The headquarters of Amorepacific (left) and the headquarters of Hybe (Yim Hyun-su) |
Located in Yongsan in central Seoul, Samgakji Station is one stop from Noksapyeong Station, where people would drop by to party in Itaewon or dine at restaurants in Gyeongnidan and Haebangchon. It is also within walking distance of Sinyongsan and Yongsan stations.
Wedged between the most popular destinations that surround it, the neighborhood has long been ignored by restaurateurs and trendy young people. Its association with Yongsan Garrison, the longtime headquarters of US forces in Korea, which is slated to be turned into a public park, and the lack of nearby attractions meant that Samgakji, which literally translates to “triangular land”, remained one of Seoul’s lesser-known neighborhoods, at least until recently.
In early 2021, South Korean entertainment juggernaut Hybe moved its headquarters to the Yongsan Trade Center. Home to one of the biggest boy bands in pop music history, BTS, the company has spearheaded the rise of soft power in the country in recent years.
In May, Hybe Insight, a music museum dedicated to fans of Hybe artists, opened in the neighborhood, bringing K-pop fans to the neighborhood who can often be spotted around the building.
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Amorepacific Headquarters and Surroundings (Amorepacific) |
As you walk from Samgakji towards the Han River, you will see another building that stands proudly and tall with what looks like holes from the outside housing small gardens. The glossy-finished, square-shaped building, designed by English architect David Chipperfield and inaugurated in 2017, is the headquarters of South Korean cosmetics giant Amorepacific.
At night, the skyscraper lights up, enhancing the overall ambience of the surrounding area as well as Yongsan Station.
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Hybe Insight (Hybe) |
The presence of the headquarters of these global companies makes the area a “hot spot,” as one local real estate agent put it.
“A lot of high-income people in their 30s and 40s seem to reside here,” said the agent, who wished to remain anonymous.
The impact was strongly felt in Yongridan – a commercial area between Samgakji Station and Sinyongsan Station.
While the narrow main streets filled with tall buildings encapsulate the concrete jungle that is central Seoul, the alleyways of Yongridan tell a different story – trendy whiskey and wine bars spring up as proximity to trendy neighborhoods of Itaewon and Haebangchon attracts businesses and customers alike.
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A mural outside Samgakji Station (Yim Hyun-su) |
And if you keep walking towards the Han River, Hangang Bridge awaits you with Nodeul Island sitting in the middle of the river.
In December, the Department of Transportation announced that Yongsan Park will encompass a total of 3 million square meters of land by absorbing sites previously occupied by the US military. The deadline was increased to seven years after the end of the US Army move, which is still undefined at this time. The previous plan was for an opening in 2027.
The project has been slow in coming and the land restitution process has experienced delays. But when the park finally opens, it’s poised to join the growing list of attractions around Samgakji Station.
By Yim Hyun-su ([email protected])