K-Pop Stars, Business Elite and Foreign Dignitaries Have Been Flocking to Korea’s Hannam-dong. Here’s Why.
The historic Seoul neighborhood is home to stately villas, international embassies and some of the city’s priciest developments.
The historic Seoul neighborhood is home to stately villas, international embassies and some of the city’s priciest developments.
Many are familiar with Seoul’s Gangnam district, an affluent urban neighborhood best known for its competitive academies, plastic surgery clinics and Psy’s 2012 hit “Gangnam Style” that set off the international wave of Korean cultural relevance.
But when it comes to the priciest real estate in South Korea’s capital, Gangnam is being upstaged by Hannam-dong, a historically prestigious oasis across the Han River, preferred by K-pop stars, foreign dignitaries and Korea’s political and business elite.
The centrally located neighborhood within the Yongsan-gu district is home to private stately villas, international embassies and some of the priciest developments in Seoul. That includes Hannam the Hill—the sprawling complex where the BTS members lived together during the height of their international fame—Paarc Hannam and Nine One Hannam.
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The neighborhood is named for its distinct location, nestled between the Han River and Nam mountain—a particularly auspicious site according to Feng Shui—and one that offers sweeping river views and respite from the bustle of central Seoul. It was therefore a favorite among Korean nobility during and after the Joseon period. Following the Japanese occupation in the first half of the 20th century, the Japanese military set up their official residences there, which were occupied by the U.S. military after Japan’s defeat. Today, that area is known as UN Village, a gated complex of expensive and coveted villas.
Hannam is therefore a center for expats and diplomats, and is close to foreign embassies and international schools, as well as a vibrant cultural life, with art galleries, upscale shopping and fine dining.
“Hannam-dong’s luxury market attracts buyers who value lifestyle elements such as privacy, security, cultural surroundings, and natural environment, as well as the investment potential of the property,” said Meiling Quek of Sotheby’s International Realty Korea via email.
Prices
Prices in Hannam-dong have skyrocketed since 2020 and reached new heights in 2024, according to Sotheby’s. A standard 2,500-square-foot unit at luxury developments such as UN Village or Hannam the Hill can go for KRW8 billion (US$5.5 million) to KRW10 billion (US$6.9 million), while standalone homes range from KRW2 billion to KRW5 billion, per Sotheby’s.
The most expensive units can go for much more, however. The priciest listing in Hannam the Hill is currently asking just over KRW20 billion ($14.3 million), slightly more than the record price set last year at Nine One Hannam, according to the Korea Times. That KRW20 billion sale price was double what it sold for in October 2021, less than three years earlier. Similarly, Korean trot singer Jang Yoon-jeong sold an 800-square-foot apartment for KRW12 billion in 2024, more than double the KRW5 billion she paid in 2021, per the Korea Times.
Historically, Hannam has had few high-rises and a small rental market, but that’s beginning to change. “The increasing presence of expatriates and diplomats has fueled a more active rental market, making Hannam-dong a highly desirable area for international residents,” according to Sotheby’s.
Notable Residents
Hannam attracts many celebrities, business moguls and diplomats, but the best known residents are likely its international K-pop stars, including Blackpink’s Jennie, SHINEE’s Key and EXO’s Baekhyun, as well as K-drama actor Lee Seung Gi and rapper G-Dragon. That’s on top of the fact that the seven-member boy band BTS was based there previously, and several BTS members still own homes there, including Suga and Jimin.
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Additionally, Korea’s impeached president Yoon Suk Yeol took up residence in Hannam instead of the Blue House, the official presidential office and residence, when he took office in 2022. In early January, the complex was surrounded by protesters and soldiers sent to arrest Yoon for his imposition of martial law in December, while the president remained confined inside for several days, hoping to hold out against the orders.
Lifestyle and Amenities
Celebrities are attracted to Hannam because of the privacy and security offered in the hills around Namsan Park, as well as access to the park and its views, according to Quek.
“Hannam seamlessly combines the tranquility of a secluded retreat with the vibrant energy of the city center, creating a sanctuary for individuals seeking both peacefulness and a cosmopolitan lifestyle at their doorstep,” she said.
