 A recent 2017 study insinuated the growth of a "gay life style" community in Jong-no, a popular area in Seoul, where LGBT individuals feel safe in semi-heteronomative places.Though the study only looked at a well-known café, the famous Gay Bean, there are many other places in the Jong-no area that are considered straight but are growing increasingly welcoming of non-straight individuals.In recent years, the combination of taboo, consumer capitalism, and gay-led gentrification (the so-called "gaytrification effect") of the Itaewon area has pushed new gay commercialization outside of Itaewon, while isolating those places remaining.