The Ultimate Guide to Shopping in Seoul in 2020

Shopping in Korea can sometimes be overwhelming! That’s why I’ve created this handy-dandy guide to some of my favorite and most popular fashion stores in Korea. Whether you’re an expat living in Korea or visiting Seoul as a tourist, you’ll definitely want to know where to shop for fashion in Korea from the bustling corners of Myeongdong to the chic, tree-lined streets of Apgujeong.

Keep in mind that if you’re larger than the average Korean person, you may have better luck checking out Western brands or plus-sized stores in Seoul. Fortunately, a lot of Korean fashion these days are oversized (very ulzzang!) or worn baggy even if they are ‘free size’, or one-size-fits-all.

Don’t forget to check out International Clothing Stores in Seoul if you’re looking for familiar brands from back home that you know and love. For plus-sized shopping in Korea (anyone that’s bigger than a US size 4-6), check out Where to Find Plus-Sized Clothing in Seoul, Korea 2020.

Best Shopping Neighborhoods in Seoul, South Korea

Some of my favorite places to shop for cute Korean outfits in Seoul are around Apgujeong Rodeo, Starfield Coex, and Garosu-gil in Gangnam. Myeongdong is worth a hit, too, but most of the stores are the same as in my ‘hood, Gangnam. Shopping in Korea can be cheap if you stick to areas like Hongdae, Express Bus Terminal Station, and Ewha University Station. Dongdaemun Market is also a bit of a free-for-all with the overwhelming amount of stores hawking goods from electronics to textiles to office supplies.

TIP: Download Naver Maps (available on Apple & Android) or Kakao Maps (available on Apple & Android) on your phone to navigate the streets of Seoul, South Korea. Both apps are available in English, but Naver Maps work just a little better in my opinion. Google Maps work poorly at best. You can read more about why Google Maps doesn’t work well in South Korea here. If you need to call a taxi, use Kakao T (available on Apple & Android).

Luxury Shopping in Apgujeong and Cheongdam

This is where you want to go shopping in Seoul for a high-end, luxury fashion experience to epitomize the Gangnam girl style. To get there, you can take the subway or a taxi to Apgujeong Station (Google Maps, Naver Map).

You’ll find the big Korean department stores like the Galleria Department Store (343 Apgujeong-ro, Apgujeong-dong, Gangnam-gu, Seoul) which stocks brands like Ferragamo, Gucci, Fendi, and Bottega Veneta.

You’ll also see familiar international fashion brands like Lululemon, & Other Stories, Brunello Cucinelli, Miu Miu, Jil Sander, Loro Piana, Carolina Herrera, Chloé, Michael Kors, Kenzo, Burberry, Moncler, Giorgio Armani, and COS as well as famous Korean designer boutiques like Beaker (408 Apgujeong-ro, Cheongdam-dong, Gangnam-gu, Seoul), Boon the Shop (17 Apgujeong-ro 60-gil, Cheongdam-dong, Gangnam-gu, Seoul).

Definitely check out my favorite Milan-based designer boutique, 10 Corso Como (416 Apgujeong-ro, Gangnam-gu, Seoul 04533) which stocks beautiful Alaïa bags, niche perfumes like Ex Nihilo and Andrea Maack, Seletti and Fornasetti housewares. Downstairs, you’ll find their bookshop and garden café.

Off the main street, you’ll also find the famous concept shop, Rare Market (24 Apgujeong-ro 80-gil, Cheongdam-dong, Gangnam-gu, Seoul), that stocks hard-to-find international designer styles by Martine Rose, Chopova Lowena, and Rare Market founders’ own fashion label, WE11DONE. Fun fact: Rare Market is also co-owned by G-Dragon’s sister, Dami Kwon.

Don’t forget to stop by the Chanel flagship store (431 Apgujeong-ro, Gangnam-gu, Seoul 06010) and the ultra-cool Louis Vuitton flagship store in Seoul, Maison Seoul (454 Apgujeong-ro, Gangnam-gu, Seoul 06015), which hosts an exhibition space called Espace Louis Vuitton Seoul at the very top floor. And while you’re at it, stop at the Café Dior by Pierre Hermé in the House of Dior (464 Apgujeong-ro, Cheongdam-dong, Gangnam-gu, Seoul) for some delicious desserts.

