Welcome to Seoul, the shopping paradise! In Seoul, you can indulge in a vast array of shopping options, from clothing and accessories to beauty products, electronics, art and handicrafts. The variety and styles are endless, and shopping alone could fill your entire trip! We've compiled 18 must-visit shopping hotspots and will also teach you money-saving tips, because every penny saved is money, and it's all for the sake of enjoying even more shopping!

1. Dongdaemun Market

Even if you've never been to Korea, you've definitely heard of Dongdaemun Market! Dongdaemun Market is one of the largest wholesale and retail shopping markets in South Korea, boasting 36 shopping malls and over 30,000 shops. It's open almost 24 hours a day, earning it the nickname "the city that never sleeps." Just hearing that makes me feel like I could spend three days and three nights there without stopping!

Dongdaemun is roughly divided into two areas: a retail area and a wholesale area. It sells a wide variety of goods, including men's and women's clothing, shoes, handbags, accessories, stationery, secondhand items, and food, but clothing wholesale is still the main focus. Prices are relatively cheap, and customers include locals and tourists alike. Even at night, you can see many people shopping!

Dongdaemun Shopping Guide

Basically, you negotiate the price down to 70-90% of the original price, and then negotiate again if you buy more.

Learn a few Korean phrases for bargaining to facilitate communication.

Prepare a counting machine to avoid miscounting.

It's best to bring cash when shopping to avoid paying extra transaction fees.

The exchange rates at money exchange shops in Dongdaemun are relatively poor, so it's recommended to exchange your money in advance or go to Myeongdong to exchange your money.

Clothing and shoes should be lightweight and suitable for walking.

Bring a suitcase or large bag if needed, so you can easily carry your spoils.

2. Myeongdong Shopping District

Myeongdong is a must-visit shopping hotspot for first-time tourists to Korea. Major brands have flagship stores there, and most shops offer services in Chinese, Japanese, and other foreign languages, so you don't need to worry about language barriers while shopping. Furthermore, if you're specifically looking to stock up on cosmetics and skincare products in Korea, Myeongdong is a must-visit. It boasts most brands and a wide variety of styles, allowing you to buy everything you need in one go. More importantly, shopping here often comes with many free gifts and samples, making your shopping experience incredibly satisfying!

Myeongdong is a popular hangout for young people, offering not only large chain brands but also affordable fashion brands and clothing stores. Both men and women are sure to find something they love here, while also getting a glimpse into the latest Korean fashion trends.

Myeongdong Shopping Guide

The exchange rates at money changers in Myeongdong are relatively good; the most recommended are the Embassy, ​​Ilpinhyang, and Daeshin.
Most major brands offer Chinese-speaking staff and you can also request a tax refund.

3. Namdaemun Market

Getting lost in Namdaemun Market, Seoul's oldest and largest market, is nothing new. The market is a maze of narrow alleyways, filled with secondhand shops and pharmacies. You can find almost anything you're looking for here: children's clothing, adult clothing, home goods, accessories, and electronics. If you get tired of shopping, you can find a roadside stall to rest and replenish your energy with sannakji (live octopus), mandu (dumplings), and eomuk (fish cakes)!

The children's clothing street in Namdaemun Market is perfect for moms. Besides the entire street lined with stalls and shops selling Korean children's clothing, there are also several wholesale markets such as Burdeng, Porky, MAMA, Crayon, Topland, and Won Children's Wear. They offer everything from underwear and loungewear to casual wear and accessories. Most importantly, most items are made in Korea, with beautiful designs and prices starting from 5,000 won (about NT$130) per piece. You're guaranteed to shop till you drop!

Namdaemun Shopping Guide

The store allows cash negotiation; the more items you buy, the greater your chances of getting a better price.

Most shops do not accept credit card payments. If you need to exchange Korean won, you can go to the exchange shops in the nearby Namdaemun Market.

Shops in Namdaemun Children's Clothing Street operate in shifts, primarily focusing on retail during the day and wholesale in the evening.

4. Incheon International Airport Duty-Free Shops

Those in the know understand that you can go on a shopping spree at the duty-free shops as soon as you land at Incheon International Airport! These shops are also the best choice for buying souvenirs before you leave Korea: cosmetics, perfumes, alcohol, cigarettes, fashion, accessories, snacks, and even electronics—they have it all! Some shops sell more than 200 well-known brands, giving you countless choices.

5. Tree-lined avenues

Do you love Boho Chic? The tree-lined avenue is your shopping paradise. A major feature of this area is the ginkgo trees lining the streets; every autumn, the golden ginkgo leaves are truly beautiful. Strolling under the trees at this time will make you feel like you're in a park scene from a Korean drama, instantly transforming you into a K-drama star! Besides admiring the ginkgo trees, the avenue is also a great place for shopping. It's home to many beauty and fashion brands, mostly luxury brands. If you're still undecided about where to have dinner, the avenue is a safe choice, with a variety of delicious restaurants and trendy cafes, perfect for a relaxing break after shopping!

6. Hongdae Business District

Looking for great value for money? Head to the famous Hongdae shopping district! You'll find a wide variety of affordable items to shop to your heart's content! This street is a hub for students and young people, radiating a youthful and fashionable atmosphere. Discover independent K-pop trends here; its status in the fashion world rivals Harajuku in Tokyo! The most vibrant attraction in Hongdae is the Hongdae Free Market, open from 1:00 PM to 6:00 PM. You can find handicrafts, paintings, accessories, and secondhand goods from local artists, and even have the chance to meet the artists and craftspeople themselves. Located in a university district, Hongdae also hosts various live cultural events, street performances, and festivals.

7. Insadong

Insadong was once a residential area for Korean nobility! Strolling along its cobblestone streets and through its ancient Hanok houses will give you a feeling of stepping back in time. Every weekend, the main streets of Insadong are closed to allow tourists to walk around. This area frequently hosts classical music concerts and art exhibitions, and is filled with Korean street food stalls, creating a unique cultural space. Notable attractions include Ssamziegil, a multi-story shopping mall where you can buy traditional souvenirs and handicrafts; and the Hakgojae Gallery, where you can appreciate folk art.

8. Quang Jang Market

If you've watched Netflix's Street Food: Asia, you're probably familiar with Gwangjang Market. This market boasts a plethora of mouthwatering delicacies and is a must-visit in Seoul! Indulge in a variety of Korean dishes at South Korea's oldest and most traditional market, enjoying a unique shopping experience. Must-try dishes include Korean knife-cut noodles, soy-marinated crab, and mung bean pancakes. Besides food and snacks, Gwangjang Market is also a great place to shop, offering affordable goods and vintage clothing.

9. COEX Shopping Mall

COEX Shopping Mall, located in Gangnam, is the largest underground shopping mall in Asia. It houses over 300 brands, ranging from fashion and entertainment to technology. But COEX is more than just a shopping center; it also boasts a wildly popular attraction – the Starfield Library. The library features 13-meter-high bookshelves and a collection of over 50,000 books. For families with children, there's the colorful LEGO bricks at Bricklive for a fun-filled family day, or the COEX Aquarium to see over 650 species of marine life, including sharks and turtles.

10. Lotte Mart

My favorite place to shop in Korea is Lotte Mart! You can find a wide variety of Korean food and snacks there, and they often offer great deals (buy one get one free, super low prices, etc.). From groceries to household goods, you can find high-quality products at Lotte Mart. If I had to recommend some must-buy items, I'd suggest trying their honey butter potato chips, various flavors of Pepero chocolate bars, and the Binggrae banana milk – a must-try in Korea!