The Best Places To Go Shopping In Seoul

Shopping in Seoul can be fun, frenzied, and in the hustling bustling shopping neighborhoods, Seoul seems anything but calm. If you’re in the market for K-beauty products, Korean fashion, or just some fun Korean souvenirs, there are plenty of areas you can go. Shopping is a pastime for many a local and some tourists come to Seoul with the sole purpose of filling up their luggage with Korean goods.

From the best shopping malls in Seoul to the most popular places to buy Korean fashion, there’s a lot to know and more places to go than you might realize. Here are the best areas to go shopping in Seoul and what you can find there. Good luck!

Get ready to go shopping in Korea by knowing the districts in Seoul:

• What to know before you go shopping in Korea
• Where to go shopping in Seoul
  • Hongdae
  • Myeongdong
  • The Hyundai Seoul
  • Gwangjang Market
  • Dongmyo Weekend Flea Market
  • Namdaemun Market
  • Apgujeong Rodeo
  • Garosugil
  • Starfield COEX Mall
  • Times Square Mall
  • Dongdaemun Market
  • Insadong
  • Itaewon
  • Dapsimni Antique Market
  • Ewha Women’s University Shopping Street
  • Express Bus Terminal Underground Shopping Mall
  • Gangnam Terminal Underground Shopping Center
  • Common Ground
  • Incheon Airport: Duty Free Shops

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What to know before you go shopping in Korea

Before you hit the Seoul shopping streets, start filling your luggage, etc, make sure you know what you need to know to go shopping in Korea. Here are some tips and tricks to know before you go.

• Be aware of the clothing sizes… or lack thereof. Sizes will run smaller than in western countries. Places like H&M, for example, have tags which say “Asian Size” on them so you know your size here will be different from the H&M you might be familiar with back home. Additionally, clothing on shopping streets are often just labeled “Free Size”. Free Size can cover everything from a children’s size shirt to an oversized sweatshirt that two people could fit inside.
• A lot of shops won’t let you try on the clothes. If you’re going into flagship stores and big stores, yes you can definitely get a dressing room and try everything on. However, when you’re shopping from street vendors, or small shops on busy shopping streets like in Hongdae, you won’t be able to try anything on.
• If you’re wearing make-up, make sure you look out for the clothing protectors which you should put on your head first before trying anything on so you don’t leave any make-up stains. They’re usually available in the dressing rooms or nearby.
• You might not be able to wear your shoes inside of the dressing room. Much like Korean homes where you should not wear shoes, many dressing room attendants will ask you to take off shoes before you go into the dressing room. Usually there’s a line on the floor just inside or outside of your dressing room door so you can easily see where to leave your shoes.
• Paying with cash or a credit card? Don’t be surprised if a shopping attendant in a small boutique shop tells you that the price is 10% more if you opt to use a card. While Korea is very much going cashless, small shops still prefer cash and you will too when you realize you’ll pay less.

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Where to go shopping in Seoul

Hongdae

Hongdae used to be widely known for just going out, seeing live music, and having fun but over the past decade has seen a major onslaught of fashion flagship stores and more move into the popular district of Seoul.

Popular Korean brands with flagship stores in the area to check out in Hongdae include:

• Covernat Flagship Store (커버낫 플래그쉽 홍대점)
• LEE Flagship Store (Lee 홍대플래그쉽스토어)
• What it isn’t Flagship Store (와릿이즌 홍대 플래그십)
• Fallet Flagship Store (팔렛 홍대플래그십스토어)
• Gentle Monster Flagship Store (젠틀몬스터 홍대 플래그십스토어)
• Kakao Friends Flagship Store (카카오프렌즈 홍대플래그십 스토어)
• AderError (아더 홍대 스페이스)

Western brands like H&M, Forever21 and Zara have opened up in the past couple of years to but they haven’t driven out the many boutique shops along Hongdae Shopping Street and vintage clothing stalls that abound. Clothing in the area is sold at reasonable prices and interspersed between the apparel shops are the popular Korean make-up and skincare brand shops as well.

This district is a great stop for someone looking to spend the day shopping and then stay for the night out too because there are plenty of things to do in Hongdae from sun up to sun down.

Also to note, from March to November there are special flea markets held in Hongdae Park on Saturdays and Sundays. Saturdays, the Hongdae Free Market is held from 2:00pm to 6:00pm and on Sundays, the Hongdae Hope Market is held from 2:00pm to 6:00pm. Both markets are known for the unique items that are sold. Young artists sell handmade items from t-shirts and hats to ceramics, dolls and jewelry.

You could easily spend the entire day… or weekend in the area. Start with brunch at one of the great restaurants, get in some shopping, visit a cool café that is aesthetically pleasing, and then do some more shopping before grabbing a bite to eat Korean style and going all night long. 

