Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Yongsan shopping complex in Seoul emerges as subculture hub, embracing consumer shift
Visitors gather at pop-up stores at I'Park Mall in Yongsan District, Seoul in this undated 2026 photo. Courtesy of I'Park Mall
By Baek Byung-yeul
I'Park Mall stands at center of transformation, drawing all generations into the area
Yongsan in central Seoul was once the capital of electronics in Korea. For those shopping for gadgets, a visit to the area was a must. However, after the widespread adoption of online shopping led to a decline in physical electronics sales, the neighborhood has found a new identity.
The area, centered around I'Park Mall, is now emerging as a major hub for subculture content and pop-up events, drawing a growing number of visitors seeking unique offline experiences.
The shopping complex embodies that transformation, shifting away from traditional retail to focus on fandoms built around animations, games and character-based intellectual property.
Stores selling goods from popular franchises, alongside the country's largest Nintendo shop and Sony's PlayStation store, have turned the mall into a go-to destination for video game and subculture fans.
Shoppers check out Japanese animation-themed goods at I’Park Mall in Yongsan District, Seoul, April 15. Korea Times photo by Baek Byung-yeul
Dopamine Station, which opened at I'Park Mall last year, is packed with visitors of all ages, even on weekday afternoons. The space brings together a wide range of goods such as merchandise from popular animation and game characters, mechanical keyboards and capsule toy machines, alongside cafes, allowing visitors to explore and indulge their personal interests all in one place.
An official from the local game industry said that Yongsan has successfully modernized its identity.
"Yongsan was an essential place to visit for people born in the 1970s and 1980s who loved Japanese culture like animations and video games," the official said on condition of anonymity. "The space was compared to Akihabara in Tokyo. Now the area has been redeveloped into a new space, and I'Park Mall seems to be at the center of it."
He said the mall's diverse offerings appeal to a wide range of visitors across generations.
"The appeal of this space is that it has evolved into a place where you can enjoy nostalgia for plastic models like Gundam, and experience various things from fashion products, food, movies, books and living products to pop-up events," the official added. "This embraces both the younger generation and people in their 30s and 40s with purchasing power."
People browse goods at Dopamine Station at I’Park Mall in Yongsan District, Seoul, April 15. Korea Times photo by Baek Byung-yeul
The rising popularity of subcultures is backed by industry data. According to the Korea Creative Content Agency, the domestic kidult market, which refers to adults who maintain hobbies traditionally geared towards children, was valued at 1.6 trillion won ($1.08 billion) as of 2021 and is expected to grow to as much as 11 trillion won in the future.
This booming fandom culture translates into strong foot traffic at the mall. A staff member of a pop-up store there said younger customers typically focus on character apparel and merchandise, while customers in their 40s and 50s often look for classic toys and figures they enjoyed in their childhood.
"There are many vintage animation products that are hard to find these days, so visitors often linger and take their time looking around," the staff member said. "Some items are personal collections owned by the store operator and are not for sale, which gives the space the feel of an exhibition rather than just a shop."
Crowds of people gather at a Buddhism-themed pop-up store at I'Park Mall in Yongsan District, Seoul, Jan. 1. Korea Times photo by Baek Byung-yeul
Beyond animations and games, the mall has embraced a wider range of experiential content to appeal to younger visitors.
Recent pop-up events have featured Buddhism mixed with humor and modern aesthetics, allowing visitors to take part in karma-clearing activities and make good luck pouches. These reflect a broader shift in Korea where young people use physical spaces to express their identities and find meaning through lighthearted experiences.
The mall has also strategically expanded its fashion and food and beverage offerings to keep visitors engaged throughout the day. I'Park Mall reported total sales of 650 billion won last year, up 20 percent from the previous year.
Industry watchers say the mall's success reflects the growing trend of taste-based consumption, where people spend not just on products but on experiences that align with their personal interests. By positioning itself as a site built around individual taste, the mall has managed to drive both longer customer visits and repeat traffic.
People browse goods at Dopamine Station at I’Park Mall in Yongsan District, Seoul, April 15. Korea Times photo by Baek Byung-yeul
Real estate experts note that the area has become attractive for corporate marketing as well. A real estate agent operating near the mall said I'Park is one of the top picks for companies looking to open pop-up stores, as they can maximize promotional impact at a relatively low cost.
"Producing advertisements using celebrities or famous influencers requires an enormous investment," the agent said. "In contrast, the cost of investing in a pop-up store is incomparably cheaper."
"As word spreads to various generations that this shopping mall is a space where they can consume various experiences and fast trends, more companies are increasingly using these places as promotional spaces for their products," the agent added.
As the line between mainstream and subculture continues to blur, Yongsan is cementing its position as a cultural destination. By offering a mix of retail, entertainment and interactive events, the district has moved on from its past as an electronics market and become a lively space for fans of all ages.
Raymond Chetti, CEO of proptech firm XAI Land, said the shopping complex's success is rooted in how it reinterpreted Yongsan's existing identity rather than abandoning it.
"Yongsan's historical context as a hub for electronics and subculture was an important foundation for setting the mall's direction," Chetti said. "Instead of discarding that legacy, recognizing its strengths and reshaping it into a more accessible and modern form of subculture was key."
He added that the shift also reflects a broader change in the retail landscape.
"Consumers no longer visit shopping malls primarily to shop," Chetti said. "Retail is gradually moving toward entertainment and leisure, where food and beverage, events and experiences take center stage, with shopping naturally woven in. In that sense, I'Park Mall's transition from a traditional electronics district to a space where people eat, play and stay was not a choice but an inevitable strategy."