Bukchon Hanok Village emerges as tour spot for K-beauty

Bukchon Hanok Village emerges as tour spot for K-beauty

최초입력 2025.05.26 11:17:30

Bukchon Hanok Village in central Seoul is emerging as a leading destination for immersive K-beauty and fashion experiences, as global brands, local startups, and tourists converge on the area to engage in culture-driven retail.
Once a quiet neighborhood known mainly for its traditional hanok architecture, Bukchon is now seeing a surge in commercial activity driven by brands eager to combine history, lifestyle, and shopping.
According to real-time payment data from the city of Seoul, monthly consumer spending in Bukchon climbed from about 1.9 billion won ($1.36 million) in January to 2.57 billion won in April. From May 1 to 25 alone, the total reached 2.5 billion won, with projections indicating the figure could surpass 3 billion won by the end of the month.
Much of the momentum is coming from experiential retail built around traditional spaces.

Bukchon House of Sulwhasoo. (Kim Geum-ie)

On Thursday, tourists dressed in hanbok filled the narrow alleys of the village, many stopping at the Bukchon House of Sulwhasoo—a 100-year-old hanok operated by the luxury beauty brand.
The venue offers guided tours and fragrance blending workshops that are fully booked within minutes of opening each day.
“Walking by the building, we were drawn in by its design,” said a tourist from Australia who joined the tour that day. “We already use Sulwhasoo, but being able to hear the story and shop in a traditional setting was really memorable.”
Retailers are responding to this unique mix of culture and commerce.
Global beauty label Le Labo, owned by Estée Lauder, is preparing to open its fourth Korean flagship in Bukchon later this year. Other brands, such as Adidas and New Balance, have already set up hanok-themed stores that go beyond simple retail, integrating cultural displays and limited-edition merchandise tailored for international visitors.
Domestic brands are also leveraging the district’s aesthetic appeal.
The K-beauty multi-brand shop YLESS, launched in December 2024 by Korea Tech, the parent company of skincare brand Kahi, now attracts over 1,000 visitors each weekend.
Visitors can test new beauty products, receive personal color consultations, and engage directly with brand experts, blending cosmetics with hands-on lifestyle content.
Designer fashion houses such as Andersson Bell, HOWUS, HACER, and TOUT Y EST have also opened showrooms in Bukchon, capitalizing on growing interest from tourists searching for authentic yet trendy Korean fashion. Social media platforms frequently feature these locations in Seoul shopping itineraries, drawing younger, experience-driven travelers.
The district’s rising profile is part of a broader strategy by both public and private sectors to position Seoul as a hub for cultural retail.
Unlike Seongsu-dong or Hannam-dong—neighborhoods often driven by pop-up shops or café culture—Bukchon offers a sense of permanence and heritage.
Its proximity to historical sites and central transport links further enhances its appeal.
“Bukchon is a rare case where traditional aesthetics meet contemporary branding,” said an industry insider. “It’s not just about selling products—it’s about giving tourists a sense of place, story, and memory that they take with them.”
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Bukchon Hanok Village emerges as tour spot for K-beauty

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