Megacities don’t come more frenetic than Seoul. New York City might be the city that never sleeps, but Seoul seems to be one that never even thinks of sleeping. The relentless buzzing energy of South Korea’s capital is all-pervasive, and you can feel it in every corner of the massive subway system and in the shadow of its towering glass-and-steel buildings.
The thrumming of Seoul’s energy, the density of its population, the competitive working environments –all combine to create a yearning among many Seoulites to carve out spaces that are less anonymous, and to stake out a clearer sense individual identities. This has led to the flourishing of numerous independent shops and cafes in this city.
Here, we examine how some aspects of Seoul exemplify the best sense of the word ‘hipster’: A desire to stand outside the mainstream, disrupt the monotony, and be independent of the crowd.
Fast Fashion
Myeongdong might seem like a very unlikely place to start sniffing out Seoul’s capacity for uniqueness. After all, this district is a proud example of commercialism in hyperdrive. Every which way you turn; you come face to face with retail stores in all their fluorescent, K-pop-soundtracked glory. Everything is often presented with the same bright, clean, uniform polish. But look more closely, and you will find that many of the Korean fast fashion chains in Myeongdong consistently demonstrate capacities for inventive reinterpretation.
In TNGT, for instance, they make use of judicious detailing like a highlighted buttonhole on a jacket’s lapel, or a leather strip under the collar of a coat to liven up simple menswear designs. While in Codes Combine, the limited colour palette is counterbalanced with a play on silhouettes and volumes. H:Connect, meanwhile, might surprise with its choice of fabric for a T-shirt’s breast pocket. And 8 Seconds might go off on a whim by decorating a plain white T-shirt with cut-out illustrations of drums, trumpets, and toy soldiers. These are just a few examples of how Korean fast fashion brands are attempting to convey a sense of their own personalities.
The great thing about Myeongdong is that there are so many chains all jostling for space and survival in this dense warren of shopping activity. The competition creates a situation where each brand is pushed to define itself in increasingly specialised ways. And the shopper gets to cherry pick from this variety.
Gangnam is just as hectic of a district as Myeongdong. However, Gangnam does tend to be more of a destination for shoppers who are on the lookout for sophisticated menswear. Home-grown Korean designers are increasingly making a name for themselves on the international stage, and their creations can be found in stores around Gangnam: 10 Corso Como on Cheongdam-dong carries Juun J’s futuristic, oversized coats; and Wooyoungmi’s architecturally-inspired designs are sold at the brand’s flagship store on Shinsa-dong.
Below: Coffee Libre
And then, of course, there are the cafes that are all about the quality of their brews. The best neighbourhood to find these types of cafes would be Hongdae. This district owes its indie vibe to the nearby Hongik University; the students provide a ready client-base for the small hipster shops that populate the streets that branch off from the university. It is a pleasure in itself to wander around the winding streets and pop into random coffee outlets. However, there are two standout cafes that should be mentioned here: TaiLor Coffee and Coffee Libre. Both of these establishments take great pride in their coffee beans and blends.
Below: Tailor Coffee
Beyond Hongdae, travellers might also want to look out for interesting coffee places that are within easy reach of big tourist attractions. For instance, after a thorough exploration of Gyeongbokgung, Seoul’s largest Palace, you might take a quick stroll to nearby Samchungdong to visit the d’Industry Cafe D_55. This cafe’s design is starkly modern in its combination of glass and white paint. It also functions as a showroom for furniture made from reclaimed wood. Travellers who have just witnessed the showy glamour of Gangnam might instead want to retreat to the quiet cafe-cum-florist that is Bloom and Goûté in Sinsa-dong.
Quirky Bits
Another way that Seoulites indulge their desire for individuality is by patronising small quirky shops that sell all manner of products. This is a land of knick-knacks, trinkets, and baubles. But Seoul is also a place where an obsession with design is often combined with an abiding respect for the written word.
This is apparent in Seoul’s many independent stationery shops. Paper and pens and notebooks obviously have a functionality, but the number of shops dedicated to them does indicate a deeper cultural interest in style. Standouts among Seoul’s stationery shops include: O-Check, whose products have simple designs that are often nostalgic or inspired by nature; MMMG, which revels in bright colours and bold geometric shapes; and Oval, which collects imported products.
Below: MMMG
Below: Oval
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