Jorgen Wong launched the first Underground Market in February with a singular goal: to save Toronto’s Chinatown Centre from financial collapse. Located at 222 Spadina Ave, the mall in the heart of Chinatown has been largely vacant, yet holds deep sentimental value for the community. Wong aimed to breathe new life into the struggling plaza.
“When we learned in January that the building was on the brink of bankruptcy, we kicked off a promotional event in February called ‘The Strength of a Dynasty’ to mark the Year of the Dragon,” Wong said.
Organizing an arts market during a blizzard posed challenges, but Wong pulled it off by inviting local “celebrities” from Toronto and leveraging social media for promotion. The success of the February event spurred him to host markets every two to three weeks, using the proceeds to attract new tenants to the mall.
“Each market funds improvements to the plaza,” Wong explained. “Every event brings upgrades, like transforming an abandoned space into a unique store called Garment Service.”
Unlike founders of other Toronto markets—such as Welcome Market, Good Friends Market, or Hippie Market Life—Wong had no prior experience with arts markets. “I’m a bit of a rough-around-the-edges guy,” he said. “My background is in construction management and finance, not exactly the skill set for collaborating with artists.”
Wong, the only one in his family to forgo a legal career, entered the venture with enthusiasm and an open mind. He welcomes vendors of all sizes and experience levels, prioritizing accessibility. “We never turn vendors away,” he said. “Our goal is to be the most inclusive market in downtown Toronto.”
Compared to similar-sized markets, Wong keeps vendor fees low—$88 per table versus the standard $150. For tenants already in Chinatown Centre or artists from the Ontario College of Art and Design (OCAD), he waives fees entirely. “I want to give vendors, especially those hesitant about covering costs or new to retail, a chance to test the waters,” he said.
Wong finds it rewarding to mentor small vendors, offering advertising tips and watching their businesses grow. “Seeing a vendor go from nothing to thriving is the best part of running the Spadina Market,” he said.
However, Wong has faced ongoing conflicts with the mall’s upstairs management, a struggle he’s shared on Instagram. What began as a cooperative relationship with the Chinatown BIA has deteriorated into confrontations, with security accusing the market of property damage. Despite these challenges, Wong remains committed to staying at Chinatown Centre.
Looking ahead, Wong plans to keep the Underground Market running through the winter, capitalizing on its indoor space. “We thrive in the fall and winter when other markets close,” he said. “While we’re limited without outdoor access, the off-season works in our favor when school’s back in session.”