• Hot Hotel In the Area: The Designer Hongdae: Want some more options? Check out this guide for where to stay in Hongdae. There are so many great places.
• Must Try Activities: Handmade Ring Making Workshop, Nanta NonVerbal Performance
• Directions: Hongik Subway Station, exit 8 or 9.

Myeongdong

If you ask most people where to go for a cathartic shopping adventure in Seoul, they would probably direct you to Myeondong. This neighborhood is centered around big name brands like Zara, H&M, UNIQLO, Forever 21, American Apparel and of course Lotte Young Plaza and then Lotte Department Store where all of your hands free duty free shopping can take place (buy it now, pick it up at the airport on your way out).

Not only are the big western brands there, but the alleyways are door after door of small Korean boutiques with everything from K-pop icon look alike clothing and trendy attire to make-up and skin care product touting shops too.

Cosmetic shops like Tony Moly, Missha, The Face Shop, Nature Republic, The Saem, Etude House, Too Cool For School and more line the road. They often have salespeople standing out front beckoning you in with a free product… which you can keep even if you don’t buy something.

I’ve spent a walk through in Myeong-dong just seeing how many freebies I could walk away with WITHOUT purchase. It’s a fun little game. If you want something more unique to your trip to Korea, stop in Codes Combine, A-Land or Basic House while you’re in the area. Also don’t miss the quirky Style Nanda Pink Pool Cafe and definitely eat it up in the delicious Hadongkwan, among some other fantastic spots. 

• Hot Hotel In The Area: Myeongdong TMark Hotel: Myeongdong is one of the best areas to stay in Seoul. It’s central, plenty to see and do, and has lots of do. Check out this guide for where to stay in Myeongdong with even more options. 
• Must Try Activities: Nanta Nonverbal Performance, Perfume Making Experience
• Directions: Myeongdong Subway Station, exit 6 or 7. OR Euljiro 1-ga Subway Station, exit 6 or 7.

The Hyundai Seoul

The Hyundai Seoul is the largest shopping mall in Korea and all of your favorite luxury brands can be found here. Even if you’re not a luxury brand shopper, there are over 170 brands that have opened pop-up stores at The Hyundai Seoul since its grand opening including pop-ups for K-pop artists like aespa, NewJeans, and BTS. Visit the pop-ups and shop shop shop and then head to Tasty Seoul, the nation’s largest food hall, with all of Seoul’s trendiest restaurants and cafés. It’s giant, beautiful, and fun.

• Address: 108 Yeoui-daero, Yeongdeungpo-gu, Seoul (서울특별시 영등포구 여의대로 108)
• Hours: Every day: 10:30am ~ 8:00pm

Gwangjang Market

Vintage and traditional is what this market is all about. Opened in 1905, this market has history too. While many people are now heading to Gwangjang Market for the foodie delights on the ground floor, upstairs are stalls and stalls of gorgeous goods. This is THE place to go to get a great deal on a custom Hanbok that can be purchased for anywhere from W150,000 to W500,000 and beyond depending on the material and embroidery work chosen. A bit more difficult to find, but worth the hunt is also a very substantial vintage market on the second floor.

Goods from all over make their way here BEFORE they head out to the smaller boutique vintage shops and as you can imagine, that means this is the place to go for the cheapest vintage attire in Seoul. It takes a little digging, but the vendors are young, stylish and friendly and will help anyone that makes their way upstairs to the stall after stall of retro attire. Clothing here is sold from W10,000 to W100,000 for vintage name brand goods.

• Hot Hotel In The Area: Morning Sky Hotel
• Must Try Activities: Strawberry Dessert Buffet, Sewoon Market’s Rooftop View
• Directions: Jongno 5-ga Subway Station, exit 7 or 8.

Dongmyo Weekend Flea Market

If second-hand is your passion, then definitely don’t miss the massive flea market that takes place in the Dongmyo area on Saturdays and Sundays from 12:00pm to 6:00pm. Found outside of Sadang Subway Station, exit 14. The Seoul Folk Flea Market outside of Sinseoldong Subway Station, exit 9 is great for souvenirs and knick-knacks.

Namdaemun Market

Namdaemun Market can be a very overwhelming place the first time you visit. There is everything from stationary products to children’s clothing, shoes, accessories, lifestyle goods and more and it is all overflowing from the stalls. You can get K-pop goods cheaper here than other places, but you’ll have to hunt to find them. If you like a good hunt, then don’t miss Namdaemun Market.

• Address: 21 Namdaemunsijang 4-gil, Jung-gu, Seoul (서울특별시 중구 남대문시장4길 21)

Apgujeong Rodeo

Where the Korean socialites shop, Apgujeong Rodeo is where you’ll find luxury brands like Louis Vuitton and other major luxury designers. Nearby another popular shopping street (listed below), even if you can’t afford the major brands on this street, you can strut your stuff and have some fun eye shopping.

