Why Jongno 3-ga Was Named the World’s Coolest Neighborhood in 2026
In September 2026, Seoul’s Jongno 3-ga was ranked No. 1 on Time Out’s list of the “40 Coolest Neighbourhoods in the World.” The result quickly produced dramatic headlines claiming that Jongno had “beaten New York and Paris.” That description is catchy, but it needs context. Time Out did not conduct a competition between entire cities. Its 2026 list compared 40 individual neighborhoods selected from cities around the world. Jongno 3-ga placed first, while neighborhoods in New York and Paris appeared farther down the same list. It was still a remarkable result—especially because this was not Jongno 3-ga’s first appearance. The neighborhood had already ranked third on Time Out’s 2021 list. So why has this part of old Seoul attracted global attention twice? The answer is not one famous landmark or one fashionable café. Jongno 3-ga is unusual because several versions of Seoul exist within a small, walkable area: royal history, Buddhist culture, hanok alleys, traditional markets, j...