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.
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.
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.
Korean shoe store that stocks shoe sizes up to 270.
Korean shoe store that stocks shoe sizes up to 270.
Korean shoe store that stocks shoe sizes up to 270.
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.
Popular women’s Korean shoe store chain (online and offline) that carries shoe sizes up to 260. Unfortunately, too small for me!
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.
Mixxo is another affordable, fast-fashion store in South Korea, carrying sizes small, medium, and large (equivalent to maybe a US 6).
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 athletic wear brand where you can find leggings, yoga outfits, tank tops, swimwear. Runs small.
You can shop for Korean athleisure and trendy, faux leather accessories at Stretch Angels. You can also shop Stretch Angels at wconcept.co.kr.
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. Their Sinsa location is at 519-13 Sinsa-dong, Gangnam-gu, Seoul.
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.
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.
Korean streetwear store that stocks brands like Nike, Obey, Mischief, Wacko Maria, P.A.M, Mine Denim, Vans, and Patta.
Popular Korean casual streetwear brand.
Designer streetwear brand for men in Korea.
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.
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.
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.
Mostly men’s big-size clothing, but carries some unisex items.
Mostly men’s clothing, but carries some unisex styles.
Feminine, plus-sized women’s Korean clothing store with physical locations in Korea (see locations here).
Korean women’s clothing store that carries plus-sized and free-size styles.
Korean women’s clothing store that carries up a size XL (US 10).
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.
Plus-sized women’s fashion in trendy, Korean styles. I appreciate that their marketing on their YouTube channel features real, plus-sized ladies.
Women’s Korean big-size clothing all over Korea. No online shop, but locations can be found here.
Women’s clothing store that offers big size clothing!
Casual Korean fashion brand, Hazzy’s, sells both men & women’s clothing.
Another casual fashion brand in Korea that carries both men & women’s clothing and leather accessories.
Korean women’s clothing store that carries sizes up to 77 (Korean XL or US Medium).
Jullog is a women’s trendy Korean fashion brand, but unfortunately, “free size” only. Their latest bags are serious Bottega Veneta dupes.
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).
Ultra-feminine women’s clothing from designer, Cho Eun Ae. Sizes are generally free-size or small/medium.
Popular, youthful clothing brand in Korea from designer, Kim Jae-hyun.
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.
Trendy Korean boutique that stocks both international and Korean clothing styles.
Boutique in Seoul that sells both international designer brands and hip Korean designers.
Korean women’s fashion store with a tall-sized section.
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
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.
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!
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.
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.
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.
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.
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.
Korean online shopping mall that carries brands like Couronne, Lucky Chouette, and Marc Jacobs.
Korean fashion mall that carries a wide variety of trendy clothing.
Owned by Shinsegae International, you’ll find brands like Marni, Yohji Yamamoto, Juicy Couture, and Studio Tomboy in this online shopping mall.
Korean fashion mall that carries some extended sizes including imported footwear.
Korean online fashion mall with mostly free size clothing
Korean online shopping mall, Musinsa, sells both western and Korean brands.
Popular Korean E-Commerce Websites
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.
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.
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!