How BTS turned Seongsu-dong into a must-visit destination for tourists

Over 78,000 foreign visitors flocked to Jung Ward on March 21, drawn by BTS’ comeback concert at Gwanghwamun Plaza. But the biggest surprise came from Seongsu-dong, a district once known mainly for cafes and small boutiques, now turning into a bustling shopping destination for international fans chasing the latest in fashion and lifestyle.

Myeongdong and Central Seoul see a big uptick

Jung Ward, home to the famous Myeongdong shopping district, welcomed more than 78,000 foreign visitors on the day of the concert, marking a 15.1 percent increase from the same day last year, according to data from the Korea Tourism Organisation (KTO).

Nearby Jongno Ward, where Gwanghwamun Plaza is located, saw 37,000 foreign tourists, up nearly 50 percent from a year earlier. Other districts also recorded significant rises: Mapo Ward drew 36,000 visitors, Gangnam Ward 34,000, and Yongsan Ward 31,000.

Seongsu-dong steals the spotlight

Seongdong Ward, which includes Seongsu-dong, recorded 21,000 foreign visitors on March 21, a 52.6 percent increase from the previous year.

Once a quiet neighbourhood, Seongsu-dong is now emerging as a vibrant shopping and lifestyle hub, particularly popular among younger visitors from abroad.

It is worth noting that the KTO data is based solely on SK Telecom roaming service users, excluding those on other mobile networks or using local SIM cards.

Foreign spending surges in fashion districts

Fashion e-commerce company Musinsa also reported notable spikes in foreign spending. On March 21, sales at its Myeongdong outlet rose 43 percent compared with last year, while its Seongsu store jumped 69 percent.

Over the three-day period from March 20 to 22, the gains were even more impressive: Myeongdong saw a 32 percent increase, and Seongsu-dong surged 75 percent, reflecting the district’s growing appeal among international shoppers.

Young fans drive cultural trends

An official from a local retail company highlighted the demographics behind these trends. "Foreign visitors coming to Korea for BTS concerts are primarily young women," the official said.

"They tend to experience firsthand the fashion, beauty, and food trends currently popular in Korea."

The data underscores the broader impact of BTS concerts, which extend beyond music to influence shopping districts, lifestyle trends, and even tourism patterns. 

With agency inputs