Pushing Out Gukbap, Welcoming 'Mala and Halal'... How International Students Are Transforming University Commercial Districts

"Jeyuk-bokkeum (spicy stir-fried pork) is scary because it's hot. We're just going to the pho place near campus!"

On the afternoon of the 11th near Hoegi Station in front of Kyung Hee University in Seoul, Nguyen, a 21-year-old Vietnamese international student, glanced over the student cafeteria menu and then, as if familiar with the routine, turned away. Tired of the uniquely intense spiciness of Korean food, she set out in search of the flavors of home. The alley where Korean students once clinked soju glasses over "Jebu" (jeyuk-bokkeum and army stew) now buzzes with the tang of mala spices and the rich aroma of fish sauce, bringing a new kind of vibrancy to the neighborhood.

On the afternoon of the 11th, a pho restaurant boasting authentic Vietnamese flavors was operating near Hanyang University in Seongdong-gu, Seoul. With the increase of Southeast Asian international students, the dining scene around university areas is rapidly being reshaped. Photo by Hosoo Park

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As the number of international students in Korea is approaching the 300,000 mark, the commercial landscape around university campuses is undergoing significant transformation.

According to the education sector on March 13, the number of international students in Korea last year reached 253,400. This is a sharp increase of 21.3% from 209,000 in 2024 in just one year. With the government accelerating the "Study Korea 300K Project" to attract 300,000 international students by 2027, university neighborhoods are evolving into "mini global villages"-economic zones where Korean and international students mingle.

Near Hongdae Entrance Station in Mapo-gu, Seoul, there is a concentrated area of Chinese restaurants displaying signs in Chinese characters called "Mara Alley." Photo by O Ji-eun

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The vibrancy of local businesses is even more dynamic than these figures suggest. Signs in Chinese characters and various Southeast Asian languages colorfully intersect in every alleyway. Inside Chinese grocery stores, international students gather to select spices and instant noodles from home. Wang, a 23-year-old Chinese student, said, "There are so many malatang (spicy Sichuan hot pot) restaurants near campus now that it feels cozy, almost like being back home. I do enjoy Korean food sometimes, but sharing the taste of home and chatting with friends is what gives me the most energy while studying abroad," she added with a smile.

The core keyword in university commercial districts lately is "the long reign of personal taste." While the malatang and pho trends have cooled off in typical downtown areas, the story is different around universities. In neighborhoods like Sageun-dong and Majang-dong near Hanyang University, restaurants catering to international students are steadily increasing, breathing new life into the local economy. For Korean students, these eateries offer "exotic treats," but for international students, they are "daily comfort food."

The owner of a restaurant near Hanyang University shared, "Korean students change their menu choices according to trends, but international students are regulars, rain or shine. Thanks to them, the area never loses its vitality."

Exotic restaurants such as taco and Vietnamese eateries line the alleys near Hongik University in Mapo-gu, Seoul. Photo by O Ji-eun

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This "global romance" is spreading to major commercial hubs in Seoul, including Sinchon and Hongdae. In one block near Hongdae, more than five malatang specialty restaurants have clustered, creating a new "Malatang Alley." Nearby, a dakgalbi (spicy stir-fried chicken) restaurant loaded with cheese has become a social media hotspot among international students. At these restaurants, where half the customers are foreigners, the menus are displayed in Korean, English, Chinese, and Japanese to welcome global guests.

Universities are also making dedicated efforts to attract international students as customers. Seoul National University, Hanyang University, Sejong University, and Kyung Hee University have already introduced halal (permissible under Islamic law) options on their cafeteria menus, aiming to create campus dining experiences that transcend religious and cultural boundaries.

Lee Eunhee, Professor Emeritus of Consumer Studies at Inha University, commented, "Amid the declining school-age population, attracting international students has become a survival strategy for universities and a powerful driver of local business revitalization. University districts are now shedding their typically Korean look and evolving into the trendiest global consumption hubs, where lifestyles from around the world coexist and interact."

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