Asked for sightseeing recommendations, even locals hesitate... "Gwangju has history but no places to have fun" [No-Fun City]

[No Fun, Searching for Urban Enjoyment]
<2>Cities Trapped in the 'No Fun City' Frame
③Metropolitan Cities Without 5-Star Hotels or Shopping Malls
History of Discrimination and Alienation: "No Fun Controversy Accepted Without Resistance"
ACC and Dongridan-gil... Even Recognized Fun Spots Not Acknowledged

Editor's NoteAre you familiar with so-called 'No-Jam Cities,' meaning boring cities? These are cities lacking things to do, see, or enjoy, making locals feel bored and deterring visitors from other regions. Since 2019, various cities have been labeled as No-Jam Cities on social media platforms. What started as a kind of meme for fun has evolved into local governments in places like Daejeon, Ulsan, Gwangju, and Cheongju launching 'Fun City Creation Projects.' Are cities branded as 'No-Jam' truly dull and boring? What makes a city fun? We aim to reflect on the places and spaces where we live.

"Busan has the sea, but Gwangju lacks such natural scenery. Maybe because of its deep history, there aren't many fun things to do here."

On the 30th of last month, an employee at the tourist information center inside Gwangju Songjeong Station responded to a reporter's question about whether they had heard that Gwangju is a No-Jam City by saying, "Honestly, I admit that Gwangju is called a No-Jam City." As someone promoting Gwangju's attractions, the question seemed awkward, and after hesitating for a while, they answered this way. They also emphasized, "We carefully introduce places to see like the May 18th Democratic Movement sites and the Performance Maru."

Cafe and restaurant street in Dongmyeong-dong, Gwangju, known as 'Dongridan-gil'. Photo by Heo Younghan

Even Locals "Don't Know Where to Hang Out or Go"…Lack of Tourism Infrastructure Including Hotels

There is a meme called 'It was there, but now it's gone.' Originating from a webtoon, it refers to an absurd situation where something that originally existed disappears without a trace. When Gwangju citizens were asked about 'No-Jam City Gwangju,' their answers could be summarized using this meme: 'It wasn't there, no, it really wasn't.'

Park Yujin (18), whom we met at Dongmyeong-dong cafe street that day, passionately said, "There are no places to hang out in Gwangju." When asked if she had heard that Gwangju is a No-Jam City, she replied, "A teacher from Seoul asked me where people hang out in Gwangju, so I told them to go back to Seoul." She expressed frustration, saying, "Gwangju is indeed a No-Jam City. Compared to Seoul, so many things are missing."

When the reporter asked Gwangju citizens to recommend places to visit, many suggested Damyang or Hwasun, which are about a 30-minute drive from downtown Gwangju. It gave the impression that these two areas are considered part of Gwangju.

Visitors to Gwangju also unanimously said they "don't really know Gwangju well." Chae Seowon (22), who came to Gwangju to watch a Kia Tigers baseball game, said, "I came for the game as a day trip. I'll watch the game and go back immediately," adding that he didn't know much about what Gwangju has to offer. Kim (20), a university student waiting for a friend at Gwangju Songjeong Station, said, "My friend attends Chosun University and invited me to visit their dorm, so I came," but admitted, "I don't know what famous things there are in Gwangju."

Choi (50s), a taxi driver born and raised in Gwangju, hesitated for a long time when asked to recommend places to see in Gwangju. He said, "There really aren't any," and repeatedly shook his head, saying, "Even though I've lived in Gwangju all my life, there are no places to hang out. It's really strange."

The Gwangju U-Square Culture Center, closed for the construction of a complex shopping mall. The theater and some facilities in the same building are still in operation, attracting many citizens. Photo by Heo Young-han

Citizens pointed out that despite Gwangju being a metropolitan city, it lacks basic infrastructure. The most frequently mentioned was large-scale complex shopping malls. Nowadays, such malls are considered multi-purpose spaces for shopping, leisure, and experiences, but Gwangju has no place to meet this demand. Although there is Chungjang-ro, which houses edit shops and designer brands, its scale is not large. Jeong Hyejun (23), a university student working at a cafe in Dongri-dangil, said, "Chungjang-ro is really small and not great," adding, "If a hot pop-up store came to Gwangju, everyone would like it."

