Bukchon emerges as a new shopping hot spot in South Korea for global tourists
The House of Sulwhasoo, located in the heart of Bukchon. PHOTO: THE HOUSE OF SULWHASOO BUKCHON/FACEBOOK
Bukchon emerges as a new shopping hot spot in South Korea for global tourists
SEOUL – Nestled between the historical grandeur of the main palace Gyeongbokgung and the winding alleys of traditional hanok, Bukchon is being transformed from a heritage enclave into one of Seoul's most dynamic shopping destinations, particularly for international travellers.
Once known primarily for its well-preserved architecture and cultural significance, it is now a growing hub for fashion, beauty and fragrance brands.
With an influx of flagship stores, limited-edition product launches and experiential spaces, the neighbourhood is drawing attention fro m domestic trendsetters and foreign visitors.
The transformation began around fiv e y ears ago, with small, independent perfumers popping up around Bukchon.
'That became a unique characteristic of the area, which then attracted an increasing number of fragrance brands. Now, you can find many domestic scent-related brands here. And with Tamburins – the most popular among foreign visitors – opening a store here too, it really proves Bukchon's growing status,' said a staff member of a local perfumery.
That growth is backed by hard data. According to Seoul's real-time statistics, monthly credit card spending in Bukchon Hanok Village rose from 1.9 billion won (S$1.78 million) in January to more than 2.57 billion won in April. Projections suggest spending may exceed three billion won by the end of May.
Recognising its potential , global and local brands are establishing a presence in the neighbourhood. Tamburins, a K-beauty fragrance label known for its minimalist design and immersive retail experience, opened its Bukchon flagship store in 2023.
Tourist Giselle Roberts from Britain said: 'I'm a huge fan of South Korean actor Jung Hae-in, and after watching K-drama Love Next Door (2024), I really wanted to visit this area. It feels so authentic with all the traditional Korean architecture. Since Tamburins is one of the must-have items in South Korea, visiting the store was a top priority for me.'
Luxury skincare brand Sulwhasoo also launched its House of Sulwhasoo Bukchon in a renovated hanok-yangok hybrid space that blends traditional Korean and Western architectural styles in 2021.
A look into the interior of The House of Sulwhasoo.
PHOTO: THE HOUSE OF SULWHASOO BUKCHON/FACEBOOK
'Bukchon is a symbolic area where the past and present coexist beautifully,' a Sulwhasoo representative said. 'The concept of 'house' is both private and expressive of one's tastes, which allows for a deeper connection to the brand.'
House of Sulwhasoo Bukchon offers guided tours in Korean, English and Chinese, with foreign visitors making up about 60 to 70 per cent of attendees.
'I'm an exchange student from Mexico, and my Korean friend arranged this guided tour for me,' said Dominique Rodriguez. 'I really enjoyed experiencing the products while learning about the brand's history. It felt more like being in an exhibition than a typical store.'
Fashion has followed suit. In August 2024, Adidas opened the Adidas Bukchon Heritage Store – its first sneaker-focused location in Korea. The shop features hanok-inspired architecture, traditional motifs and exclusive product drops.
Adidas Bukchon Heritage Store.
PHOTO: ADIDAS KOREA
'The Adidas Bukchon Heritage Store is a special place where customers can experience the history and culture of South Korea, which is gaining worldwide attention, while enjoying shopping,' said Mr Peter Kwak, general manager of Adidas Korea.
The store's standout release, the Samba Tal, reinterprets the Samba sneaker with design elements from traditional Korean mask dance. Adidas Korea reports that more than half of the customers at its Bukchon Heritage Store are international visitors, highlighting the location's growing global appeal.
Other notable openings include K-beauty store Yless, artisan fragrance atelier Granhand and lifestyle brand Nonfiction. Global brands, such as fragrance house Le Labo, are preparing to enter the scene sometime in 2025.
Industry insiders say Bukchon's unique blend of heritage and innovation gives it a distinct edge.
Yless' flagship store in Bukchon.
PHOTO: YLESS
'Unlike areas like Seongsu-dong or Hannam-dong, Bukchon leverages the appeal of 'Korean tradition', making it the perfect place for experiential space marketing,' said fashion editor Lee Han-gyu. 'From hanok-inspired interiors to cultural storytelling, these brands give tourists a reason to visit and come back.' THE KOREA HERALD/ASIA NEWS NETWORK
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