Korea's Hottest Fashion & Living Spot Chosen by G-Dragon and BTS—And Now, Tourists Too!

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As more international visitors explore Korea’s fashion scene, one Seoul neighborhood is quickly rising in the ranks: Hannam-dong, located in Yongsan District. Known for its curated boutiques and trendy pop-up stores, Hannam-dong—especially Embassy Road 5-gil, just down from the Hannam Community Center—is drawing serious attention.

The area is lined with stores from rising Korean brands popular among younger shoppers, including the bag label Minuit Mut, womenswear lines like MUSEE, EMIS, Mardi Mercredi, and Lartigent. You’ll also find stylish showrooms exhibiting collections from up-and-coming local designers, giving the entire neighborhood a street-style runway vibe.

One of the standout success stories is Depound, a domestic womenswear brand that opened its Hannam location in 2020. The shop quickly went viral among tourists as an “Instagram spot,” and that popularity translated into major sales. From January to April this year, 70% of Depound’s sales came from international customers, with the number of overseas visitors increasing by 33% and revenue growing by 45% compared to the same period last year.

But Hannam-dong isn’t just about shopping. The neighborhood is packed with sleek cafes, concept stores, and must-try restaurants. It’s the perfect blend of modern Korean culture and global taste, which explains why it’s become such a hit with foreign tourists.

Another advantage? Location. Hannam-dong is nestled between Seoul’s key districts—Gangnam, Jongno, and Myeongdong—and is close to popular green spaces like Hangang Park and Namsan Park. In particular, Banpo Hangang Park (home to Sebitseom and the Moonlight Rainbow Fountain) and Ichon Hangang Park are just a short ride away. Even Ttukseom Hangang Park is relatively nearby.

Adding to its appeal is the neighborhood’s diplomatic and international flavor—Hannam-dong is home to many foreign embassies and hosts a variety of world cuisines, from traditional Korean to Italian, French, and Mexican. It’s also famous as one of Seoul’s most luxurious residential areas, favored by celebrities and business elites.

Top-tier residences like Nine One Hannam and The Hill (Hannam The Hill) are heavily guarded and highly private, featuring high-end villas, penthouses, and state-of-the-art security. K-pop icons like G-Dragon and BTS members Jimin and RM have reportedly made Hannam their home. In fact, G-Dragon currently resides in Nine One Hannam, and according to South Korea’s Ministry of Land, Infrastructure and Transport, a 273㎡ unit in that building sold in February for 25 billion KRW—the highest apartment sale in Korea this year.

Meanwhile, The Hill continues to be another celebrity hotspot, with actor So Ji-sub, actress Han Hyo-joo, and several major industry leaders reportedly living there. Now in its 14th year, the massive complex includes 600 units across 32 buildings, and just this past March, a 243㎡ apartment sold for 17.5 billion KRW.

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