Apgujeong-dong (Hangul: 압구정동; Hanja: 狎鷗亭洞) is a ward of Gangnam-gu in Seoul, South Korea. The dong originates from a pavilion with the same name founded by Han Myung-hoi, a high-ranking government official during the Joseon dynasty. It is an upmarket residential, fashion, shopping, and educational area. The Hanja name translates into "Disrespectful Seagull Pavilion," a reference to his nickname, which itself was a reference and a mark of his arrogance to his seemingly unlimited power he gained under King Sejo while he continued to pose as a servant, similar to the position of a high-flying seagull that lands when it needs to.
One of the main shopping area is Apgujeong Rodeo Street, along with Cheongdam-dong Fashion Street in Cheongdam-dong and Garosu-gil in Sinsa-dong, which are connected by the main avenue Apgujeong-ro. It is seen as a fashionable and trendsetting destination.
View of Apgujeong-dong drawn by Jeong Seon in the early 18th century
The area contains upscale department stores, shops, boutiques, hagwons, cafes and restaurants.
Apgujeong Rodeo Street is located opposite the Galleria Department Store, with shops of local and international designers as well as Nori Market, The Vanessa Bruno outlet, Mui Mui Cafe, and On Friday Restaurant.
The former headquarters of SM Entertainment in Apgujeong-dong, Gangnam-gu, Seoul in 2012, now under renovations as the company's global training center.