Shoppers browse products at Seongsu No. 1 store in Seoul. Courtesy of 29CM
A lifestyle store tucked into Seoul’s trendy Seongsu neighborhood has become an unlikely magnet for overseas visitors, with foreign customers now accounting for more than half of its sales.
29CM, the curated commerce platform operated by Musinsa, said Monday that its Iguhome Seongsu No. 1 store has attracted more than 1.2 million visitors since opening a year ago, cementing its status as a leading destination for Korean lifestyle brands.
The store, which opened June 20, 2025, on Yeonmujang-gil in Seongsu, was launched as 29CM’s first offline lifestyle retail space.
Built around the concept of a “taste general store,” the shop brings the company’s online brand curation and storytelling approach into a physical setting.
Its growing appeal among international visitors has turned the store into what the company describes as a testing ground for Korean home and lifestyle brands seeking exposure to global consumers.
According to 29CM, international shoppers accounted for an average of 56 percent of total sales at the store from March 1 to May 31.
As Seongsu has evolved into one of Seoul’s most visited commercial districts for both domestic and overseas travelers, the store has increasingly served as a point of connection between Korean lifestyle brands and consumers.
Fashion accessories, including pouches and key rings, generated the largest share of sales over the past year at 25 percent.
Kitchen items such as plates and cups followed at 24 percent, ahead of stationery products at 16 percent and home textiles at 11 percent.
Source: Korea Times News
