In Seochon, to the left of Gyeongbok Palace in Jongno District, Seoul, where most shops used to flaunt their "Hangul vibe" by writing their names in Hangul on their signs, non-Hangul signs in English and other languages are increasing. This area has many shops that rent out hanbok, and the uniquely Korean atmosphere is emphasized. One foreign tourist said it "doesn't feel Korean."
◇"Starbucks" that opened in 2010 next to "Coffee Bean" that opened this year
Hangul signs began to increase in earnest in Seochon around 2011. Jongno District said Tongui-dong is where King Sejong was born and grouped nearby Nusang-dong, Nuha-dong, Ogin-dong, Tongin-dong, Hyoja-dong, Changseong-dong, and Chebu-dong under the name "Sejong Village."
After that, many shops in the area changed their signs to Hangul. Even Starbucks, a foreign coffee brand, put up a sign reading "스타벅스" in Hangul instead of the usual "STARBUCKS." Store names coined in English or other foreign languages also used Hangul on their signs.
But recently the street atmosphere has changed. On the 2nd, when this reporter visited Seochon and walked about 200 meters along Jahamun-ro from Gyeongbokgung Station to check the signs hanging on both sides of the street, 20 out of 93 shops (21.5%) had no Hangul or had it in small lettering.
Then, looking at photos from Aug. 2016, nine years ago, on a portal site's map road view, it was clear that many shop signs had changed from Hangul to foreign languages.
A shop that now has "MEGA COFFEE" written in English once had a Hangul sign reading "에뛰드하우스." Where the "Photo Signature" sign is now, there used to be "아리따움," and where "Coffeebean" is, there were Hangul signs such as "꽃식품," "황칠가," and "명품고로케." Where the current café "The Baum" has an all-English sign, there used to be a mixed Hangul-English sign reading "cafe 민석씨."
The Starbucks Gyeongbokgung Station branch has maintained its Hangul sign for more than 10 years. A Starbucks Korea official said it was "part of our localization efforts." By contrast, when asked why Coffee Bean in the adjacent building put up an English sign, the company did not respond. It opened in Jan. this year.
An employee at "Salady," which currently has an English sign, said, "We opened in 2021, and at the time there was no directive from headquarters to use a Hangul sign." An employee at the salt bread shop "ESOA," which opened on the 29th of last month, also said, "While preparing to open, we were not told that we had to use a Hangul sign."
◇Foreign tourists say "Hangul signs feel more Korean"
Regarding the gradual disappearance of Hangul signs, a Nuha-dong resident, a person surnamed Song (43), said, "More than 10 years ago there were many Hangul signs on the streets, but now it's obvious they've decreased," adding, "It seems the old Hangul signs looked cleaner than the current English signs." A tourist from Hong Kong, Chan (28), said, "English signs are easier to recognize, but Hangul signs feel more Korean and look better."
By contrast, Insadong-gil in the same Jongno District still retains many Hangul signs. A survey of signs covering about 200 meters from the entrance of Insadong-gil toward Anguk-dong Intersection found that of 88 signs in total, only 10 (11.4%) had no Hangul at all or did not emphasize it, just half the rate of Seochon.
Jongno District said the difference between the two areas "may be due to designation as a 'historic and cultural district.'" The Seoul Metropolitan Government designated Insadong-gil as a historic and cultural district in 2003, delegating management planning authority and duties to Jongno District. Jongno District recommends Hangul signs when new shops open in Insadong. However, it is not mandatory.
By contrast, there is no such recommendation across Seochon. A Jongno District official said, "In the early 2010s, shops in Seochon voluntarily formed a consensus to 'use Hangul signs.'" Over time, the mood to use Hangul signs has faded. Jongno District is not reviewing any plan to encourage Hangul signs in Seochon.