Seoul, South Korea, is a dream destination for sightseeing, café-hopping, and, of course, shopping. With so many unique shopping districts to explore, it’s easy to feel overwhelmed by all the choices. That’s why I’ve updated my Seoul Shopping Guide for 2025 to help you navigate the city’s best spots. This is an improved version of my 2024 guide, with fresh recommendations and the latest trends. Whether you’re hunting for the newest K-fashion styles, indie designer pieces, or international brands, Seoul has something for every kind of shopper—making it a true retail paradise.
Table of Contents
Seongsu
I remember when I first arrived in Korea, Seongsu wasn’t even on my radar—my shopping guide didn’t mention it at all. Fast forward to 2025, and there’s no way I’d leave it out. Seongsu has become the spot for shopping, café-hopping, and soaking in that effortlessly cool, artsy vibe.
Often called the Brooklyn of Seoul, Seongsu is where young locals and tourists flock every weekend (and honestly, even on weekdays). If you’re planning a visit on a Saturday or Sunday, I’d recommend going earlier in the day—by the afternoon, the streets are packed, and popular stores can have lines out the door.
Lately, Seongsu has become the go-to neighborhood for limited-edition pop-ups, beauty stores, and independent designer brands. You’ll find cult-favorite K-beauty brands like Fwee, Torriden, and Dasique, plus unexpected collaborations and concept stores that make each visit feel fresh. If you love hunting for exclusive drops or just want to explore Seoul’s trendiest neighborhood, this is the place to be.
How to get there?
By Subway: Get off at Seongsu Station (Line 2) Exit 3 or 4 and walk south.
Express Bus Terminal - GOTO Mall
Gotomall Underground Shopping Center is one of the most famous spots in Seoul for affordable and stylish K-fashion. If you’re looking for trendy pieces at budget-friendly prices, this is the place to go. Just keep in mind that most clothing items are one size—often labeled as “Free Size” (F) in Korea—which may not fit everyone the same way.
Many shops carry similar styles, and prices are generally consistent across stores. However, the selection changes frequently, so if you visit again in a few weeks, you may find an entirely new lineup of clothes. However, I do have to say that the quality often matches the price tag (so just keep that in mind).
Pro tip: Paying in cash can sometimes get you a small discount (around 10%) or save you from an extra fee that some shops add when using a credit card. It really depends on the store, but I’ve personally seen both cases happen. That said, if you don’t have cash on hand, no worries—credit cards are widely accepted at all shops & they also have some ATM’s where you can easily withdraw cash if needed.
How to get there?
By Subway: Get off at Express Bus Terminal (Line 3, 7, or 9) and walk towards exit 8 or 8-1.
Hongdae
Hongdae is a shopping area that I would describe as more popular amongst younger people. You will find a few stores like H&M, Nike, New Balance but most of the ones you’ll see are free-size shops.
Hongdae is located right between many big Korean universities, so that’s why this area is more catered towards the younger generation but then again anyone can shop there and I do believe anyone can find something there. There are many jewelry and accessory shops, stationary stores like Artbox or Daiso as well as a big Kakao Friends (including Kakao Factory Store) and Line Friends store on the main road.
Myeongdong
Myeongdong used to be a very lively shopping street but, unfortunately, due to Covid many shops have closed down. In recent weeks I did see more shops opening back up but even with not all shops open, you’ll still be able to explore the area and check out some of the bigger stores like Zara, H&M, Footlocker, a few skincare shops as well as the Lotte Department Store and Lotte Young Plaza. If you want to read more about shopping in Myeongdong, you can also check out this blog post.
If you are really into beauty and cosmetic products, you should check out the Laneige store in Myeongdong where you can have a cushion foundation created that matches your skin tone. You will just need to make an appointment beforehand (can be done either on Naver or by going to the store).
For Kpop items like albums, merch, etc. you can check out the Myeongdong Underground Shopping Mall. To get there, get off at Myeongdong Station exit 5 and walk straight to Sinsegye Department Store. But before crossing the street, go down the stairs by entrance 4 to get into the underground shopping mall.
Garosugil Gangnam
Garosugil is an area I have only recently discovered but that is another great outdoor shopping street with many international but also a few local shops. You’ll find H&M, Mango, and Zara but also Korean shops like 8 seconds or Masklab. Parallel to Garosugil Shopping Street you will also find many great restaurants, bars and cafes and you’ll see this area really come to life on weekends and in the evenings.
How to get there?
By subway: Take the orange line 3 or dark red line (신분당) to Sinsa station exit 8, walk straight until you find Garosugil road on the left.
Starfield Coex Mall
I am sure you have seen pictures of the famous Starfield Library by now. But did you know that it’s located within a shopping center? So on rainy days or when you just want to buy some new apparel, you can make your way to COEX Mall and browse around the many stores. You’ll find both international as well as local shops.
When walking through COEX and Starfield mall you might get a little lost (I always do) but you’ll find touchscreen maps throughout the whole mall that help guide you whereever you want to go.
How to get there?
By subway: Take the green line 2 and get off at Samseong Station exit 6 or alternatively you can take the brownish/yellow line 9 and get off at Bongeunsa Station exit 7.
Yeonnam-dong
Yeonnam-dong is a fun and beautiful district close to Hongdae and full of great cafes, restaurants, and small little shops.
There are a few clothing shops right by Exit 3 on the left side when you walk along the Gyeonggi Line Forest Trail Park. I personally really like these shops and have already found a few clothes there. Prices are not too expensive but definitely more expensive than some of the Hongdae and GOTO Fashion Mall prices.
