Gangnam District

Gangnam is Seoul's byword for wealth and modernity, an affluent district south of the Han River that became globally famous through a 2012 pop hit satirizing its lifestyle. Once farmland, it was transformed within a generation into a gleaming quarter of high-rise offices, luxury apartments, and designer shopping that symbolizes South Korea's rapid rise.

Business and commerce dominate. The district houses the headquarters of major corporations, the Coex convention and exhibition complex with its vast underground mall and aquarium, and the Teheran-ro corridor lined with technology firms and finance. Broad boulevards and orderly blocks give it a planned, prosperous feel.

Shopping and beauty are central to its identity. Upscale department stores and the boutiques of the Apgujeong and Cheongdam areas cater to luxury tastes, while the neighborhood is also the epicenter of the country's cosmetic-surgery and beauty industries, with clinics clustered thickly around the main avenues.

Culture and green space provide balance. The tranquil grounds of Bongeunsa, a historic Buddhist temple, sit incongruously across from the Coex towers, and the K-pop industry's presence has spawned entertainment landmarks and a dedicated promenade celebrating Korean pop stars.

For visitors, Gangnam shows the confident, contemporary face of Seoul. It is served by an extensive subway network, including a station that shares the district's name, and is easy to navigate. The appeal lies in upscale shopping, dining and people-watching rather than historic sights, though the temple and riverside parks offer quieter interludes. Travelers curious about modern Korean urban life, fashion and pop culture find it essential, and it is liveliest in the evenings and on weekends when the shopping streets and restaurants around the station fill with a stylish, youthful crowd.