Hongdae Shopping Guide: Korean Fashion Brands, Flagship Stores and Street Shopping Tips
Last Updated on April 6, 2026
Popular as a nightlife district in Seoul, Hongdae has grown into quite the shopping district for fashion enthusiasts and a hub of creativity even if you’re just looking to walk down the bustling Hongdae Shopping Street. If you’re looking to do some shopping in Seoul, definitely don’t overlook Hongdae.
For fashion lovers, there are popular Korean fashion brands like Covernat, What It Isn’t, Fallett, Gentle Monster and more. There are a lot of great things to do in Hongdae from seeing buskers and street dancers to eating, drinking, and of course shopping!
In this guide to shopping in Hongdae, we’ll navigate the labyrinth of Hongdae’s fashion scene, fun design stores, shoe shops, and more.
From flagship stores to popular brands, here’s what you need to know before you go shopping in Hongdae.
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What is Hongdae Shopping Street?
Hongdae Shopping Street is the busiest shopping area near Hongik University Station and one of the most popular places to shop in Seoul. The pedestrian streets around Eoulmadang-ro and Hongik-ro are filled with Korean fashion brands, street stalls, accessory shops, character stores, and trendy cafes.
During the day, you’ll find clothing stores and flagship fashion brands, while at night the streets come alive with buskers, street performers, and food stalls. It’s one of the best places in Seoul for street shopping and youth fashion.
Most visitors start exploring from Hongik University Station exit 9 and then wander through the maze of side streets where many of Hongdae’s best shops are located.
If you’re planning to explore the area, check out my full Hongdae guide with the best things to do, cafes, nightlife, and places to stay.
What to Buy in Hongdae
Hongdae is known for youth fashion, street style, and quirky Korean brands. Some of the most popular things to buy in Hongdae include:
- Korean street fashion brands
- Trendy oversized sweatshirts and hoodies
- Unique accessories and jewelry
- Korean perfumes and fragrances
- Cute character goods from Kakao Friends and Line Friends
- Affordable Korean shoe brands
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Best Shops in Hongdae
For Fashion
Covernat Flagship Store (커버낫 플래그쉽 홍대점)
Founded in 2008, Covernat is a Korean clothing label that focuses on simple and classic attire. Their name comes from the combination of Cover + Needle + And + Thread to make Covernat. Their Americana designs are high quality and if you’re looking for a shop to get clothes for both your beau and you and go for that Korean couple look, this is a great place to shop.
You’ve probably seen Covernat on your favorite Korean idols, too. They are known for classic looks, outdoor clothing, and workwear but also for the collaborations that they release each season.
The first floor of the flagship store is a showroom where you can find the Covernat women’s clothing including their new lines. This is also where you’ll spot the Cloverheart, the logo of the women’s clothing specifically. I thought that was interesting that the women’s line has their own logo to differentiate it from their own men’s and unisex lines.
Head downstairs and you’ll find unisex clothing including hats, bags, shoes, and super comfortable sweatshirts with their iconic “C” branding.
- Address: 24 Jandari-ro, Mapo-gu, Seoul (서울 마포구 잔다리로 24)
- Hours: Every day: 12:00pm ~ 9:00pm
Local Tip: There are dressing rooms on the B1 level, but there’s a unique dressing room for one person on the first floor with a fun photo-zone if you look up. It’s become a popular spot to take a selfie.
LEE Flagship Store (Lee 홍대플래그쉽스토어)
Think you know all about LEE? Shoppers in Hongdae might be interested to know that they can find unique LEE items in store that aren’t available in the States. Stop in to get your favorite LEE denim, shirts, and sweaters in designs you can’t get anywhere else.
Another cool aspect of this shop is their in-store cafe. Have some kids or a spouse in tow who may not want to see everything you try on? Tell them to get some Fritz Coffee or juice and chill while you get shop-happy.
- Address: 8 Jandari-ro 2-gil, Mapo-gu, Seoul (서울 마포구 잔다리로2길 8)
- Hours: Every day: 12:00pm ~ 9:00pm
What it isn’t Flagship Store (와릿이즌 홍대 플래그십)
Just next to Covernat, you can spot this two story shop which is simultaneously a clothing store and an entertainment zone with various fun spots to take photos. Go upstairs and you’ll be able to take photos with friends that are then printed out as stickers.
Their clothing is a mix of fun vibrant colors with some quirky designs. There’s a lot to see in this two story shop, so take your time to enjoy it all.
- Address: 26 Jandari-ro, Mapo-gu, Seoul (서울 마포구 잔다리로 26)
- Hours: Every day: 12:00pm ~ 9:00pm
Fallett Flagship Store (팔렛 홍대플래그십스토어)
Just above the Covernat Flagship Store, you’ll find Fallett, a young playful clothing brand that seems to revolve around flowers and cats but with a bit of a grunge twist. Also popular with idols and you’ve probably seen that Fallett flower before, they have some great designs. I could see myself wearing the styles in this shop when I was a bit younger and attending loads of music concerts and festivals with my rocker husband.
