Once gritty industrial area, Seongsu now a K-fashion, beauty destination

Once gritty industrial area, Seongsu now a K-fashion, beauty destination

 

 

With its repurposed factory buildings now home to trendy pop-up stores and fashion and beauty flagship stores, Seongsu is a must-visit destination for the style-conscious

 

 

 

 

 

 

 

Once an industrial district, Seongsu in Seoul has been drawing increasing international attention for K-fashion and beauty. The neighborhood, historically known for its flour mills and handmade shoe shops, has been transformed into a popular trendsetting center for fashion and beauty, attracting tourists and young locals alike.

 

Seongsu was primarily an industrial area until the late 20th century, home to numerous small factories. By the late 1990s, the area gained its reputation as the hub of Korea's footwear industry, with many shoe manufacturers setting up shop in the district. However, in recent years, Seongsu has evolved into a cultural and retail destination, with unique brands and stylish spaces replacing the factories and workshops.

 

Seongsu began its transformation into a trendy hotspot in the 2010s. Factory buildings were repurposed as cafes, design studios, workshops and galleries. One notable example is Daelim Changgo, built in the 1970s, which was converted into a cultural complex. This space soon became a symbol of Seongsu’s rise as a new cultural district, with hip cafes and restaurants populating the area, making it a favorite destination for young people and influencers on social media.

 

The neighborhood’s evolution accelerated after the COVID-19 pandemic waned, as brands began to focus on experiential marketing. Seongsu gained attention as a prime location for pop-up stores, with major brands such as Dior and Tamburins opening eye-catching permanent locations in the area. As pop-up stores became a popular cultural phenomenon, Seongsu became a must-visit destination for the 20s and 30s demographic, with several universities nearby, including Hanyang University, Konkuk University and Sejong University.

 

According to Seoul Metropolitan Subway data, Seongsu Station on Metro Line No. 2 saw over 30 million passengers enter in 2024 -- a significant jump from 18.5 million in 2014. This 57 percent increase over the past six years highlights the district’s rapid transformation.

 

 

 

Today, Seongsu is gaining attention internationally as a popular shopping destination, particularly for K-fashion and beauty. Notable stores include Adidas Originals Flagship Seongsu, Musinsa Standard, Stand Oil and Adererror, all of which have garnered significant attention on platforms like TikTok.

 

Adidas opened its new flagship store in Seongsu April 4, combining street culture with iconic Adidas products. The store features reinterpreted classics like the Superstar, Samba and Gazelle, using traditional Korean ceramics and lighting. The store’s design integrates elements of Seongsu’s industrial architecture, with red brick walls reflecting the area’s unique vibe.

 

"This store in Seongsu embodies Adidas' new 'identity' that can't be found anywhere else. By incorporating Korean elements into Adidas' signature products, it will become a flagship store that foreign visitors will also enjoy,” said Preston Page, vice president of retail at adidas Korea.

 

 

 

 

In September, Musinsa, a prominent local fashion platform, opened the Musinsa Store Seongsu @ Daelim Changgo, offering a variety of popular Korean designer brands and overseas sneaker brands. It has become an essential destination for K-fashion enthusiasts and features tax refund services for customers from overseas. Nearly 44 percent of Musinsa Store Seongsu’s total sales last year came from foreign visitors.

 

A representative from Musinsa stated, "As interest in Korean designer brands increases, foreign tourists continue to visit the Musinsa offline store in Seongsu, where they can experience and purchase products firsthand."

 

 

 

 

Beauty brands are also embracing Seongsu as a space to engage with international consumers. The indie beauty brand BBIA opened a flagship store in the neighborhood in late March. The store drew nearly 10,000 visitors in its first five days and achieved its highest offline sales in history. The brand’s prelaunch reservation event sold out in just eight minutes, reflecting the high demand for unique, locally-focused experiences.

 

"The importance of offline spaces that maximize brand experience is growing in the online-centered cosmetics market. With the opening of this flagship store, we aim to expand our point of contact with consumers and provide a differentiated brand experience in order to secure continuous growth momentum,” said BBIA CEO Park Kwang-choon.

 

Foreign tourist spending in Seongdong-gu, where Seongsu is located, reached approximately 74.8 billion won ($51,089,406) in 2023, an 83 percent increase from the previous year, according to the Korea Tourism Organization.

 

As Seongsu continues to shine as a local cultural and retail hub, it is poised to become a more powerful player in the international fashion and beauty market as well. The neighborhood’s blend of trendy, locally-produced goods and Korean culture is attracting a diverse international audience, making Seongsu a must-see destination for those looking to experience the cutting edge of K-style.

 

"Unlike traditional shopping districts like Myeongdong or Gangnam, Seongsu offers a differentiated shopping experience with many emerging designer brands and local boutiques. Foreign tourists are actively seeking 'brands that can only be found in Korea,' making it a must-visit shopping destination,” an industry insider pointed out.

 

 

 

Hong Yoo yoohong@heraldcorp.com

 

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