gil, Gwanak-gu (Sinrim-dong

Connected with Gwanak-gu through a bridge

419-30) where the Sinil Senior Citizen Center used to be located

Sesnet: A bridge between Urban Hybrid and Gwanak-gu

was abandoned for 4 years after the senior citizen centre moved
out. Urban Hybrid and Gwanak-gu district office co-invested in
the building to turn it into a place for the local community called

Sinrim Agit is run by Urban Hybrid. Urban Hybrid

Sinrim Agit. The first floor is used for local community programs

participated in and completed the social entrepreneurship

such as neighbourhood meetings and education sessions while the


second floor is used as a co-working place for local development

How?

researchers, social enterprises and young entrepreneurs.

Gwanak-gu conducted maintenance work on the basic infrastructure


such as electricity, water supply, insulation, and heating systems in

nurturing program organised by Social entrepreneur


support network (Sesnet), and thanks to that experience,
Urban Hybrid was given the opportunity to develop
Sinrim Agit. Sestet learned that Urban Hybrids business

the building that had not been used for 4 years and then rented it out

model was to make use of an idle space or building in

to Urban Hybrid (which paid only 1% of the buildings appraised

the city to reinvigorate the neighbourhood and told it

value as rental fee since it was designated by SMG as a prospective


social enterprise). Urban Hybrid established a plan to use the facility,
redid the interior and now has been running it as a community

to Gwanak-gu district office when Gwanak-gu district


office was concerned about how to reinvigorate its local

centre by itself. Gwanak-gu district office and Urban Hybrid renew


their rental contract every year.
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community. So Gwanak-gu decided to join forces with

Center building out. The idea of Urban Hybrid was to

Urban Hybrid. Plus, there were an idle space in the

use an idle space rather than a space currently in use by

district already. Urban Hybrid took advantage of Sesnet

others, and the current location of Sinrim Agit was the

as a bridge to propose an idea that later would lead to

best choice out of all which met the requirement with

the current Sinrim Agit and finally it succeeded in urging

easy access from a subway station.

the district office to accept the proposal. In 2013 Urban


Hybrid and Gwanak-gu district office signed an MOU

Sinrim Agit had been abandoned for 4 years since the

where both parties agreed to redecorate idle spaces in

old Sinil Senior Citizen Center moved out. Its not hard

Gwanak-gu to revitalise local community.

to find that building since it is located right next to


Sinrim Elementary School, which is sort of a landmark
in the neighborhood, but you have to walk up along

Gwanak-gu office repaired the building abandoned for 4

an winding alleyway to get there. Thats not a perfect

years while Urban Hybrid decorated and operated it

location for a facility for senior citizens, and so the Sinil


Senior Citizen Center moved to another building not

Gwanak-gu district office and Urban Hybrid signed an

far from its original location but sitting on a less uphill

MOU in 2013 and searched for a place to establish a

road. And since then, the building remained empty.

Sinrim Agit. Urban Hybrid wanted to turn an idle space

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in the gu district office building and Gwanak-gu district

Once Urban Hybrid decided to redecorate the building,

office agreed to provide help in the process. According

Gwanak-gu district office who owned the building

to the MOU, Gwanak-gu picked out some appropriate

conducted a maintenance work on the building. It

candidates and recommended them to Urban Hybrid.

repaired the basic facilities such as electricity, water

Then Urban Hybrid selected the Sinil Senior Citizen

supply, insulation, and heating systems as they had not

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been used for 4 years. Meanwhile, Urban Hybrid set up

Hybrid. Meanwhile, generating profits by facilitating the

a plan on how to use the space. And then there was

space is also what Urban Hybrid should do. Sang-uk

an interior finishing work, after which the team put

Lee, Director of Urban Hybrid, said that it earned profits

furniture and appliances in and redecorated the space

to the level of around 70% of salary for a manager when

into its current look. As such, Gwanak-gu district office

he was talking about the status of the space in December

and Urban Hybrid co-invented on the project.

2015.

Gwanak-gu and Urban Hybrid renew their rental


Gwanak-gu receives rental fee only;

contract every year. When a public asset is rented out

Sinrim Agit is independently run by Urban Hybrid

to a private entity, it usually pays a rental fee worth of


around 5% of appraised value of the facility. However,

Sinrim Agit is run by Urban Hybrid. Without the help

Urban Hybrid pays only 1% as it has been approved by

of Gwanak-gu office, this space would not have been

SMG as a preliminary social enterprise.

possible. However, Gwanak-gu office doesnt involve in


the operation of the space at all. It occasionally inquires
about how the facility is being used.

