The decision to name the Noryangjin Seafood Wholesale Market “New Wave” stems from a metaphor for the ocean waves depicted on its facade. It expresses the dynamism of rolling waves, envisioning a new landmark that symbolizes the sea within the city. The Noryangjin Seafood Wholesale Market plan—which encompasses a logistics system to support wholesale operations, efforts to revitalize the retail market, and initiatives to transform the area into a destination for citizens—is not merely an improvement of the market’s functions. Rather, it is the result of efforts to achieve the goal of creating a place where citizens will want to return, an international landmark, and a space open to everyone.