Jongno 3-ga Named the World's Coolest Neighborhood

Jongno 3-ga, in the historic heart of Seoul, has just been named the coolest neighborhood on the planet by an international ranking. The distinction triggered a surge of tourists and piqued investors' interest, but also brought abrupt changes to the daily lives of residents.

What drove the ranking

The selection was made by a panel of editors who evaluated criteria such as food and drink, nightlife, unique local businesses, liveability, and community spirit. The district had already appeared on previous lists and received prominence from Time Out, which highlighted its mix of bars, cafes, craft shops, and the recent nighttime revitalization of pochas—street food stalls that attract young people starting at 5 p.m.

How tourism is impacting the neighborhood

Following the announcement of the ranking, visitor numbers rose significantly. Souvenir shops, claw machines, and automated photo booths have sprung up along the streets, replacing traditional businesses that served rice and soup for decades. Lines of up to an hour now form at the pochas, where tourists take photos for social media, turning what was once a discreet spot into a display hub.

Consequences for the local community

The growth of tourism has driven rent hikes and the displacement of low-income residents, informal workers, and sex workers who previously operated in plain sight around Tapgol Park. The departure of longtime regulars—such as gay bar patrons, soju drinkers, and sidewalk janggi players—has altered the neighborhood's atmosphere. Many residents lament the loss of identity and gentrification, even while maintaining a cordial demeanor toward visitors.

What remains original

Despite the changes, certain elements still endure. The pochas continue serving dishes like tteokbokki and ramyeon at affordable prices, while streets such as Seosulla-gil preserve craft workshops, independent jewelry studios, and sophisticated bars. The contrast between old-world charm and a new commercial aesthetic creates a backdrop of continuous reinvention.

Outlook for the future

The future of Jongno 3-ga will depend on the ability to balance tourist flow with preserving spaces for original residents. While fame brings revenue and new business opportunities, the risk of losing the very essence that made the neighborhood appealing remains ever-present. The debate over the role of “cool neighborhood” rankings in urban life continues, particularly in cities where local culture still fights against global standardization.

With information from The Guardian, Time Out Worldwide, CNN.