Nestled in the heart of Seoul in Korea lies the electric neighbourhood of Hongdae. Renowned for its artistic flair, youthful energy, and dynamic shopping scene, Hongdae is popular amongst locals and tourists alike. From trendy boutiques, and aesthetic cafes to street stalls, this bustling district is a shopping paradise, where culture, art and fashion collide with all the latest trends.
In this article, I’ll be sharing the top spots for shopping in Hongdae, where hidden gems and well-known hotspots await discovery. Whether you’re seeking unique handmade crafts, the latest fashion trends or skincare, or simply crave a taste of local culture, Hongdae has something for everyone to enjoy. So buckle up and prepare to enjoy the shopping delights that Hongdae has to offer.
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Overview of Hongdae in Seoul
Here are some of my top travel tips for exploring Seoul in South Korea to save you money and time. If it’s your first time travelling to Korea don’t miss out on these 10 must-know things to know before you travel to South Korea.
About Hongdae in Seoul
Hongdae (홍대), short for Hongik University is a popular hang-out spot for both tourists and local youths in Seoul. Since it’s home to Hongik University, this district has become known for its youthful energy, artistic spirit, and vibrant cultural scene. From bustling streets adorned with colourful murals to aesthetic cafes, a lively music busking scene, and boutiques, Hongdae captivates visitors with its electric atmosphere.
By day, the streets often team with shoppers looking for the latest fashion trends and handmade crafts, or seeking out the next cafe-hopping spot. At night, the neighbourhood transforms into a lively nightlife spot, where locals hit the streets with local food stalls, buskers and/or dance groups showcasing their talent. If you’re looking to shop at night most of the shops are also open quite late.
Discover the top things to do in Seoul at night in this local guide.
Getting Around Seoul
Public transport in South Korea is not only reliable but not extensive throughout most of the country. Trains operate in cities including Seoul, Incheon, Daegu, Busan, Daejeon, and Gwangju. In Seoul, the metropolitan subway extends to areas including Incheon, Gyeonggi-do, and Chyngcheongnam-do. If you want to use public public transport (buses and trains) in Korea order a transportation card and/or use a short-term pass.
Transportation Card
T-money cards are prepaid cards that let you use public transportation (bus, subway) without you paying with a card or cash. T-money cards also offer you discounts and free transfers to and from buses and other subways. After you purchase a T-money card you need to add funds before you can use it on public transport. You can add money to your T-money card at ticket and card-loading machines in subways or at convenience stores. If you’re uncomfortable asking someone at the convenience store you might prefer to use the ticket machine which supports different languages including English.
Where can I buy a transportation card?
You can purchase a T-money card in two different ways.
- Purchase in-person in Korea at convenience stores (CU, 7-Eleven, GS25), subway stations, and all places with the “T-money” sign. A base card is ￦2,500 and must be loaded with money to be in use.
- Purchase advance online. I recommend ordering via Klook where you can get a SIM card and T-money in one package.
Short-Term Pass
The Seoul Pass doubles as a T-money card and an admission ticket to top attractions in Seoul. Not only does this pass give you a T-money card that can be topped up and refunded for any remaining balance. The pass also gives you discounted tickets to over 101 tourist attractions (within 24, 48, and 72 hours) and free access to over major attractions. If you plan on visiting multiple sightseeing attractions in Seoul that require tickets for admission this is a great option to save money for your travels around Seoul.
Stay Connected
If you’re travelling to Korea you might think you won’t need to buy any online data for your travels. Whilst in most areas of Seoul you can access public WiFi it’s not always reliable and it can be a hassle trying to find free WiFi. With this in mind, you can rent a pocket WiFi to connect multiple devices to the internet or simply get a SIM Card to stay connected and find your way around Osaka.
Want instant access to data without a physical SIM Card? Download the app Airalo to get a prepaid eSim to your phone in over 190 countries.
Tips for Shopping In Hongdae
Before you prepare to shop till you drop in Hongdae, here are some helpful tips to help save you time and money for your shopping adventure.
Start early: If you’re looking to avoid the crowds in Hongdae start your day off early in the morning after 9:00 am. Hongdae gets crowded during midday and is especially packed during the weekends.
Check opening times: Always double-check store opening times. In Hongdae, there is a mixture of independent stores and chain stores which differ in their opening times.
Explore off-the-beaten-path: Don’t be scared to venture off the main streets of Hongdae. Often, when you venture off the side streets you can find unique and hidden stores that offer more affordable prices or different items.
