Where to go shopping in Seoul

Seoul, South Korea's capital, is a cultural space where centuries-old traditions meet cutting-edge trends. Back in the day, it was a trade center along the Han River, and today Seoul is a global shopping paradise. It offers everything from traditional markets filled with street food and cosmetic brands to department stores that take luxury to another level.

Historically famous for hanbok and hand-painted ceramics, the city has evolved into a hotspot for the latest beauty products, K-fashion, and tech gadgets. Seoul’s shopping scene can make every type of shopper happy.

Explore Gwangjang Market for Korean street snacks and fabrics, or dive into Goto Mall, the largest underground shopping mall, for trendy finds and traditional souvenirs at unbeatable prices.

Craving some luxury shopping in Seoul? Head to Gangnam’s high-class department stores or browse flagship beauty brands like Etude House and Nature Republic, which are as iconic as the K-dramas that made them famous.

Pro tip: Keep an eye on store hours since many markets close early while malls stay open late into the night. And don’t forget to claim those tax refunds for purchases over 30,000 KRW.

All you need to know when shopping in Seoul

Shopping in Seoul is like stepping into a treasure hunt, where every corner has a new surprise. The city’s shopping architecture is as diverse as its skyline! Go underground at Goto Mall, the largest underground shopping mall in Korea, for wallet-friendly finds.  Head to the glitzy Shinsegae and Lotte department stores in Gangnam for a luxury shopping spree. It’s retail therapy on every level (literally).

Seoul shops are generous with their hours, opening around 10 AM and staying open well into the evening. Gwangjang Market is a breakfast paradise for early birds, serving up everything from street food classics to traditional fabrics.

Night owls? Dongdaemun Market is your shopping playground, where you can haggle for the best deals until the crack of dawn.

Prices in Seoul fit every budget, from high-end splurges to thrifty treasures. And yes, as you could have read, tax refunds on purchases over 30,000 KRW are a thing! Your wallet will thank you for the extra win to spend on late-night snacks.

Seoulites love mixing high-end fashion with affordable knick-knacks. Channel their vibe by pairing Korean designer bags with a pair of shoes from a street market stall. Bonus points if you grab trendy, oversized tops from Hongdae’s flea markets!

Let’s dive into the best spots for every shopper!

Unique shops to visit in Seoul

Seoul’s shops are as fun as the city itself. This one is for fans of plush toys, traditional crafts, and edgy fashion. Here’s how to make your shopping adventure unforgettable.

1. Line Friends Flagship Store

Address: 27, Dosan-daero 13-gil, Gangnam-gu

Ever dreamed of hugging a life-sized Brown, the bear? At the Line Friends Flagship Store, you can do just that! This multi-level wonderland is packed with everything from adorable plushies and stationery to exclusive merchandise inspired by your favorite Line characters. Snap a selfie with the giant Sally, or pick up a BT21 tote bag designed by BTS.

Pro tip: The in-store café serves themed coffees and desserts, which is perfect for a social media flex. And if your bags are getting too heavy, drop them off with Bounce and roam Garosu-gil hands-free while exploring other trendy shops and cafés.

2. Insa-dong cultural street

Address: Insa-dong

For a more traditional vibe, head to Insa-dong, a street with cultural charm. Famous for its antique shops and art galleries, you’ll find everything from calligraphy sets and handmade paper to modern takes on hanbok (traditional Korean clothing). Don’t leave without a piece of celadon pottery or a lacquered jewelry box. These can be beautiful souvenirs with centuries of history behind them.

Pro tip: Take your time to wander into tea houses tucked along the streets. They’re the perfect way to relax after an afternoon of treasure hunting.

3. Stylenanda Pink Hotel

Address: 37-8 Myeongdong 8-gil, Jung District

Shopping meets Instagram gold at the Stylenanda Pink Hotel. This Myeongdong hotspot mixes high-fashion vibes with pastel aesthetics. The multi-story boutique features edgy clothes, bold accessories, and even a rooftop café styled like a Parisian terrace.

Must-buy: Don’t leave without snagging their cult-favorite velvet lip tint, a staple in Korean beauty routines. And while you’re at it, check out their oversized blazers and streetwear-inspired pieces for that effortlessly cool Seoul look.