• Address: Sinsa-dong, Gangnam-gu, Seoul (서울 강남구 신사동)
• Directions: Apgujeong Station, exit 2

Garosugil

One of the chicest places to stroll, Garosugil is also a great place to visit boutique shops and get everything from fashionable finds to unique and must have gifts too. The popular avenue is less than a kilometer long but is packed with must have items. While name brand shops abound, the boutique shops like Spicy Color, 9 Owls and other aesthetically pleasing shops in the vicinity are what people really head here for.

This area is also widely known for having some of the hippest cafes and eateries too. A morning spent here is bound to be fabulous, that’s for sure. This is NOT the street to head to if you’re looking for budget shopping which is to be remembered but if you’re looking for the hottest up and coming local Korean designers, then this is the perfect boulevard to seek out in the city.

• Hot Hotel In The Area: La Casa Hotel
• Must Try Activities: Whoo Spa
• Directions: Sinsa Subway Station, exit 8. Walk straight and turn left on the third street.

Starfield COEX Mall

Asia’s LARGEST underground shopping mall should not need an introduction, but here’s the info just so you know. Two hundred and sixty retailers sit beneath the ground stretching from Samseong subway station to Bongeunsa station. Beauty, electronic, entertainment and fashion apparel and products along with a cinema, a food court, an event hall for concerts and shows and an aquarium line the halls that go this way and that.

COEX Mall is the perfect place to spend the day inside when the weather is too frigid or wet to trek through the shopping districts above. From shopping to fun and food, too, there’s something for everyone inside of COEX.

• Hot Hotel In The Area: The Designers Hotel Samseong
• Must Try Activities: Coex Aquarium, Bongeunsa Temple
• Directions: Samseong Subway Station, exit 5 or 6.

Times Square Mall

Another more locally popular mall is the Times Square Mall. Located in Yeongdeungpo-gu, you can find all of your favorite international chain stores, a movie theater, and plenty of restaurants to fill up between shopping spots. This is also one of the best malls to visit in the winter holiday period because they have a fantastic Christmas installation each year.

• Address: 15 Yeongjung-ro, Yeongdeungpo-gu, Seoul (서울 영등포구 영중로 15)
• Hours: Every day: 10:30am ~ 10:00pm

Dongdaemun Market

Dongdaemun is where the thrifty or frugal shoppers go rather than going to Myeondong for name brands. While the items may look similar to what you’ll find in Myeondong, they are much cheaper but beware, the price should tell you something. Items bought in Dongdaemun will likely not make it past the third washing. The popular malls here include HELLO APM, Migliore, Doota Tower, and Good Morning City.

Items that you see vendors selling from street carts and in subways are purchased in bulk from Dongdaemun so if you really want that item from the subway salesmen for W20,000, head to Dongdaemun to get it for W10,000. If you just want to shop til you drop and literally drop at sunrise, then head to Dongdaemun because the night market, which opens at 9PM is super fun and you can stay up well past most peoples’ bedtimes for some fun purchasing action.

• Hot Hotel In The Area: Skypark Kingstown Hotel
• Must Try Activities: The Belle Spa Experience
• Directions: Dongdaemun History & Culture Park Subway Station, exit 14. OR Dongdaemun Subway Station, exit 8.

Insadong

Insadong is a street that rarely needs introduction because every tourist, local, and foreigner in Korea will likely walk up this thoroughfare at some point. This neighborhood is the best place to get the Korean souvenir you’re looking to take home.

Places to look for in Insadong:

• Ssamziegil: This shopping and culture complex has a variety of locally owned shops and workshops with beautiful handmade products. You can walk from the ground floor to the top, where the famous Poop Cafe is, and never go on a step because the building is designed with a cool ascending path.
• Anyoung Insa: A newer cultural complex in the area, this 7-story building has shops, restaurants, and two museums. There are a lot of great shops here.

From daily Hanboks to the most gorgeous ceremonial ones, it is here. There are also beautiful chopstick sets, Hanji paper crafts, beautiful najeonchilgi boxes, vintage and antique goods as well. You definitely can’t go shopping in Seoul and NOT visit Insadong at some point. 

• Hot Hotel In The Area: Hotel Aventree Jongno
• Must Try Activities: Bukchon Hanok Village, Insadong & Ikseon-dong Tour
• Directions: Anguk Station, exit 6 or Jonggak Station, exit 3.

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If you want to partake in some subway shopping. The best subway underground malls can be found in Bupyeong Subway Station & Express Bus Terminal Station

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Itaewon

Itaewon probably isn’t where most tourists looking to shop will head unless they want a custom tailored suit but if you’re taller, hippier or bustier than the average Korean and have a problem shopping in most Korean clothing shops, then Itaewon is where you should head. The shops market to the people looking for clothes at larger sizes and shoes with a bit more length or width.