It’s not just shopping: While you may be after solely shopping in Hongdae, take time to soak up all the neighbourhood has to offer. Whether it’s trying a local workshop, cafe hopping, grabbing a few photos from a photobooth or trying the local street food. There’s something for everyone to enjoy in Hongdae.
Short on time?
My top recommendations for your Seoul travel itinerary include:
💸 Save money: Seoul Pass helps you save up to 50% while getting access to up to 70 attractions with this one pass.
🗺️ Tours: Klook (very popular in Korea), GetYourGuide, and Viator.
📍 Recommended Excursions:
💄 Design your own K-Beauty Product
🎏 Discover foodie hidden gems in this local street tour.
🛤️ Getting Around Seoul: Order a T-money card to use public transport (buses, trains) and pay at convenience stores in Korea.
🚄 Traveling across Korea: The Korea Rail Pass provides unlimited rides on almost all trains operated by KORAIL.
🏥 Travel Insurance: World Nomads
📶 Staying Connected: Get instant access to data with Airalo eSIM.
Best Spots for Shopping in Hongdae
The streets of Hongdae are lined with numerous shopping spots however here are some top spots for shopping in Hongdae and are near Hongdae to make your shopping more hassle-free.
AK Plaza Hongdae (AK 플라자 홍대)
Address: 서울 마포구 양화로 188
AK Plaza is a well-known shopping mall in Hongdae that spans five floors of fashion brands, independent cosmetic stores, household goods, accessories, cafes and more. The entire fifth floor has also been dedicated to video games, anime and manhwa (webcomics) with seasonal events happening across the year.
Whether you’re shopping for stationery, the latest fashion trends or souvenirs AK Plaza is a great spot to check out in Hongdae. It’s also easily accessible as it’s found right next to Exit 4 of Hongik University.
Hongdae Shopping Street
Address: 서울 마포구 어울마당로 121 | 121 Eoulmadang-ro, Mapo-gu, Seoul
Hongdae Shopping Street is known as a popular shopping area between Hongdae, Hapjeong, and Sangsu stations. Just note that a lot of the flagship stores featured on this list aren’t found on Hongdae Shopping Street, however it is where most people head for street shopping and start their shopping adventure in the area.
How to Get to Hongdae Shopping Street
Step out of Hongik University Subway Station, exit 9. Turn lead and just a block away you’ll encounter a street that cuts through the heart of Hongdae. Turn right and walk along the street to find, street stalls, clothing shops and buskers. Don’t forget to explore the adjoining alleys and streets to check out the flagship stores.
Mecenatpolis Mall (메세나폴리스 몰)
Address: 45 Yanghwa-ro, Mapgo-gu, Seoul (서울특별시 마포구 양화로 45)
Mecenatpolis Mall lies in Hapjeong which is only one stop from Hongdae on subway line 2 (green line). This spot is more laid-back compared to the bustling streets of Hongdae and you can find a range of beauty stores, fashion brands, a large grocery store, as well as a few coffee shops and restaurants. This mall also houses cultural spaces including Lotte Cinema and the Lotte Card Center. Getting here is also very easy as it’s connected to Hapjeong Station (합정역) and well connected to buses and train lines.
Found this helpful?
Travelling to South Korea for the first time? Read up on these must-know insider tips to prepare yourself for your trip in my Korea Survival Travel Guide.
Features of the guide
- Korea Travel Essentials (Must-Have Apps, Language, Transport, etc.)
- Includes Naver Map links making planning and navigating Korea easy!
- Must know things for your trip to Korea (Things no one tells you about Korea – scams, language barrier, travel etiquette, etc.)
- Essential Korean vocabulary and phrases (learn how to order at restaurants, shops, and navigation)
- Guide to using public transport in Korea (“What’s the best way to travel?” “How do I book high-speed trains and buses?”)
- Where to stay in South Korea? (“Where are the best areas and places to stay in Korea?”)
- Where can I find the best places to eat in Korea (Recommendations for restaurants & cafes)
- Where should I travel in South Korea? (Recommendations for Seoul & Beyond ~ Discover hidden gems).
- …. and much more!
Where to go Shopping in Hongdae
Best Places for Accessory Shopping in Hongdae
Sigongan (시공간)
Opening hours: 12:00 to 23:00 (Daily)
Address (First Branch): 358-28 Seoggyo-dong, Mapo-gu, Seoul (서울특별시 마포구 서교동 358-28)
Address (Second Branch): 369-4 Seoggyo-dong, Mapo-gu, Seoul (서울특별시 마포구 서교동 369-4)
If you’re looking for a one-stop shop for jewellery, accessories and clothing look no further than SIGONGAN. With multiple branches across Korea, SIGONGAN features a classic and minimalistic design that is known for its rows of rows of necklaces, earrings, hair accessories, and more. In Hongdae, there are two branches to visit with the second branch being a bit larger.
