Town of the Rich: Apgujeong

Hajon Lee

So Apgujeong, you’ve probably only heard of this place as the rich town with the two huge department stores: Galleria and Hyundai Department store and various designer brand stores in the area. So why is it a rich town? Well, the simple answer is because rich people live there. But, then the question is why? Apgujeong-dong was built as part of the development of Gangnam, which began in the 1970s to address the overcrowding of houses in Gangbuk. Apgujeong Hyundai Apartment is the first high-rise complex composed of medium and large-sized flats in Gangnam, and residents were mainly composed of high-ranking government officials and wealthy people. Apgujeong-dong has been made up of high- and wealthy people since its inception, creating a synergy effect for the rich to gather and also creating their own consumption culture.

Even for many Koreans, Apgujeong is a place that is unfamiliar and a place that they don’t often go to hangout. Personally, it’s one of my favorite places to go to in Korea. It is because it’s less crowded than places like Hongdae or Itaewon but is still in Gangnam. The vibe of Apgujeong is more laid-back and a bit more classy. There are two main places in Apgujeongdong: Apgujeong and Apgujeong-rodeo.

Apgujeong is basically famous and exists because of a street called Garosu-gil. It became famous because of the common appearance of celebrities and models. Garosu-gil has a lot of attractive and tasty restaurants and cafes. It is just one main street. Each side is usually displayed with clothing shops and some jewelry shops, as you go further to each side there are cafes and restaurants. They have numerous mid-level clothing brands such as Aland, Abercrombie & Fitch, Mango, and many more. Some cafes I would recommend are: El Cielo which is known for its unique and pretty interior. Our bakery is a cafe that has various types of pastries. If you want to enjoy a coffee with some yummy bread or dessert with a friend, this is the place to be.

If Apgujeong was classy and somewhat edgy. Apgujeong-rodeo is next level when it comes to being fancy not only with designer stores, but the culture and how people match that. One of my two favorite things to just watch and enjoy at this place are super cars and the people who come here. Probably one of the areas where super cars can be the most is Rodeo street. As it is known as a rich town, people dress up to that culture and dress in a very unique style. I recommend you visit Dosan Park which is at Apgujeong-rodeo and the cafes near it. They also have diverse multi-select shops and also famous Korean brands like Juun J or Wooyoungmi.