Trendy Shopping in Sinsa and Garosu-gil

Take the subway to Sinsa Station (Google Maps) and head northwest towards the ginkgo tree-lined street, Garosu-gil. There are often many little tables and boutiques in the area selling trendy, affordable jewelry.

Definitely check out the Gentle Monster store for the coolest Korean designer sunglasses and their quirky window displays.

The one and only flagship Apple store in Korea is also located on Garosu-gil, usually with a line out the door. Though I’ve never been a big fan, there is also a Line Friends store. Living in Korea, you’ll notice that Kakao reigns supreme as the #1 social platform. Even my coworkers scatter their desks with Kakao tech accessories and plushies.

If you need your skincare/beauty fix, check out the ultra-cool Dr. Jart Flagship Store (46 Dosan-daero 11-gil, Sinsa-dong, Gangnam-gu, Seoul), Jung Saem Mool flagship store (40 Apgujeong-ro 12-gil, Sinsa-dong, Gangnam-gu, Seoul), Laneige, Sulwhasoo, Deciem (The Ordinary products), and Banila Co. There’s also the usual suspects like Olive Young and CHICOR.

You’ll also find international stores like Maison Kitsuné flagship store (Dosan-daero 13-gil, Sinsa-dong, Gangnam-gu, Seoul) with its cute outdoor café, niche French perfume house, Le Labo (28 Apgujeong-ro 10-gil, Sinsa-dong, Gangnam-gu, Seoul), COS (18, Apgujeong-ro 10-gil, Gangnam-gu, Seoul), Swarovski, Danish design store, HAY Design, H&M, Zara, Massimo Dutto, and MCM.

FUN FACT: German leather goods maker MCM was founded in 1976, but acquired in 2005 by Sungjoo Group, a South Korean retail business.

If you’re looking for quintessential Korean fashion, visit SJYP (534-24 Sinsa-dong, Gangnam-gu, Seoul), athletic brand, Xexymix, Åland, Sappun, Stretch Angels (14-gil Apgujeong-ro, Sinsa-dong, Gangnam-gu, Seoul), Find Kapoor, and streetwear brand, Vibrate.

Popular Korean Shoe Stores in Seoul

Here is a list of some of the top shoe stores in South Korea. Shoes tend to run small and narrow (especially for women’s sizes), so you may have better luck checking out Western brands or plus-sized stores in Seoul if you’re above a women’s US 8 in shoes.

Tip: Use Papago or Google Translate to help navigate Korean websites. The phone apps of Naver Papago and Google Translate also have camera features for live translations. You can also install Google Chrome to translate websites directly.
Big Size Shoe Store in Korea, babinheel.com
Big Size Shoe Store in Korea, babinheel.com

Babinheel

Korean shoe store that stocks shoe sizes up to 270.

Big Size Shoe Store in Korea, biggirlshoes.co.kr
Big Size Shoe Store in Korea, biggirlshoes.co.kr

Big Girl Shoes

Korean shoe store that stocks shoe sizes up to 270.

Big Size Shoe Store in Korea, youbyyeolna.com
Big Size Shoe Store in Korea, youbyyeolna.com

Youbyyeolna

Korean shoe store that stocks shoe sizes up to 270.

Korean Shoe Store, Kumkang
Korean Shoe Store, Kumkang

Kumkang Shoes

Korean shoes and accessories store that carries both men and women’s shoes and a very small selection of big-sized shoes — often overpriced, but worth mentioning. Sells international brands like Clarks, Bruno Magli, and Renoir. Physical locations all over Seoul.

Korean shoe store, Sappun.co.kr
Korean shoe store, Sappun.co.kr

Sappun

Popular women’s Korean shoe store chain (online and offline) that carries shoe sizes up to 260. Unfortunately, too small for me!

Shoe store in Korea, ABC Mart
Korean shoe store, ABC Mart

ABC Mart

Popular Korean shoe store chain (online and offline) that carries both men and women’s shoes. Women’s shoe sizes don’t seem to extend past 250mm but check men’s unisex styles.

