Beneath the concrete sprawl of Express Bus Terminal lies Gotomall, a vast subterranean labyrinth of roughly 620 shops better known for budget impulse buys than haute couture. Now, city district officials are attempting a high-fashion transformation, turning the sprawling underground market into an interactive runway. Starting Sunday, Seocho District in southern Seoul will launch the 2026 Goto-Sebit K-Style Up Festa, a monthlong campaign aimed at repositioning the underground shopping hub as a premier destination for modern Korean street styles. Running every Sunday through Oct. 25 along Picasso Mural Street, the festival pairs the market’s affordable wardrobe staples with professional styling by beauty experts. The initiative highlights the Goto-Sebit Special Tourist Zone, designated in late 2024 as the only tourism district in Seoul to encompass the Han River. Spanning the transit terminal, Banpo Han River Park, the floating island of Some Sevit and the underground passages of Gotomall, the zone blends commercial retail with riverside leisure. While the district previously hosted pop