Seoul's Bukchon emerges as new shopping hot spot for global tourists

Nestled between the historical grandeur of the main palace Gyeongbokgung and the winding alleys of traditional hanok, Bukchon is being transformed from a heritage enclave into one of Seoul's most dynamic shopping destinations, particularly for international travelers.

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SEOUL - Nestled between the historical grandeur of the main palace Gyeongbokgung and the winding alleys of traditional hanok, Bukchon is being transformed from a heritage enclave into one of Seoul's most dynamic shopping destinations, particularly for international travelers.

Once known primarily for its well-preserved architecture and cultural significance, it is now a growing hub for fashion, beauty and fragrance brands.

With an influx of flagship stores, limited-edition product launches and experiential spaces, the neighborhood is drawing attention from domestic trendsetters and foreign visitors.

The transformation began around five years ago, with small, independent perfumers popping up around Bukchon.

"That became a unique characteristic of the area, which then attracted an increasing number of fragrance brands. Now, you can find many domestic scent-related brands here. And with Tamburins—the most popular among foreign visitors—opening a store here too, it really proves Bukchon's growing status," said a staff member of a local perfumery.