The figure of ₩10 billion has almost become a standard unit when it comes to celebrity real estate news. Looking at home purchases reported over the past year, both transaction prices and presale prices have comfortably exceeded ₩10 billion, highlighting how dramatically the scale of the entertainment industry’s luxury property market has changed.
This rush toward ultra-luxury homes is the result of several factors coming together, including strict security measures, privacy protection, and a growing preference for real estate as a safe asset. Limited high-end properties in Hannam-dong, Yongsan-gu, and areas of Gangnam-gu have developed enormous premiums due to their scarcity, while the immense purchasing power of top-tier stars has increasingly flowed into the ₩10 billion-plus market over the past year.
On September 10, it was reported that Byeon Woo Seok had purchased a 235-square-meter unit at Hannam The Hill, a prestigious residential complex in Hannam-dong, Yongsan-gu, Seoul, for ₩13 billion. After rising to global stardom through the 2024 hit drama Lovely Runner, Byeon Woo Seok has continued his momentum after confirming his next project, Perfect Crown.
Shin Se Kyung was also reported on the same day to have purchased a unit at L’ARBRE 27, a high-end mixed-use residential complex being developed in Samseong-dong, Gangnam-gu, Seoul. The complex is known for its ultra-luxury residences, with garden houses and terrace houses starting at around ₩14 billion and penthouses reportedly reaching approximately ₩40 billion. Since making her debut in 1998, Shin Se Kyung has maintained a steady career and further established herself as a respected actress after winning Best Supporting Actress in the film category at the Baeksang Arts Awards for her role as Chae Seon Hwa, a North Korean restaurant employee, in Humint.
The entry of a star in her 20s into the ₩10 billion-plus property market has also attracted attention. IVE’s Jang Won Young purchased a 244-square-meter unit at LUCID HAUS, a luxury villa complex in UN Village, Hannam-dong, Yongsan-gu, Seoul, for ₩13.7 billion in November last year. With her powerful advertising influence and ongoing global activities, Jang Won Young has become the owner of a home worth well over ₩10 billion at a remarkably young age, demonstrating her extraordinary commercial power.
As more stars make headlines for purchasing properties worth well over ₩10 billion, public reactions have been divided. At a time when high-interest rates and tighter lending regulations have made homeownership increasingly difficult, news of celebrities casually purchasing homes worth tens of billions of won can leave ordinary workers and younger generations feeling a significant sense of relative deprivation and distance from such wealth