Organizational goal of Sinrim Agit is not maximizing profits


but reestablishing itself as a community space

The relationship between Urban Hybrid and Gwanak-

With the support of low rental fee

gu is that of a contractor/owner. Therefore, expenses in

On the foundation of SMGs ordinance

running Sinrim Agit are paid by Urban Hybrid. Rental

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fee, electricity and water, rental fee for drinking water,

There is a legal ground for Urban Hybrids advantage of

and wage for a building manager are paid by Urban

renting Sinrim Agit at a lower fee. Even if its goal is not

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maximising profits but running it as a community space,


it should not be able to rent a public asset in violation of
the law. Gwanak-gu recognised that Urban Hybrid was
a preliminary social enterprise designated by SMG and
hence applied a relevant ordinance to the case.

Nanum Car:
Alternative public transportation
enabled by sharing
1 out of 4 citizens owns a car in Seoul. But 35% of them, i.e. 770,000
vehicles run less than 7,000km a year while 15% or 330,000 vehicles

Gwanak-gu applied SMG Ordinance on the Promotion

are on the road only on weekends. If it is easy to use a car when you
actually need it, you dont necessarily have to own a car and pay lots of

of Social Enterprises and SMG Ordinance on Public

money to manage it. Moreover, less cars means less traffic congestions

Property and Commodity Management to Sinrim Agits

and less air pollution. In order to solve this issue, Socar worked together

case. The former allows social enterprises to benefit

with SMG to start a car-sharing service.

from reduced rental fee. The rate of 1% of the appraised


value of the relevant property is stipulated in the Article
26 of the Ordinance on Public Property and Commodity
Management.

Socar

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Who?
Socar + SMG

Share Point

Socar(http://www.socar.kr)
Socar provides economic and eco-friendly car-sharing services. It is
a social innovation enterprise that presents a flexible and reasonable
alternative of using vehicles. It makes user convenience as a priority
to promote a more reasonable consumer culture in using vehicles.

What?

Socar and SMG provide a car-sharing service called Nanum Car


that enables Seoul citizens rent a car. (Nanum Car service is provided

For Seouls urban problems such as parking and traffic congestion


Car-sharing service is a solution

not only by Socar, but also by Green Car, Carssum, and HanCar.)

How?

Socar, a car-sharing service, and SMG worked together to create


a brand for SMGs car-sharing service called Nanum Car.
SMG provides

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Open public parking lots that are prohibited to commercial vehicles to

Nanum Car service providers; 50% discount on parking fees;

Gives an incentive to autonomous gu district offices that provide their

public parking lots to Nanum Car service;

Exempt traffic tax from large shopping malls that provide their parking

lots to Nanum Car service are exempt from traffic congestion tax.

Socar not only provides car-sharing services but also gives benefits such as

Low-income families and people with disabilities can use the service for

free or at a discounted rate

People who often use public transportation may receive free coupons

Seoul is a mega city with a population of 10 million. And there are


so many cars as many as the population. Whether its a weekday
or on weekend, the city packed with too many people and jobs
is always in a parking war. The number of registered car owners
reached 2 million in 1995 and it went up to 2.38 million in 2014.
If commercial vehicles and vehicles for public officials are added,
the number went over 3.01 million. And remember: this is only
the number of registered in Seoul. If you add the number of
cars commuting between Seoul and Gyeonggi-do province and
Chungcheongnam-do province in to the calculation, the total
number goes up even further.

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As cars kept increasing, SMG was struggling hard to find a solution.

SMG provides parking lots and Socar provides service to all

Mayor Park said at the CC Korea International Conference held


in October 2014 that a complaint he heard a lot from citizens was

SMGs Nanum car project requires almost no budget. SMG created

more parking lots. So there was no choice but to find a solution

the brand Nanum Car and looked for companies who provide

to this problem. SMG created residential parking permit program

their service under this name. Running a car-sharing service means

for residential areas in 1996 and started a program that funded

a ton of work to do from buying cars, managing cars, creating a

construction costs for people who took down fences to build a

vehicle allocation system, building a system for user signup and

parking lot in 1999.

management, to settling up fees. But using an existing private carsharing service can address this.