Shopping in Seoul beyond clothing

Seoul’s charm is a paradise for foodies, art lovers, and design enthusiasts. Here are the top spots to explore if you’re looking for something different.

1. Gwangjang Market

Address: 8 Changgyeonggung-ro, Jongno District

This is where your taste buds go to party! This market is a treasure trove of Korean street food, which offers iconic dishes like mayak gimbap (so addictive they’re nicknamed "drug gimbap"), bindaetteok (crispy mung bean pancakes), and big bowls of bibimbap. Beyond the food, the market is famous for its silk goods, linen bedding, and hanbok.

Pro tip: Grab your snacks and take a seat at one of the communal tables. It’s the best way to soak in the market's energy and maybe even strike up a conversation with a friendly local.

2. Almond Studio

Address: Hangnangno 3-ga, 1-1 Yongsan-gu Yongsan-gu

A haven for art enthusiasts, Almond Studio is all about showcasing local creativity. Their hand-painted postcards and illustrated prints capture Seoul’s essence in a minimalist, modern style. Looking for something functional? Their ceramic coasters and decorative candles can become chic, suitcase-friendly souvenirs.

Must-buy: Don’t leave without one of their unique art prints. It’s basically bringing a piece of Seoul’s creative spirit back home.

3. Dongdaemun Design Plaza (DDP)

Address: 281 Eulji-ro, Jung District

The Dongdaemun Design Plaza (DDP) isn’t just a shopping destination; it’s an architectural wonder. Designed by Zaha Hadid, the futuristic structure houses art exhibits, design pop-ups, and concept stores featuring the work of young Korean designers.

You’ll find eco-friendly fashion, cutting-edge gadgets, and limited-edition accessories that are future trends.

Pro tip: Time your visit for one of their night markets. Nothing beats shopping for interesting finds under Seoul’s neon lights.

Traditional shopping options in Seoul

When it comes to classic shopping, Seoul knows how to roll out the red carpet. Here are the top spots for traditional shopping.

1. Lotte Department Store

Address: 81 Namdaemun-ro, Jung District

This department store is an empire of luxury! Lotte has everything from high-end brands like Chanel and Gucci to specialty Korean ginseng and tea sets, which is the perfect cultural gift.

Don’t skip their gourmet food hall, where you can grab traditional Korean rice cakes or packaged kimchi to take home. Bonus? Their beauty clinics are the ultimate relaxing experience. Who doesn’t want to shop and glow at the same time?

2. Goto Mall

Address: 194 Sinbanpo-ro, Seocho District

Welcome to the largest underground shopping mall in Seoul, a maze of bargains on trendy clothes, accessories, and cult-favorite Korean cosmetics like Etude House’s lip tints and Missha’s BB creams. Prices are so good you’ll feel like you’re getting away with something.

Pro tip: Once you’ve snagged your goodies, head to the nearby street food stalls for some tteokbokki (spicy rice cakes) or gyeranppang (egg bread). Those are the ultimate rewards for conquering this underground wonderland.

3. Starfield COEX Mall

Address: 513 Yeongdong-daero, Gangnam District

Starfield COEX Mall is the go-to shopping and entertainment hub in Seoul. You’ll find luxury brands like Michael Kors and Louis Vuitton, flagship stores like Uniqlo and Adidas, and an impressive selection of Korean beauty brands such as Innisfree and Laneige.

But it doesn’t stop there. The mall is home to the iconic Starfield Library, with its towering bookshelves that are so Instagrammable. After shopping, grab a dalgona latte at Paik’s Coffee, or head to the Aquarium to explore marine wonders with your friends or family.

Seoul shopping spree wrap-up

Shopping in Seoul is a full-blown cultural experience. With everything from luxury brands to flea market finds, Seoul meets every kind of shopper’s needs. Need a break? Use Bounce to stash your bags while exploring the city’s nearby art exhibits or enjoying some street food.

Pack light and bring an extra suitcase because you’ll need it. Happy shopping, or as they say in Korea, 즐거운 쇼핑 되세요 (Jeulgeoun shopping doeseyo)!