A woman in her 60s identified as A, whom we met at the Hangang Bus pier in Yeongdeungpo-gu, Seoul, at about 5 p.m. on the 2nd, said this. A said she looked into boarding a cruise ship with friends but chose the Hangang Bus. The one-way fare for the Hangang Bus is 3,000 won. Even round trip, it is only 6,000 won. A explained why she chose the Hangang Bus, saying it is cheap and easy to use.
The Hangang Bus, which began service as "public transportation" to help with commuting, is emerging as a competitor to Han River cruise ships as it gains popularity as a tourism and leisure option. With cheaper fares than cruise ships, routes that connect major tourist spots, and even night service, the Hangang Bus is drawing tourists. The cruise industry is countering with experiential products that combine fireworks and performances.
◇ Cruise ships "quiet"… Hangang Bus "packed"
The ticket office of a Han River cruise operator we visited around 6 p.m. on the 2nd was quiet. The only scheduled sailing that night was a single night course between Yeouido and Banpo Bridge. Two previously scheduled sailings to Seongsan Bridge were canceled because they failed to meet the minimum boarding requirement of 50 people.
A nearby cruise operator looked similar. Few passengers were seen in the area for filling out boarding passes. When asked whether same-day ticketing was possible, a staffer said there were plenty of seats.
By contrast, the nearby Hangang Bus pier bustled in the evening hours with residents and tourists looking to board. Family groups and foreign tourists stood out.
A resident of Yeongdeungpo-gu, identified as Lee, 74, also came to the pier with friends to take the Hangang Bus. Lee said, starting from Yeouido, they went to Oksu and came back, adding that it is easy to use and cheap, so they expect to take it often.
◇ Hangang Bus round trip 6,000 won… up to 70% cheaper than cruise ships
Tourism demand for the Hangang Bus is evident in actual user statistics. Although service began in September last year as a commuting option, as of August this year, weekend riders accounted for 49% of the cumulative 500,000 passengers. That indicates tourism and leisure account for a significant share.
The Hangang Bus also expanded night operations starting on the 15th of last month. It runs 40 times a day, with piers in major areas such as Yeouido, Jamsil, Ttukseom, and Apgujeong, drawing praise for being convenient for tourists.
Above all, it has strong price competitiveness. The Hangang Bus costs 3,000 won one way on both weekdays and weekends. Even round trip it is 6,000 won, about 70% cheaper than Han River cruise tickets, which average in the 20,000-won range.
Because the Hangang Bus is designated as public transportation, it can keep fares relatively low. The city of Seoul covers operating deficits incurred during service. The operating deficit was about 8.3 billion won for 2024–2025, and from this year through 2027 it is estimated to be around 5.2 billion won.
But as the Hangang Bus, which started as public transportation, absorbs tourism demand, it is beginning to overlap with the private cruise ship market.
◇ "Sales fell after the Hangang Bus launch"… countering with experiential products
The cruise industry is closely watching the Hangang Bus's growth in tourism demand. An official at the Korea Tourism Cruise Ship Association said they are aware of cruise operators' sales declines following the launch of the Hangang Bus, adding that finding differentiation beyond simple sailings has become operators' top task.
Companies are emphasizing what passengers can experience on the boat rather than simply selling tickets to go up and down the Han River.
Company B, a Han River cruise specialist, said reservations for its signature experiential product, the fireworks cruise, recently rose about 20% from a year earlier. It is also offering activity-focused products that combine pier food and beverage service or include feeding seagulls.
Company C also said it recognizes the impact of Hangang Bus operations and is preparing differentiated products. A C official said they are preparing to introduce an experiential product that combines a magic show and stand-up comedy, adding that they plan to expand the terminal into a complex cultural space and to invigorate onboard sales.