Seoul Shopping Guide: Fashion & Beauty Shopping In Seoul

Best places to go for trendy Korean hauls.
With the rising popularity of Korean fashion and beauty trends that are taking the world by storm, it's no wonder that the capital city of Seoul is hailed as one of Asia's hippest shopping destinations for everything fashion- and beauty-related.

So if you're a fan of the Korean wave, you'd definitely want to do some serious shopping while you're there. And here's a list of the trendiest shopping haunts you wouldn't want to miss:


Looking for the latest fashion and beauty buys? Head to the Myeondong shopping district for fashion boutiques and stores with instant name recognition. As one of Seoul's biggest shopping areas, you'll find plenty of Korean brands here as well as big international labels like H&M, Nike and Zara. There's also the renowned Lotte department store, which is well known for great duty-free shopping. The vast majority of Korean skincare and cosmetic brands such as Tony Moly, Holika Holika, The Face Shop and Etude House have a presence here. If you only have time to visit one shopping area on your trip to Seoul, the Myeondong will offer a brilliant shopping experience.
Good for: Trendy high street fashion -- both global and Korean; Korean beauty and cosmetics products


For Korean fashion that won't break the bank, check out the Dongdaenum Market. Several of its buildings are given over to Korean fashion. This is one of the most affordable shopping venues in Seoul selling local fashion.
Good for: Domestic Korean fashion


For high end fashion, don't miss the Gangnam shopping area. Within the Sinsa-dong, Apgujeong-dong and Cheongdam-dong districts, you'll find a wealth of designer fashion stores. The Rodeo district of Apgujeong-dong is a particularly affluent part of Seoul and its shopping venues strongly reflect this. It's an area packed with department stores, all of which feature luxury designer fashion and beauty. Unsurprisingly, it's a big hit with the well-off and if you're lucky, you might just spot a famous Korean celebrity here!
Good for: High end fashion and Korean beauty and cosmetics products


Some big name retailers are present here but generally speaking, this shopping area is a great place to find domestic Korean fashion items. Accessories also do big business here and you can easily find chic handbags and jewelry here. If you're after items that are a little less mainstream, Hongdae is a good pick.
Good for: Trendy Korean fashion and "indie" or vintage style clothing


For trendy fashion that is bang up-to-date, take a trip to this shopping area. It's one of the city's newest shopping districts and has developed a reputation for housing some of the hottest Korean fashion trends. Garosugil is fast becoming the to-go place for both domestic and global fashion trends. There's a decent price tag attached to shopping here (as you might expect!) but at the same time, it's not eye-wateringly expensive.
Good for: Ultra trendy fashion


While shopping in Korea, you may be surprised to find that shops often carry limited sizes that veer towards the smaller end of the scale. If you struggle to find a size that fits you, head for the Itaewon area. Here you'll find a wider range of clothing sizes. Unlike many of Seoul's other shopping areas, Itaewon is largely targeted at non-Koreans.
Good for: Plus-sizes, "foreign" fashion

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