Where to Find Your Gangnam Style

SEOUL — Until recently, few people outside of South Korea had heard of Gangnam, an upscale neighborhood in Seoul’s southeast that houses roughly 5% of the capital’s population.

More specifically, the K-pop musician’s “Gangnam Style,” which went viral on YouTube over the summer. Most of us know what happened next: An Internet-wide slurry of video imitations; “Gangnam Style” flash mobs from Australia to Peru; a U.S. record deal sealed in soju, chased with domination of American primetime television; and even chin-stroking analyses of that horsey-dance clip.

But for many, the question still remains: What goes on in Gangnam, anyway?

We have five suggestions, loosely inspired by Psy’s lyrics. For good measure, we’ve divided them up so you can see what he means when the singer calls Gangnam “noble” during the day and “crazy” after dark.

1. Get the “Gangnam Style” look

There’s no shortage of brand names in Gangnam, but for a range of upscale, niche boutiques, head to the subdistricts of Cheongdam and Shinsa. This is where you’ll find fashion-forward international concept stores like Milan’s 10 Corso Como alongside home-grown havens of chic such as Jardin de Chouette and Johnny Hates Jazz.

Stores here aren’t cheap, but that’s the price you pay to “dress classy, and dance cheesy,” as Psy puts it.

While you’re here, whip that coif into shape at one of several hair salons that cater to celebrities such as nine-piece K-pop group Girls’ Generation. Try Soonsoo, Ra Beauty Core and Jenny House, to name a few.

2. Glimpse the future of technology (before everyone else)

Gangnam-daero, a road in Gangnam’s outskirts, houses corporate heavyweights like Samsung Electronics, the world’s largest technology firm by revenue. Pay a visit to the company’s flagship store, Samsung D’light, a three-floor palace of consumer electronics located at its Seoul headquarters.

Dedicated to selling, and simply showing, Samsung’s newly released products, this is where you can buy its latest tablets and Galaxy smartphones, as well as witness the latest Samsung technology (think solar-powered handsets and fridges with see-through liquid-crystal display doors) long before it hits the broader market.

Interactivity is encouraged—you’re welcome to sit down and play videogames—and a host of staff is on hand to field questions in Korean, English, Chinese, Japanese and Spanish.

3. Delve deep into South Korea’s Buddhist history

Bongeunsa, also known as Bong-eun Temple, was originally founded in 794 A.D. Though Buddhism was suppressed in favor of Confucianism during the early Chosun dynasty, Bongeunsa began to flourish as one of Korea’s main centers for Seon (Zen) Buddhism in the mid-1500s under the guidance of a monk known as Master Bowoo.

Now located on the slopes of Gangnam’s Sudo Mountain, it’s one of the country’s most traditional temples and stands as a symbol of Buddhist aspiration. Looking to attain enlightenment? You can enroll in a two-day Temple Stay program (about $63 per adult), held once a month for up to 30 participants, and featuring mind-healing activities such as monastic meals, a tea ceremony and meditation.
Part II: Crazy After Dark

4. Strike a pose in front of an explosive backdrop, no special effects necessary

Named the world’s “longest bridge fountain” in 2008 by the Guinness World Records, the Moonlight Rainbow Fountain is 1,140 meters of cascading water illuminated with LED lights. Running along the Banpo Bridge, it draws couples and workers looking to unwind after-hours with a view of the Han River, which cuts across Seoul from east to west.

The fountain operates three times a day during weekdays, and six times a day on weekends, shooting tons of water per minute. For maximum atmosphere, get there after sunset—if you’re lucky, you might see fireworks from one of the river’s cruise boats.

5. Let your hair down while rubbing elbows with K-pop’s finest

If you, like Psy, are looking for “a girl who puts her hair down when the nighttime comes,” then you might want to make like a pony and trot to one of Gangnam’s many lavish nightclubs (either way, they’re a good place to practice that lasso move).

One of the top clubs in the country, if not Asia, is the massive Club Ellui, which hosts hot-shot K-pop stars like JYP (Park Jin-young), 2PM and GD & Top, and invites international names by teaming up with overseas clubs such as Space Ibiza and Ministry of Sound. Head there on a Friday or Saturday, the club’s official operation days, and prepare to brave a crowd—revelers gather here by the thousands and stay until the wee hours.