Popular Korean Fashion Stores in Seoul

Hang out in Myeongdong, Hongdae, or Gangnam and you’ll come across so many little Korean boutiques and designers to shop to your heart’s content! Here is a list of some famous and not-so-famous clothing brands I’ve come across while living in Seoul.

And don’t forget to check the sizing chart for the specific store and take your measurements in centimeters! Most Korean clothing conforms to Asian sizing (petite) and often comes only in free-size clothing — or one-size-fits-all. If you’re shopping in Seoul, Korea, and looking for anything that runs bigger, check out Where to Find Plus-Sized Clothing in Seoul, Korea 2020 or check out Where to Shop for International Brands in Korea.

Fast fashion store, Mixxo, in Korea

Mixxo

Mixxo is another affordable, fast-fashion store in South Korea, carrying sizes small, medium, and large (equivalent to maybe a US 6).

Guka.co.kr - Contemporary women's fashion in Korea (@momotherose, momotherose.com)
Shopping for women’s clothing in Korea at guka.co.kr

Guka

Feminine, women’s clothing store in Korea. Love their styles, but runs small like most Korean clothing brands. Sizing only goes up to a large (around a US size 6). You can also purchase Guka clothing at wconcept.co.kr.

Korean fitness brand xexymix.com (@momotherose, momotherose.com)
Shop for Korean activewear at xexymix.com

Xexymix

Korean athletic wear brand where you can find leggings, yoga outfits, tank tops, swimwear. Runs small.

Korean athleisure brand, Stretch Angels
Korean athleisure wear at stretch-angels.com

Stretch Angels

You can shop for Korean athleisure and trendy, faux leather accessories at Stretch Angels. You can also shop Stretch Angels at wconcept.co.kr.

Rare Market crocs at raremarket.com (@momotherose, momotherose.com)
Rare Market Crocs

Rare Market

One of Seoul’s coolest concept shops that draw tourists and locals alike. Located at 24 Apgujeong-ro 80-gil, Cheongdam-dong, Gangnam-gu, Seoul. The duo behind Rare Market, Hyejin Jung & Dami Kwon, is also behind the contemporary fashion line, We11Done (Instagram).

Korean streetwear brand, Vibrate
Korean streetwear at Vibrate

Vibrate

Korean streetwear brand, Vibrate. Their Sinsa location is at 519-13 Sinsa-dong, Gangnam-gu, Seoul.

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SILVER STOPPER SLING BAG ✔️

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Korean streetwear brand, Ader Error

Ader Error

Korean streetwear brand, Ader Error, even has collaborations with Eastpak, 10 Corso Como, G-Shock, Puma, and Maison Kitsune. You can find their flagship shop in Hongdae at 19-18 Wausan-ro 21-gil, Seogyo-dong, Mapo-gu, Seoul, South Korea.

Shopping at Stylenanda.com

Stylenanda

A one-stop-shop for the trendiest Korean fashion. Beware: most of the clothes are free-size. Also known for their 3CE (Instagram) k-beauty brand. If you’re in Myeongdong or Hongdae, head to the Stylenanda Pink Pool Cafe for the aesthetics!

The Stylenanda Myeongdong location is 66-2, Chungmuro 2-ga, Jung-gu, Seoul. Hongdae location is 335-21, Seogyo-dong, Mapo-gu, Seoul.

Shopping for Korean streetwear at worksout.co.kr

Worksout

Korean streetwear store that stocks brands like Nike, Obey, Mischief, Wacko Maria, P.A.M, Mine Denim, Vans, and Patta.

Korean streetwear brand, Mischief (MSCHF)

Mischief

Popular Korean casual streetwear brand.

korean streetwear brand, thisisneverthat

thisisneverthat

Designer streetwear brand for men in Korea.

Korean lifestyle brand, Aland
Korean lifestyle brand at a-land.co.kr

A-Land

Mostly free-size clothing, but worth peeking at for beauty, accessories, and loose styles. A-Land is very much like Urban Outfitters back home. Korean clothing can be found online and offline.

Korean fashion brand, Blanc & Eclare

Blanc & Eclare

Former Girls’ Generation singer, Jessica Jung, started the Korean fashion brand, Blanc & Eclare, in early 2014. Headquartered in New York, you can also purchase Blanc & Eclare fashion and accessories at W Concept in Korea.