Gentle Monster (젠틀몬스터)
Opening hours: 12:00 to 21:00 (Daily)
Address: 54 Dokmak-ro 7-gil, Mapo-gu, Seoul (서울 마포구 독막로7길 54)
If you’re looking to elevate your look with some new shades add Gentle Monster to your shopping list. They have multiple branches in Seoul and offer a range of glasses with different trendy and unique designs. Immediately upon entry to any Gentle Monster store, you’ll feel as though you’ve been transported to another world with intricate and abstract decor. If you’re looking for a unique souvenir, a pair of shades from Gentle Monster could be what you’re after.
The Plain (더플레인)
You can’t find this store in Hongdae, but I couldn’t but add this brand to the list. As shown in the photo it’s a jewellery and accessories paradise with the entire walls lined with all their trendy goods. There are multiple branches of the Plain in Korea however the most popular and accessible from Hongdae include the Myeongdong branch or the Yeongdeungpo branch.
To find the nearest branch closest to your location look up ‘더플레인’ in KakaoMaps or Navermaps.
Best Places for Cosmetics & Skincare Shopping in Hongdae
It wouldn’t be a trip to Hongdae without grabbing some K-beauty cosmetics and/or skincare. Hongdae is lined with numerous stores offering a range of make-up and skincare products from Korean brands.
Olive Young (올리브영)
Address: There are multiple Olive Young branches in Hongdae (explore here).
The holy grail store for finding skincare, cosmetics, hair products and more in Korea. In addition to Hongdae, you can find Olive Young quite easily in most cities in South Korea since it’s a popular beauty retailer. A visit and you’ll be treated to both Korean and international brands selling everything you need to level up your skincare or make-up routine.
Tony Moly (토니모리 홍대점)
Address: 서울 마포구 홍익로3길 1
TONYMOLY is a Korean beauty and skincare brand that is popular in Korea and internationally due to its innovative and playful approach to cosmetics and skincare. By blending Korean beauty traditions with modern skincare you can find products boasting effective formulas and aesthetic packaging to level up your self-care routine.
Planning a trip to Seoul for the first time? Save hours of planning with this one-stop Seoul Travel Guide.
- +300 places to explore in Seoul and outside the capital city (with Naver Map links)
- Local guide to using and booking transport in Korea
- Best places to eat in Seoul (cafe & restaurant recommendations)
- Best photo spots in Seoul (tourist traps & local recommendations)
- Insider tips on where to stay, shop & things to do in Seoul
- … and more!
Best Places for Clothes Shopping in Hongdae
For those on the search for quality and trendy fashion, Hongdae is the place for you. This neighbourhood has a mixture of fashion brands that sell trendy clothes at a variety of prices and different fashion styles to explore.
ALAND (에이랜드)
Address: 서울 마포구 양화로16길 29 홍익몰 에이랜드
Online Store: ALAND
ALAND is a boutique that showcases a collection of emerging Korean designers under one roof. You can find a collection of unique and trendy fashion pieces that range from affordable to more expensive prices. ALAND caters for both female and male fashion and they often run sales for selective clothing depending on the seasonality.
Market A (마켓에이)
Online Store: Official Market A
Address: Branch 1 서울 마포구 홍익로3길 8 (8 Hongik-ro 3-gil, Mapo-gu, Seoul) | Branch 2 서울 마포구 와우산로27길 39 (39 Wausan-ro 27-gil, Mapo-gu, Seoul)
A bit more on the expensive side in Hongdae however this store features a variety of discounts and the latest fashion trends in Seoul. Both female and male fashion clothing are available for purchase and they are updated according to seasonal trending items.
Flyday Vintage (플라이데이 빈티지)
If you’re interested in vintage and second-hand shopping head to Flyday Vintage. This store is a paradise for those after retro fashion, accessories and furniture. As you browse you’ll find one-of-a-kind and unique items throughout the decades to add to your wardrobe.
Musina Standard (무신사 스탠다드)
Online Store: Musina Site
Address: 서울 마포구 양화로 144 (144 Yanghwa-ro, Mapo-gu, Seoul)
This brand in Hongdae spans over three floors, featuring two levels for men’s fashion and the top floor dedicated to women’s fashion. This brand is known for providing “quality modern basic casual wear” for affordable and high-quality prices. At this outlet, you can find a range of fashion items from jackets, pants, dresses, accessories and more which are updated across the year with seasonal trends.
