Seoul’s trendy Seongsu district continues to strengthen its reputation as Korea’s hottest lifestyle and shopping destination, and one store is emerging as a favorite among international visitors. The lifestyle select shop 29CM announced that its flagship lifestyle store, IGOOHOME Seongsu 1st Store, has surpassed 1.2 million cumulative visitors just one year after opening.
A Curated Space for Discovering Korean Lifestyle Trends
Opened in June 2025 along Seongsu’s popular Yeonmujang-gil street, IGOOHOME was created as 29CM’s first offline lifestyle store. Designed around the concept of a “Taste General Store,” the space brings the brand’s online curation expertise into a physical retail experience.
The store showcases carefully selected Korean lifestyle brands across categories including home décor, kitchenware, stationery, fashion accessories, and interior items, offering visitors a glimpse into contemporary Korean living.
Foreign Tourists Drive More Than Half of Sales
One of the most remarkable achievements has been the store’s popularity among international visitors.
During the recent three-month period from March to May, foreign customers accounted for an average of 56% of total sales at the Seongsu flagship location. As Seongsu continues to attract travelers from around the world, IGOOHOME has evolved into a key gateway connecting Korean lifestyle brands with global consumers.
The figures highlight the growing international appetite for K-lifestyle products beyond traditional categories such as K-pop, K-beauty, and K-food.
What Are Shoppers Buying?
Over the past year, the store’s best-performing categories were:
- Fashion accessories such as pouches and keyrings: 25%
- Kitchen products including plates and cups: 24%
- Stationery items: 16%
- Home fabric products: 11%
The sales mix suggests that visitors are particularly drawn to practical, design-focused Korean lifestyle goods that can easily be taken home as souvenirs.
Expansion Continues in Seongsu
Building on the success of the first location, 29CM expanded its offline presence by opening IGOOHOME Seongsu 2nd Store earlier this year.
The second store broadens the concept into food and beverage curation, while maintaining the lifestyle-focused identity that made the original location popular. On June 19, the store also introduced products from the renowned Danish design brand HAY, further enhancing its international appeal.
29CM plans to differentiate the merchandise and concepts of the two stores, strengthening Seongsu’s position as a leading lifestyle shopping hub.
Anniversary Promotions
To celebrate its first anniversary, IGOOHOME is running a special promotion through June 28, featuring discounts of up to 50% on popular products including portable lighting, pouches, and home accessories that have been customer favorites over the past year.
Additional benefits include:
- Lucky draw events for shoppers
- Gift giveaways based on purchase amounts
- Special anniversary product selections
Why It Matters
The success of IGOOHOME reflects a broader shift in global interest toward Korean lifestyle culture. While K-pop and K-beauty continue to lead Korea’s cultural exports, lifestyle products, home goods, and design-focused brands are increasingly becoming part of the “K-wave” experience sought by international travelers.
As foreign visitors continue exploring Seoul’s creative neighborhoods, Seongsu is rapidly establishing itself as the place where global consumers can experience the latest trends in Korean design, fashion, and everyday living.
KOREA FBI Editor’s Comment
IGOOHOME’s rapid growth demonstrates how Korean lifestyle brands are finding new opportunities through experiential retail. With foreign shoppers now contributing more than half of store sales, Seongsu is evolving from a local creative district into a global showcase for Korea’s emerging lifestyle culture. The success of IGOOHOME suggests that K-lifestyle may be the next major chapter of the Korean Wave.
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