[GIVE IT A GO]

If you have ever wandered through Gwanghwamun Square in central Seoul or explored the narrow streets of the Bukchon Hanok village, chances are you have encountered mobs of runners heading out on a morning or evening jog.

In recent years, the area has become a hotspot for runners and organized run clubs. Specialty running stores have followed suit, including the New Balance Bukchon branch which opened its running hub and gear rental service in March 2025.


The scene is part of a broader surge in running culture across Korea. A 2025 survey from Gallup Korea found more than 30 percent of respondents had gone running or jogging in the past year. This boom is driven not only by growing health awareness but also the lasting effects of the Covid-19 pandemic, during which many people were unable to partake in group fitness activities and instead turned to running as an accessible and independent form of exercise. Since then, running has also evolved into a more social phenomenon, with a growing number of run clubs and community events fostering connection among runners.

But, in a dense and fast-paced city like Seoul, some area are more runner-friendly than others. As a runner myself, I had become familiar with the various trails along the Han River but I had never taken to the streets in Bukchon, an area known for its hanok (traditional Korean houses) and proximity to the famous Gyeongbok Palace.

Curious to see what the hype was about, I decided to try it for myself.

It was about a 10-minute walk to the New Balance Run Hub Bukchon store from where I got off the bus at Gwanghwamun Square. By the time I arrived, the surrounding streets were already bustling with tourists.

The storefront was surprisingly understated with minimalist decor and an almost gallery-like feel. Open shelving neatly displayed single pairs of pristine sneakers. There were no towering stacks of shoe boxes like you would expect at a typical retail store. Everything felt deliberate, clean and uncluttered.

There were a few other customers browsing quietly inside and a staff member behind a desk at the back of the store who greeted me as I entered.

I approached and explained that I was there to rent running gear. He handed me a short form to fill out and asked for my passport.

This stopped me in my tracks.

I knew exactly where my passport was and it definitely wasn’t on my person. I hadn’t even considered the possibility that I would need it. After all, why would I need a passport to go on a run?

The staff member, however, was persistent. He needed to hold some form of government-issued ID as collateral, a guarantee that I wouldn’t disappear with the gear.

Fortunately, this is not where the story ends. But, consider this your warning: if you plan to rent gear, bring your ID or passport. Don’t make the same mistake as me.

After a quick trip back home, I returned, passport in hand and ready to run.

The staff member gestured toward the display wall and asked which shoes I would like to try. Per his recommendation, I went with the New Balance 1080v15s. It cost me only 5,000 won ($3.36).

He then led me to the back of the store into the running hub, a dedicated space for runners renting New Balance gear. One wall was lined with lockers for storing personal belongings, while another held neatly arranged racks of clothing, hats and bags available to use. There was a small seating area and two changing rooms, and the service also offered the option to shower after your run.

The staff member walked me through the locker system, suggested a running route around the palace and explained that I would have two hours before the gear needed to be returned.

He spoke some basic English, but not much. Along with my questionable Korean, we were able to piece together a conversation, switching back and forth between the two languages.

I was then left alone to try the shoes on and prepare for my run. My sneakers looked like they had been bright white in a former life but clearly had some wear now. They otherwise appeared clean and in good condition. After lacing them up, I stood up, bouncing a little to get a feel for the soles. The shoes were lightweight and had great support and cushioning. It almost felt like I was walking on clouds.

All ready to go, I stored my things in an allocated locker and then stepped back out into the streets. I made my way toward the path that circled Gyeongbok Palace, as had been recommended.

Although I had been alone at the New Balance running hub, I quickly found myself among other runners. It was clearly a popular loop. At the same time, I was also navigating through what felt like hundreds of tourists, weaving left and right to avoid collisions. It wasn’t exactly ideal if you were chasing a personal best, and judging by their expressions, they weren’t thrilled with the arrangement either. But, unfortunately, the store only opened at 10:30 a.m. (8 a.m. on weekends), so unless you were using your own gear, getting out for an early morning run to avoid the crowds wasn’t even possible.

Within minutes, another challenge emerged. The path that wrapped around the perimeter of the palace was made of large uneven cobblestones. Some sections, like at the front of the palace, were smoother but overall I found myself losing my balance every few strides.

Despite the wobbling, the loop was undoubtedly very scenic and offered a unique perspective of the city. As I ran, I passed the various gates to the palace, the hanok village, and caught views of the city skyline framed by mountains in the distance.

As I arrived back at the point where I had started my run, I couldn't help but feel disappointed. The recommended loop around the palace wasn’t very long. My watch told me I had traveled about 2.5 kilometers (1.5 miles). Some extra investigating after my run led me to discover there was another recommended route which was about 8.9 kilometers total. But, in the moment, I completed a couple more laps of the shorter route for some extra distance.

During my extra laps, I started to recognize familiar faces. I was passing the same groups of runners who obviously had the same idea. With each passing lap came awkward half-smiles and small nods of acknowledgement.

Eventually, I finished up my run and headed back to the New Balance Bukchon store to return my gear, where I was greeted with a cold towel and what might have been the most thirst-quenching bottle of cold water.

The run itself had been decent but I wasn’t so sure I would be back for round two. For a tourist eager to see the sights from a different perspective or a sneakerhead wanting to test out the latest pair, then this setup makes a lot of sense. But if you’re chasing an uninterrupted run or a serious training session, the crowds, late start times and uneven paths may not satisfy.

With that said, the New Balance Bukchon store did exactly what it promised. And, after a few kilometers in their shoes, I walked out of the store eyeing up a new pair of New Balance 1080v15s for myself.


BY ALICIA CARR [alicia.carr@joongang.co.kr]