Shop the city: Dongdaemun

Dongdaemun, the largest fashion and shopping district in Seoul, comprises nine dynamic blocks with 26 malls, a vibrant night market and dozens of eclectic trendsetting fashion boutiques. This stylish enclave is famous for staying open well into the early hours, offering nocturnal fashionistas a place to browse and shop a diverse array of products that are mostly made in the nearby Changsin-dong area, many of which can be purchased at a fraction of the retail price.

While it’s a great place for taking home covetable apparel and accessories at a bargain, the sprawling area can be challenging to navigate. This guide will break down some of the most notable malls, and allow you to explore Dongdaemun with ease and feel the South Korean capital’s fashion pulse.

1. NyuNyu

Occupying three meticulously organised floors of a building on Majang-ro, this popular fashion accessories shop offers a seemingly endless selection of chic sunglasses, elegant jewellery and all the statement pieces you could ask for. Once inside, you’ll be greeted by walls and aisles lined with trending earrings, necklaces, scarves and hats of all sizes, shapes and colours. Whether you’re updating your look or searching for the perfect souvenir for a friend, NyuNyu ’s wide choice of wares will delight any accessory enthusiast. 

2. Belpost

Offering a vast selection of modern, minimalist casualwear and formalwear at wholesale prices, Belpost , which opens from 8pm to 5am, is the ideal place to refresh your wardrobe with timeless pieces after dark. In a district that mainly caters to women, the four-storey building has one floor that’s dedicated to menswear, offering everything from smart blazers and shirts to jeans of every cut.

3. Good Morning City 

One of the largest shopping centres in South Korea, Good Morning City comprises about 700 shops across its 23 above- and underground floors, some of which stay open until 4am on certain days of the week. Just a short walk from the Dongdaemun History and Culture Park metro station, this mall is a treasure trove of wedding gowns, leather goods and formalwear, as well as electronics and household goods. Here, you’ll also find plenty of entertainment and wellness facilities, including a cinema and a traditional Korean sauna – perfect for respite from the shopping madness. 

4. DDP Fashion Mall

Situated near the Dongdaemun Design Plaza, the venue for the twice-annual Seoul Fashion Week, DDP Fashion Mall is a haven for women’s fashion. The multi-floor wholesale market opens five days a week from 8pm to 5am, offering a curated selection of contemporary clothing and accessories – ideal for those who follow the latest fashion currents closely.

5. The APM group of malls

Since its founding in 1999, Seoul’s APM chain of shopping centres has expanded into four separate venues – Hello APM, APM Luxe , APM Place and APM – occupying their own multi-floor buildings around Dongdaemun. The four entities each have their own positioning and target audience. While Hello APM caters mainly to the stylish, post-2000s crowd with its trendsetting fashion retailers, APM Luxe specialises in high-quality womenswear and fashion accessories with unique designs at wholesale prices. APM Place features wholesalers that sell made-in-Korea womenswear, with new designs released weekly. Finally, APM offers the most men’s fashionable attire of the group, with four floors of up-to-date styles, along with four floors of women’s clothing in a boutique-esque setting.

6. Migliore 

Meaning “the best” in Italian, Migliore is a department store chain with several locations across South Korea. Its first location in Dongdaemun, opened in 1998, is especially popular with younger generations who seek the latest sportswear and athleisure. Elsewhere in the complex, you’ll find sections or floors that are dedicated to casual or formal womenswear, bags and travel accessories, as well as nail art products. 

7. Doota Mall

Spanning seven floors, Doota Mall stands out as a premier shopping destination in Dongdaemun. Inside, you’ll find hundreds of international and Korean retailers, with entire floors dedicated to casualwear and sportswear, eco-friendly concept shops, accessories and souvenirs, men’s fashion and more. Dozens of dining outlets serving everything from hamburgers and pasta to Korean soups and Sichuan malatang are available if you’d like to grab a quick bite before continuing your shopping adventures. 

8. Nuzzon Mall

Opening from 8pm to 6am, Nuzzon features about 1,200 shops across eight floors. Frequented mostly by local and international fashion buyers, it has become increasingly popular with shoppers looking for casual pieces to add to their wardrobe. It strikes a good balance between products for men and women and offers better bargains than other wholesalers in the area.