Commercial Space Created by Tourists in New Media Age: Tourism and Performance in Seongsu-dong

Abstract

This paper investigates the consumer-producer practices of tourists in Seongsu-dong, Seoul, often labeled “Korea’s Brooklyn,” to understand how they contribute to shaping the area as a popular destination. Seongsu-dong has evolved from a former industrial district into a trendy hub for cafes, restaurants, pop-up stores, and creative spaces, attracting young visitors and businesses. The study focuses on how tourists utilize smartphones and social media to engage with Seongsu-dong. Beyond simply walking and observing, visitors actively produce and share images of the area’s unique blend of transnational aesthetics and industrial remnants. These shared images on SNS, featuring commodities, stylish spaces, and posed individuals, become a crucial tool for marketing the area and performing personal identities. A key practice analyzed is taking photos in front of landmarks, exemplified by the Dior store. This act involves tourists staging themselves to project a sense of familiarity with exclusive spaces, thereby enhancing their social value. This performative aspect, driven by social media trends and the desire to capture and share unique experiences, highlights the active role of tourists in constructing and promoting Seongsu-dong’s desirable image. The paper argues that understanding these consumer-producer practices is crucial for comprehending the ongoing transformation of urban spaces in the digital age.