A typical family

Welcome, sociologists, economists, and keen observers of human behavior. Today, we turn our analytical lens south of the Han River, to the affluent enclaves of the Gangnam and Seocho districts. …

Our first point of localized analysis is the Banpo Bridge, an infrastructural marvel that spans the Han River connecting the Yongsan and Seocho districts. Specifically, we are here to observe the Moonlight Rainbow Fountain, a…

Turning our backs to the river, we confront the towering residential blocks of Banpo. To understand the Korean upper-middle class, one must analyze the 'A-pa-teu' (apartment) complex, the ultimate symbol of social mobility and…

To understand the true engine driving the affluent family, we must travel southeast to Daechi-dong. This neighborhood is the undisputed national epicenter of private education, known as 'hagwons'. …

Shifting our focus from the grueling production of future status to the immediate consumption of current wealth, we arrive at Apgujeong Rodeo Street. Historically the birthplace of Gangnam's luxury culture in the 1990s, it…

Navigating into the subterranean labyrinth of the COEX Mall in the Samseong-dong district, we encounter a space that attempts to synthesize the pursuit of knowledge with the act of consumption: the Starfield Library. Situated in…

For our final sectional analysis, we retreat to a slightly more secluded enclave of affluence: Seorae Village, located in the Banpo-dong area. Historically established as a French expatriate community due to the presence of the…

As our analytical journey through the enclaves of Gangnam concludes, the city transitions into night. The lights of the luxury apartments blink on, illuminating the massive fortresses of wealth along the Han River. …