When most people get off at Hongdae Station, they head out of the exits and head to the southerly side of the station, along with the hordes of pedestrians heading to the area’s glut of cafes, restaurants and bars. What many don’t realize is that there’s something brewing to the north. It’s a neighborhood called Yeonnam-dong and, until recently, it was just an old part of town, seemingly waiting to be bulldozed for redevelopment. But change began to happen within, as the area became singled out by Seoul Mayor Park Won-soon and his vision for Human Town rehabilitation, as opposed to New Town redevelopment. Here, we give you some ingredients for discovering some establishments that have chosen to make their presence in what young Koreans are considering to be one of Seoul’s hippest new districts.