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Straits Times
5 days ago
- Business
- Straits Times
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 Join ST's Telegram channel and get the latest breaking news delivered to you.
Korea Herald
28-05-2025
- Business
- Korea Herald
Bukchon emerges as new shopping hot spot in Seoul for global tourists
Bukchon becoming must-visit Seoul shopping district, where global visitors discover Korean style rooted in tradition 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 travelers. Once known primarily for its well-preserved architecture and cultural significance, Bukchon 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 neighborhood is drawing attention from both domestic trendsetters and foreign visitors. The transformation began with small, independent perfumers. 'Around five to six years ago, small perfume shops by independent perfumers began to pop 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 the city of Seoul's real-time statistics, monthly credit card spending in Bukchon Hanok Village rose from 1.9 billion won ($1.38 million) in January to over 2.57 billion won last month. Projections suggest spending may exceed 3 billion won by the end of this month. Recognizing its potential, both global and local brands are establishing a presence in the neighborhood. Tamburins, a K-beauty fragrance label known for its minimalist design and immersive retail experience, opened its Bukchon flagship store in 2023. 'I'm a huge fan of Jung Hae-in, and after watching 'Love Next Door,' I really wanted to visit this area,' said Giselle Roberts from the UK. 'It feels so authentic with all the traditional Korean architecture. Since Tamburins is one of the must-have items in Korea, visiting the store was a top priority for me.' Luxury skin care brand Sulwhasoo also launched its House of Sulwhasoo Bukchon in a renovated hanok-yangok hybrid space. '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 percent of attendees. 'I'm an exchange student from Mexico, and my Korean friend arranged this guided tour for me,' said Dominique Rodriguez from Mexico. '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 last year, 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. '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 Peter Kwak, general manager of Adidas Korea. The store's standout release, the Samba Tal, reinterprets the iconic Samba sneaker with design elements from traditional Korean mask dance. Adidas Korea reports that over 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. Industry insiders say Bukchon's unique blend of heritage and innovation gives it a distinct edge. '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.' With global brands like Le Labo preparing to enter the scene sometime this year and hundreds of weekend visitors at stores like Yless, Bukchon is fast becoming a premier destination for experiential retail.
Korea Herald
29-03-2025
- Entertainment
- Korea Herald
K-perfume in bloom: How Korea's scents are redefining beauty
The global obsession with K-beauty shows no signs of slowing down. What began as a cult fascination with cushion foundations and 10-step skincare rituals has now bloomed into a multi-billion-dollar export industry. South Korea's cosmetics exports soared to a record $10.2 billion in 2024, accounting for 76.1 percent of the total domestic. But beneath the glossy sheen of BB creams and sheet masks, another wave is quietly rising — this time, it's perfumed. While Western fragrance houses like Dior, Jo Malone, and Chanel have long dominated the olfactory scene, a new class of Korean perfume brands is carving out its own identity. With roots in storytelling, minimalist design, and a deep understanding of emotional connection, these emerging labels are scenting the path forward for what many are calling the next evolution of K-beauty: K-perfume. Among the names turning heads — and nostrils — is Deacoutre, a Seoul-based perfume collection founded by Vicky Jung. Alongside it, brands like Nonfiction, Tamburins, and Granhand are gaining traction both domestically and abroad. Vicky Jung, an art director turned perfumer, describes scent not just as a product, but as a portal. 'Fragrance is a special language of preserving memories, of anchoring emotions in time,' she said in a written interview with The Korea Herald. 'We remember scents more deeply than we remember faces or words. That's why perfume matters — it lingers, even when everything else fades. It can transform a space from something seen to something felt.' Indeed, while makeup may perfect a look and skincare may promise radiance, it's the fragrance that often delivers the soul. A single spritz can transport the wearer to childhood summers, first loves, or the humid forests at dawn. This emotional weight is exactly what led Jung to launch her own fragrance label, Deacouture, in August 2024. After years of exploring the relationship between space and sensory experience, she came to see scent as the final, invisible layer of design. 'Space is energy,' Jung said. 'And scent is what brings that energy to life.' "Korean perfumes are still in their early stages," Jung noted, "but interest is growing fast both at home and abroad. The challenge is standing out in a world where France has a centuries-old fragrance heritage. But I believe our strength lies in poetic subtlety, in evoking mood and memory, not just making a statement." As more Korean consumers grow attuned to the nuances of fine fragrance and younger generations seek individuality over mass-market appeal, the stage is set for K-perfume to bloom — not as a shadow of Western tradition but as its own, fragrant revolution. Local brands. Tamburins and Nonfiction, now have international branches worldwide from Tokyo, Japan to Shanghai and Bangkok. Having famous celebrities advertise — Tamburins has recruited Jennie from Blackpink and actor Byeon Woo-seok — the brand has expanded its customer base to those who are familiar with K-pop and Korean content. And with TikTok and other social networking services presenting new spaces for even newcomers to make an impact, many brands are aiming to connect with customers by subtly evoking an emotional response. For instance, Grandhand focuses on conjuring up delicate emotions and a sense of atmosphere to describe the scent of their products. A sip of whiskey in front of the fireplace. A wild forest with no human trace, a burnt firewood scent seeped deep inside the clothes, rough coat and footwear, sharp tools and an expectation that I can make anything with these things. The pleasure you feel when you handle those rough and dangerous tools are different feelings than the pleasure you feel when you get recognized by society or by being rich. The pleasure derives from a basic instinct. Grandhand promotional script As K-perfume finds its footing on the global stage, it brings with it more than just alluring aromas. It carries a story — of place, of personhood, of possibility — bottled with care and ready to be worn, remembered, and shared. Jung sees this moment as a turning point. 'K-beauty succeeded not only because of product quality, but because it became a cultural symbol. That same potential exists in fragrance,' she said. 'With deep storytelling, rooted design, and a sense of emotional truth, K-perfume can become an experience that transcends trends.' To win over global audiences, Jung emphasizes the importance of crafting more than just a scent. 'The brand must be the experience,' she said. "We need to offer a narrative that's timeless, elegant, and emotionally resonant." She believes the future of fragrance lies in personalized, sensory-rich experiences that go beyond conventional spritz-and-go. 'Perfume will evolve to become a bridge between people and space, between memory and imagination,' she said. "And Korean brands, with our heritage and sensitivity, are well positioned to lead that journey."