Korean fast fashion brand, 8 Seconds

8 Seconds

In response to Korea’s love of fast fashion, textile manufacturer, Cheil Industries. created 8Seconds in 2012. 8Seconds is an affordable, fast-fashion Korean clothing chain that carries sizes up to an extra-large (probably equivalent to a US medium or US 8). Quality is on the lower end (as are prices), and in my opinion, flimsier than H&M.

Korean men's clothing at Okkane.co.kr
Korean men’s clothing at Okkane.co.kr

Okkane

Mostly men’s big-size clothing, but carries some unisex items.

Shopping for men's clothing in Korea at 4xr.co.kr
Shopping for men’s clothing in Korea at 4xr.co.kr

4XR

Mostly men’s clothing, but carries some unisex styles.

Korean women's clothing at romistory.com
Shopping for Korean women’s clothing at romistory.com

Romi Story

Feminine, plus-sized women’s Korean clothing store with physical locations in Korea (see locations here).

shopping for women's clothing at 09women.com
Shopping for women’s clothing at 09women.com

09women

Korean women’s clothing store that carries plus-sized and free-size styles.

Shopping for women's clothing in Korea at hotping.co.kr
Shopping for women’s clothing in Korea at hotping.co.kr

Hotping

Korean women’s clothing store that carries up a size XL (US 10).

ladyplus.co.kr

LadyPlus

Women’s plus-sized Korean fashion brand with offline locations (here). Also carries bigger sized shoes! Probably one of the more popular big-sized clothing chains.

Korean women's clothing at jstyleshop.net
Korean women’s clothing at jstyleshop.net

Jstyleshop

Plus-sized women’s fashion in trendy, Korean styles. I appreciate that their marketing on their YouTube channel features real, plus-sized ladies.

crebig.com

Crebig

Women’s Korean big-size clothing all over Korea. No online shop, but locations can be found here.

Korean women's fashon from Pippin.co.kr
Korean women’s fashon from Pippin.co.kr

Pippin

Women’s clothing store that offers big size clothing!

Shopping for fashion in Korea at hazzys.com

Hazzy’s

Casual Korean fashion brand, Hazzy’s, sells both men & women’s clothing.

Shopping for women’s fashion in Korea at Beanpole (SSFSHOP)

Beanpole

Another casual fashion brand in Korea that carries both men & women’s clothing and leather accessories.

Korean women's fashion from Moulian.com
Korean women’s fashion from Moulian.com

Moulian

Korean women’s clothing store that carries sizes up to 77 (Korean XL or US Medium).

Shopping for contemporary Korean women's fashion from jull.co.kr
Shopping for Korean women’s fashion from jull.co.kr

Jull-log

Jullog is a women’s trendy Korean fashion brand, but unfortunately, “free size” only. Their latest bags are serious Bottega Veneta dupes.

Athleisure from JAJU on SIvillage.com
Athleisure from JAJU on SIvillage.com

Jaju

Jaju is often compared to the famous Japanese basics store, Muji, for its minimalist style. They stock all sorts of housewares, lifestyle products, and clothing. Jaju products are owned by Shinsegae, so you can also find their products at E-mart or their standalone stores like the one in Sinsa (536-16 Sinsa-dong, Gangnam-gu, Seoul).

Shopping for Korean Fashion at chic-line.com

Chicline

shopping for korean women’s fashion from tibaeg.co.kr

Tibaeg

Ultra-feminine women’s clothing from designer, Cho Eun Ae. Sizes are generally free-size or small/medium.

Lucky Chouette clothing brand in Korea from kolonmall.com

Lucky Chouette

Popular, youthful clothing brand in Korea from designer, Kim Jae-hyun.

Women’s fashion in Korea from thestudiok.com

The Studio K

Shopping for Women’s Clothing at liecollection.com

LIE

Fun, quirky prints in this fashion collection that defines itself as “feminine athleisure.” Sizes go up to a US 8-10 (large). US shipping is also available! Their New York Store is at 30 Gansevoort Street, New York, NY 10014. Ships to Korea from the USA.

Shopping in Korea at aroundthecorner.com
Shopping in Korea at aroundthecorner.com

Around the Corner

Trendy Korean boutique that stocks both international and Korean clothing styles.

