Korean College Street and Youth Culture
Jaehong SONG
tkfkzks12@snu.ac.kr
Introduction
Seoul boasts some of the largest university districts and commercial districts in South Korea, where young people gather in high concentrations. The vibrant youth culture continually innovates in areas such as performances, fashion, and consumption, shaping trends in youth lifestyles. Particularly in the metropolitan area, the high population density and clustering of commercial spaces trigger socio-cultural and economic bursts, which in turn create bustling commercial districts. This article sheds light on the key streets and hubs of commercial activity shaped by the explosive youth culture in Seoul.
1. University District: Hongdae
A university district (Daehak-ga, ๅคงๅญธ่ก) refers to an area densely populated with universities or commercial zones formed around university campuses. These areas are frequented mainly by university students and young adults in their 20s and 30s. While the specifics may vary, university districts share a common characteristic: the urban spaces of overabundance in which countless sensory experiences overlap and intertwine (Auge 1995: 61-93; Hong 2018). The density of university students, the metropolitan location, and the intricate network of narrow and wide alleyways together enable the vibrant urbanity of these areas.
Hongdae, an abbreviation for Hongik University, originally referred to the area around Hongik University and later expanded to nearby neighborhoods like Seogyo-dong, Donggyo-dong, and Sangsu-dong. These areas developed unique commercial characteristics around Hongdae Station. Over time, the term ‘Hongdae’ itself became a de facto place-name, and even internationally, the area is known simply as ‘Hongdae.’
Hongdae is famous for the performance of buskers on the streets, symbolizing the rise of Korea’s indie music and hipster culture. However, since the commercialization controversies and gentrification of the 2010s, these unique characteristics have somewhat faded. Some hipsters, reacting against the area’s commercialization, have relocated to areas outside Hongdae’s central commercial districts, such as Sangsu-dong, or sought to establish new hubs in Mullae-dong, and Hannam-dong. The following introduces the key hubs that continue to define the multifaceted identity of Hongdae.
1-1. Hongdae Playground (Hongik Culture Park)
Located directly across from Hongik University’s main gate, Hongmun-gwan, this small park is commonly referred to as ‘Hongdae Playground.' Its official name, however, is ‘Hongik Culture Park.’ Though the playground equipment has been removed, the name ‘playground’ remains in popular use.
Every Saturday, a flea market is held at Hongik Culture Park, while the ‘Hongdae Hope Market’ operates on Sundays. These markets, managed by different organizers, offer vibrant gatherings for locals and visitors. After the markets, alternative musicians often hold impromptu performances and listening sessions, adding to the park’s lively atmosphere.
On Friday and Saturday nights, the park attracts large crowds, with foreigners making up more than half of the visitors. If you’re looking for a free-spirited atmosphere, this is a must-visit spot. Music performances often set the tone, while people gather around to drink, dance, and enjoy the vibrant nightlife.
1-2. Indie Music Scene
Hongdae is widely regarded as the eternal mecca of Korean indie music. Emerging in the mid-to-late 1990s, the scene initially revolved around punk rock (Chosun Punk) and modern rock bands, supported by the area’s live music clubs. Over time, the scene expanded to include hip-hop and other underground genres, creating a bridge for some indie artists to transition to the mainstream.
Even today, many indie musicians regularly appear and disappear in the Hongdae scene, keeping it vibrant and ever-changing. For those curious about Korean indie music, visiting the streets of Hongdae is a must. While personal preferences might vary, it’s an affordable and accessible way to experience the scene. Attending a live performance is highly recommended, as the atmosphere of these intimate shows cannot be fully appreciated without being there in person. Many people attend not just for the music but for the lively and passionate energy of the performances.
1-3. Hongdae Pedestrian Friendly Street
Known as the hotspot of Hongdae, this pedestrian-friendly street is home to many of the area’s most iconic attractions and is geographically at the heart of the district. Numerous side alleys branch out from here, each filled with hidden gems, including unique shops, cafes, and cultural spaces. Toward the Hongdae Playground area, you’ll also find a cluster of clubs, making this street the pulse of Hongdae’s nightlife and creative culture.
2. Commercial Areas and Gentrification: Seongsu-dong
Seongsu-dong serves as a connecting hub between Wangsimni and Hanyang University to the west and Konkuk University to the east. Since the construction of Seongsu Bridge, the area has also acted as a bridge linking Wangsimni with Gangnam District. When thinking of industrial zones in Seoul, places like Guro District or Seongsu-dong often come to mind. However, Seongsu-dong’s industrial areas are gradually disappearing, making way for redevelopment into residential and business districts.

