This comprehensive and easy-to-use guide to shopping in Seoul has been compiled by us. Depending on your budget, scroll down to see where to shop in Seoul, what to buy, and which malls or stores to visit. Whether you’re in a splurging or saving mood, we’ve got the store for you.
A Guide to Seoul’s Shopping Destinations:
Cosmetics and Skincare
Myeongdong is the destination.
One of Seoul’s main shopping areas is Myeongdong. In addition to clothing, home goods, and snacks, we recommend shopping here for Korean skincare and cosmetics. There are also eateries in the area that serve traditional Korean food, so you will not have to worry about starving yourself while you shop. The intersection of two major shopping streets is located at the Lotte Department Store in Euljiro and the Myeongdong Subway Station. Originally a local hangout, it is now a well-liked destination for tourists to shop. Both retail and wholesale establishments are crammed into the area.
The Way to Get There:
From the subway, getting here is simple. Take Line 4 to Myeongdong Subway Station (Exit 6), then walk for approximately five minutes.
Option for Budget Shoppers: A’Pieu
A’Pieu offers high-quality skincare and makeup products at affordable prices. You can find eyeshadows for less than $4.00, foundations for less than $12.00, or even a cleanser for around $3.00. With prices like these, it will require a great deal of self-control to buy only a few things.
Essential Purchase: A’Pieu Water Light Tint, $6.00 USD
This lightweight lip tint, which is one of A’Pieu’s best-selling products, adds color without looking heavy.
Address: Jung-gu, Myeongdong 2(i)-ga, 50-20-ga, Seoul, South Korea
Etude House is a mid-range shopping option.
Etude House is a sanctuary for all things adorable, with its princess-appropriate pink and white exterior. Put lip tints, nail polishes, and face masks in cute packaging in your basket. Be ready to stock up on BB creams, eyebrow pencils, and lip and cheek tints because their products are designed with the latest Korean beauty trends in mind. The majority of skincare products cost between US$20.00 and $45.00, while makeup items typically cost between US$10.00 and $15.00.
Essential Purchase: US$11.00 Tint My Brows Gel
Want to make your eyebrows stand out? To reveal darker, more defined brows, apply this tint to your brows, leave it on for a few hours, and then peel it off.
Address: 24-1, Jung-gu, Seoul, Myeongdong 8na-gil
Option for Mid-Range Shoppers: Tony Moly
You will want to buy Tony Moly products just to put them on your shelves because they are so damn cute. A bubbling face mask in an octopus package for US$9.00? Yes, please! Peruse their lip balms and hand creams and pick up way-too-adorable items in the shape of fruits and bunnies.
Must-Buy Item: Tony Moly Perfect Lips Shocking Lip, US$11.00
This vibrant, pigmented lip stain is sure to draw attention.
Address: Jung-gu, Seoul, South Korea; 66-23 Chungmuro 2(i)-ga
Mid-Range to Expensive Shopper Option: Olive Young
Olive Young is a Korean pharmacy, so you can find one anywhere in Seoul, but it is still worth a visit while in Myeongdong because of its extensive selection of cosmetics. You can get affordable beauty products from Korean cult favorites like Peripera, 3CE, and Clio, or you can get more expensive brands like Dr.Jart, DHC, gm+, or La Roche Posay. You can also browse their fantastic face mask section and stock up on inexpensive and cheerful sheet masks to take home for yourself or your friends.
Must-Buy Item: Isoi Bulgarian Rose Blemish Care Serum Plus, US$37.00
As the winner of Editor’s Choice at the Global Beauty Awards, Isoi Blemish Care Serum aims to improve uneven skin tone and provide 24-hour hydration for your skin.
Address: 53 Myeongdong-gil, Myeongdong 1(il)-ga, Jung-gu, Seoul, South Korea
Clothing and Accessories
Where to Go: Ewha Womans University Shopping Street
Go on a ‘shop crawl’ along Ewha Womans University Shopping Street. It’s the destination for shoes, accessories and even beauty supplies for women. In addition to shopping, you can also treat yourself to a Korean makeover at one of the many salons. There is the ‘Main Shopping Street’ and the ‘Casual Clothes and Shoes Shopping Street’. Make sure to visit the “Casual Clothes and Shoes Shopping Street” for great deals.
Go to Ewha Women’s University Station (Exit 2) on the Line 2 Green subway and begin your exploration!
Option for Low-Cost Shoppers: Casual Clothing and Footwear Shopping Street
Walk up and down this street and spot an abundance of inexpensive clothing and accessory stores for women. Small boutiques selling streetwear line the street. Major brand names might not be present here, but you will find distinctive Korean street style at a price that will fit your budget. You should budget between $5 and $15 USD for each piece.
Option for Low-Cost Shoppers: Underground Shopping at Ewha Women’s University Station
Remember to check out the station’s underground mall! You can find a deal while perusing the mall’s stalls and stores, just like on the street.
Destination: Hongdae
Also referred to as Seoul’s “Harajuku,” Hongdae is a student-heavy shopping district that is home to Hongik University. If you are looking for edgy, independent fashion, visit this area. Once you have finished shopping, stay put and enjoy a drink or a live performance at a nearby bar.
Take a left at Hongik University Station (Line 2, Exit 9) and continue walking for five to ten minutes in the direction of Hongik University. Turn right towards Hongik Children’s Park.
Budget to Mid-Range Shopper Option: Hongdae Shopping Street
There are many small stores here, just like on the Ewha Womans University Shopping Street, but the aesthetic is more eclectic and younger. Pro Tip: Shops will showcase their top-performing items at the storefront. Expect higher prices inside, though you might be able to negotiate a lower price. Look for small trinkets like keychains or handcrafted goods at the Mapogu Kiosk area.
