Between Visibility and Discretion: Gay Entrepreneurs’ Perspectives on Tourism in Seoul’s Hidden Gayborhood

Why do some gayborhoods strive for international recognition while others remain discreet? This study investigates this question through a mixed-methods case study of Jongno 3-ga, a historically significant yet understated gayborhood in Seoul, South Korea. Drawing on interviews with gay business owners, surveys of nearby non-gay businesses and area visitors, and spatial analysis, the findings highlight a strong preference for maintaining the neighborhood's low-key character. While tourism is not inherently unwelcome, local entrepreneurs express concerns about gentrification, privacy loss, and community displacement. Unlike more visible queer enclaves, Jongno 3-ga exemplifies "plural cohabitation" defined as a spatiotemporal arrangement that allows gay and non-gay businesses to coexist with minimal conflict. This arrangement protects community integrity in a socially conservative society where discretion often ensures safety. The study also introduces the concept of "identity-driven lifestyle entrepreneurs," describing gay bar owners who prioritize emotional well-being, community care, and personal identity over economic growth. These findings contribute to queer tourism, urban geography, and entrepreneurship literature by challenging neoliberal assumptions that visibility and commercialization are universally empowering. Instead, in contexts like South Korea, strategic invisibility can sustain queer spaces without compromising safety or authenticity.