Bukchon in Jongno-gu, Seoul, is establishing itself as a new center for fashion and beauty trends. While Seongsu-dong continues to be called a 'holy site for pop-up stores' and a 'battleground for flagship stores,' evaluations suggest that Bukchon is captivating tourists and the younger generation with its unique atmosphere that combines the beauty of traditional hanok and modern experiences. Both K-fashion and beauty brands, as well as global brands, are continuously entering Bukchon.
According to the industry on the 29th, the Estée Lauder Group's perfume brand 'Le Labo' is preparing to open a flagship store in Bukchon, following Garosu-gil, Seongsu, and Busan, and is currently recruiting employees. Le Labo previously held a pop-up store in 2022 in Gye-dong, which is adjacent to Bukchon. That pop-up was titled 'Le Labo One Wheel.' The concept featured a truck carrying the scent of Le Labo traveling around the world, with Gye-dong being selected as the first domestic location.
Before Le Labo's arrival in Bukchon, the long-established brand was Sulwhasoo. In 2021, Sulwhasoo opened its second flagship store, named the 'House of Sulwhasoo in Bukchon,' following its store in Dosan, Seoul. Since the opening of the Sulwhasoo store, it has been noted that fashion and beauty brands have begun to open formal stores or pop-up stores in Bukchon one after the other. In 2022, Non-Fiction entered, and in 2023, Tamburins opened in Bukchon. In December of last year, the beauty edit shop 'Y-Less' also opened.
In the fashion sector, Adidas opened the 'Bukchon Heritage Store' last year. The store highlights its identity by frequently showcasing unique products exclusive to its Bukchon location, including T-shirts featuring graphic designs of the beautiful Bukchon street and traditional hanok. In March, New Balance opened the 'Bukchon Run Hub.' Considering the establishment of running as a culture in everyday life, it also guides a 'city running course' through Deoksugung, Gyeongbokgung, and Gwanghwamun.
Recently, pop-up stores have been actively opening in Bukchon. In April, LF's Ater Vanessa Bruno held a pop-up store at Bukchon Art Sonje, and various brands, including LX Hausys and Bangyudang, are treating Bukchon as a new experimental stage.
Bukchon is one of the places with a high status as a tourist destination. With the increase in foreign tourists, Bukchon has emerged as an attractive place to showcase brands. According to the Korea Tourism Organization, 17.5 million foreign tourists visited Korea in 2019, which sharply declined during COVID-19, but last year it showed signs of recovery with 16.37 million visitors. The Ministry of Culture, Sports and Tourism is aiming to attract 18.5 million foreign tourists this year.
Stores established in Bukchon convey both Korean aesthetics and modern sensibilities, attracting the attention of both foreign tourists and the younger generation. The quiet and serene atmosphere of Bukchon is seen as suitable for brands to operate differentiated spaces. For example, the Sulwhasoo Bukchon store is designed as a single space that connects a hanok from the 1930s with a Western-style house from the 1960s. It features experience spaces throughout, under the identity of 'a home that delicately embodies Sulwhasoo's values and tastes.' In 2022, it was also selected for outstanding hanok design by the Seoul City.
While Seongsu-dong remains a representative area for brand pop-ups, some brands are seeking new stages due to rising rental costs and space saturation caused by commercialization. Bukchon's unique atmosphere, which allows for the emphasis on static charm rather than excessive commercialism, is valued as suitable for brand storytelling. A retail industry insider noted, 'Competition is fierce just to find space in Seongsu.' He added, 'Considering its symbolic significance as a tourist destination, it is also a suitable location for testing in preparation for international expansion.'