The parking lot project was implemented for almost 10 years. But
SMG thought that was not a perfect solution. It thought it was

SMG decided to commission the provision of car-sharing service to

not desirable if building more parking lots meant less space for

private companies and to provide parking lots instead. It conducted

other convenient facilities for citizens. So it was natural for SMG

a research on how to make public parking lots that are prohibited

to turn their eye to car-sharing services with which everyone

to commercial vehicles accessible to the partnering car-sharing

didnt necessarily have to own a car and still use a car when he

services. And in February 2013, SMG announced that it started

or she needs it. And that meant no need of a parking lot per each

Nanum Car service in collaboration with Green Car and Socar.

household or each person.


SMG had two requirements for the two companies: first, any Seoul

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And then private car-sharing services was starting to come into the

citizen must be able to use their service, especially the disabled

market. Green Car and Socar were in the media spotlight and drew

and their families, and low-income families; and second, it must

attention from interested people. SMG naturally decided to join

encourage the use of public transportation. SMG promised that it

hands with them instead of creating another service.

would promote their services to Seoul citizens actively and secure

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parking lots that are key to car-sharing services.

Socar developed a benefit program where the disabled and their

Seoul meets sharing economy:


Sowing the seeds of sharing

families receive 10,000 worth of gift coupon every month; people


can rent a car for free if they use it for voluntary community
work; families with income lower than 60% of an average
household income receive 10,000 won worth of credit; and
users who spend more than 40,000 won using a transportation

Wisdome held 15 sessions of a weekly solo lecture series where each


speaker answers the questions of what sharing is and why we need
to sharing. The event held from January to April 2013 under the title of
Seoul meets sharing economy drew attention and interest on sharing
economy from the media and citizens.

card a month can receive a discount coupon worth 5% of their


transportation costs. Socar started this as a program for Nanum
Car, but has later expanded it nationwide.

CC BY Socar (blog_Sharing City Seoul_12Wisdom)


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Who?

Share Point

Wisdome + SMG

Wisdome (http://www.wisdo.me)
Wisdome is a service that allow people to freely meet peoples stories
like you read a human book from a human library. It provides
a sharing platform that enables people to grow by sharing knowledge
and experience and networking.

What?

Special mission: Raise awareness about Sharing City!


Under the following condition: In the field of expertise

Wisdome organised a knowledge-sharing event consisting of


conference sessions and a networking party under the title of

of each area

Seoul meets sharing economy to explain sharing economy, the


fundamental philosophy behind Sharing City initiative, to the public
while it also published a research paper related to it.

Wisdome built the foundation for Seoul to push ahead


with its Sharing City policies. The company explained

How?

what sharing economy is to people who are not familiar


with the new concept, introduced sharing economy

Wisdome and SMG work together to design/organise the program

services, and described why sharing economy is needed

while SMG provides project funds.(bidding/contract awarding

in our life. It also held a lecture series for 3 months

process)

from January 2013. Under the title of Seoul meets


Sharing Economy, the event was held every Thursday
with Seok-won Yang, then organiser of a co-working
space Co-op, as the first speaker who was followed

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by representatives from My Real Trip, Zipbob, Kiple,

library means everyone has ones own story to tell

People's Library: Bookshelf, Open Closet, BnBHero,

and any story is useful to someone else. People who are

PlayPlanet, Socar, Kozaza, Wonderlend, Wishket,

ready to tell their story register on the Wisdome website

Wisdome, and Fair Space. All speakers shared their own

while users select a person from the list who has a story

ideas about sharing and sharing economy and talked

that is interesting to them and then sign up for a session.

about how their business philosophies were reflected in

Wisdom incorporated key features of its service and how

their services. 100 to 300 attendees participated in each

people use its website into the planning of the Seoul

session.

meets sharing economy program. Although it looked


like a mere business partnership where SMG awarded

In the Seoul meets Sharing Economy series, each

a contract to Wisdome, through this program Seoul

sharing economy entrepreneur introduced sharing

was able to introduce the philosophy and concept of its

economy and related services on their own way to

Sharing City project while Wisdome was able to enjoy

participants, like you rent a different book from a

an opportunity to promote its Human Library service to

library; Attending the 15 lectures were like reading 15

more people.

books about sharing economy. The finale of the series


was a party titled Sharing City Seoul Night where

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sharing economy businesses and interested people met

Published a research paper as a reference material

each other casually and built networks.

