KOREA FOUNDATION

At Vincom Mega Mall Times City, the largest shopping center in Viet Nam’s capital, Hanoi, stands Seoul Made Street, which resembles a busy Korean street near Gangnam Station or Hongdae University Station in Seoul.

Seoul Made Street is jointly managed by the Seoul Business Agency (SBA) and VTVcab, a Vietnamese national television broadcaster. The SBA explores Korean brands and companies that are eligible to be members of the street, helping them with export preparations and local marketing through planning and support. VTVcab operates and publicizes Seoul Made Street through its broadcasting infrastructure.

As its name suggests, Seoul Made Street looks like a street or a subway station in the Korean capital, with businesses such as hair salons and restaurants. Other stores sell Korean products popular among local consumers, including cosmetics, fashion items, and daily necessities. At Studio K, launched by VTVcab, visitors can experience Korean culture and purchase related goods. Seoul Made Street is particularly loved by local millennial and Generation Z consumers as it provides an opportunity for a Korean cultural experience. Expectations are high for the street to continue prospering in the post-pandemic era.

Viet Nam Seoul Made Street in Hanoi Vincom Mega Mall Times City experience Korean culture