How Gwangjang Market is attracting new generation of shoppers

Suzy and her friends from Taiwan pose in front of Off Beauty at Gwangjang Market in Seoul, Oct. 14. Korea Times photo by Kim Se-jeong

By Kim Se-jeong

• Published Oct 23, 2025 3:00 AM KST

New brands, cafes, pop-up stores bring modern twist to century-old market

Suzy and her two friends from Taiwan wandered through Gwangjang Market in central Seoul on a crisp autumn afternoon. All professional dancers, they visited Korea for dance lessons and stopped by the market to try its famous yukhoe (marinated raw beef).

After sharing a bowl of raw beef topped with egg yolk and pear slices at a food stall on the eastern end of the market, the trio energetically explored the hip new additions to the market. At Off Beauty, a warehouse-style beauty outlet, one of them picked up a hand cream by Vareli, a Korean lifestyle brand.

Their itinerary reflects the changing face of one of Seoul’s oldest traditional markets. Once dominated by small vendors selling hanbok (traditional Korean clothing), textiles and street food, Gwangjang Market is now embracing corporate-owned fashion and beauty shops, convenience stores and coffee shop chains, catering to a new wave of tourists.

For Afiqah Razak, 32, a visitor from Brunei traveling with her husband and friends, the market’s transformation was striking. She stopped by to purchase silk for baju kurung — Bruneian traditional women’s attire — just as she did a decade ago while studying in Seoul.

“It has changed a lot in 10 years ... Back then, the market was mostly for locals and I hardly saw any tourists. But now there are many tourist-oriented shops,” Razak told The Korea Times outside Starbucks at the market, Oct. 14.

The Starbucks branch, which opened inside Gwangjang Market in May, has quickly become a draw for both Korean and international visitors, offering a view of the market’s alleyways. The store offers several exclusive menu items, including the Honey Hotteok Latte with nuts and cinnamon, inspired by the filled pancake that is a common street snack here; Siru Honey Cake, modeled after traditional rice cakes; and Pomokbo Strawberry Crepe — resembling a bolt of fabric — and Threaded Baumkuchen, which pay homage to the market’s legacy as one of Seoul’s historic textile hubs.

Starbucks is one of the latest additions to a growing lineup of branded stores at the market, including Off Beauty, Matin Kim, The North Face, RAWROW and Marithe Francois Girbaud. According to merchants, a large beauty store chain is also preparing to open in the market soon. These new stores are concentrated on the market’s western end, where foot traffic is heaviest.

Korea’s first permanent market

The history of Gwangjang Market stretches back more than a century. For a long time, the area had been home to unauthorized street vendors. In 1905, several wealthy Koreans established Gwangjang Corp. and rented stalls to merchants. Initially, most vendors sold agricultural produce, but by the 1970s, textiles and hanbok shops dominated. For decades, Seoul residents visited Gwangjang Market to purchase fabrics and custom-made hanbok. At its peak, the market housed around 5,000 stores.

Street food has long been part of the market’s appeal. Vendors initially clustered near the eastern section, but their numbers grew steadily, peaking in the 2000s after then-President Lee Myung-bak improved the market’s water and sewage systems. Dishes such as bindaetteok (mung bean pancake) and gimbap (seaweed rice rolls) have since become favorites.

In 2019, the Netflix documentary “Street Food” featured a knife-cut noodle shop owner from Gwangjang Market, drawing global attention and turning the market into a must-visit tourist destination.

“After the documentary aired, long queues became the norm,” said Oh Se-un, who runs a lacquerware shop and serves as an auditor for the Gwangjang Market Merchants’ Association.

Merchants welcome change

Many merchants view the influx of new brands as a positive development that keeps visitors in the market longer and encourages more spending.

“Until recently, tourists came only to eat. But with these new shops, they can stay longer and spend more,” Oh said, adding that visitor numbers have noticeably increased with the new Starbucks branch.

Some longtime vendors have also shifted their business models to adapt to the market’s new reality. A hanbok seller who now runs a bag store said the switch was necessary.

“We couldn’t make money selling hanbok, so we changed our business to attract tourists,” said the owner, who declined to give her name.

Another merchant who once offered food catering for traditional weddings now sells souvenirs instead.

“I no longer get catering customers,” she said. “I wanted to appeal to the tourists who are coming.”

According to Oh, most merchants support the changes — as long as new businesses do not threaten existing ones.

What to buy and try at Gwangjang Market

For visitors, the arrival of new stores means more diverse shopping and dining experiences. Here’s a look at what’s currently available at Gwangjang Market and its surrounding area.

Beauty products

Off Beauty: A Korean warehouse-style beauty shop. While it doesn’t carry Olive Young products, Off Beauty offers many of the same brands in different packaging and at discounted prices — a major draw for budget-conscious shoppers.

Clothing and lifestyle

Matin Kim: A fast-rising Korean fashion and lifestyle brand. Its card wallets and canvas bags will be presented as gifts to foreign guests at the upcoming APEC summit in Gyeongju, North Gyeongsang Province, later this month.

Marithe Francois Girbaud: A French fashion label best known for its jeans that took Korea by storm in the 1990s is now seeking a resurgence as part of Gwangjang Market’s growing fashion lineup.

RAWROW: Specializes in travel gear, particularly sleek, quiet-rolling suitcases and functional bags designed for mobility.

Food and beverages

Starbucks: Opened in May inside the market, this three-story branch transforms a traditional market space into a modern cultural spot, featuring a to-go counter, gallery-like cafe space and rooftop terrace. Its interior and exclusive menu items reflect the market’s textile heritage, blending modern coffee culture with local identity.

Gwangjang Market Chapssal Kkwabaegi: A long-standing favorite serving kkwabaegi, Korean twisted donuts made with glutinous rice flour and sprinkled with cinnamon and sugar. Along with bindaetteok and gimbap, it’s a must-try stop for visitors seeking classic Korean market treats.

Cafe Onion: Famous for its pandoro, an Italian Christmas bread, and minimalist concrete interiors. The brand’s branch extends its trendy charm to the Gwangjang Market neighborhood.

Abebe Bakery: A Jeju-born bakery-cafe known for using ingredients sourced from the southern island. Its cream buns are very popular.

Pop-up stores

Kodak Gwangjang Market: A film photography-themed pop-up featuring apparel, hats, bags and lifestyle merchandise, inspired by Kodak’s vintage aesthetic.

A concept store offering locally made agricultural products ranging from Korean wines to stationery. Visitors can browse, dine and enjoy wine inside the shop. Do not miss the rotating pop-up food stalls set up along the street.