A Guide to Shopping in Seoul: From Myeongdong to Insadong

If retail therapy is your cardio of choice, then welcome to paradise. From cutting-edge street fashion to charming traditional crafts, this vibrant city caters to every taste and budget. So, grab a cuppa and let’s take a wander through some of Seoul’s best shopping districts!

Myeongdong: A Shopper’s Wonderland

If there’s one place in Seoul that perfectly blends shopping, beauty, fashion, and food, it’s Myeongdong. Buzzing with energy from morning till night, this district is a must-visit for anyone who loves browsing the latest trends or sampling Korean street food on the go.

Myeongdong is especially loved by fashion enthusiasts and beauty lovers. You’ll find a vibrant mix of international retailers and famous K-beauty brands—often side by side—making it incredibly easy to do all your shopping in one walkable area.

But it’s not all just shops and skincare. The streets themselves are alive with colour, music, and the smell of sizzling street snacks. Whether you’re hunting for the perfect sheet mask, picking out trendy clothes, or enjoying crispy hotteok (sweet Korean pancakes), Myeongdong never disappoints.

🏬 What Can You Expect to Find?

From affordable fashion to luxury beauty products, Myeongdong has it all.

Here are just a few highlights to add to your shopping list:

🧴 K-Beauty Stores

• Etude House – playful packaging, great for gifts

• Innisfree – natural skincare, eco-friendly focus

• Olive Young – Korea’s top beauty and health chain

• TONYMOLY – fun and trendy cosmetics

• Nature Republic – popular for aloe vera products

  
  

👗 Fashion & Accessories

• Uniqlo – affordable everyday basics

• H&M – seasonal fashion favourites

• Stylenanda – Korean streetwear meets beauty

• ABC Mart – sneakers, sportswear, and casual shoes

• 8Seconds – Korea’s answer to Zara, great local fashion

  
  

🎁 Souvenirs & Accessories

• ARTBOX – cute stationery and lifestyle goods

• LINE Friends Store – themed merch featuring Brown & Cony

• Aritaum – multi-brand beauty products

Insadong: Traditional Charm and Unique Finds

If you’re someone who loves culture, history, and a bit of creative shopping, Insadong should be high on your Seoul itinerary. Nestled in the heart of the city, this charming neighbourhood is a vibrant mix of the old and the new — where traditional Korean culture meets artistic flair.

Insadong is best known for its authentic Korean crafts, antiques, and art. As you wander through its narrow alleys, you’ll come across shops selling beautiful hanji (traditional Korean paper), hand-painted fans, calligraphy tools, and delicately glazed pottery. It’s the perfect place to find meaningful souvenirs or gifts that reflect Korea’s rich heritage.

One of Insadong’s highlights is Ssamziegil, a unique, spiral-designed shopping complex that’s full of character. Each level is packed with stalls offering handmade jewellery, stationery, accessories, and traditional clothing like hanbok. It’s a great place to browse, even if you’re not buying — but chances are, something will catch your eye.

Dongdaemun: Budget-Friendly Fashion Frenzy

Where fashion lovers shop around the clock—without overspending

If you're travelling to Seoul and looking to refresh your wardrobe without draining your bank account, look no further than Dongdaemun. Known as Korea’s 24-hour shopping mecca, Dongdaemun is a buzzing fashion district that caters to all budgets and styles. Whether you're hunting for streetwear, basics, accessories, or a whole outfit makeover, this is where fashion meets affordability.

Unlike high-end shopping areas like Gangnam or department stores, Dongdaemun is all about variety and value. It's made up of dozens of massive shopping malls and smaller market stalls, many of which stay open until 5am—so yes, late-night shopping is a thing here!

From trendy Seoul street styles to budget basics, you’ll find everything from locally designed pieces to wholesale imports at great prices.

🛒 Recommended Shops & Malls to Explore

Here are some must-visit spots for your Dongdaemun fashion adventure:

• Doota Mall – Trendy and more upscale, with local designer brands

• Good Morning City – Affordable, youth-focused styles, great for accessories

• Hello aPM – A favourite among students for cheap and stylish fashion

• Migliore – Known for variety; from basics to edgy streetwear

• U:US – Underground shopping arcade packed with shoes and accessories

• Dongdaemun Shoes Market – One of the best spots for affordable shoes and sneakers

• Nuzzon – Popular with resellers; great for Korean fashion at wholesale prices

  
  

🕐 When to Go

Dongdaemun’s shopping malls typically open around 10am and close around 5am. Wholesale markets often get busier late at night (especially after 10pm), so if you're a night owl, you’ll be in good company.

Garosu-gil in Sinsa-dong: Chic and Stylish

If you're looking to shop in one of Seoul’s most fashionable districts, Garosu-gil in Sinsa-dong should be at the top of your list. Known for its beautiful tree-lined street (Garosu-gil literally means “tree-lined street”), this neighbourhood offers a blend of sophisticated style and modern Korean flair.

Whether you’re browsing for one-of-a-kind fashion, minimalist homeware, or K-beauty must-haves, Garosu-gil has something for every trend-conscious traveller. It’s also a hotspot for celebrity sightings, art cafés, and stylish brunch spots—making it just as much a lifestyle destination as a shopping one.

