 
This area of Seoul soundly represents the 'Economic Affluence' found south of the Han River.
Apgujeong-dong and the surrounding areas are home to many of Korea's
richest families, especially those with newfound wealth. Its large, private houses, expensive,
imported cars, and dozens of high class import shops is where many people go to be seen. Many of
the local children have been educated overseas or otherwise spent much time abroad, so many people
can be found who can speak English (and other languages) well.
However, it also showcases the reckless indulgence of the upper class, with their showing-off,
liberal sexual relationships, and concept of spoiled rich kids. The area is famous for it
'Orange People,' 'Yatas' (meaning 'Hey, jump in!'), and 'Natas' (meaning 'Hey, I am going to
jump in!').
The name of the area originated from the pavilion name built by a powerful politician named Han
Myung-Hae of the Chosun Dynasty, whose pen name was 'Apgu.' Although the pavilion no longer
exists, it is believed to have stood where the Hyundai Apartments were built. In Chinese,
apgu variously means 'being away from mundane matters and business,' 'staying at a serene
and quiet lake side,' and also 'having a good time with sea gulls.'
Apgujeong-dong is the place for teenagers who are very sensitive to
their styles and fashion. Their outfits look not only a bit rebellious and unsophisticated, but
also deliver the image of challenge and being unprecedented. Fads related to fashion, hairstyles,
and accessories that become popular in this area are often followed by the rest of the nation a
few months later. Many fashion designers have shops in the area to keep tabs on the pulse of the
local styles. Many trends quickly find themselves being copied into mainstream clothes sold through
Dongdaemun and
Namdaemun Markets.
Apgujeong-dong has already beat
Myeong-dong for the title of 'Fashion Street.' It has
also garnered nicknames of '1st Street of Fashion' and 'The origin of Fashion Culture.' The area is
also a breeding ground for computer-related venture firms, with over 200 Internet and computer-related
companies designing game software, CD-ROMs, and Internet shopping malls. Many of them are funded from
local capital, a testament to the economic power of those who live here.
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