Located in Oregon in the Pacific Northwest region on the West coast of United States, Portland is a city surrounded by nature. It not only serves as the headquarters of large outdoor sports brands such as Nike and Columbia Sportswear but is also home to Kinfolk, a wunderkind of magazine culture, and Stumptown Coffee Roasters, a leading force in the specialty coffee scene. Although Portland is not known for its architectural wonders or trendy shopping districts like New York or London, the city is bubbling with creativity, with products and artwork made with traditional techniques and local materials as well as alternative forms of businesses that were born of passion.

Welcome to the 58th edition of magazine B.

Our readers, as well as journalists writing about our magazine, often ask us similar questions. They want to know, for example, why we are producing a paper magazine in the digital age, or how we generate revenue, or how we decide which brands to cover. Another common question — especially with the annual city issue having become a tradition of sorts for magazine B, starting with the Berlin issue two years back, followed by last year’s Seoul issue — is why we choose cities as brands. To answer this last question, I have to say, we didn’t start out with any fully developed premise de ning cities as brands. We began instead with our own question: Can cities be understood through the lens of branding? Incidentally, we’ve taken this approach with more than just cities. Whether we’re writing about conventional businesses or new business models tailored to a new age or any sort of intangible service, people or trends, our starting point has always been the consideration that perhaps all of these things might constitute their own brands. Instead of rushing to de ne what we see, we’ve allowed ourselves to explore and question. And in this way, we’ve continued to break new ground for B.

This edition of magazine B introduces the city of Portland, Oregon. As always, we began by asking if it might be possible to see Portland as its own unique brand. Our attempts to answer this question have been faithfully documented in the following pages. No doubt our readers will arrive at their own answers, but, if only as a preview of what’s to come, I will o er this: Portland is a city built on its people. Its vitality lies not in vast amounts of capital, or a grand history preserved in relics and remnants, or the energy conveyed by sophisticated architecture, but in people who believe that the will for good, coupled with deep conviction, can change the world. Moreover, if the people we talked to for this issue are any indication, Portlanders are also of the sort concerned more with asking questions than hurrying to produce the “right” answer. What does it look like to live fully human lives? Where do the objects we use every day come from? In what direction are we now headed? These are the sorts of questions they never stop exploring, and the thoughtfulness behind such deliberations is what makes the city a truly open place. This posture of openness, in turn, means acceptance and embrace, not only of oneself but also of one’s neighbors, and importantly, the work such neighbors do. After all, it’s not unusual for another person’s choice of work to seem odd or even pointless but in Portland, it’s the spirit behind your endeavors that counts. Portlanders are wholehearted and unsparing in their support for undertakings built on sound intentions. This is probably why small businesses and entrepreneurs crop up in the city on a near daily basis — a workshop that helps people build and complete their own projects, a record shop specializing in lesser-known music, a museum of bizarre odds and ends, and a brewery that’s all about crafting experimental brews.

This idea is precisely what we heard people talk about most during our week in beautiful, scenic Portland: entrepreneurial spirit. It might sound somewhat lofty, but it came up completely naturally in our conversations with small shop owners and meticulous artisans alike. By paying attention to the values of people like these, we gained a better sense of what the Portlandian entrepreneurial spirit is all about. Businesses in the city care more about the motivation and process behind their work than the actual outcome, or classi cation by type or location. What they suggest is that the criterion for a city’s livability or sustainability might be better re ected in how it operates and runs than in the sights or spectacles it has to show us. My hope is that the dynamic of mutual support and openness to growth we see in Portland will take root in the places we each call home.

Eunsung Park, Editor-in-Chief

PublisherSuyong Joh


Editor’s Letter


Portlanders, the landmarks of Portland

Part 1. Good Living

The healthy local business culture built by Portland’s people pursuing a better life


Portland’s coffee roasteries seek identity and originality as independent roasteries

Part 2. Craftsmanship

The craftsmanship of Portland: a spirit of adding newness to traditional ways

Part 3. DIY

DIY culture emerges from the self-made and collaborative life of Portlanders


A day of three Portlanders and their stories

Made in PDX

Items made in Portland seen through the lenses of a camer


The brands fueling the creativity of Portland


The local community: the source of growth for small businesses in Portland

Part 4. Alternative

Businesses born in search of otherness or alternative solutions

Part 5. Weirdness

People who create new values with their own unique energy

A Day of Music

Portland’s music scene explored with guidance from a local record label expert

Outsiders’ View

포틀랜드 밖에 사는 이들의 시선으로 바라본 포틀랜드

Way of Living

세 명의 필자가 경험한 포틀랜드의 일상적 풍경


The political and social dynamics of Portland, Oregon, viewed through the media


Portland by the numbers



Publisher  Suyong Joh
Media Director Myungsoo Kim
Content & Editorial Director Eunsung Park
Senior Editor Heather Yoo
Editors Jaewoo Seo, Yeongmin Adriana Kim
Intern Editor Sol Lyu
Guest Designer Gyeongtak Kang
Filmmaker Sukwang Baak
Marketer  Hyunjoo Kim
Sales & Distribution Sanghoon Kim, Suyeon Kim
Correspondents  Mihye Nam (Tokyo), Nari Park (London), Lena Shin (LA), Sanghyeok Lee (Berlin), Jeewon Lim (Milan), Hyeseon Jeong (Paris)
Publishing  JOH & Company


True Portland: The Uno cial Gide for Creative People
This is Portland: The City You’ve Heard You Should Like
Fugitives and Refugees: A Walk in Portland, Oregon>
グリーンネイバーフッド Green Neighborhood
ポートランド 世界で一番住みたい街をつくる
POPEYE: The Portland City Guide No. 807
Spectator: From Oregon with DIY No. 21
Willamette Week