The area is also popular for anyone looking for a foreign bite. There’s everything from Indian and Thai to Italian and Japanese bistros too. And if that’s not enough, there are also some great art museums in the area as well. Don’t miss out on all of the fun in this foreign district in central Seoul.

• Hot Hotel In The Area: IP Boutique Hotel
• Must Try Activities: Namsan Tower, Leeum Samsung Museum
• Directions: Itaewon Subway Station, any exit.

Dapsimni Antique Market

If you’re looking for something a bit more antique, you won’t find that everywhere, but you will find some really unique items at the Dapsimni Antique Market (답십리 고미술상가)). There are more than 150 stores including scroll paintings, najeonchilgi lacquerware, and even huge totem poles. There’s A LOT to see here and you may need some Korean skills to understand what you’re looking at, but it’s a great place to explore.

• Address: 99 Gomiseul-ro, Dongdaemun-gu, Seoul (서울특별시 동대문구 고미술로 99)

Ewha Women’s University Shopping Stree

If you’re looking for the young trendy vibes, this is the spot for you to check out. Being so close to numerous universities and of course the women’s university it’s named after means that the clothing, shoes, and accessories are always on trend and tend to cater to the females in abundance here.

Goods on offer are relatively inexpensive since the shops cater to the student budget but you’ll also find attire that is Korean student-ish, aka short skirts, cute dresses and lots and lots of accessories. Cosmetics are discounted and you can expect to see all of your favorite Korean brands in an easy criss-crossing neighborhood of streets.

• Hot Hotel In The Area: H Avenue Hotel Idae Shinchon
• Must Try Activities: Ewha Korean School Uniform Rental Experience
• Directions: Ewha Women’s University Station, exit 2 or 3

Express Bus Terminal Underground Shopping Mall

One of the best places to go shopping for budget friendly goods. The Express Bus Terminal underground shopping is immense and if you have any plans to travel around Korea and will be commuting via bus, stop in and get something on the way. There are more than 600 stores offering budget-friendly fashion items. Find the latest clothing trends worn by your favorite Korean idols here.

• Address: 200 Shinbanpo-ro, Seocho-gu, Seoul (서울특별시 서초구 신반포로 200)

Gangnam Terminal Underground Shopping Center

Some of the best shopping areas in the city are actually under your feet and if you want to visit just ONE, do NOT miss out on the 800 meter long tunnels that branch out from Gangnam Terminal. While numerous stations across the city have underground stretches of shopping, this is the biggest in Seoul and the most popular.

Other underground shopping spots in Seoul:

• Myeongdong Underground Shopping: Connects Myeongdong, line 4, Euljiro 1-ga on line 1 and 2 and City Hall Station on line 1 and 2.
• Yeongdeungpo Station Underground Shopping
• Jamsil Station Underground Shopping

Expect to find all of those items you saw above ground but at discounted rates. I’ve had friends that recommend walking the streets of Hongdae or Ewha to see what you want to buy and then head here to get it at the best rate. One last tip, if you head here, don’t miss out on visiting the top floor of the Express Bus Terminal for an amazing view of Seoul. Most people don’t even know you can get a great view here, so take advantage of this one quiet spot in the area.

• Hot Hotel In The Area: JW Marriott Hotel Seoul
• Must Try Activities: Whoo Spa
• Directions: Express Bus Terminal, just stay underground and you’ll see it.

Common Ground

If you’re looking for something a bit more local, definitely head to Common Ground where small local designers showcase everything from the quirky to the cool. The latest local designs and unique items are on display and this is definitely the spot to get something special that you can really only get in Seoul and even features the “Made in Korea” tag inside too. Expect clothing that is a bit more expensive but you’ll also get higher quality. Check out this guide to Seongsu-dong to learn more about the up and coming area.

• Hot Hotel In The Area: Hotel The Designers Premier Kondae
• Must Try Activities: Seongsu-dong 
• Directions: Konkuk University Station, exit 6

Incheon Airport: Duty Free Shops

You’re on your way out and you think the shopping is finished? Think again! Make sure you go to the beautiful Incheon International Airport early so you can take advantage of all of the great duty-free shops. Great for last-minute souvenir shopping, but there are also cosmetics from your favorite Korean brands, perfumes, accessories, snacks, and electronics.

If you plan to go duty-free shopping in Seoul or at the airport, make sure you take advantage of all of the perks. There are vouchers you can pick up to get extra 10% off and other rewards depending on how much you shop. The vouchers are free so no reason not to.

• Hyundai Duty Free Store Voucher: For COEX, Dongdaemun, and Incheon Airport
• Shilla Duty Free Store Voucher: Designed for FIT.

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