[K-Tourism Road]② "Experiencing Daily Life Like a Local"... Foreign Tourists Roam the Alleys of Seongsu

Seongsu: Experiencing Korean Daily Life
A Blend of Pop-Ups, Flagships, Bakeries, and Cafes
Seoul's Leading Trendsetting District

On May 26, at Yeonmujang-gil in Seongsu-dong, Seongdong-gu, Seoul, a Japanese tourist, Aya, showed photos of nearby cafes and pop-up stores on her smartphone and said, "I planned to spend the most time in Seongsu during this trip to Korea." She smiled brightly and added, "If you take your time visiting brand stores and cafes, the day passes by quickly."

That day, throughout the Yeonmujang-gil area of Seongsu, foreign tourists could be seen spending their time moving between brand stores, pop-up shops, and cafes that line the neighborhood’s alleys. While waiting in front of a famous salt bread bakery, tourists searched for nearby select shops and cafes on their phones, and walked around the alleys carrying shopping bags, taking photos of store exteriors and pop-up spaces.

Once an area crowded with factories and warehouses, Seongsu has transformed over the past few years into a leading trendsetting district in Seoul, as fashion and beauty brands, pop-up stores, bakeries, and cafes have gathered there. Recently, the rise in repeat visitors to Korea—so-called "Nth-time visitors"—has drawn attention to Seongsu as a place where tourists can experience the daily lives of locals instead of traditional tourist attractions.

Foreign tourists lined up in front of a famous salt bread bakery located in Seongsu-dong, Seoul, on the afternoon of the 26th. Photo by Yaeju Han

"Spending a Day Like a Local"... The Rise of 'Dailycation'

Recently, the consumption patterns of foreign tourists have been summarized as the "Dailycation" trend. The term "Dailycation" combines "Daily" and "Vacation," describing the travel trend in which foreign tourists live like locals and experience Korean lifestyle trends. Rather than simply touring major attractions, they visit cafes and select shops to experience daily life as locals do. This pattern is spreading rapidly, especially among younger tourists from Asian countries such as Japan, Taiwan, and Hong Kong.

Foreign tourists lined up in front of a glutinous rice cake dessert cafe located in Seongsu-dong, Seoul, on the afternoon of the 26th. Photo by Yaejoo Han

In Seongsu, it is especially notable that tourists are consuming not just products but also brands and spaces. Foreign tourists could frequently be seen staying at well-known cafes for long periods or taking photos while exploring select shops and pop-up stores throughout the neighborhood.

"You Can't Find These in Myeong-dong"... K-Beauty and Fashion Fans Flock to Seongsu

The fact that Seongsu is home to brands that are hard to find in Myeong-dong is another factor attracting foreign tourists. On that day, K-beauty brand stores popular with younger visitors, such as Tamburins, Nonfiction, Daisyque, and Medicube, were crowded with foreign customers. Rather than simply purchasing products, tourists could be seen smelling fragrances, trying out testers, and exploring the stores. Many were also taking photos of the store interiors and their shopping bags to upload to social media.

Fashion brands are also actively engaging in Seongsu. Distinctive designer brands such as Andersson Bell and Thisisneverthat are showcasing their brand identity through flagship stores in the neighborhood. Multi-purpose spaces like Musinsa and LCDC Seoul also continued to attract foreign visitors. These tourists were not only making purchases but also enjoying the "brand experience" by photographing store exteriors and interiors.

Foreign tourists passing by in front of the Daisyque Seongsu store located in Seongsu-dong, Seoul, on the afternoon of the 26th. Photo by Han Yeju

Recently, more spaces have been opening to cater to family tourists as well. At the "29CM Kids" store, foreign families were seen browsing children’s clothing and accessories. The space enables children to experience the store while their parents shop. Chen Yixin, a tourist in her 30s from China, said, "I visited after hearing that Korean children’s clothing designs are sophisticated. My child was also interested and enjoyed looking at their own clothes."

An industry insider commented, "In Seongsu, the atmosphere of the brand and the experience of the space are more important than the product itself," and added, "There is a growing demand to experience brands in real life that people had previously only seen online."

Seongsu: The Pop-Up Mecca... The 'Discovery District' for the Latest K-Trends

Pop-up stores are also cited as a key factor in the expansion of the Seongsu commercial district. According to Sweet Spot, a company specializing in pop-up stores, between 50 and over 100 pop-up stores are held in Seongsu-dong each month. Fashion and beauty brands, as well as food, character, and entertainment companies, are using Seongsu as a major pop-up hub. Some pop-ups run for as little as a week or as long as a month and can attract thousands of visitors in a single day.

According to Seongdong-gu, about 29 million people visited Seongsu-dong in 2024. Among them, the number of foreign tourists surpassed 3 million. The industry estimates that, given the recent increase in foreign visitors, more than 5 million foreign tourists visited last year.

Foreign tourists shopping at '29CM Kids Seongsu,' located in Seongsu-dong, Seoul, on the afternoon of the 26th. Photo by Yaeju Han

Industry insiders analyze that Seongsu is becoming established among foreign tourists not as a shopping district but as the place to encounter "the current trends of Seoul" first. While Myeong-dong is a commercial space for purchasing already well-known brands and products, Seongsu is characterized by the exploration of brands, content, and space experiences that are still in the early stages of spreading.

Especially as Seongsu's alleys, pop-up stores, and flagship stores quickly spread through social media, there is a growing perception among foreign tourists that Seongsu is "the neighborhood where you can witness the hottest trends in Seoul right now."

An industry official said, "Recently, foreign tourists show more interest in spaces where the tastes of actual Korean consumers gather, rather than famous tourist attractions," and added, "Seongsu is becoming increasingly symbolic as the district where Korea’s contemporary sensibility is accumulated and consumed most rapidly." The official further emphasized, "Going forward, more global brands are likely to use Seongsu as a test market."

This content was produced with the assistance of AI translation services.