Alley of Brushes and Tradition

Insadong-gil is a gently curving, 700-meter pedestrian-friendly street stretching from Tapgol Park to the Anguk-dong intersection. It is globally recognized as the focal point of Korean traditional culture and crafts.

The name Insa-dong was coined during the Japanese colonial period, taking one syllable from the Joseon-era neighborhoods of Gwaninbang and Daesa-dong. Geographically, the street follows the hidden path of the Samcheongdongcheon stream, which was paved over in the early 20th century.

Insadong's unique commercial identity was born from aristocratic decline. During the turbulent colonial transition, impoverished Yangban (nobility) families moving out of the nearby Bukchon Hanok Village began selling off their heirlooms—celadon vases, calligraphy scrolls, and antique wooden furniture—to survive. Antique shops sprouted up to broker these treasures. In the 1970s, modern art galleries moved in, followed by traditional brush makers, hanji (mulberry paper) vendors, framers, and traditional teahouses.

One of the most visible symbols of cultural preservation here is the signage. Following a grassroots movement to preserve the street's character, even global mega-franchises like Starbucks and cosmetics brands are required to use Hangeul (Korean alphabet) signboards rather than English logos. Exploring Insadong means wandering into the capillary network of tiny, maze-like alleys branching off the main street, where century-old Hanok courtyard houses have been converted into atmospheric restaurants serving temple food or traditional tea.