The weekend after the announcement that Jongno 3-ga in Seoul had been named "the coolest place in the world in 2026" by the British magazine Time Out, the neighborhood was flooded with visitors. On Saturday, September 19, by late afternoon, the area was already packed. Whether on the main street or in the narrow alleys, long lines formed in front of restaurants, all of which were fully booked. A constant flow of young people strolled through the streets, searching for any available table. This excitement and energy, which lasted until late at night, helped propel the neighborhood from third place in 2021 to the top spot this year, according to the South Korean newspaper Dong-a Ilbo.
Jongno 3-ga, located in the heart of Seoul, is known for its pojangmacha—small, mobile food stalls that operate around the clock, featuring red plastic tables and stools. These stalls are popular with both locals and foreigners, and they have gained international recognition through South Korean dramas. While the area used to attract office workers looking for quick meals, it now draws a younger crowd seeking affordable prices and a relaxed atmosphere, the newspaper reports.
In addition to the vibrant nightlife, Time Out also praised the recent transformation of Seosulla-gil, a street once known for its quiet atmosphere. Facing the stone walls of the Jongmyo royal shrine, the street now features independent workshops for craftsmanship and jewelry, as well as sophisticated bars and cafes located in former hanok—traditional Korean houses. These spaces blend traditional architecture with modern furnishings, creating a unique mix of old and new. According to Time Out, Jongno 3-ga has successfully gained "a new vitality without losing its identity."
Meanwhile, South Korea is experiencing a growing trend of foreign students choosing Asia as their preferred destination. In other news, a former American spy site in South Korea has been transformed into an arboretum where trees are the main attraction. Additionally, discussions are ongoing about the effectiveness of a South Korean app designed to track harassers, and a new form of school violence known as "Yacha fights" has raised concerns among educators and parents.
Jongno 3-ga's Rise as a Top Global Destination and Local Transformations
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