Seongsu-dong
2-1. Handmade Shoe Street in Seoungsu-dong
Seongsu-dong’s industrial zone was once home to numerous shoe manufacturing facilities. With the advent of gentrification, the area has been reborn as ‘Seongsu Handmade Shoe Street’, though many skilled shoemakers remain active in the district. Additionally, old factories have been remodeled into office spaces for young startups and exhibition spaces for artists, turning Seongsu-dong into a hotspot for the MZ generation.
The area’s prime river views and expansive parks naturally raise land prices, attracting an increasing number of visitors. This popularity has brought in trendy, SNS-friendly establishments, blending the industrial heritage with a ‘hip’ aesthetic. Even major entertainment companies like SM Entertainment and Cube Entertainment, formerly based in Gangnam’s Cheongdam-dong, are moving into Seongsu-dong.

Handmade Shoe Street in Seoungsu-dong
2-2. "Korea’s Brooklyn"
Seongsu-dong has been nicknamed “Korea’s Brooklyn” by some netizens. Before it became a hotspot in the 2010s, it was a neglected industrial zone much like Brooklyn in New York. Brooklyn, once New York’s industrial heartland, declined with the fall of manufacturing in the 1980s. By the 1990s, however, it began a cultural transformation, attracting young artists and becoming a hub for hip-hop and alternative culture. Gentrification followed, and Brooklyn emerged as a center of creativity, mirroring the current trends in Seongsu-dong.
Seongsu-dong’s blend of old and new—a historic area reinvigorated by a ‘hip’ younger generation—creates a unique landscape. Like Brooklyn, Seongsu-dong is geographically isolated by a major river, features old overpasses that cast shadows over the neighborhood, and has many red-brick buildings. This aesthetic appeals to younger generations who favor retro vibes, making the area increasingly popular.
2-3. Seoul Forest and Seongsu-dong
Seongsu-dong boasts numerous cafes and restaurants tailored to the tastes of younger generations, though rising rents have pushed prices higher. Between the main entrance of Seoul Forest and Seoul Forest Station lies a plaza called Under Stand Avenue, a space created under the initiative of Seongdong-gu Office. This multi-purpose complex includes office spaces for startups, cultural venues for exhibitions and performances, as well as cafes and restaurants.

Seoul Forest

3. COEX
COEX in South Korea is a vibrant hub for youth culture, blending modernity with entertainment. Located in Seoul's Gangnam district, it features a massive shopping mall, trendy cafes, and unique dining options. COEX is also home to the iconic Starfield Library, a popular Instagram spot, and hosts K-pop events, gaming expos, and cultural exhibitions, making it a hotspot for young people seeking dynamic experiences.
3-1. COEX MALL
COEX Mall, operated by Shinsegae Property, is a large shopping and cultural complex. Opening in May 2000 under the name “COEX Mall,” it was one of Korea’s first multi-purpose shopping centers. In 2016, it was rebranded as “Starfield COEX Mall."

COEX Mall
copyright: Unsplash's rawkkim
COEX Mall officially opened on May 3, 2000. Just ten days later, on May 13, the COEX branch of Megabox, Korea’s largest cinema at the time, also opened its doors. By July 2001, the theater set a record with over 30,000 visitors in a single day. Though it has since been surpassed by CGV Yongsan I’Park Mall and Lotte Cinema World Tower, COEX remains historically significant for introducing the concept of the modern “multiplex” cinema in Korea
3-2. Starfield Library
In May 2017, Shinsegae Group invested around 6 billion KRW to create Starfield Library, a landmark space within COEX Mall. Unlike traditional libraries, Starfield Library promotes an “open library” model, allowing beverages, casual conversations, and free access to books. The central stage regularly hosts performances and lectures. Visitors can freely sit and read, but books must remain within the library. book purchases are not possible.

Starfield Library
copyright: Unsplash's Afrina Huzaimi
For more on the architectural significance of Starfield Library, refer to this video!