From Hipjiro to Seosunragi Street... Retro Alleys Fueling MZ Generation's Sensibility-Driven Consumption [Hot Place Road] ②

Around 6 p.m., the typical end of the workday for office workers, an alley near Euljiro 3-ga in Jung-gu, Seoul, was packed with people, leaving barely any room to walk amidst the dense web of power lines and signs. Hwang Seoyeon (24), whom we met in front of a bar, was waiting to enter. Hwang said, "My school is nearby, so I often come here with friends," adding, "The colorful signs and unique shops create an exotic atmosphere."

The area around Euljiro 3-ga featuring both printing shop signs and restaurant signs. Photo by Lee Eunseo.

The popularity of 'newtro' (new + retro) commercial districts continues among the MZ generation (Millennials and Generation Z). This trend is attributed to the way old business areas are being revitalized, offering a sense of 'newness within familiarity' to young people who consume the ambiance and sensibility of spaces.

The area around Euljiro 3-ga, nicknamed 'Hipjiro,' is a prime example. In fact, the number of visitors to the Euljiro commercial district has remained steady. According to the Seoul Commercial District Analysis Service, as of the first quarter of 2025, there were 2,985 stores in Euljiro-dong, Jung-gu, an increase of 53 compared to the same period last year. In May 2025, the number of visitors to Euljiro-dong was 1,727,642, up from 1,710,408 in May 2024. More than half of the dining industry sales in the first quarter of this year came from people in their 20s and 30s.

The Rise and Fall of Urban Commercial Districts... The Appeal of Newtro

The secret to this popularity is newtro. The narrow alleyways are filled with shops that have remodeled old print shop buildings. A store with a sign reading 'Comprehensive Printing, Digital Master' sells iron plate dishes, while a craft beer pub window displays 'UV Special Printing.' Among the restaurant signs crowding the alley, you can easily spot signs for print shops and equipment suppliers, as well as overhead power lines. Traditional tea rooms selling Ssanghwa-cha and old-style pubs with retro vibes are also part of the mix. Passersby exclaimed, "It doesn't feel like Korea," as they walked in single file through the narrow alleys.

The newtro trend is closely linked to the rise and fall of urban commercial districts. In Euljiro, alleys of pubs specializing in golbaengi (sea snails) and nogari (dried pollack) sprang up near the print shop alleys, which flourished in the 1990s. As the printing industry declined in the 2000s, cafes and bars moved into the vacant spaces.

Other newtro districts such as Seongsu and Yongridan-gil also developed as various shops opened in old buildings. Seongsu, an industrial area in the 1990s, has established itself as the 'Brooklyn of Korea' as cafes and restaurants opened in former factories. In September 2024, a fashion select shop opened in Daelim Warehouse, and earlier this year, the first overseas fashion brand store in Korea opened in Seongsu. Pop-up stores open and close next to repair shops and factories. The commercial area around Yongridan-gil has formed around Samgak Mansion, built in the 1970s and now facing redevelopment. On the first floors of remodeled houses and villas, exotic restaurants have opened.

People walking through the alleys of Yongridan-gil, searching for cozy cafes and delicious restaurants. Photo by Lee Eunseo.

These revived old districts align perfectly with the consumption patterns of the MZ generation, who value the ambiance and sensibility of spaces. Lee Minje (23), a university student, said, "In Euljiro, it's fun to discover cafes and bars as you wander through the narrow alleys," adding, "Every visit offers a new experience." Han Dawon (26) commented, "Old establishments like traditional pubs, tea rooms, and Sewoon Arcade blend with modern cafes, so you can experience a variety of atmospheres in one place."

The abundance of unique independent shops, as opposed to common franchises, also appeals to young people who value individuality. As of the first quarter of 2025, 92.6% (1,180 out of 1,274) of the stores around Euljiro 3-ga were independent, with only about 90 franchise stores. In Hangangno-dong, where Yongridan-gil is located, 93.5% (4,916 out of 5,255) of stores were independent. Citizen Heo Yoonkyung (24) said, "It's fun to explore the alleys in search of charming, cozy cafes." Office worker Chae Mo (28) added, "The buildings have been reconstructed and remodeled, giving the area a tranquil vibe," and "I often see young people coming here for dates after work."

Lee Eunhee, a professor of consumer studies at Inha University, explained, "Young people feel more psychologically comfortable in places like Euljiro's old establishments than in the flashy buildings of Gangnam," adding, "The retro atmosphere, which is not part of their everyday lives, evokes feelings of home or a grandmother's embrace, providing psychological comfort and drawing them in."

The Harmony of Old and Modern Sensibilities... Ikseon-dong and Seosunragi Street

Seosunragi Street, located to the west of the Sunlacheong that once patrolled Jongmyo during the Joseon Dynasty, stretches 800 meters from the main gate of Jongmyo along the western stone wall. It is emerging as a new hotspot for the MZ generation, who place great importance on 'sensibility.'

Last weekend, despite the drizzling rain, outdoor seats at restaurants along Seosunragi Street in Jongno-gu, Seoul, were fully occupied, and many people waited in line with umbrellas. Various restaurants and cafes line Seosunragi Street, most offering outdoor seating with views of the fortress wall.

In front of a popular restaurant on Seosunragi Street, people gathered to register for the waiting list as opening time approached. Kim Yoonjeon (27), waiting with friends, said, "I like the fortress wall vibe, so I keep coming back," adding, "It’s great for photos, and I wanted to visit because so many others come here." Nearly every visitor was seen taking photos with the fortress wall as a backdrop?it was hard to spot anyone not taking pictures.

Passengers are gathering to register for the waiting list at a popular restaurant on Seosunragi Street. Photo by Youngchan Choi

The popularity of Seosunragi Street is also backed by numbers. According to the Seoul Commercial District Analysis Service, about 59% of dining industry sales on Seosunragi Street in the first quarter of this year came from people in their 20s and 30s. In other words, a significant portion of visitors are in their 20s and 30s. In addition, the average monthly sales of nearby alley businesses increased by 152%, from 1.72 million won in 2020 to 4.34 million won in the first quarter of this year. Lee Hani (29), who was there on a date with her boyfriend, said, "I used to come often, but it seems even more crowded these days," adding, "Being right next to the fortress wall gives it a peaceful feeling, which I like."

Ikseon-dong, known as the 'original hanok vibe' and located about a 10-minute walk from Seosunragi Street, remains a hotspot for the MZ generation. However, the desire to experience less-visited places has contributed to the rise in popularity of nearby Seosunragi Street. Seo Jeongryeol, a professor of real estate studies at Youngsan University, explained, "The charm of enjoying both the atmosphere of the Joseon Dynasty and modern Seoul at the same time has captivated the MZ generation," adding, "While Bukchon, Seochon, and Ikseon-dong are traditional hotspots centered on hanok, their growing fame seems to have sparked a desire to seek out newer destinations."