Aside from Sinsa / Garosugil, no other area in Seoul connotes the words “luxury” and “fancy” like Apgujeong and Cheongdam. Global luxury brands have set up their flagship stores here, catering to the neighborhood's mostly affluent residents. It’s also one of the top areas in Korea (some say the world) for cosmetic surgery, attracting hundreds of thousands each year for a little nip or tuck. The other parts of Apgujeong and Cheongdam are mostly lavish residential buildings for some of Seoul’s most affluent alongside extravagant restaurants, bars, spas, and other spots for indulgence. And Cheongdam has long been a bastion for flashy clubs and parties, though in recent years, Itaewon has emerged as a strong challenger to those claims.