"Too Tired of Seongsu and Euljiro"... Where Are Young Adults in Their 20s and 30s Going on the Hunt for Hotspots These Days?

Pushed Out by the Cheonggyecheon Project, the Folk Flea Market Becomes a Retro Hotspot
From a Place for Seniors to a Trending Destination for Those in Their 20s and 30s
Vintage Tableware, LP Records, and Rare Whiskey Enthrall Young Shoppers
"It Should Be Transformed into a Cultural Production Hub for New Experiences"

On August 30th, I visited the Seoul Folk Flea Market in Dongdaemun-gu, Seoul. As soon as I entered, the distinctive musty smell of old goods hit my nose. Each passageway was piled high with faded boxes, antiques, and items imbued with the traces of time, creating an atmosphere that evoked nostalgia. News spread through word of mouth that the market sells everything from hard-to-find LP records to vintage tableware and rare whiskey. As a result, the market has become lively with young customers filling the aisles on weekends.

This sudden surge in popularity is also a novel experience for the vendors. The owner of a dishware shop said, "We never did any special advertising, but ever since stories started spreading on Instagram at the end of last year, young customers have been coming in steadily." Ko, a 58-year-old who runs an LP store, added, "In the past, almost all my customers were in their 60s or 70s, but nowadays most are in their 20s and 30s. The fact that so many young people are bustling through the market is truly invigorating."

On the 30th of last month, customers were examining bowls at a bowl shop in Seoul Pungmul Market, Dongdaemun-gu, Seoul. As the shop gained popularity through social media such as SNS, it livens up with young customers on weekends. Photo by Jaehyun Park

The Seoul Folk Flea Market, which has traditionally sold old antiques and secondhand goods, is emerging as a 'retro hotspot' for the younger generation. Analysts note that young people, fatigued by the commercialization of established hotspots like Seongsu-dong and Euljiro, are attracted to the fun of tracking down rare vintage items themselves and the appeal of affordable prices. Some voices stress that a sustainable development strategy is needed so that the growing number of visitors does not become a short-lived phenomenon.

According to the Seoul Metropolitan Government on September 1, the Seoul Folk Flea Market traces its roots back to the Hwanghak-dong Dokkaebi Market, which was once packed with antique dealers around the Korean War era of the 1950s. In 2004, due to the restoration project of Cheonggyecheon, the market was relocated to the Dongdaemun Stadium area, and in 2008, it finally settled at its current location in Sinseol-dong, Dongdaemun-gu. In 2015, it was designated a 'Seoul Future Heritage' site, and in 2023, it was selected as one of the 'Top 10 K-Tourism Markets' by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, solidifying its status as a traditional commercial district. Currently, 821 stores are concentrated on a 7,941 square-meter (about 2,402 pyeong) site.

The market attracts several million visitors every year. In 2023, it was visited by 3.89 million people, followed by 5.51 million in 2024, and 4.45 million last year. As of the first half of this year, 2.29 million people had already visited. A Seoul city official said, "The number of visitors is increasing thanks to our own online promotional efforts," and explained, "Last year, the number of visitors slightly decreased because the promotional budget was cut and offline events were scaled back."

The market's popularity is seen as being linked to changes in other commercial districts such as Seongsu-dong and Euljiro. Analysts explain that as Seongsu-dong in Seongdong-gu has been transformed into a hub for brand-driven pop-up stores and Euljiro in Jung-gu has also undergone commercialization, young people are starting to feel fatigue toward artificially curated spaces. Jinjoo Hwang, adjunct professor of consumer studies at Inha University, said, "If Seongsu-dong is a space where you consume pre-designed content, then the flea market is a place where the consumer becomes an explorer and collector, enjoying the thrill of discovering unexpected treasures." She added, "This trend reflects the desire to express a unique identity through discontinued vintage props or rare items."

The low prices of antiques and vintage items also boost the sense of 'psychological value for money.' Kim Jihee (26), whom we met at the market, said, "When I started living on my own, I was searching for tableware for my house, and when I saw a post on social media that bowls were only 1,000 won each, I decided to visit."

On the 30th of last month, antique shops were lined up at Seoul Folk Flea Market in Dongdaemun-gu, Seoul. Every year, the number of visitors to Seoul Folk Flea Market reaches several million. This year, as of June 30, 2.29 million people have visited. Photo by Jaehyun Park

Experts emphasize that strategies for sustainable development must be explored to ensure that visits by spectators do not end up as a temporary trend. Jongrin Mo, professor at Yonsei University’s Graduate School of International Studies, stated, "The vibrancy of neighborhood commercial districts tends to be driven by cafes, bakeries, and independent bookstores, but in the case of the flea market, it offers the unique content of vintage goods." He stressed, "Rather than remaining merely a place for the occasional purchase of used items, the flea market should be nurtured as a cultural production base where visitors can pursue new cultural and analog experiences."

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