- Address: 2nd floor, 24 Jandari-ro, Mapo-gu, Seoul (서울 마포구 잔다리로 24 2층)
- Hours: Every day: 12:00pm ~ 9:00pm
LEESLE Flagship Store (리슬 홍대점)
Looking for a modern Hanbok, an updated traditional Korean outfit? Stop into the LEESLE Flagship Store which features dresses, unisex options, and mens modern Hanbok styles. The shop not only features LEESLE’s wonderful Hanbok designs, but you can also make your own norigae, or decorative Korean tassel to take home.
LEESLE is the only shop in Hongdae where you can both dress in modern Hanbok and make a traditional norigae to take home. It sits at the intersection of shopping and cultural experience in a way no other store on this list does. If you have time for only one stop that isn’t just shopping, make it this one.
- Address: 37 Wausan-ro 29-gil, Mapo-gu, Seoul (서울 마포구 와우산로29길 37)
- Hours: Every day: 11:30am ~ 7:30pm
- Norigae Reservations: You can stop in to look at the Hanboks anytime, but if you want to make a norigae, you should make a reservation through Creatrip. This experience has gotten so popular, that they require reservations to partake. They can only accept walk-ins if there are no reservations so don’t miss out.
For Accessories
Gentle Monster Flagship Store (젠틀몬스터 홍대 플래그십스토어)
Gentle Monster isn’t just an eyewear company, but they are an experience manufacturer. Step into any Gentle Monster shop in Seoul and you’re immediately surrounded by whatever immense and interesting experience of the season they’ve created.
Their glasses are sleek and have a ton of designs using fine metal alloys and luxurious acetate. Step into their shop and you’ll feel cool just being there, but even cooler when you leave with your own pair of beautiful Gentle Monster glasses to complete your outfit. They definitely make a cool souvenir to take home from Korea.
- Address: 54 Dokmak-ro 7-gil, Mapo-gu, Seoul (서울 마포구 독막로7길 54)
- Hours: Every day: 12:00pm ~ 9:00pm
SIGONGAN (시공간)
A popular jewelry shop, SIGONGAN is a minimal and classic design shop with rows and rows of earrings, hair accessories, necklaces, and more. There are two branches to choose from in Hongdae with the second being a bit larger. The store is like a beautiful treasure hunt space and you’ll want to spend plenty of time there. If you’re looking for cool Korean accessories, this is where to go.
- Address (First Branch): 358-28 Seoggyo-dong, Mapo-gu, Seoul (서울특별시 마포구 서교동 358-28)
- Address (Second Branch): 369-4 Seoggyo-dong, Mapo-gu, Seoul (서울특별시 마포구 서교동 369-4)
- Hours: Every day: 12:00pm ~ 11:00pm
For Perfumes
Gran Hand (그랑핸드 마포)
Stop into Gran Hand if you want to have the most lovely smelling fragrances for you or your home. From perfumes to diffusers, there are a lot of options and you can smell them all. The staff is super helpful and the bottles and diffusers are rustic and beautiful, making a lovely addition to any shelf.
- Address: 9 Wausan-ro 37-gil, Mapo-gu, Seoul (서울 마포구 와우산로37길 9)
- Hours: Every day: 1:00pm ~ 10:00pm
For Stationary & Lifestyle Goods
KT&G Sangsang Madang (상상마당)
Dream Plaza is a really cool creative staple in Hongdae. Opened in 2007, this culture complex has some super cool souvenirs and products up for purchase and also hosts various artistic exhibitions. There’s also a movie theater and performance hall.
Stop into the design store if you only have a bit of time though because you can support local artists and get some really awesome artistic products. This is one shop we can’t stop ourselves from stopping into every time we’re in Hongdae.
- Address: 65 Eoulmadang-ro, Mapo-gu, Seoul (서울 마포구 어울마당로 65)
- Hours: Every day: 11:00am – 9:00pm
Butter (버터 홍대점)
Butter is a super cute shop that you’ll want to stop into if you have kids for sure. Let’s be honest though, most of their shoppers here in Hongdae will likely be adults that just love cute items.
There are a variety of household goods and accessories as well as toys, stationary items, and stuffed animals. It’s a shop that is super colorful, super vibrant, and super fun and of course there are photo zones so don’t be afraid to snap away as you shop. My daughter squealed with delight as soon as she saw it.
- Address: 153 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 153 이랜드 복합관 홍대점 지하2층)
- Hours: Every day: 11:00am ~ 10:00pm
Kakao Friends Flagship Store (카카오프렌즈 홍대플래그십 스토어)
Visit the Kakao Friends Flagship Store. Kakao Friends is majorly popular and they have a giant shop on the Hongdae main road. If you want something cute to take home with you, you should definitely head to this themed store. Even if you don’t buy anything, you can take pictures with the cute characters in giant form.
