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David D. Lee

On a midsummer Thursday night, the entertainment district of Hongdae in Seoul is slowly coming alive.
Short for Hongik University, Hongdae neighbours several university campuses and typically attracts thousands of young people to its flashy streets.
Just a few blocks away from the main clubbing area, the atmosphere is quieter with hardly any patrons at a row of pubs and restaurants.
“Hongdae is not what it used to be like,” said Chris Kim, a 27-year-old who works in the fashion industry.
“My friends and I used to go clubbing a lot and the places were always packed. There’d be fights all the time, and you’d constantly see police cars showing up.”
The pandemic was a turning point as Hongdae’s reputation as an entertainment hotspot took a hit, Kim said.
“In the past, the whole point of getting together was often to drink until you got drunk. But drinking isn’t the main reason for meeting up any more,” he said, referring to a discernible decline in young drinkers in Hongdae.
“It feels like the divide is really clear today.”

The national trend appears to attest to Kim’s observation. In the first quarter of this year, household spending on alcohol in the country fell nine per cent compared with the same period a year earlier, the largest drop since the Korean Statistical Information Service began tracking such data in 2019.
And in 2024, domestic alcohol shipments totalled 3.15 million kilolitres (83 million gallons), down from 3.8 million kilolitres in 2014.
According to the Tax Statistics Information Service, that represents a 17.3 per cent decrease of volume supplied domestically over a decade.
Young South Koreans are also consuming less alcohol. Among South Koreans in their twenties, 56 per cent either abstain from alcohol or drink less than once a month, according to data from the Korea Disease Control and Prevention Agency.
This figure was 37.9 per cent in 2005, when data was first collected.
The number of pubs and bars in South Korea fell by almost 10 per cent to 28,178 in March, a decrease of 2,998 from last year, according to data from the Tax Statistics Information Service.
Changing social scene
For many years in South Korea, alcohol has been the social lubricant at events ranging from university gatherings to company dinners. As alcohol consumption falls, Seoul’s nightlife has transformed itself to reflect changing lifestyles.
A 20-minute taxi ride from Hongdae is Itaewon, another nightlife destination known for its diversity and international atmosphere.

Sitting on a kerb with her friend, 21-year-old university student Baek Ga-hee said that staying out late on a weekday was unusual for her.
“I think people just don’t do as much stuff in groups any more,” she said. “Everyone seems a bit more focused on spending time by themselves.”
Baek said the social activities of people her age changed during the pandemic due to restrictions on large gatherings.
“It became awkward and unnatural to hang out in big groups,” she said.
Myung Wook, an adjunct professor of barista and sommelier studies at Sejong Cyber University who has written on the country’s drinking culture, said the role of alcohol in South Korean society had changed over time.
“In the past, drinking together was a medium through which people communicated, exchanged ideas and got to know one another. But interpersonal relationships are no longer as essential as they once were,” Myung said.
“University students used to depend on one another much more, borrowing notes before exams or seeking advice, naturally leading people to buy each other meals or drinks in return. This culture is now perceived to be burdensome among younger generations.”

Nightclubs adapt
Entertainment venues in Seoul are adjusting to the evolving lifestyle trends and demands of customers.
In Itaewon’s main clubbing district, Soap Seoul has seen a noticeable decline in alcohol purchases among its nightly crowd of 300 to 400 guests, according to creative director Yann Cavaille.
“This has made it harder for us to afford to bring in foreign DJs and artists like we used to do,” he said. “It just means that we have to be marketing our events that much more.”
The creative director recalled a time when bringing in a well-known artist was enough to guarantee a crowd. As regular clubbing became less common among young South Koreans, clubs had to be more creative in their offerings to stay relevant in the highly competitive entertainment scene.
To lure some of the crowd back, Cavaille says he started the trend of incorporating 3D graphics in digital posters that would advertise club events on Instagram.
Soap Seoul was also one of the first clubs in Seoul to ban smoking on its premises to attract customers who would otherwise avoid nightlife venues.
“We need to put out enticing events every week, and this requires creating a lot of content on our side. We wanted to upgrade the experience and bring people that normally wouldn’t go clubbing,” he said.

Soap Seoul has diversified its business and opened a cafe in the nearby Haebangchon neighbourhood, organising large-scale pop-up events with marquee names like Samsung and Nike and building its brand through such partnerships and official merchandise.
Across the street from Soap Seoul, underground club Bolero has been drawing crowds with its curated events.
Owner Son Ki-jeong has transformed what was once a restaurant into a club after inviting friends to play music for customers. Today, Bolero hosts globally renowned DJs and local artists and organises parties based around musical genres.
The changeover has paid dividends – the club Bolero now hosts 500 to 700 visitors on average on weekends.
“If people used to go to clubs less for the music and more to meet new people, drink and enjoy a flashy night out, people today pay attention to the kind of music being played and choose venues with DJs who really understand that genre,” Son said.

Eschewing extravagance, Son has set up a modestly looking DJ booth, with faint neon lighting to illuminate the dance floor.
“The younger generation is investing their time and money into nightlife as a way to explore and express their own tastes rather than using it to get drunk or escape from everyday life,” he said.
“I see this as a positive and healthy change. Consumers are starting to understand what they genuinely enjoy and choose spaces that match their own interests and preferences.”


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As more South Koreans shun drinking, Seoul nightlife reinvents to stay relevant

Young clubbers gather to visit clubs and bars on Thursday night in Hongdae, Seoul. Photo: David D. Lee

‘Pocha’ pubs in Seoul’s nightlife areas like Hongdae have seen a decline in customers in recent years. Photo: David D. Lee

The main clubbing area of Itaewon in Seoul as seen on Thursday night. Photo: David D. Lee

Global DJ icon Peggy Gou and Grammy Award-winning artist Anderson Paak perform at Soap Seoul in South Korea in 2024. Photo: Handout

Yann Cavaille, creative director of Soap Seoul in South Korea, spins music for the club’s patrons. Photo: Handout

Patrons at Bolero in Seoul gather at the club’s DJ booth. Photo: Handout

Workers at the clubbing district of Itaewon in Seoul seek to draw customers to their clubs and bars. Photo: David D. Lee

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Nightlife operators are transforming their entertainment offerings to focus more on music genres and healthier options to draw customers


Nightlife operators are transforming their entertainment offerings to focus more on music genres and healthier options to draw customers.


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Food and Drinks

As more South Koreans shun drinking, Seoul nightlife reinvents to stay relevant

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Nightlife operators are transforming their entertainment offerings to focus more on music genres and healthier options to draw customers

Nightlife operators are transforming their entertainment offerings to focus more on music genres and healthier options to draw customers