From sports day to matchmaking: Seoul’s luxury towers are in a class of their own

Community bonding vs. exclusivity: Opinions are divided over sports exchanges between two of Seocho-gu’s most luxurious apartment complexes

Seoul’s luxury apartment towers are emerging not only as symbols of wealth, but also as hubs of exclusive social networks.

Residents of Raemian One Bailey and Maple Xi, prestigious luxury apartment complexes in Seoul’s Seocho-gu where prices have reportedly exceeded 200 million won ($132,448) per 3.3 square meters, recently held a joint sports festival featuring fencing golf, table tennis and basketball, according to news reports on Friday.

Organized by the residents’ association of Maple Xi in Jamwon-dong on May 16 to celebrate the first year of residency in the complex, the event invited residents of the nearby Raemian One Bailey in Banpo-dong, another landmark luxury apartment complex in the district.

“By fostering friendship with Raemian One Bailey, we hope the two complexes will further cement their images as leading luxury residential communities in Seoul,” said an official from Maple Xi’s representative group.

The matches were held at Maple Xi’s sports facilities, which are normally only accessible to residents who pass facial recognition checks at the entrance.

One of the highlights of the event was a youth basketball game between elementary and middle school students from the two complexes, as approximately 60 to 70 residents wearing stickers with the names of their apartment complexes cheered enthusiastically.

A fencing golf event recruited participants on a first-come, first-served basis at the venue, while table tennis matches were played between hobby clubs from the two apartment complexes.

The growing friendship between the high-end luxury apartment complexes has caused divided reactions online, with some seeing it as community building and others criticizing it as a symbol of exclusivity.

“These days, many people don’t even know who lives next door, so I think it’s refreshing to see how residents actually interact in apartment complexes,” one user wrote.

But another user criticized the event for exacerbating feelings of relative deprivation, saying: “With house prices already unbearable for ordinary people, this whole ‘friendship thing’ just seems like bragging. It feels like they’re creating a new class divide.”

The recent sports exchange between Maple Xi and Raemian One Bailey is part of a broader trend of luxury apartment communities in Seoul’s upscale southern districts networking with each other.

Tower Palace, a luxury high-rise apartment complex in Dogok-dong, Gangnam-gu, launched a residents’ group in July last year aimed at organizing social gatherings between single men and women living in affluent nearby neighborhoods such as Apgujeong-dong and Seocho-dong in Seocho-gu.

Raemian One Bailey also operates a similar matchmaking community exclusively for residents of nearby luxury apartment complexes in the Gangnam district.

Some experts see the growing exclusivity among luxury apartment communities as a natural byproduct of capitalism, while warning it could fuel social tensions.

“The emergence of social hierarchies shaped by real estate wealth is a natural aspect of capitalist societies. Deliberately drawing excessive public attention to such exclusivity for the purpose of raising apartment prices or marketing properties could intensify social polarization and fuel broader social conflicts,” said Seo Jin-hyung, a professor of real estate law at Kwangwoon University.

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