on Sharing City

Wisdome demonstrated its expertise by organizing the

Wisdome organized 15 sessions of Seoul meets Sharing

event; its business concept of human library was well

City program for three months and at the same time

incorporated into the the program of the event. Human

produced a research paper in collaboration with Crowd

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Research Institute. The report was written during the

Wisdome was founded in 2012 with a motto of

program period and was released a day after the last

becoming a platform to share experience. Initially

Sharing City Seoul Night. The report categorises sharing

it launched the human library project, with an idea

economy services and describes how each model works.

that shared wisdom can change peoples life, and then

Moreoever, it explains why we need to pay attention

divided its business into online platform project and

to sharing economy services and where they have

conference project.

limitations so that would-be sharing economy startups


and organisations that are interested in adopting such

In 2012, Seoul declared the Sharing City initiative.

services.

And in the following year, Wisdome played the role


of promoting the Sharing City initiative and raising

The report was published online for free under a

awareness about it; it was in line with Wisdomes

Creative Commons License, meaning people can use

founding philosophy. That initial experience became

it freely for non-commercial purposes without asking

the foundation for the company later on in its efforts to

permission, as long as they credit the original author

draw attention on the value of Sharing City and organize

and cite the source and license their new creations under

related events in other cities such as Busan, Daejeon,

identical terms.

Ulsan, and Jeonju.

Sharing human capital _ Wisdome


To Busan and Daejeon
To Ulsan and Jeonju

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Sharing Economy Startup School:


Sharing A to Z

Who?

Entrepreneurship center OEC


+ SMG, Mapo-gu district office, Seongbu-gu district office
OEC(http://oecenter.org)

OEC, a center for entrepreneurship, has run Sharing Economy Startup


School that is aimed to help people develop a model to realise their
business idea around sharing economy or sharing project idea.
Throughout the Sharing Economy Startup School Season 1, 2, and 3
and Sharing Economy Academy, various projects have been turned

Open Entrepreneur Center produces and offers educational programs for


people who find entrepreneurial solutions and continue to create values
in the fast-changing work environment in the 21st century. Each word in
its name has its own meaning: Open means we are now living
in the world of openness and collaboration; Entrepreneur means its
an age of people who create values; and Center means the company
hopes to get together with everyone.

into reality including a hanbok sharing project and a data sharing


project.

What?

To expand the base of sharing economy, OEC ran Sharing


Economy Startup School and Sharing Economy Academy as
education programs for would-be sharing economy activists. Seoul
in particular ran the Sharing Economy Startup School every year
since 2013.

How?

(Seouls Sharing Economy Startup School)


It was started by OEC and SMG who worked together to develop
an idea from the Committee for the Promotion of Sharing. OEC
develops curriculums and teaching materials while SMG provides
funds and supports promotional efforts.

CC BY OEC

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Share Point

or approval when we decide a venue or accept applicants. The


faculty makes the final decision on accepting students. Among
applicants who thought about sharing economy and presented
a business item based on it, we pick out some by reviewing
applications to see whether their business items were for the public
good or for commercial purposes in the initial screening, and then
the faculty makes the final decision.

Sharing Economy Startup School is a work of collaboration


based upon trust

Experience in running Sharing Economy Startup School


made it become a sharing economy tutor for local districts

Sharing Economy Startup School is an education program push


ahead with by the Social Innovation Bureau of SMG. The first
class completed in August 2013, the second class in March 2014,
and the third class in June 2015. For each class, students attended
5-6 rounds of lectures on Saturdays. SMG has commissioned
the management of the school for each year to OEC; SMG
commissioned the overall management of the school to OEC, except
determining the number of sessions and objectives of the courses.

OEC expanded its entrepreneurship program for startups conducted


in 2010 to young adults, teenagers, teachers and parents. And
thanks to its knowhow from that experience, OEC has been
commissioned by SMG to run the Sharing Economy Startup School.
Its experience of running the school program for 3 consecutive
years also in turn gave OEC an opportunity to organise education
programs on sharing economy in Mapo-gu and Seongbuk-gu.
Mapo-gu and Seongbuk-gu ran Sharing Economy Academy for its

Yeong-hwa Jang, CEO of OEC, says it is a collaborative


relationship based upon trust. We dont ask for Seouls permission

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residents in March and April 2015 and OEC was in charge of the
management of the programs.