Shopping for BEAKER in Korea at ssfshop.com
Shopping for BEAKER in Korea at ssfshop.com

Beaker

korean streetwear designer, hyeinseo.com

Hyein Seo

Detroit-based designer Kathleen Hanhee Kye, kye-official.com

Kye

Famous concept store in Seoul, Boon the Shop

Boon the Shop

Boutique in Seoul that sells both international designer brands and hip Korean designers.

Shopping in Korea from prostj.com
Shopping in Korea from prostj.com

Prost J

Korean women's fashion at carriescloset.co.kr
Korean women’s fashion at carriescloset.co.kr

Carrie’s Closet

Trendy Korean Women's Fashion at liphop.co.kr
Trendy Korean Women’s Fashion at liphop.co.kr

Liphop

Shopping for women’s fashion in Korea at angtoo.com

Angtoo

Korean women’s fashion store with a tall-sized section.

Vin Prime is a popular secondhand, or thift shop, in South Korea

Vin Prime

One of the most popular thrift stores in Seoul, Korea, you’ll be able to get your vintage clothing fix here. Vin Prime has many locations around Seoul, including Gangnam and Dongdaemun,

Popular Korean Lingerie Stores in Seoul

6ixty8ight.com - Korean lingerie store (@momotherose, momotherose.com)
Korean lingerie from 6ixty8ight.com

6ixty8ight

Popular Second-Hand Luxury Stores in Seoul

Shopping at popular second-hand luxury stores requires a little bit of learning curve online due to the pain-in-the-butt Korean checkout process, but it’s well worth it! The two most famous, Koibito and Gugus, also have offline stores and competitive pricing.

koibito.co.kr - pre-loved luxury online shopping mall (@momotherose, momotherose.com)
pre-loved luxury online shopping mall, koibito.co.kr

Koibito

Pre-loved designer shop in Korea. Bought a Louis Vuitton bag from Koibito and I am in love. I think the prices are a wee bit better at Gugu’s, but check both stores to compare!

gugus.co.kr - pre-loved luxury online shopping mall (@momotherose, momotherose.com)
pre-loved luxury online shopping mall, gugus.co.kr

Gugus

Another used luxury designer shop in Korea. I’ve bought designer bags here before and it’s been my little guilty pleasure! Like any pre-loved luxury bag store, make sure you do your due diligence and check MSRP. Bag condition is rated A+, A, B+, B, etc! A lot of luxury bags do tend to be marked up in Korea compared to buying them overseas, so it’s also worth checking the price in the designer’s home country in case you have a trip planned in the future.

TIP: Checkout online is a bit finicky (like a lot of Korean e-commerce stores) and may require access to Internet Explorer, but I was able to wing it by avoiding Chrome and switching to Safari on my iPhone.

Popular Korean Department Stores and Malls in Seoul

Once you get the hang of things, you can start shopping online in Korea. The most challenging aspect for me was navigating the Korean checkout process. Most websites require that you have a Korean phone number and Korean address at a minimum. Korean shopping websites also often use their own unique payment system and security plugins. Check out this guide here for a step-by-step explanation of this checkout process.

If you’re having trouble with the plugins, sometimes you may need to reload the website on Internet Explorer. Ridiculous, yes. But it works.

SSG.com - Shopping for Korean hair accessories (@momotherose, momotherose.com)
Shopping for Korean hair accessories at SSG.com

Shinsegae Department Store or SSG.com

Shinsegae department stores carry both Korean and International brands like BCBG. On SSG.com, you can find pretty much anything under the sun from shopping for groceries to be delivered to your home from E-Mart or Traders to shopping for the latest K-Beauty at cosmetic mega-store, Chicor.

International Brands like Bottega Veneta, Mulberry, Bimba y Lola, Dunhill, and Ralph Lauren are sold at online shopping mall, Lotteon.com (@momotherose, momotherose.com)
International Brands like Bottega Veneta, Mulberry, Bimba y Lola, Dunhill, and Ralph Lauren are sold at online shopping mall, Lotteon.com

Lotte Department Store

You may find some luck at Lotte Department Stores like Lotte World Tower Shopping Mall as they carry international brands in-stores. I was able to find some medium-sized clothing with international brands at the Lotte Department Store in Myeongdong, but I doubt they may stock anything bigger than that in-store.

