Apgujeong: the sophisticated, sexy side of Seoul

THE ORIGINAL ESSAY

Fashion forward and ultra-fabulous, the self appointed Rodeo Drive of Seoul, Apgujeong is a place of a different kind of beauty. In Apgujeong, appearances count and you’re sure to bump into beautiful women and men all over its alleys and avenues, as well as its neighboring Cheongdam dong and Shinsa-dong. What is noticeable is that these people exude the extremely sharp stylish looks of the ultra-rich and ultra-trendy. The trendiest place in Seoul, it is a testing ground for every brand name good and fancy car imaginable. The youth of Korea who desire to be “cool” are sensitive to all the trends from the sexy side of Seoul.

What has made this area the leader in fashion is the countless luxury shops, galleries, hair and beauty salons, studios, and chic cafes lining the streets. It is also the party place of Seoul’s A-list crowd with all the hippest venues and most elegant events hosted here.

People who have studied overseas (yuhak- saeng), fashion designers, and photographers either live in the area or frequent its shops to flaunt the cutting edge of fashion imported from the world. The young and sexy, the film producers and others in show business, with their mesmerizing and flamboyant fashion styles, gather here giving the area its own unique aura and the nickname “Hip Street.”

Compared to Apgujeong, Cheongdam-dong is rather quiet and elegant. There are many luxury stores on the streets and countless high class cafes, bars, and restaurants in every corner. This luxurious atmosphere, found nowhere else in Seoul, is referred to as “Cheongdam style.”

The tree-lined and slightly homier streets of Shinsa-dong are gaining much attention as a good place to go for a walk. These streets have their own unique color with small stores and European-style wine bars achieving harmony with the residential area to make it a favorite haunt for young couples to go on dates.

Many photography studios are located in the basements of buildings lining the streets and you may see fashion models taking pictures here on sunny days. These studios complement the many ad agencies and magazine companies within the area.

From Peter’s supplied Seoul guidebook introduction, chapter 11. Original observations and historical framing are retained. PDF line-break and spacing repairs are recorded separately from factual updates. Guidebook photography and venue directories are not republished.