Top Five Shopping Districts

1. Myeongdong is the area to find Korean beauty products, from low-end to high-end, along with international and local Korean apparel shops.
2. Hongdae is the place to go for Korean fashion and lower-price points, as well as stores such as Forever 21 and H&M. Hongdae also features local boutiques selling jewelry, vintage bags and apparel.
3. Dongdaemun is a huge sprawling complex of shops and outdoor markets selling all manner of goods, from art supplies to wholesale items and apparel. The crowds it draws has spawned nearby shopping malls such as Lotte FITIN and Migliore.
4. Express Bus Terminal consists of 600 shops in an 80-meter-long alley. The shops cover all sectors: apparel, accessories, furniture and food.
5. Sinsa-dong Garosugil is street lined with trees, multilevel cafes and luxury stores.

Famous Retail Events

Seoul Fashion Week: Seoul Fashion Week is a biannual event organized by the Seoul Design Foundation. The Fashion Weeks are held in March and October. The Seoul Collection showcases popular Korean designers, from modern, contemporary pieces to more unusual creations such as products made of pig placenta or snail slime.

Top Innovative Retailers

Beaker [caption id="attachment_98812" align="alignright" width="369"] Source: ssfshop.com[/caption] Beaker has two stores in Seoul, the better known in the trendy Gangam-gu (Gangnam District). The interior of the store is inspired by an old-school, vintage aesthetic, an industrial vibe is added by using recycled wood. Products are one-of-a-kind, specializing in contemporary brands from Europe and the US that are difficult to find in Seoul, but recently started introducing products from collaboration with Korean fashion brands, exclusive to Beaker. Apart from being a fashion boutique, shoppers can find a café, bookstore and stationary store, all integrated into the store. Location: Beaker, 408 Apujeong-ro, Gangnam-gu, Seoul.   Stylenanda Pink Hotel [caption id="attachment_98813" align="alignright" width="315"] Source: en.stylenanda.com[/caption] Stylenanda Pink Hotel is a concept store covered in millennial pink with a 1950s aesthetic, stretching six floors comprised of fashion and beauty products: Each level is themed as though it were different parts of a hotel. For example, level 1 imitates a hotel lobby and houses makeup on table that looks like a buffet. The concierge desk features staff ready to answer questions. Level 3 has hotel-looking rooms each filled with various products from different brands. Location: Stylenanda Pink Hotel, 37-8 Myeongdong 8-gil, Jung-gu, Seoul.   Queen Mama Market [caption id="attachment_98814" align="alignright" width="294"] Source: queenmamamarket.com[/caption] Queen Mama Market is a mini shopping mall: The multi-level concept store has everything from furniture and gardening supplies to men’s and women’s fashion. The rooftop has a café featuring the company’s Manufact Coffee Joint. The first floor and mezzanine levels are the Queen Mama Pop-Up Market, which consists of plants, gardening needs, home fragrances and décor pieces for the home. The second floor consists of an ecofriendly store dubbed “OhBoy!” in which brands and merchandise often change, the third floor is a book store and lastly, the roof top hosts a café called Manufact. Location: Queen Mama Market, 50 Apgujeong-ro 46-gil, Gangnam-gu, Seoul.   Kasina [caption id="attachment_98815" align="alignright" width="334"] Source: kasina.co.kr[/caption] Kasina is one of Korea’s largest streetwear concept stores. It first opened in 1997 in Korea’s southern port city Busan as a skateboard shop. It has grown since and is now known for distributing streetwear brands such as HUF, Bratson and Nude Bones. The interior of the store matches the theme of a street-style aesthetic and the pulsing music makes it seem like a party. Location: Kasina, 13 Eonju-ro 164-gil, Gangnam-gu, Seoul.   Boontheshop [caption id="attachment_98816" align="alignright" width="357"] Source: boontheshop.com[/caption] Boontheshop opened in 2000 and curates international designer brands. The designer of the building, Peter Marino, created a futuristic and complex design. The exterior was made to look simplistic and minimal to compliment the interior design. The shop experiments with art projects and hosts a “Fashion Walk” event biannually, showcasing popular pieces of art and fashion. Boon the Shop has become one of Seoul’s fashion destinations, stocking a variety of fashion and lifestyle products, brands such as Alexander McQueen and Maison Margiela, to name a few. Location: Boontheshop, 21 Apgujeong-ro 60-gil, Cheongnam-dong, Gangnam-gu, Seoul.   