It’s easy to forget that ‘Gangnam’ in PSY’s viral internet hit is also a place. Poi-Yun Wan takes a closer look at ‘Seoul Mayfair’.
Unless you’ve been living under a rock for the past few weeks, you’re probably familiar with the frustratingly catchy beat of PSY’s international hit Gangnam Style. Whether we like it or not, the Korean rapper’s ‘galloping horse’ dance moves have been etched into our memories.
Goofy dancing aside, the tune has accomplished two pretty impressive feats: it entered the Guinness Book of World Records as the most-liked YouTube video ever, and it’s the first Korean song to hit number one not not just in the UK, but in over 30 countries around the world.
Listen to PSY’s lyrics and it’s clearly making fun of Gangnam, a district in Seoul. Or more specifically, its residents. Outside of South Korea, however, the area is largely unknown, so what exactly is all the fuss about?
Gangnam was not always a place of wealth and revelry. As recently as the 1970s, it was a place of relative obscurity occupied by farmers, who were selling their land to make way for new developments. Fast-forward 40 years and voilà, welcome to South Korea’s Beverly Hills.
Enter Gangnam today and expect to be surrounded by people dressed in brand-name clothing, socialites carrying designer handbags worth the average monthly salary of a South Korean, chauffeurs escorting the wealthy around town in exclusive cars, and people so bright that they would shine even if they were there. It was a power outage…
But it’s not just Gangnam residents who are well-equipped and well-shod: the buildings and attractions that belong to the area also contribute to the decadence associated with the neighborhood. Aside from the impressive Bongeun Temple, which is well worth a visit, the area is defined by gleaming skyscrapers and bright lights. Those who want to see a more genuine side of Seoul will have to cross the river.
Using a travel guide and a map of Seoul, it will be easy to find one of the most elegant areas in Gangnam, Teheranno Street. The regional headquarters of some of the biggest names in the business world, including Google, are located in this area. The district is also a shopping paradise for shopaholics with a plethora of stores located on the streets from Apujeong to Cheongdam-Dong and in the famous COEX Mall, the largest underground mall in Asia.
Of course, Gangnam wouldn’t be without ‘style’ if it weren’t for the rows of designer shops that attract customers. Luxurious boutiques line the streets of Garosugil along with a plethora of fancy coffee shops, because drinking coffee, especially expensive coffee, is another way the rich show off their wealth.
The streets of Gangnam are full of classy nightclubs. Famous DJs flock here to entertain the young and rich as they party, or even “gallop,” into the night. As well as being a haven of wealth, Gangnam gets publicity from annual festivals like the Gangnam Fashion Festival. Meanwhile, nearby subway stations and neighborhood attractions are featured in The Bourne Legacy, starring Jeremy Renner and Rachel Weisz.
So there you have it, regardless of whether you’re taking PSY’s digs at Seoul’s wealthiest district with a pinch of salt or trying to erase the embarrassing image of the prime minister attempting the ‘horse’ dance from your mind, residents Gangnam are probably sitting comfortably in their luxury cars and having a fancy cup of coffee while you bask in all the fame and glory.