Hongdae Free Market is a mid-range to budget-friendly shopping option.
Visit the Hongdae Free Market to purchase handcrafted, crafty goods. For unique souvenirs, purchase from regional craftspeople. The starting price for the items is approximately US$5.00, and naturally, the products will vary significantly from seller to seller.
Address: 19-3, Wausan-ro 21-gil, Mapo-gu, Seoul
Hours: 1:00pm – 6:00pm (Saturdays from March to November)
Food and Snacks
Delicious snacks to bring home can be found throughout Seoul. Your best bet is to make your way to grocery stores, drugstores or major chains to take advantage of their massive selection of Korean snacks. And believe us, Koreans know their snacks. Whether you’re on the hunt for crazy, unique chip flavors or looking to score decadent snack cakes, stop at one of these locations and pick up some goodies to bring back home.
Where to Go: Lotte Mart
Lotte Marts can be found everywhere in Seoul, so chances are you’ll run into one on your travels. This mega department store chain sells everything from clothing to toys and electronics, so even if you aren’t feeling hungry, it’s worth a look to grab souvenirs for friends back home. Lotte Mart also offers tax-free shopping for those who like a bargain!
Must-Buy Snacks at Lotte Mart:
Samyang Hot Chicken Flavor Ramen (i.e. Fire Noodles)
Take on the ‘fire noodle challenge’! Pick up a few packs of this extremely spicy instant ramen and see which of your friends can stand the heat.
MarketO Real Brownies
Indulge in delicious, chewy and chocolatey brownies, premade and ready for you to enjoy! MarketO also makes matcha brownies, cheesy chips and salty-sweet crackers that are worth your won.
Seaweed, seaweed and more seaweed
Any good Lotte Market should have an entire section dedicated to all different types of seaweed and various flavors too.
Chocopie
When in Seoul, you’ve got to try Chocopie. Cookie, marshmallow, chocolate, creamy filling… Are you drooling yet? Take home a box (or two, or three) of the original chocolate or sample limited edition or special varieties like banana or calamansi!
Where to Go: Convenience Stores (e.g. 7-Eleven, GS25)
Convenience stores will have everything from soju to get your buzz on to salty fish snacks to soak it up late at night (yup, dried squid, yummmm). Go on a shopping spree at a 7-Eleven and feast all night on Korean snacks.
Must-Buy Snacks at Convenience Stores:
Flavored Almonds
Anything from honey-butter almonds to wasabi to yogurt-flavored almonds is available at convenience stores in Seoul. Be sure to stock up; these nuts make great on-the-go treats while you’re sightseeing.
Butter Caramel Pringles
Ditch your boring old sour cream and onion flavor and delight in these sweet Pringles for something a little different!
Banana Milk
Those with a sweet tooth will appreciate this tasty flavored milk paired with Butter Caramel Pringles. If you’re not a fan of banana, try the strawberry milk instead.
Souvenirs
A good souvenir needs to meet two criteria: it needs to be affordable (for the gifter) and not end up in a junk drawer (for the giftee). When in Seoul, hitting up street markets, Lotte Mart and the underground mall for inexpensive and cute souvenirs is your best bet. In fact, you’ll probably find a ton of goodies as you walk down the street, so here are a few of our suggested souvenirs to pick up, at every budget.
Budget Shopper Option: Socks
You’ll find inexpensive but high-quality socks throughout Seoul. Check out the stalls and rummage through to find super cute and colorful designs. Socks are usually around US$1.00 a pair in Korea so fill up a bag and gift to friends and family back home.
Budget to Mid-Range Shopper Option: Soju
Soju can be found at any convenience store and can be purchased on the cheap or as a splurge item. Plus, since it’s so easily found, you can stuff a few bottles in your luggage if you forget to grab souvenirs for anyone on your list!
Budget Shopper Option: Stationary
Adorable sticky notes, fun pens, decorative papers and stickers galore can be found throughout multiple stores in Seoul. I mean, who doesn’t want to write their to-do lists on sticky notes shaped like polar bears and baby ducks?
Must-Shop Location: Artbox Myeongdong Branch features homegoods, toys and electronics and a stationary section to rival the best of them.
Address: 36 Myeongdong 10-gil, Myeong-dong, Jung-gu, Seoul, South Korea
Mid-Range Shopper Option: Handicrafts and Ceramics
Folk crafts, pottery, and paintings make an excellent souvenir for loved ones at home or even for yourself. Bring home stunning works of art to decorate your home so you can remember your vacation for years to come.
Must-Shop Location: Make your way over to Insadong neighborhood for traditional and handmade Korean goods at a decent price. The area was once known to be home for painters and it retains its artistic center to this day.
Traditional Markets
Shopping in Seoul is not complete with a trip to the markets. Stroll through the busy laneways and find anything from amazing clothing finds to purses and shoes. Of course, you need to keep up your energy so be sure to grab a bite at a food stall along the way. Purchase fabrics, home goods and traditional goodies at the market as well.
Dongdaemun Market
Dongdaemun Market started as a traditional market in the early 1900s and has since become a mecca for all things fashion. Head over at all hours to shop for clothing and accessories. Walk through massive modern malls and wander through the numerous wholesale and clothing stalls surrounding the area.
Namdaemun Market
Namdaemun Market is steeped in history; it’s one of the oldest remaining wooden structures in Seoul. Once upon a time, Namdaemun Market sold veggies and meats but it now sells homegoods and textiles as well as imported goods. If you’re looking to score a bargain, shop here. Make your friends, family, and wallet happy by following our Seoul shopping guide for every budget.
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