Naver Happybean said on Aug. 6 it will run the "Doran Doran Market, Resembling Gangneung's Warmth" campaign to help local small merchants develop sales channels and revitalise alley shopping districts.

The campaign runs from July 27 to Aug. 25 on Happybean's online funding page. A three-day offline pop-up event in the form of a traditional three-day market will also be held from Aug. 7 to 9 at Gangneung Gamja Market.

Consumers can first discover products from small-merchant brands in Gangneung through online funding and then visit offline booths to try the products in person. Additional discount coupons will be provided to consumers who join the online funding and visit the offline pop-up.

Happybean will support participating small merchants with developing online sales channels, branding and strengthening marketing capabilities. It will offer consumers special discounts of up to 19 percent and early-bird Naver Pay points.

The Gangneung edition was 추진됐다 as part of a local commercial-district revitalisation project sponsored by the Ministry of SMEs and Startups and the Korea Agency of Education, Promotion and Information Service in Food, Agriculture, Forestry and Fisheries. Happybean has been holding commercial-district planning exhibitions sequentially in regions including Tongyeong, Jeju, Suwon and Yeongdeok since 2025.

A Happybean funding official said, "We wanted to incorporate the campaign concept across both online and offline by creating a structure in which online funding products are met again at an offline three-day market." The official added, "Through this campaign, we expect a local commercial-district revitalisation model organically linking online and offline to be able to newly take root in the Gangneung area."