From Survival Market to Style Destination: The Story of Dongmyo Flea Market

In a city famous for cutting-edge fashion and polished shopping malls, Dongmyo Flea Market offers an outstanding contrast. Located near Dongmyo Shrine in Jongno, Seoul, the market feels chaotic and raw. Clothes are piled directly on the ground, prices are handwritten, and bargaining is part of the experience. What was once an overlooked flea market has now become one of Seoul’s most unexpected and stylish destinations.

Photo by Yunhoo Park

Dongmyo’s formation is closely tied to history and survival. After the Korean War, many people who had lost their livelihoods began selling second-hand goods as a way to make a living. The area gradually developed into an informal market where used clothing, military uniforms, and diverse items were traded. Unlike modern shopping districts, Dongmyo was never planned or curated. It grew naturally, shaped by economic hardship rather than formal commercial strategy.

For decades, the market was mainly used by older generations. Elderly vendors and shoppers dominated Dongmyo, visiting it to find affordable clothes and practical daily goods. More importantly, Dongmyo functioned as a communal and social space. Seniors gathered not only to buy and sell, but also to talk, rest, and spend time together. Clothing in Dongmyo was valued for durability and usefulness, not appearance or trends. This directly connects to the rise of Tapgol Park for elderly Koreans. 

Photo by Yunhoo Park

The transformation of Dongmyo began in the 2010s. As vintage fashion, sustainability, and second-hand shopping gained popularity, younger generations started to pay attention. Millennials and Gen Z visitors were attracted by the unpredictability of the market. Digging through piles of clothing to find a unique item became part of the appeal. Social media, television shows, and YouTube content further exposed Dongmyo, rebranding it as a “hidden jewel” for fashion lovers.

Photo by Yunhoo Park

Today, Dongmyo attracts a diverse mix of people. Young fashion enthusiasts search for retro jackets and denim, tourists visit for an authentic local experience, and photographers document the bold street styles found in the market. Ironically, the elderly vendors—once seen as invisible—are now admired for their unintentional fashion sense. Their outfits, chosen purely for function, are viewed as symbols of authenticity.

Dongmyo Flea Market is more than a place to buy cheap clothes. It represents how urban spaces shaped by necessity can be reinterpreted by new generations. While its growing popularity raises concerns about commercialization, Dongmyo remains a rare place where Seoul’s past and present exist side by side. In a city constantly chasing the next trend, Dongmyo reminds us that history itself can become fashionable. 

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