The neighborhood is also a cultural destination that attracts young Seoulites, tourists and expats, with its high-end shops, gourmet dining, art venues and celebrity hotspots. Attractions include the Leeum Samsung Museum of Art, Namsan Park—one of the largest parks in Seoul with views from the peak of Nam mountain—and Comme de Garçon’s first store in South Korea, located at the border of Hannam and Itaewon, another neighborhood popular with tourists and foreigners.
One key benefit in Hannam is its proximity to international schools like Yongsan International School of Seoul and BIK Hannam. “[While] Gangnam boasts the country’s top academic districts, making it an ideal place for child education, Hannam-dong is close to international schools, making it popular among foreign families,” according to Sotheby’s.
Outlook
Seoul, in general, has seen its luxury prices rise drastically in the last few years. In fact, Seoul topped Knight Frank’s list of 100 global cities for price growth in 2024, with luxury properties up 18.6% over the course of the year, according to the Wealth Report released Wednesday. Prices are expected to continue to rise 60% over the next five years, per the report.
Hannam-dong is definitely among the neighborhoods fueling this growth, fueled by a wave of luxury development as well as its increasing appeal to international residents, according to Sotheby’s.
“The real estate in Hannam-dong, with its stable profitability, is regarded as a promising long-term investment,” Quek said. “Although the rapid price increases of recent years have slightly moderated, the upward trend continues.”
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Weary of ‘smart’ everything, Americans are craving stylish ‘analog rooms’ free of digital distractions—and designers are making them a growing trend.
James and Ellen Patterson are hardly Luddites. But the couple, who both work in tech, made an unexpectedly old-timey decision during the renovation of their 1928 Washington, D.C., home last year.
The Pattersons had planned to use a spacious unfinished basement room to store James’s music equipment, but noticed that their children, all under age 21, kept disappearing down there to entertain themselves for hours without the aid of tablets or TVs.
Inspired, the duo brought a new directive to their design team.
The subterranean space would become an “analog room”: a studiously screen-free zone where the family could play board games together, practice instruments, listen to records or just lounge about lazily, undistracted by devices.
For decades, we’ve celebrated the rise of the “smart home”—knobless, switchless, effortless and entirely orchestrated via apps.
But evidence suggests that screen-free “dumb” spaces might be poised for a comeback.
Many smart-home features are losing their luster as they raise concerns about surveillance and, frankly, just don’t function.
New York designer Christine Gachot said she’d never have to work again “if I had a dollar for every time I had a client tell me ‘my smart music system keeps dropping off’ or ‘I can’t log in.’ ”
Google searches for “how to reduce screen time” reached an all-time high in 2025. In the past four years on TikTok, videos tagged #AnalogLife—cataloging users’ embrace of old technology, physical media and low-tech lifestyles—received over 76 million views.
And last month, Architectural Digest reported on nostalgia for old-school tech : “landline in hand, cord twirled around finger.”
Catherine Price, author of “ How to Break Up With Your Phone,” calls the trend heartening.
“People are waking up to the idea that screens are getting in the way of real life interactions and taking steps through design choices to create an alternative, places where people can be fully present,” said Price, whose new book “ The Amazing Generation ,” co-written with Jonathan Haidt, counsels tweens and kids on fun ways to escape screens.
From both a user and design perspective, the Pattersons consider their analog room a success.
Freed from the need to accommodate an oversize television or stuff walls with miles of wiring, their design team—BarnesVanze Architects and designer Colman Riddell—could get more creative, dividing the space into discrete music and game zones.
Ellen’s octogenarian parents, who live nearby, often swing by for a round or two of the Stock Market Game, an eBay-sourced relic from Ellen’s childhood that requires calculations with pen and paper.
In the music area, James’s collection of retro Fender and Gibson guitars adorn walls slicked with Farrow & Ball’s Card Room Green , while the ceiling is papered with a pattern that mimics the organic texture of vintage Fender tweed.
A trio of collectible amps cluster behind a standing mic—forming a de facto stage where family and friends perform on karaoke nights. Built-in cabinets display a Rega turntable and the couple’s vinyl record collection.
