This study examined the survival rates and influencing factors of newly established restaurants in Seoul from 2010 to 2019, with particular attention paid to closures in 2019. Employing a multilevel model integrating spatial characteristics using the Cox proportional hazards model as well as Kaplan–Meier method, this study aims to explore how gentrification pressures in Seoul impact restaurant survival rates. Contrary to the common assumptions linking gentrification with negative effects, the findings reveal that restaurants located in areas experiencing higher gentrification pressures tend to exhibit prolonged survival periods. This suggests that thriving local businesses can adapt to and endure such pressures. Furthermore, this study suggests that enhancements in the physical environment spurred by gentrification, coupled with increased visibility through social media platforms, may contribute positively to business survival. By focusing on the individual impacts on businesses, as opposed to previous studies that primarily emphasize the negative consequences of gentrification in broader regions, this research bridges a crucial gap in understanding. This emphasizes the necessity for nuanced policy interventions and further empirical investigations to inform evidence-based urban management strategies aimed at addressing commercial gentrification.