Yongsan in central Seoul was once the capital of electronics in South Korea. For those shopping for gadgets, a visit to the area was a must. However, with the widespread adoption of online shopping leading to a decline in physical electronics sales, the neighbourhood has found a new identity.
The area, centred around I’Park Mall, is now emerging as a major hub for subculture content and pop-up events, drawing a growing number of visitors seeking offline experiences.
I’Park Mall embodies that transformation, shifting away from traditional retail to focus on fandoms built around animations, games and character-based intellectual property.
Stores selling goods from popular franchises, alongside the country’s largest Nintendo shop and Sony’s PlayStation store, have turned the mall into a go-to destination for video game and subculture fans.
Dopamine Station, which opened at I’Park Mall last year, is packed with visitors of all ages, even on weekday afternoons. The space brings together a wide range of goods such as merchandise from popular animations and game characters, mechanical keyboards, and capsule toy machines, alongside cafes, allowing visitors to explore and indulge their personal interests all in one place.
An official from the local game industry says Yongsan has successfully modernised its identity.