Why overseas consumers are flocking to this Seoul way of life retailer

Shoppers browse merchandise at Seongsu No. 1 retailer in Seoul. Courtesy of 29CM

A life-style retailer tucked into Seoul’s fashionable Seongsu neighborhood has change into an unlikely magnet for abroad guests, with overseas clients now accounting for greater than half of its gross sales.

29CM, the curated commerce platform operated by Musinsa, stated Monday that its Iguhome Seongsu No. 1 retailer has attracted greater than 1.2 million guests since opening a 12 months in the past, cementing its standing as a number one vacation spot for Korean way of life manufacturers.

The retailer, which opened June 20, 2025, on Yeonmujang-gil in Seongsu, was launched as 29CM’s first offline way of life retail area.

Built across the idea of a “taste general store,” the store brings the corporate’s on-line model curation and storytelling strategy right into a bodily setting.

Its rising enchantment amongst worldwide guests has turned the shop into what the corporate describes as a testing floor for Korean house and way of life manufacturers searching for publicity to world customers.

According to 29CM, worldwide consumers accounted for a median of 56 % of whole gross sales on the retailer from March 1 to May 31.

As Seongsu has advanced into one in all Seoul’s most visited industrial districts for each home and abroad vacationers, the shop has more and more served as some extent of connection between Korean way of life manufacturers and customers.

Fashion equipment, together with pouches and key rings, generated the most important share of gross sales over the previous 12 months at 25 %.

Kitchen gadgets corresponding to plates and cups adopted at 24 %, forward of stationery merchandise at 16 % and residential textiles at 11 %.

Buoyed by the shop’s efficiency, 29CM has expanded its offline presence in Seongsu.

The firm opened Iguhome Seongsu No. 2 in January and broadened its choices into the meals and beverage class.

On Thursday, it additionally launched Danish design model HAY on the basement degree of the second retailer.

“Iguhome Seongsu has maintained steady growth, with sales last month rising more than 56 percent compared with July 2025,” a 29CM official stated. “The growing share of foreign customer purchases is also increasing the store’s value as a place where Korean brands can gauge demand and consumer response from overseas visitors.”

This article was revealed with the help of generative AI and edited by The Korea Times.