Seoul Urban Model’s Influence on Foreign Women in Their 20s: Olive Young Stores as a Case Study

This thesis investigates the interplay between urban planning in Seoul, particularly its emphasis on walkability, and foreign women’s spending habits on beauty products, with a specific focus on the role of Olive Young stores. Drawing from Edward Soja’s spatial theory, which asserts the causal significance of space in understanding social phenomena, the study explores how Seoul's pedestrian-friendly design influences consumer behavior. It argues that the accessibility and visibility of beauty establishments, particularly Olive Young stores, contribute to increased expenditures on beauty products among foreign women in their twenties living in Seoul. The research centers on the hypothesis that residing in a walkable urban environment not only facilitates greater physical access to retail spaces but also amplifies women’s exposure to societal beauty standards. The high density of Olive Young stores in Seoul’s walkable districts is positioned as a key variable in this dynamic. Employing a qualitative methodology, the study incorporates survey data of 40 participants and in-depth interviews of 4 participants, The research focuses on foreign women in their twenties residing in Seoul, where walkability and retail density are particularly pronounced. By elucidating the relationship between urban planning, spatial exposure, and spending habits, this study offers critical perspectives on how space has ontological importance and sheds light on the intersection of urban geography and societal beauty standards.