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Seoul,
please take care of Sharing City

Outro

Its been three years since Seoul launched its efforts to promote
Sharing City initiative. For the past 3 years, Seoul paved the way for
a Sharing City while CC Korea established Share Hub and collected,
connected and spread information and people around Sharing City.
Meanwhile, sharing companies also joined to create valuable cases.

On September 20, 2012 when Seoul declared the Sharing City Seoul
initiative, SMG proposed legislations on the enactment of two
ordinances to the Seoul Municipal Council: one was the Ordinance
on the Promotion of Sharing; and the other was the Ordinance on
the Opening and Use of Dormant Spaces at Public Facilities.

The Ordinance on the Promotion of Sharing provided legal


ground for SMG to commercialise sharing activities and to provide
support to companies that offer sharing economy services. It also
provides ground for the governance system that enables engagement

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of all public, private and civic sectors for the Sharing City Project.

CC Korea launched an online platform called Share Hub in June

The Ordinance on the Promotion of Sharing also led to the launch

2013. Share hub provides sharing guides, domestic and international

of two systems: the Sharing Promotion Committee which examines

news around sharing activities, list of sharing companies, related

project ideas and suggests ideas in cooperation with SMG; and the

reports and infographics while it went through 2 rounds of reform

Advisory Committee on the Improvement of Sharing Institutions

efforts to become an open platform where anyone is invited to post.

that improve legal constraints that would otherwise hinder sharing

As of the end of 2015, 2 million users has visited the website which

economy services by businesses and sharing activities of Seoul and

provides more than 1,400 content.

gu district offices. Seoul has held meetings with the two groups
continuously for the past three years.

Share Hub is more than just an online platform. It organised


lectures and discussions through seminars and conferences where

The Ordinance on the Opening and Use of Dormant Spaces at

people looked into the nature of sharing and what changes sharing

Public Facilities provided legal ground for SMG, gu and dong

has brought about while they discussed what needed to be done in

district offices to open spaces at their public facilities to citizens.

order to facilitate sharing companies. There were campaigns such

Based on the ordinance, Seoul launched a service to rent out

as having a meal with neighbors and sharing a photo on my mobile

meeting rooms at community centres with a certain fee, just like

phone to enable people to experience what sharing is. Share Hub

private facilities.

also published books and reports that archived the project.

However, the ordinances were not enough; the Sharing City Project

Representatives from other cities in Korea and from around the

still needed more driving force to move ahead. On August 24, 2015,

world that pursued to become a Sharing City, research institutes,

a month before the three years anniversary of the declaration of

media outlets, and non-profit organizations knocked on the door

Sharing City Seoul, SMG created Sharing City Team under the Seoul

of Share Hub. They came to us to learn about the experience

Innovation Bureau, consisting of a team head and 2 team members.

of Sharing City Seoul and to study cases. Share hub connected

As such, SMG has made the Sharing City Project one of its primary

them to build a network of sharing cities. Collecting, connecting,

projects.

and spreading sharing - the missions of Share Hub have been


materialised as such.

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Sharing companies also contributed expertise of their own to


building a Sharing City. Urban Hybrid Cooperative has turned a
building that used to be a local senior citizen centre in Gwanakgu into a community centre and run it itself. NanumCar, Seouls
car-sharing service brand, uses Socars infrastructure. Wisdom
which offers human library service so as to connect people and
create meet-ups holds various meet-ups to introduce Sharing City
to the public while OEC develops a new curriculum focused on
sharing, part of its entrepreneurship education program it has been
committed since its foundation. In addition, 64 sharing companies
designated by SMG have made small and large contribution to
realise the vision of Sharing City and to create values together.

In 2016, Sharing City Project is preparing to take another leap. To


solve urban problems more actively, to get closer to people in their
everyday life, and to help sharing companies grow further, we are all
put our heads together and hold hands. We believe in the potential
of joining forces we realised through our experience for the past
3 years, and expect to see a more robust and happier version of
Sharing City Seoul with more sharing activities flourishing.

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Seoul draws a city through sharing

Published on | Dec 25, 2015


Written by

| CCKorea, Bo-ra Jung

Translated by | Soo-hyun Pae


Design by

| Hyun-kyung Park

ISBN

| 979-11-87182-01-6

Creative Commons Korea


Website

| http://sharehub.kr

Facebook | https://www.facebook.com/sharehub.kr
Twitter

| https://twitter.com/sharehub_kr

*The publication of this book is funded by the Seoul Metropolitan Government.

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