Gwangju is also the only metropolitan city without a 5-star hotel. Compared to Seoul (33), Jeju (20), and Busan (10), the number of 5-star hotels is meager. According to Gwangju citizens, even if large events are hosted and visitors increase, there are no hotels to accommodate them, causing visitors to spill over to places like Yeosu and Mokpo. This makes it difficult to guarantee hotel vacation trends and tourists' length of stay.

ACC and Other Attractions Exist…But Historical Background Leads to 'Acceptance of No-Jam'

Gwangju locals accepted the negative connotation of the term 'No-Jam City' as it is. Unlike people from other cities, they did not take pride or resist by saying, "We are not No-Jam." The sentiment of resentment (han) from the historically discriminated Honam region influenced this atmosphere. Since the Joseon Dynasty, Gwangju was a place of exile, and despite being a sacred site of the democratization movement, it was marginalized in modern history. This has affected Gwangju citizens' sense of powerlessness, leading to the 'acceptance of No-Jam.'

Gwangju National Asia Culture Center Library

The National Asian Culture Complex located on the site of the former Jeonnam Provincial Office in Gwangju. Photo by Heo Younghan

Local experts emphasize that to find fun, Gwangju must first identify 'what it has.' The lack of a recognizable image associated with Gwangju is the biggest weakness preventing it from becoming a 'Fun City.' Daejeon has Seongsimdang, Ulsan has Taehwa River and whales?regional landmarks or images that serve as important reasons for tourists to choose their destinations. However, Gwangju currently cannot properly identify its resources, making it difficult even to attempt building a regional brand and identity.

In fact, Gwangju does have attractions that have not been spotlighted externally. The National Asian Culture Complex (ACC) is a prime example. ACC was selected by renowned architect Professor Yoo Hyun-joon as one of the 'Top 3 Must-See Architectural Works in Korea.' It is located near the May 18th Democratic Movement sites, the old Jeonnam Provincial Office, and Jeonil Building, making it easily accessible. It was built in a low, rounded form that naturally connects with the foothills of Mudeungsan Mountain to preserve the natural scenery. An ACC information desk employee said, "Because of its good location, many people visit," adding, "Maybe because fun elements are concentrated at ACC, other places feel relatively less fun."

On the day the reporter visited, ACC was hosting the so-called 'Lee Kun-hee Collection,' an exhibition of master Pablo Picasso's ceramic works collected by the late Samsung Electronics Chairman Lee Kun-hee. Visitors responded positively. Kim (30s, from Jeonju, Jeonbuk), who came with a 7-year-old child to see the Picasso exhibition, praised, "The children's experience facilities are well set up, so it's good for bringing kids." Gwangju citizen Hong Yebin (18) said, "I came with a friend to study and spend time," adding, "I know this is the best architectural building in Gwangju."

The cafe and restaurant street in Dongmyeong-dong, Gwangju, known as 'Dongridan-gil.' Photo by Heo Young-han

Dongri-dangil is a popular spot highly praised by locals. On a weekday afternoon, Dongri-dangil was bustling with MZ generation (Millennials + Gen Z) at the cafes and restaurants lining the street. As a city with 18 universities, it has a large young population. True to its reputation as a cafe street, murals depicting coffee bean origins like Ethiopia and exotic architectural styles stood out. It felt quaint yet unique, like a blend of Seoul's Seongsu-dong, Euljiro, and Itaewon. Professor Mo Jong-rin of Yonsei University, known as the 'Alleyway Economist,' once praised Dongmyeong-dong and Yangnim-dong as "top-level nationwide."

Gwangju is putting effort not only into utilizing existing resources but also into creating new ones. Currently, Gwangju City is making various efforts such as developing seasonal specialized festivals and the Yeongsan River Y Project to create a 'Fun Gwangju.' They also plan to attract a complex shopping mall by 2028. The city is focusing on attracting the so-called 'Complex Shopping Mall Triple Set,' which includes The Hyundai Gwangju, Grand Starfield Gwangju, and Gwangju Shinsegae Art & Culture Park.

▶Previous article: When you think of Ulsan, only 'Industrial City' comes to mind... "Is this a city where people earn money and leave?"

▶Next article: The neighborhood of 'Bread King Kim Takgu' for 14 years... Why is Cheongju stuck?