 
Particularly during the 1990s, studying abroad was an extremely popular fad. Foreign-educated local
residents of Cheongdam-dong returned to Korea as successful young, professionals. With the knowledge
and experiences from living abroad, these residents wanted to bring a taste of culture and touch of
high-end entertainment home with them. Hence, new cafes, bars, restaurants, and shops specializing
in the first-class lifestyle began to show their faces on the streets of Cheongdam. As this area
began to become more glamorous and glitzy, it started to catch the attention of Korea's top designers.
Eventually, many of the fashion elite in Korea made the move to Cheongdam-dong. 'Rodeo Drive'
(taken from the original in Beverly Hills) is a long street in the Cheongdam/Apgujeong area that is
lined with Korean and foreign brand-name stores whose patrons include the upper-class citizens that
residency in and visit Seoul, as well as famous celebrities.
Visitors to the 'Fashion Street' or 'Rodeo Drive' in Cheongdam-dong will often witness the wealthy
stepping out of their sleek, foreign cars in their designer-clad suits and heels to shop away the
afternoon in a ritzy brand-name boutique. Clothing and accessories in the stores on 'Fashion Street'
is incomparable to any other neighborhood. A simple pair of designer shoes can cost more than an entire
outfit in another neighborhood.
* Contents and pictures provided by Gangnam-gu (District) Office
(english.kangnam.seoul.kr).
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