👠 Recommended Shops on Garosu-gil

Here are some must-visit boutiques and stores on or near Garosu-gil:

• Aland – A popular multi-brand concept store with streetwear, accessories, and lifestyle items

• Stylenanda Pink Hotel – A K-beauty + fashion paradise with its signature pink interiors

• Gentle Monster – Stylish, futuristic sunglasses with a cult following (even BTS wears them!)

• Low Classic – Korean designer fashion with a minimalist and modern edge

• Tamburins – A boutique by the makers of Gentle Monster, offering high-end hand creams and perfumes

• Around the Corner – Trendy fashion from Korean and global brands in a cool concept store setting

• Beaker – A premium lifestyle shop combining clothes, accessories, and curated homeware

🧋 Bonus Tip:

Once you’ve shopped your heart out, grab a matcha latte or soufflé pancake at one of the many aesthetic cafés lining the street—many of them are hidden in leafy courtyards or tucked above shops on the second floor.

COEX Mall

If you're in Seoul and love shopping, COEX Mall in Gangnam is an absolute must-visit.

Located beneath the COEX Convention & Exhibition Centre, this mall blends shopping, entertainment, and culture in a uniquely cool, underground setting. Whether you’re hunting for international brands, luxury items, quirky gifts, or just want to take a break with coffee and a book, COEX Mall has you covered.

🛍️ Recommended Shops at COEX Mall

Here are some top spots you’ll want to check out:

• ZARA – Popular for trendy global fashion

• Aland – Korean streetwear and lifestyle brand

• Gentle Monster – Iconic Korean sunglasses with an art-gallery feel

• ARTBOX – Great for cute stationery, gifts, and K-pop goods

• Bandi & Luni’s – A cozy bookstore for both Korean and English reads

• The Hyundai Pop-up – For curated designer fashion

• Canon Store – A favourite for camera enthusiasts

• SM Town & Store – Must-visit for K-pop fans (SM Entertainment artists)

  
  

🎟️ Don’t Miss

• Starfield Library – A beautiful, open-concept public library with 13-meter bookshelves

• COEX Aquarium – A family-friendly underwater world with over 650 species

• Megabox Cinema – Catch the latest Korean or international films in comfort

🧭 Plan Your Visit

📍 Location: Samseong Station (Seoul Subway Line 2, Exit 5 or 6)🕒 Opening Hours: Typically 10:30 AM – 10:00 PM (may vary by store)💡 Tip: Wear comfy shoes—you’ll be walking a lot!

Shopping at Goto Mall: Seoul’s Underground Style Wonderland 🛍️🕶️🌸

When you step off the subway at Express Bus Terminal Station (Lines 3/7/9) via Exit 8, you’ll find yourself right at the entrance to Goto Mall — Seoul’s biggest underground shopping maze. Spanning roughly 880 metres and hosting over 600 small boutiques lining two long corridors, it’s a treasure trove for bargain hunters and trend-seekers alike.

What to Expect 🧼🧦🍡

1. Bargains galore: Fashion here is crowd‑pleasingly affordable – think trendy tops for ₩5,000, autumn coats at around ₩40,000, and socks for ₩1,000. 👗

2. A thrift-shop vibe: The mall is a bit like a giant indoor flea market. Shops are small and packed, so plan to shuffle through rails to uncover hidden gems. Also, many stalls sell the same thing, and much of it comes from the APM night wholesale store in Dongdaemun mentioned above.

3. Cash is king: Most vendors prefer cash — something to keep in mind as you shop. Those that do accept cards will add a 3% charge for doing so. 💸

4. Crowded and compact: It’s a popular spot (especially among female shoppers), and the narrow alleyways can feel quite busy by mid-afternoon. Its a place mainly frequented by Koreans, so you might get some looks, and remember - Korean sizing is small, and most people will not allow you to try on.

Tips & Tricks for a Smooth Shopping Spree 📝✨

🕙 Go early – Arrive in the morning on a weekday for fewer crowds. Afternoons and weekends can get packed.

🧭 Walk the whole length before buying – Many stalls sell similar items at different prices. Take a lap first, then shop smarter.

💳 Bring cash – Most shops prefer it, and many won't take foreign cards. Some even offer discounts for cash payments!

📸 Snap a shop code – Since most stores don’t have names, take a photo of the store code or location if you plan to return.

🚪 Use Exit 8 at Express Bus Terminal Station – It leads you straight into the mall, no confusion needed!

🥤 Take breaks – Grab a bite or coffee at one of the nearby cafés or pop into the connected Daiso or No Brand stores for snacks and fun finds.

Getting Around & Nearby Gems

The mall is entirely indoor, so even on rainy or bitterly cold days, you’ll stay sheltered — a real plus for all-season explorers . It has underground links to the giant Shinsegae Department Store (with a gourmet food court in the basement), the Central City complex, and the bus terminal above. ☀️🌧️❄️

After pushing your trolley full of new clothes and cute homeware, be sure to grab a bite — roadside stalls, a Daiso café, No Brand snack corner, and casual Korean restaurants are all within easy reach.

In a Nutshell

Seoul’s shopping scene is as diverse as it is dynamic. Whether you're hunting for the latest designer trends in Garosu-gil, looking for a bargain in Dongdaemun, or seeking traditional Korean treasures in Insadong, this city has a spot to suit every shopper. So, dust off those shopping bags, set aside some extra cash, and get ready to explore a retail wonderland that’s truly second to none. Happy shopping!