“Playing a game with family or doing your own little impromptu karaoke is just so much more joyful than getting on your phone and scrolling for 45 minutes,” said James.

“Dumb” design will likely continue to gather steam, said Hans Lorei, a designer in Nashville, Tenn., as people increasingly treat their homes “less as spaces to optimise and more as spaces to retreat.”
Case in point: The top-floor nook that designer Jeanne Hayes of Camden Grace Interiors carved out in her Connecticut home as an “offline-office” space.
Her desk? A periwinkle beanbag chair paired with an ottoman by Jaxx. “I hunker down here when I need to escape distractions from the outside world,” she explained.
“Sometimes I’m scheming designs for a project while listening to vinyl, other times I’m reading the newspaper in solitude. When I’m in here without screens, I feel more peaceful and more productive at the same time—two things that rarely go hand in hand.”
A subtle archway marks the transition into designer Zoë Feldman’s Washington, D.C., rosy sunroom—a serene space she conceived as a respite from the digital demands of everyday life.
Used for reading and quiet conversation, it “reinforces how restorative it can be to be physically present in a room without constant input,” the designer said.
Laura Lubin, owner of Nashville-based Ellerslie Interiors, transformed a tiny guest bedroom in her family’s cottage into her own “wellness room,” where she retreats for sound baths, massages and reflection.
“Without screens, the room immediately shifts your nervous system. You’re not multitasking or consuming, you’re just present,” said Lubin.
As a designer, she’s fielding requests from clients for similar spaces that support mental health and rest, she said.
“People are overstimulated and overscheduled,” she explained. “Homes are no longer just places to live—they’re expected to actively support well-being.”
Designer Molly Torres Portnof of New York’s DATE Interiors adopted the same brief when she designed a music room for her husband, owner of the labels Greenway Records and Levitation, in their Lido Beach, N.Y. home. He goes there nightly to listen to records or play his guitar.
The game closet from the townhouse in “The Royal Tenenbaums”? That idea is back too, says Gachot. Last year she designed an epic game room backed by a rock climbing wall for a young family in Montana.
When you’re watching a show or on your phone, “it’s a solo experience for the most part,” the designer said. “The family really wanted to encourage everybody to do things together.”

Don’t have the space—or the budget—to kit out an entire retro rec room?
“There are a lot of small tweaks you can make even if you don’t have the time, energy or budget to design a fully analog room from scratch,” said Price.
Gachot says “the small things in people’s lives are cues of what the bigger trends are.”
More of her clients, she’s noticed, have been requesting retrograde staples, such as analog clocks and magazine racks.
For her Los Angeles living room, chef Sara Kramer sourced a vintage piano from Craigslist to be the room’s centerpiece, rather than sacrifice its design to the dominant black box of a smart TV. Alabama designer Lauren Conner recently worked with a client who bought a home with a rotary phone.
Rather than rip it out, she decided to keep it up and running, adding a silver receiver cover embellished with her grandmother’s initials.
Some throwback accessories aren’t so subtle. Melia Marden was browsing listings from the Public Sale Auction House in Hudson, N.Y. when she spotted a phone booth from Bell Systems circa the late 1950s and successfully bid on it for a few hundred dollars.
“It was a pandemic impulse buy,” said Marden.
In 2023, she and her husband, Frank Sisti Jr., began working with designer Elliot Meier and contractor ReidBuild to integrate the booth into what had been a hallway linen closet in their Brooklyn townhouse.
Canadian supplier Old Phone Works refurbished the phone and sold them the pulse-to-tone converter that translates the rotary dial to a modern phone line.
The couple had collected a vintage whimsical animal-adorned wallpaper (featured in a different colourway in “Pee-wee’s Playhouse”) and had just enough to cover the phone booth’s interior.
Their children, ages 9 and 11, don’t have their own phones, so use the booth to communicate with family. It’s also become a favorite spot for hiding away with a stack of Archie comic books.
The booth has brought back memories of meandering calls from Marden’s own youth—along with some of that era’s simple joy. As Meier puts it: “It’s got this magical wardrobe kind of feeling.”
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