Seoul’s Sindangdong District: A New Hotspot for Foreign Tourists

As the number of foreign tourists visiting Korea continues to rise, areas like Jongno and Myeongdong have started bustling with activity. These places have long been popular among foreign visitors. However, with the increasing activity on social media, tourists are now exploring new destinations beyond the traditional must-visit spots.

A particular area has recently gained popularity among foreign tourists. Let’s take a closer look at this location.

Myeongdong and Dongdaemun have always been crowded with foreign tourists. Known for shopping and street food, these areas are famous destinations for foreign visitors. Despite the slump caused by the COVID-19 pandemic, business is picking up again. Nowadays, another area is gaining popularity among foreign tourists, not unlike Myeongdong and Dongdaemun. It’s a fashion street located between Dongdaemun Station and Sindang Station.

Sindangdong has gained a reputation among foreigners as a great shopping destination. Even before the COVID-19 pandemic, it was a popular spot for tourists looking to shop. However, when the pandemic halted the influx of foreign visitors, the area suffered immensely. Most of the businesses catered to foreigners, so the impact was significant.

However, as the number of foreign tourists visiting Korea increased, the area started bustling until late hours. In Sindangdong’s fashion street, most stores specialize in low-cost cosmetics. These places have become known to foreigners as offering cosmetics at even lower prices than drugstores. They are essentially equivalent to budget drugstores.

Among them, one store has gained popularity on social media as a place where cosmetics can be purchased at affordable prices, attracting numerous foreign visitors. The video about this store has gathered attention, garnering over 5,000 likes. Tourists from various countries are visiting the area.

Sindangdong’s fashion street boasts numerous stores selling cosmetics and various snacks. Foreign tourists of diverse nationalities enjoy their shopping experience. With currency exchange offices on the street, foreign tourists often exchange their currency and then return to the stores to continue shopping.

One Japanese tourist expressed satisfaction with Sindangdong’s fashion street, saying, “I’ve been coming here regularly since my first visit. It’s affordable, and I love Korean mask packs. The cosmetics here are cheap.” Another Japanese tourist mentioned, “I come here whenever I want to buy cosmetics because I can do all my shopping at once.”

In this area, you can purchase mask packs priced over 10,000 won ($9) for much less, almost half the price. For foreign tourists, this place has become a must-visit destination for cosmetics shopping. Additionally, its proximity to Dongdaemun has influenced its popularity among foreign tourists, making it a favored destination alongside Dongdaemun.

Sindangdong’s fashion street is renowned, especially among Japanese visitors. When searching on Japanese Google, keywords like “Why are there no Koreans in Sindangdong’s fashion street” often appear. Some Japanese tourists have even expressed curiosity about the absence of Koreans.

Sindangdong’s fashion street has primarily been catering to foreign customers by operating as a wholesale hub for cosmetics, enabling them to sell at lower prices. Ironically, while it’s well-known among foreigners, it’s not as recognized among Koreans. One merchant stated, “With wholesale markets not doing well these days, when tourists visit, we offer slightly cheaper prices, which has spread the word across different countries, leading to more visitors.”

Many stores on Sindangdong’s fashion street have signage in foreign languages and stay open until 5 a.m., attracting foreign tourists even during late hours.

Since 2022, Sindangdong has emerged as a hotspot for the younger generation. Among those in their 20s and 30s, it’s often referred to as Hipdang-dong, indicating its sustained popularity. Many establishments in Sindang-dong have refurbished old spaces to create a unique atmosphere.

Cafes nestled deep in the alleys of Sindangdong are garnering significant attention on social media. Popular eateries featured on social media often have long queues. Various renowned eateries have found their place inside the central market, attracting a continuous stream of visitors. With an increasing number of celebrities visiting, the popularity of Sindangdong shows no signs of diminishing.

Sindangdong exudes a vibe different from that of areas like Seongsudong and Euljiro. As Sindangdong solidifies its position as a hotspot in Seoul, the influx of foreign tourists is also rising. For foreigners, Sindangdong’s Tteokbokki Town is also a popular destination.