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Nuwemaru Street in Jeju City was designated as a pedestrian-only, car-free street in 2010, originally under the name Jeju Rodeo Street or Baozen Street. The street became popular with Chinese tourists in 2011 due to the success of a company named Baozen, leading it to temporarily be called Baozen Street until the current name, Nuwemaru Street, was chosen through an official naming contest in December 2017. Nuwemaru Street is home to numerous restaurants, clothing stores, and bars, and brings in many Chinese tourists. Many of the building here have attracted Chinese investors, earning it the nickname “Little China.”
