The best places to go shopping in Seoul

As the epicentre of Korean pop culture, Seoul offers a vibrant blend of traditional charm and cutting-edge modernity in every aspect – and that’s especially true when it comes to its shopping options. Across the city’s diverse neighbourhoods, you’ll find an abundance of underground shopping malls, flea markets, gift shops and concept stores, many of which have turned shopping into a multi-sensory experience with avant-garde interior design and inspiring artworks. 

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From traditional souvenirs to high-end fashion and the latest K-beauty and Korean skincare products, this guide will help to discover shopping experiences that’ll stimulate your senses.

1. Apgujeong

This well-heeled neighbourhood is where luxury brands meet the latest trends. It’s home to some of the city’s most innovative retailers, where the shopping experience is taken to the next level and given an artistic spin. Start at the eclectic black exterior of the Juun.J Flagship Store , and explore the eponymous Korean designer’s avant-garde collections. At Gentle Monster’s Haus Dosan outlet , you’ll be surrounded by multi-floor 3D installations and artwork, displayed alongside the brand’s signature statement eyewear. Also, don’t miss the Sulwhasoo Flagship Store , which radiates gold from inside and out, for high-quality beauty products that blend Korean herbal tradition and modern technology.

2. Insa-dong

For a glimpse of ancient Korean arts and crafts, Insa-dong offers a plethora of shops selling everything from ceramics to traditional brushes and stamps to paintings. The area is also home to Ssamzigil , a hip shopping and cultural complex featuring boutiques and galleries that blend and celebrate modern and traditional aesthetics and styles. Across the street, you’ll find Anyoung Insadong , another modern, art-minded shopping centre and cultural space – with an exhibition space in the basement.

3. Seongsu-dong

Nicknamed the “Brooklyn of Seoul”, Seongsu-dong is a hotspot for K-beauty enthusiasts, thanks to the many homegrown skincare and cosmetics brands that have set up shop here. At Amore Seongsu , an expansive experience centre featuring products from beauty conglomerate Amorepacific’s brands, you can sample thousands of skincare and make-up products, and even create customised foundation shades and lipstick colours. Then, hit up Tamburins for fashion- and art-inspired skincare at its new brutalist-style flagship store before visiting Innisfree ’s island getaway-themed flagship outlet, The Isle, where you can browse their nature-powered skincare collection, including their bestselling face masks, and enjoy drinks and treats in the attached café.

4. Hongdae

The youthful and lively Hongdae neighbourhood is not just a hotspot for buskers, street dancers and street food carts – it’s also a treasure trove of cute knick-knacks. Located on the colourful Eoulmadang-ro, Hongdae’s main shopping street, KT&G Sangsang Madang is a bustling cultural complex where you’ll find everything from unique stationery to art books. A short drive away, at design studio Zero Per Zero’s boutique , you’ll find travel-themed mementoes and gifts featuring cute illustrations. On Saturdays, the Hongdae Free Market attracts crowds with music performances, tours, workshops and plenty of young local artists selling their works.

5. Granhand

With scents inspired by nature and landscapes, every concoction in Korean fragrance label Granhand ’s product catalogue tells a story. Embark on an olfactory adventure at one of its minimalist boutiques in Seoul, including the flagship outlet in Seogyo, to discover home and body fragrances featuring signature scents: from the refreshing, floral Lucy Diamond to the Lumberjack’s captivating burnt wood aroma, as well as the label’s skincare line, homeware and stationery.

6. Osulloc

Tea enthusiasts will revel in the offerings at Osulloc , a Korean brand that’s on a mission to elevate tea appreciation to an art form. Their contemporary tea houses and shops are tranquil spots to enjoy small dishes paired with the brand’s signature tea blends, such as the sweet, floral Wedding Green Tea and the zesty, refreshing Samdayeon Tangerine Tea. You can also join a tea blending class to learn how best to enjoy Osulloc’s refined teas, and purchase elegantly packaged teabags and loose tea leaves as souvenirs.

7. Leesle

Founded by designer Hwang Yi-seul, Korean fashion brand Leesle is on a mission to modernise the traditional Korean hanbok by blending contemporary design with traditional motifs, making it more wearable and appealing to a broader, younger audience. At its shop in Mapo-gu, you can browse its athleisure and casualwear pieces, which have been sported by members of K-pop groups, including BTS, Mamamoo, Shinee and other young celebrities.