Wander Through Korea Town and Experience the Warmth of Seoul’s “Ajummas”
Last updated 2026-09-24 — Seoul’s vibrant fashion scene is thriving, driven by K-pop stars and cosmetics, making it a trendy travel destination in recent years. But beyond fashion, makeup, and celebrities, Seoul also brims with the warm enthusiasm of its “ajummas”...
By TRAVELER Luxe
Seoul’s vibrant fashion scene is thriving, driven by K-pop stars and cosmetics, making it a trendy travel destination in recent years. But beyond fashion, makeup, and celebrities, Seoul also brims with the warm enthusiasm of its “ajummas” and the fresh energy of its nightlife, all waiting to be discovered in its alleys and along the Han River, radiating vitality just for you.
At Gwangjang Market, an ajumma selling pickled goods enthusiastically offers us one sample after another. (Photo provided by TRAVELER Luxe)
Feel the energetic vibe of “ajummas” (a Korean term for middle-aged women) selling dried and pickled goods in the morning market; hear their lively calls echoing through bustling fish markets. Discover that beyond fashion, Seoul’s vibrancy also shines brightly in its alleyway markets.
The Noryangjin Fisheries Market is popular even among locals. (Photo provided by TRAVELER Luxe)
Market Energy from Morning to Night
In the morning, visit a lively fish market in Seoul. Although open 24 hours, Noryangjin Fisheries Market remains bustling with energy. Walk down the path under the overpass, and you’ll find a seafood market beloved even by locals. Established in 1927, this fish market combines auctions and retail seafood shops, divided into sections for live seafood, processed seafood stalls, and early-morning vendors. Selling a wide variety of fresh seafood, the energetic ajummas will try to attract tourists using Korean, Japanese, Chinese, and other languages. If you buy seafood, you can have it cooked on the spot at nearby restaurants—served as sashimi, live octopus, or fish head stew, turning simple ingredients into delicious meals. The rich flavors of these dishes often leave visitors eager to return.
Ajummas in the market are incredibly skilled at handling seafood and balancing items on their heads. (Photo provided by TRAVELER Luxe)
Beyond the bustling seafood market, Seoul’s urban area also boasts many authentic local markets worth exploring in its alleys. Gwangjang Market near Dongdaemun is another super lively and energetic spot, primarily selling custom-made hanbok (traditional Korean clothing), traditional snacks, pickled goods, fruits and vegetables, and street food. Open from noon until the early morning, it’s considered Seoul’s version of Shilin Night Market. Energetic ajummas enthusiastically call out to customers, offer free samples, and skillfully make bindaetteok (mung bean pancakes). You might even see highly skilled ajummas balancing five or six dishes on their heads as they swiftly move through the market—a remarkable “head-balancing delivery” service that showcases their impressive agility.
Venture into alleyway markets to find plenty of affordable and authentic treasures. (Photo provided by TRAVELER Luxe)
Another market in the city center, Jungang Market, also pulses with the dynamic energy of authentic Seoul life. Primarily selling dried goods, Jungang Market is where locals purchase almonds, chestnuts, and other nuts, as well as kelp, seaweed, dried fish, and shredded pufferfish. Ajummas carefully stack their goods, creating impressive piles of dried items and nuts. Prices here are also more affordable than elsewhere, and although many shop owners may not speak much English, the ajummas’ sincere and hearty smiles make the experience genuinely joyful.
A Feast for the Palate in Restaurants
Beyond shopping for seafood and dried goods, restaurants are also full of ajumma energy.
In bustling Korean BBQ restaurants, sizzling pork belly tempts your taste buds. Often, you’ll see an ajumma quickly step forward, wielding scissors to expertly slice the meat into perfect bite-sized pieces. Then, using lettuce and perilla leaves, wrap the pork with garlic, kimchi, and other toppings—following the ajumma’s guidance, pop it all in your mouth in one go. Though initially startled by her boldness, the way she instructs you to eat makes the experience unforgettable. The grilled meat is crispy yet not greasy, complemented by the freshness of the vegetables—it’s perfectly balanced and truly delightful.
Gwangjang Market features an entire section dedicated to custom or ready-made hanbok. (Photo provided by TRAVELER Luxe)
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