Slow Steady Club [caption id="attachment_98817" align="alignright" width="276"] Source: slowsteadyclub.com[/caption] Slow Steady Club is a concept store with an off-white exterior and an ambiguous entrance. The store stocks contemporary brands such as Blankof and Aurale. Slow Steady Club carries a variety of international and local brands. The first floor is home to apparel and merchandise, the second floor has a gallery and café so customers can grab a drink, then up a rustic metal ladder to enjoy the view of a mountain peak while sipping coffee. Location: Slow Steady Club, 17 Samcheong-ro 5-gil, Palpan-dong, Jongno-gu, Seoul.   Etude House Color Factory [caption id="attachment_98819" align="alignright" width="335"] Source: mangobeautytips.com[/caption] Etude House Color Factory is a custom makeup house with locations in Garosugil and Myeongdong. Shoppers enter through a set of colorful rainbow stairs to the shop in the basement, housing sections catering to different skin types and colors. The shop also features a lipstick bar, where customers can work with a staff member to create a shade that compliments them best. Etude offers twenty different lipstick bases and an engraving service. Location: Etude House Color Factory, 64-2, Myeongdong, Jung-gu, Seoul.   Dr Jart + Filter Space [caption id="attachment_98820" align="alignright" width="254"] Source: us.drjart.com[/caption] Dr Jart + Filter Space redefines the meaning of Clean Beauty, with a futuristic experience. Dr Jart + Filter Space is three floors tall and is the global flagship, created to let customers experience the three essentials of healthy beauty: water, air and light. Airlocks on the doors block out bacteria from outside. The first floor has an “air shower” that cleanses the shopper without getting them wet. The second floor houses the merchandise, including the Dr Jart collection and other exclusive products. The Third floor offers a high-tech skin analysis service. Location: Dr Jart + Filter Space, 46, Dosan-daero 11-gil, Gangnam-gu, Seoul.   Innisfree [caption id="attachment_98821" align="alignright" width="277"] Source: Instagram.com/innisfreeusa[/caption] Innisfree is a popular cosmetics brand that uses natural ingredients. The Innisfree flagship in Seoul is four floors and is known more as a hangout spot than a store. The ground floor is where shoppers can browse natural skincare and cosmetics, but the store also lets customers create a custom eyeshadow palette and cushion foundation case. On the ground floor, customers can receive a skin analysis to help them pick the best products. On the second floor is the Green Café, where many customers relax and hang out. The café serves organic snacks and drinks. Customers can take virtual reality tours to see where the brand’s and the café’s ingredients are sourced. Location: Innisfree Flagship, 64-2 Myeongdong 1-ga, Jung-gu, Seoul.   Skinfood Store & Café [caption id="attachment_98822" align="alignright" width="327"] Source: theskinfood.us[/caption] Skinfood was launched in 1957 and uses high-quality food ingredients to create skin, body, hair and makeup products. One of the most popular products is the Black Sugar line of hydrating skin-care products and the Yogurt mask. There is a café integrated into the store that follows the theme of the brand: all yellow. There are books and motivational quotes around the walls. Location: Skinfood Store & Café, 37 Apgujeong-ro 12-gil, Sinsa-dong, Gangnam-gu, Seoul.   Must-See Street: Insadong Main Street Insadong is a popular neighborhood in the heart of Seoul popular with tourists and locals alike. Streets and narrow back alleys are lined with art galleries, wooden tea houses, restaurants, cafes, and small shops selling arts and crafts. The focal point is its pedestrian main street, crammed with teahouses and Korean eateries, plus shops selling traditional goods – but definitely, explore the side streets!

1. Ssamjigil (also often mis-spelt as “Ssamziegil”) is an offbeat complex of cafes and mural-lined stairways leading to a roof terrace called the Sky Garden. The three floors below feature funky shops selling new and traditional clothing, accessories and handicrafts – along with workshops (on other floors) in which items are made.
2. The Insadong Tourist Information Center offers not only information, but the chance to try on a traditional Korean hanbok (for a small price). Interested in owning one? You’ll find them in Insadong but quality items can cost upwards of $500!
3. Alive Museum is an experiential art attraction that encourages visitor participation with the works of art.
4. Poopoo Land is theme park that contains variations on “poop.” The creative location features many interesting photo opportunities – as well as innovative retail items.
5. Kimchi Field Museum is dedicated to the fermented vegetable side dish that is served with every Korean meal. Exhibits focus on history, historical and regional varieties.