Inside Seoul's rapidly growing urban running scene

Park Eun-kyung, a former running club leader, recently joined a group session around Gyeongbok Palace organized by On Your Mark, a specialized running brand.

"The Gyeongbok Palace loop is 2.5 kilometers, making it perfect for a 5 km run with two laps, and the flat, beginner-friendly terrain is a huge plus. Being a popular landmark, it's especially beautiful at sunset. It's also great for discovering hidden gem-like neighborhood cafes myself," she shared.

Fueled by social media workout check-ins, the "puppy run" has become a viral hit among younger runners. Using GPS tracking apps, runners map out the shape of a dog on a digital map. This creative "art run" sweeps through Seochon, Samcheong-dong and Gwanghwamun, with runners navigating the alleyways to outline detailed features like ears, a tail and legs.

Park noted, "The running culture itself is evolving, with more diverse and frequent events. Programs like 'My Pace Morning,' where city streets are closed to traffic from 7 to 9 a.m. so people can freely walk, run or cycle, seem to be gaining traction." She added that non-competitive, lifestyle-friendly car-free events that prioritize health and relaxation over setting personal records are drawing lots of attention.

What began as a trend during the pandemic has evolved into a lifestyle. This marks a sharp contrast from the past, when running was either a solitary pursuit focused on speed or an intense workout restricted to club members.

Korea's running scene is currently driven by brand-hosted events and specialized select shops. Moving beyond informal meetups, structured "running sessions" that combine brand identity with curated programming have become the norm. Major domestic marathons have also expanded from single-day races into multi-day "expos" featuring runner registration, pop-up stores and talk shows.

Popular routes such as the Yeouido "sweet potato run" and Seochon "puppy run" have fueled the local economy. Major brands like On Your Mark and Adidas are opening retail hubs near Gyeongbok Palace, while local cafes have begun offering discounts to runners.

"Our owner loves running, so they opened this cafe with a 20 percent discount for runners," explained Lee Jong-yeob, manager of Cafe Nondo's, located next to a running select shop in Seochon. "As it became a hub for the community, surrounding shops started opening early — around 7 or 8 a.m. It gives runners who don't know each other a comfortable spot to socialize after a run."

At another nearby cafe, Lee Dong-chul, a cyclist visiting from Jeju Island, filmed a vlog right after arriving. "It’s close to the subway station, offers views of the historic palace and has plenty of shade, which attracts lots of cyclists and runners. Among runners, this area has become a 'bucket list' spot to check off," Lee remarked.

"Compared to a few years ago, our morning clientele has jumped by about 40 percent," said a staff member at Camel Coffee's Seochon location. "On weekends, we even hand out free water bottles to runners."

To support this growing community, the Seoul Metropolitan Government built a "runner's base" inside Gwanghwamun Station, allowing commuters to change clothes and store gear. It is one of three hubs operated by the city that are connected directly with subway stations, along with Hoehyeon and World Cup Stadium stations, utilizing underutilized spaces.

Accessible with Naver QR verification, the facility features free changing rooms, locker rentals starting at 2,200 won for four hours and vending machines selling protein bars and warm-up oils.

Additionally, the Jung District Public Health Center is launching a curated running program highlighting local landmarks starting Sept. 10. "Following positive feedback in July, we designed an eight-session official program for 200 participants," explained team lead Kim Ju-ri. "We cap each session at 30 people on a first-come, first-serve basis to offer practical technique training, such as uphill running. We already have around 180 sign-ups, with people in their 40's forming the largest demographic. While the running boom originally started among 20- and 30-somethings, older adults are eager to tackle the challenge, too." She added that the first session will split runners into beginner and intermediate groups, taking them along the Namsan Loop above Namsangol Hanok Village.