Once known only in Korea as a ritzy neighborhood for the affluent Seoul set, Gangnam burst onto the world stage in 2012 with singer Psy’s megahit, “Gangnam Style.” Combining elements of hip-hop, K-pop, and electronic dance music, this incredibly catchy tune swept the globe like wildfire, while its cheeky video—which skewered the district’s reputation for worshiping wealth—became the first ever to break one billion views on YouTube. This was more than just a song: it was a phenomenon, cementing the Seoul neighborhood’s status as not just a heavyweight in Korea, but also an international influencer.
It wasn’t always like this, however. Up until the early 1980s, Gangnam—which is the city’s third largest district—was one of the least-developed areas in the capital. Since then it has undergone a massive transformation, with the once-sleepy old neighborhoods and side streets giving rise to towering buildings of concrete, glass, and steel.
The result is that parts of Gangnam now feel very much like New York or Chicago. It’s a place of gargantuan skyscrapers, taxi-jammed roads, and bustling sidewalks full of people who know where they’re going and intend to get there quickly. This is a neighborhood that stops for no one, and while it may seem a bit cold and impersonal at times, this is the price you pay when you want to hang in the big city.
In Gangnam, money is indeed the name of the game. It’s not uncommon to see residents driving Ferraris or Lamborghinis down the road during lunchtime. The locals are impeccably dressed, often sporting brands seen in the windows of the district’s myriad luxury shops, and its real estate prices have gone from high to stratospheric in recent years, turning a whole generation of apartment owners into overnight millionaires. Walking among its urban canyons, you can almost taste the cash in the air.
While such ostentatious displays of wealth can be off putting, they can also be attractive. If you want to see what life is like in the “Beverly Hills of Korea,” then look no further. And the concentration of prosperity in Gangnam has also given birth to creativity. The district is home to art galleries, fashion design houses, and several entertainment companies that supply the songs and talent for the K-pop juggernaut, arguably the country’s most important current export, and among its most lucrative.
However, for all of the bright lights, luxury malls, and other gold-gilded bells and whistles, Gangnam is a place where people actually live, work, and play. Of course the shopping is great, but it’s also home to some of the city’s best restaurants, cafes, and hotels, as well as parks and cultural sights such as tombs and temples. And despite the generally high prices, a visit to Gangnam doesn’t have to break the bank. If you look closely, there are plenty of hidden gems that are on par with any other neighborhood in Seoul, pricewise.
At this point in the city’s evolution, you really can’t say you’ve experienced modern Seoul without spending at least a day in this dynamic, flashy, and essential part of town. Like anywhere, the splendors will become apparent once you’ve put your feet on the ground and explored the place yourself. And who knows? You just may find yourself caught up in the action and dancing along to Psy’s famous song.
