(Yonhap Feature) Exclusive Seoul neighborhood looks to draw in tourists

By Shin Hae-in
SEOUL, March 26 (Yonhap) -- Korean kimchi and centuries-old palaces dominate
conventional notions of the South Korean capital's major attractions. But tastes
change, and besides, no matter how grand its palaces or mouth watering its
cuisine, Seoul has far more to offer.
Gangnam, which lies south of the Han river that bisects the city, once drew only
the nation's wealthiest seeking out the latest fashion trends and hottest
restaurants. Foreign visitors stayed in the older section north of the river, a
tourist hub of rusty edifices and historical landmarks.
But Gangnam has recently caught on to a whole new business strategy.
"We have been seeing a lot more foreign visitors here after the district was
designated a fashion hub last year. The number of foreign travelers at least
doubled in the two year-period from 2007," said Yoo Chang-ha, an official at the
Gangnam District Office. "Yes, this is definitely an area worth promoting to
tourists -- a completely different face of Seoul."
The South Korean government designated the area from Apgujeongdong to
Cheongdamdong -- home to luxury brand fashion shops and two massive department
stores -- the country's new fashion district last year, aiming to create "Korea's
own Champs-Elysees" after the famed boulevard in Paris.
Inbound travelers spent US$1.06 billion in 2008, up 67 percent from a year
earlier, according to the Korea Tourism Organization. A large part of the money
is from Japanese travelers who opened up their pockets to buy luxury products
made more affordable by the weakened local currency.
"The markets in the central Seoul region are well known to foreign visitors for
their low-end, inexpensive products, but there is a need for the city to also
create a shopping hub for high-end products," Yoo added. "Seoul has been
changing, and so should its tourist industry."
Gangnam district is planning to open a "Sunday Market" beginning this year, where
local fashion designers and boutique owners in Apgujeongdong and adjacent areas
will get a chance to introduce their latest designs to Seoulites and foreign
shoppers.
The district also plans to establish seven "theme streets" to lure travelers to
trendy cafes and bistros in the area, including the "Gorilla" cafe owned by Bae
Yong-joon, who starred in the TV series "Winter Sonata" and is better known these
days as "Yonsama" by hordes of worshipping Japanese fans.
"Becoming a tourist attraction is not just about furbishing streets and handing
out English guidebooks. There must be something special, appealing to attract
newcomers," Yoo said. "While it may lack history, Gangnam is trendy and new
enough to compete with New York's Soho or Chelsea."
Garosugil, which translates as "tree-lined street," is another attractive venue,
relatively new even to Seoulites. Located in Sinsadong, adjacent to the Gangnam
fashion hub, the street has been attracting those in search of trendier but less
crowded cafes and bars.
The location gained popularity after a regional festival was held there in 2003.
Many of the CEOs in Garosugil are relatively young and foreign-educated, creating
a unique atmosphere in the narrow, European-style streets.
"We chose this location because we wanted challenge. It seemed so trendy and so
right," said Maurizio Ventrone, one of the three owners of "Tutti Matti," a
recently-opened Italian bistro and bar in Garosugil.
Ventrone said opening a bar in Itaewon, a neighborhood heavily populated by
foreign ex-pats and immigrants, was never an option. Located in northern Seoul
across from the U.S. military base, Itaewon has for years been the reigning
location for many foreigner-owned bars and restaurants.
Tutti Matti, which opened six weeks ago, has been attracting a growing number of
foreigners as well as Koreans, Ventrone added, largely because of the
international feel of the place with employees fluent in English.
"We recruit people who have experience living abroad, mostly because we want
those who share our ideas and views," he said.
Due to the growing number of foreign customers, other shopowners in southern
Seoul are training their employees in foreign languages, mainly English.
Gangnam district hopes to increase the number of restaurants that provide menus
in English, Japanese and Chinese. Last year, the district spent 20 million won
(US$14,700) publishing the so-called foreigner-friendly menus, which were
distributed to some 100 restaurants.
"Language barriers can be one of the main difficulties foreign travelers face in
Korea," said Ahn Joon-ho, a policy adviser at the Seoul Metropolitan Government.
"The city plans to actively work on this issue."
By adjoining its southern and northern regions, ancient landmarks with hip new
hot spots, Seoul is hoping to use the theme "think globally, act locally" to turn
itself into one of the world's major tourist attractions.
hayney@yna.co.kr
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