Euljiro Without a 'Shopping Sanctuary'... Why Foreigners Keep Visiting [Euljiro Rotary]

Foreign tourists visiting Hipjiro (Hip + Euljiro) near Euljiro 3-ga Station in Jung-gu, Seoul, have significantly increased compared to the previous year. As Euljiro has been recognized as a 'hot place' among young Koreans, it is analyzed that the lifestyle scenes of Euljiro have become a form of tourist content for foreigners.

A foreign tourist is walking near Euljiro 3-ga Station in Jung-gu, Seoul. Photo by Jinseon Kim

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According to Four Points by Sheraton Josun Myeongdong (hereafter Four Points Myeongdong), located near Euljiro 3-ga Station, the average room occupancy rate in May was 87%, with foreigners accounting for 92% of that. A representative from Four Points Myeongdong said, "Tourists visiting Myeongdong and Euljiro increased during the May holidays," adding, "We expect the room occupancy rate to exceed 90% during June's business period."

The situation is similar at other tourist hotels near Euljiro. A representative from Central Tourist Hotel explained, "During COVID-19, domestic guests made up 90%, but now domestic guests are 10%, with the rest being Chinese and Japanese. Recently, tourists from Europe, including Germany, and the United States have also increased."

Statistics from the Korea Tourism Data Lab also show a significant increase in foreign tourists in Euljiro-dong, Jung-gu, Seoul. The number of foreign visitors to Euljiro-dong was 7,209 in January last year, 6,592 in February, 11,964 in March, and 28,683 in April. This year, the numbers were 41,038 in January, 44,464 in February, 76,567 in March, and 69,581 in April. Compared to the same month last year, the number of tourists in March increased about sevenfold. Although May statistics have not yet been compiled, it is estimated that the number of foreign visitors to Korea increased due to Japan's Golden Week (April 27 to May 6) and China's Labor Day (May 1 to May 5).

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Shopping is an essential course in overseas travel. Especially with the rising popularity of K-beauty, the number of foreigners visiting Olive Young and Daiso has increased. However, in the Hipjiro area centered around Euljiro 3-ga Station, there are no stores worthy of being called a 'shopping sanctuary.' Nevertheless, the reason for the continued influx of foreigners is the geographical advantage of being near the Myeongdong special tourism zone. Hipjiro is about a 15-minute walk from Myeongdong.

Ms. Yuka (45) from Japan said, "I often come to Korea and frequently stay at Central Tourist Hotel," adding, "Myeongdong is close, and I can comfortably purchase cosmetics and clothes." Liu Yang, a Chinese tourist met near Euljiro 3-ga Station, said, "I came because I heard young Koreans enjoy visiting here," praising, "Famous tourist spots like Myeongdong, Chungmuro, and Insadong are nearby, and the traces of time remain, making it interesting. There are many things to enjoy, such as restaurants, cafes, and accessory shops."

The unique regional characteristics of 'Hipjiro' are also attractive to foreign tourists. Euljiro's printing alley is a place with a 600-year-old history of movable type printing culture. Based on the scenery of the old printing alley, stores with distinctive personalities have begun to settle one by one, and Hipjiro has been reborn as a space where urban manufacturing and young entrepreneurs coexist.

Amalie, a Danish exchange student, said, "I often come to Euljiro, and there are various restaurants and things to enjoy." Valdemar, who came to Korea following his younger sister Amalie, also replied, "Euljiro is full of young people and is a funky place, so I really like it."

Cultural elements cannot be overlooked either. The complex cultural space Myeongbo Art Hall near Euljiro 3-ga Station presents various musicals and plays. A Japanese person met in front of Myeongbo Art Hall said, "I came to Korea as a tourist and visited Euljiro to see the musical Chef."

People are lined up in front of a store near Euljiro 3-ga Station, Jung-gu, Seoul. Photo by Yoon Seul-gi

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Experts analyze that the appearance of young people enjoying 'Hipjiro' itself has become a tourism content. Since Euljiro is an area where young Koreans gather, it is a suitable place for foreign tourists to enjoy lifestyle tourism.

Professor Lee Hoon of Hanyang University's Department of Tourism said, "Foreigners are flocking to places where many young Koreans go. They check famous places through social networking services (SNS) and come to visit," adding, "Euljiro is close to existing tourist spots such as Gyeongbokgung, Insadong, and Myeongdong, and since many young people visit, foreigners want to experience this scene itself." He advised, "As the number of foreigners increases, reducing their inconveniences will be key to securing future tourists. Increasing trash bins and guide signs and keeping the streets clean are important."

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