You can also find a few different fashion stores once you make your way through the streets of Yeonnam-dong. When you walk through the many small streets, you will also find numerous small cute stationery shops where you can buy things like stickers, tote bags, posters, accessories, and many more things. If you are into Vintage fashion, Yeonnam-dong also has a few vintage shops that are worth checking out.
How to get there?
By Subway: Get off at Hongik University Station (Line 2, Gyeongui Line, AREX) Exit 3
By Bus: There are several buses going to the Yeonnam-dong area. Depending on where you want to go, I recommend checking Naver or Kakao Map
Yeouido
The Hyundai Seoul
Address: 108 Yeoui-daero, Yeongdeungpo-gu, Seoul
The Hyundai Seoul in Yeouido is a newly opened shopping mall that is definitely worth a visit. The architecture inside is very aesthetically pleasing with a small waterfall by the entrance and you will find many great stores.
On B1 level, there’s a big food court with many different places to eat at. However, if you go on weekends or during lunch time it will be very difficult to find a seat and do keep in mind that even in the food court some of the restaurants have a break time from 3 to 5 pm and won’t serve you.
Below, you’ll see a screenshot of the different levels and themes for each level at The Hyundai Seoul.
How to get there?
By Subway: Take the purple line 5 to Yeouinaru Station and walk to exit 1 or alternatively take the brownish/yellow line 9 and get off at Yeouido Station exit 4.
IFC Mall Yeouido
Address: 10 Gukjegeumyung-ro, Yeongdeungpo-gu, Seoul
This mall is located right next to The Hyundai and a great place for shopping. It doesn’t look like a mall from the outside and once you get inside you’ll be going down to B1 for the first floor of shops. Once inside, you will find many international brands like Zara, Uniqlo, &OtherStories, Oysho, Saphora, etc.
This international mall really lives up to its name and if you are looking to shop at some international brands then this is a great place for you. Especially if you want to get away from the crazy heat in Summer or cold Winter days.
Lotte World Mall
Lotte World is a great place for shopping while also combining it with a few attractions such as the Lotte World Tower, Lotte World, or taking a walk around Seokchon Lake. You will find some local but also international brands in the mall. The mall itself is very spacious, clean, easy to navigate, and fairly new as it was opened in 2014.
Subway Stations
There are numerous subway stations that will have a few shops for you to browse through – oftentimes also with quite affordable clothing. One thing to keep in mind is that you usually will not be able to try on the clothes and most of them are One-Size (Korean Free Size). So beware of that when browsing through the stores.
Apart from clothing shops, you will also find some jewelry or flower shops inside the subway stations.
Dongdaemun
Hyundai City Outlet
Hyundai City Outlet is more like a department outlet store with many international stores like Tommy Hilfiger or Polo Ralph Lauren. In the basement, you’ll find a big Kyobo bookstore which is my favorite place to buy stationary at.
Migliore Building & Nail Mall
Migliore Shopping Center is full of clothing stalls all sorted by gender and type of clothing. There are levels with only mens wear, some with clothing just for women, and then you’ll also find those with accessories such as bags, shoes, jewelry, etc.
The items you can find there are quite inexpensive and comparable with Goto Mall.
Just be warned that the whole place is very narrow and without windows, so it can feel very cramped inside.
If you’re into nail art and love doing your own nails, then you should definitely check out the Nail Mall at Migliore building. It’s located on the 16th floor and has the same opening hours as the rest of the mall. You’ll find stickers in all kinds of different colors and designs, gels, nail accessories like gems and glitter and many more. Prices are pretty affordable. If you are, however, looking for just general nail color, you won’t be able to find much as the whole place is mostly focused on gel nails.
The mall is open Tuesdays through Sundays from 10:30am until 02:00am.
Doota Mall
Doota Mall has a few international brands as well as small Korean clothing stalls. Some of them are a bit more pricey than what you would for example find at Goto Underground Shopping Mall but still fun to check out and you might be able to spot some great items to purchase.
I really do like the Starbucks there especially if you are able to get a seat on their balcony because you have a great view of Dongdaemun and everyone walking around the area and who doesn’t like people watching anyways?!
Dongdaemun Market A Dong
If you want to buy some Korean style fabric or have your own traditional Hanbok made in the fabrics you pick, then this is definitely the right place for you. I went there a few weeks ago with my friend to buy some fabrics for my mom back home and I was really impressed. They are inexpensive, great quality and just something different you wouldn’t get back home. For 1m of fabric I paid between 5,000 won to 7,000 won – of course there are always some that are a little more pricey but this is just to give you a general idea.
When we went, there weren’t many places open. I am not sure if this was due to Covid or because we came at a time when lots of places were just closed. It’s also good to just carry some cash with you. I am sure that most of them accept card but they do prefer cash payment.
And don’t be discouraged if you cannot find it at first. We walked around for quite a while until we found it.
Leave a comment below if you have any questions or want to add cool places to shop in Seoul.
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Shafinah
I’m impressed you got such a clear shot at Starfield Library – it’s so hyped on Instagram I expected it to be constantly swarmed with people! Still, I hope you had a great time there!
Denise
Yes, I agree. Usually it’s swarmed with people but I went there shortly after travelers were allowed to enter again without having to quarantine at the beginning of April this year and the city wasn’t as crowded yet.
amy
I have wanted to visit Seoul for so long, it’s my dream to live there someday!!!
Denise
It’s such a great city. You should come!
Dania
Great list of shopping areas in Seoul! I would love to visit the bookstore at YEONNAM-DONG, along with the little shops and cafes. That sounds like a fun day of shopping!
Lynda
I had never seen that library before but would love to explore it along with the cool shops. I love seeing similarities in our cultures as well as the differences.
At Lifestyle Crossroads
The list is very long, but I would start with COEX Mall to see the famous Starfield Library, because even in the picture it is very impressive!