AbstractThis paper is an examination of the gentrification process and its impact on local businesses in the Gyeongridan neighbourhood, Seoul. Commercial gentrification has many benefits as well as it is associated with local disparity. While the culturally sensitive visitors enjoy the new consumption experience, it is at the expense of the local businesses. In-depth interviews were conducted with long-term shop owners to investigate the impact of gentrification in their businesses and lives. Based on interpretive examination of different attitudes towards the transition, it is revealed that reactions of long-term shop owners vary according to their situation, somewhat contrary to previous studies.