Lotte also sells through its online shopping mall, lotteon.com.

Starfield Coex Mall
Starfield Coex Mall

Starfield Coex Mall and the Galleria

If you’re looking for a one-stop-shop for shopping in Seoul, South Korea, definitely head to the Starfield Coex Mall. The Coex is a massive Korean shopping mall in Gangnam, Seoul which includes the famous Starfield Library (pictured below). Check out the floor guide to find your favorite international and Korean stores.

There’s also plenty of restaurants and cafes inside as well as the Hyundai Galleria Luxury Department Store next door with an impressive food court. At the Galleria, you can also find luxury brands like Goyard, Chanel, and Louis Vuitton.

K-pop fans will also adore SM Town located at the Coex. And if you’re looking to gamble (and hold a non-Korean passport! Gambling is technically illegal for South Koreans!), head to Seven Luck Casino.

Starfield Library at Starfield Coex Mall, Seoul, South Korea
ssfshop.com - Korean online fashion mall (@momotherose, momotherose.com)
Korean women’s blazers from ssfshop.com

SSF Shop

kolonmall.com - Korean online fashion mall (@momotherose, momotherose.com)
Korean women’s blouses from kolonmall.com

Kolonmall

Korean online shopping mall that carries brands like Couronne, Lucky Chouette, and Marc Jacobs.

wconcept.co.kr - Korean online fashion mall (@momotherose, momotherose.com)
Korean women’s dresses from wconcept.co.kr

W Concept

Korean fashion mall that carries a wide variety of trendy clothing.

sivillage.com - korean online fashion mall owned by Shinsegae International (@momotherose, momotherose.com)
Korean women’s fashion from SIVILLAGE.com

S.I. Village

Owned by Shinsegae International, you’ll find brands like Marni, Yohji Yamamoto, Juicy Couture, and Studio Tomboy in this online shopping mall.

TIP: Use Google Translate plugin to navigate Korean-language stores. For department stores like Shinsegae, sign up for their points program which you can also use at their grocery stores like E-mart or No Brand.
29cm.co.kr - korean online fashion mall (@momotherose, momotherose.com)
Korean women’s t-shirts from 29cm.co.kr

29CM

Korean fashion mall that carries some extended sizes including imported footwear.

ative.co.kr - korean online fashion mall with mostly free size clothing (@momotherose, momotherose.com)
Korean women’s dresses from ative.kr

Ative

Korean online fashion mall with mostly free size clothing

Korean online shopping mall, Musinsa

Musinsa

Korean online shopping mall, Musinsa, sells both western and Korean brands.

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Popular Korean E-Commerce Websites

gmarket.co.kr - e-commerce store based in South Korea (@momotherose, momotherose.com)
E-commerce Store based in South Korea, Gmarket.co.kr

Gmarket

Owned by Ebay, you can easily switch from Korean to English. You can also easily pay with a foreign (e.g. US) credit card or bank transfer. Gmarket was the first Korean online shopping site I used upon arrival and the learning curve was easy. The prices are usually better if you switch to the Korean-only site though. I still prefer Coupang (below), but G-Market is the easiest Korean website to use with a foreign credit card.

E-commerce store based in South Korea, 11st.co.kr (@momotherose, momotherose.com)
E-commerce store based in South Korea, 11st.co.kr

11street

Korean women's fashion selection from e-commerce store, coupang.com (@momotherose, momotherose.com)
Korean women’s fashion selection from e-commerce store, coupang.com

Coupang

Modeled after Amazon.com, Coupang, an online e-commerce store in South Korea, also offers Rocket Shipping much like Amazon Prime shipping. Prices are super competitive, and I usually find all sorts of goods here! I use Coupang when I need to find plus-sized tights in Korea or when I need to stock up on a lifetime supply of Ritter Sport chocolates to hoard. Their global goods arrive remarkably fast.

gif via giphy.com

Now, that you’ve read my list of essential clothing stores in Seoul and did some damage to your wallet, where did you end up visiting? And if I’m missing any stores that you think need to make this list, tell me below!

Did you find this article useful? Comment below and tell me what you think! And don’t forget to follow me on Instagram and Facebook.

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