- Address: 162 Yanghwa-ro, Seogyo-dong, Mapo-gu (서울 마포구 양화로 162)
- Hours: Every day: 10:30am ~ 10:00pm
Line Friends Flagship Store (라인프렌즈 홍대 플래그십스토어)
The biggest cutest competitor of Kakao is Line. While Kakao Talk is the most commonly used messenger service among Koreans, Line is more popular among others and they have their own adorable characters too. If you like the cute Line characters, then check out all of the plushies, cushions, toothbrushes, and everything in between.
- Address: 141 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 141)
- Hours: Every day: 12:30pm ~ 8:30pm
For Shoes
SAPPUN (사뿐 홍대점)
A popular Korean shoe brand that is most often purchased online, if you want to try on their stylish loafers and heals in person, head to their Hongdae store. From sandals to flats and sneakers for women, SAPPUN has a beautiful selection of footwear.
- Address: 55 Wausan-ro 29-gil, Mapo-gu, Seoul (서울 마포구 와우산로 29길 55)
- Hours: Every day: 12:00pm ~ 10:00pm
Chaakan (착한구두 홍대점)
Another chic shoe shop to find in Hongdae is Chaakan. The exterior is gorgeous and then you step inside. With a selection of women’s shoes, there is a beautiful variety of designs to choose from.
- Address: 56 Wausan-ro 27-gil, Mapo-gu, Seoul (서울 마포구 와우산로27길 56)
- Hours: Every day: 11:00am ~ 10:00pm
Shoopen (슈펜 홍대점)
If you’re looking for comfortable sandals, sneakers, and boots, Shoopen is the place to go and it’s pretty budget friendly too. Check out all of the canvas shoes and sandals you can try on. They also have bags and wallets if you need one too but they’re really known for their variety of comfortable shoes.
- Address: 153 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 153)
- Hours: Every day: 11:00am ~ 11:00pm
FAQ
How to get to Hongdae Shopping Street
If you’re in Seoul long enough, you may hear “Hongdae Shopping Street” used when people give directions and you may wonder where that is. Of course, there are shops all over the area between Hongdae, Hapjeong, and Sangsu stations. A lot of the flagship stores on this list aren’t even on the Hongdae Shopping Street, but it is where people head for street shopping and start their shopping adventure in the area.
By Public Transportation: Head out of Hongik University Subway Station, exit 9. Turn left and just a block in you’ll come to a street that basically cuts through the heart of Hongdae. Go right and walk along to find buskers, clothing shops, and street stalls. Turn off into various streets and alleys to find the various flagship stores you want to visit.
Is Hongdae a good place to shop?
Hongdae is a fantastic area to go shopping. When I first moved to the area more than a decade ago, it was more known for the music culture and small local brands, but it has grown and filled in a lot and now you can find all of the major Korean beauty brands, great local and international fashion brands, and accessories, shoes, and souvenirs too. It’s really got all of the goods and plenty of spaces to have fun in between.
What time does Hongdae shopping street open?
Most shops in Hongdae open around 11:00am to 12:00pm and stay open until 9:00pm or 10:00pm. Some larger flagship stores and character shops may open slightly earlier, while street stalls and food vendors become more active in the evening.
Is Hongdae cheaper than Myeongdong for shopping?
Generally yes for Korean fashion brands and accessories. Myeongdong is dominated by K-beauty and international brands with tourist-facing pricing. Hongdae’s strength is in Korean fashion labels, character goods, and local boutiques where prices reflect a younger, local customer base rather than a tourist premium. For K-beauty specifically, Myeongdong has more options. For fashion and uniquely Korean brands, Hongdae often wins on both variety and price.
When is the best time to shop in Hongdae?
Weekday afternoons are the most relaxed, flagship stores are quieter and you can take your time in dressing rooms without waiting. Weekend evenings are the most atmospheric, the street stalls come out, buskers perform on the main pedestrian street, and the neighborhood has an energy that’s hard to find anywhere else in Seoul. If you’re combining shopping with cafes and dinner, aim for a Saturday afternoon start around 2:00pm.
What Korean fashion brands are best known in Hongdae?
Covernat is the most recognizable, worn by K-pop idols and known internationally for its clean Americana aesthetic. Gentle Monster is globally known for its eyewear and concept stores. What It Isn’t and Fallett are strong picks for the younger, more experimental street fashion crowd. LEESLE is the destination for modern Hanbok. These are brands worth knowing before you arrive so you can prioritize your stops.
Hongdae is one of the best neighborhoods in Seoul for street shopping, Korean fashion brands, and trendy flagship stores. Whether you’re looking for accessories, clothing, perfumes, or cute Korean character goods, Hongdae has some of the most exciting shopping in Seoul.
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