Thisisneverthat (디스이즈네버댓패션)
Address: 1F, 32 잔다리로 마포구 서울특별시 (1F, 32 Jandari-ro, Mapo-gu, Seoul)
Online Store: thisisneverthat
If you’re looking to dive into Korean street fashion look no further than thisisneverthat which is a brand that is popularly worn amongst Korean R&B and hip-hop artists. This brand is also popular amongst K-POP idols including ENHYPEN, BTS, TXT and (G)I-DLE. Outside of Korea, it’s also popular amongst international audiences with an international online store that ships overseas. You can find items from accessories, outerwear, and basic and simple clothing items to add to your capsule wardrobe.
3CE & Stylenanda (3CE 스타일난다 홍대 플래그십 스토어)
Address: 23 Style Nanda Building, 29 Da-gil, Wausan-ro, Mapo-gu, Seoul (서울 마포구 와우산로29다길 23 스타일난다빌딩)
Online Store: 3CE Stylenanda
Spanning across three levels be prepared to level up your whole look at 3CE Stylenanda. From the latest fashion, and cosmetics to skincare must-haves, this store has you covered. The first floor features cosmetics from 3CE, while the second floor boasts perfumes and the 3rd floor features STYLENANDA fashion items. In regards to the type of clothing, you can find a range of styles from minimalistic, and feminine to more hip-style clothing.
M Playground (엠플레이그라운드)
Address: Branch 1 서울 마포구 어울마당로 94 (94 Eulmadang-ro, Mapo-gu, Seoul) | Branch 2 서울 마포구 어울로마당로 132
(132 Eullomadang-ro, Mapo-gu, Seoul)
If you’re shopping in Hongdae on a budget then M Playground is perfect for you. It’s a huge fashion chain that offers female and fashion clothing for affordable prices. They also tend to run seasonal sales on a range of items including clothing and accessories.
Disclaimer: Since the prices are quite affordable for these items don’t expect the best quality. I found these clothes tended to deteriorate after lots of wear.
Best Places for Shoes Shopping in Hongdae
SAPPUN (사뿐 홍대점)
Opening hours: 12:00 to 22:00
Address: 55 Wausan-ro 29-gil, Mapo-gu, Seoul (서울 마포구 와우산로 29길 55)
If you’re looking for a gorgeous selection of footwear you’ll want to add SAPPUN to your shopping list. This Korean shoe brand is popular amongst the locals and features footwear from flats, loafers, heels and sneakers for females.
Chaakan (착한구두 홍대점)
Opening hours: 11:00 to 22:00 (Daily)
Address: 56 Wausan-ro 27-gil, Mapo-gu, Seoul (서울 마포구 와우산로27길 56)
Another chic shoe shop to check out in Hongdae is Chaakan. Both the exterior and interior exudes modernity and elegance. Boasting a selection of women’s shoes, there are a variety of designs to choose from which are updated across the year with seasonal items.
Shoopen (슈펜 홍대점)
Opening hours: 11:00 to 23:00 (Daily)
Address: 153 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 153)
If you’re after comfortable boots, sneakers and sandals, Shoopen is the perfect place for you. It also features a variety of affordable shoe options making it perfect for those shopping on a budget. Be sure to check out all of the canvas shoes and sandals you can try on. They also feature wallets and bags in addition to footwear.
Best Places for Stationary & Lifestyle Shopping in Hongdae
Artbox Hongdae Branch(아트박스 홍대점)
Opening hours: 10:30/11:00 to 22:00
Address (Hongdae): 서울 마포구 홍익로6길 15 1층
Address: (Hongdae AK): 서울 마포구 양화로 188 AK플라자 홍대 1층
ARTBOX is a shopping paradise for those interested in stationary, character goods and homeware from Korea. With over 120 branches across Korea, this stationery and gift shop chain is quite easy to find your nearest branch in Korea. Be sure to check out this store if you want affordable souvenirs, quirky items, stationery or homeware exclusively from South Korea. In Hongdae, you can find a branch in AK Mall which is located on the ground floor right at the entrance of the mall.
icon name=”location-dot” prefix=”fas”] Find the nearest Artbox branch by searching ‘아트박스’ in your chosen navigation app.
Daiso Hongdae Branches (다이소 홍대)
Opening hours: 10:00 to 22:00 (Daily)
Address: 서울 마포구 양화로 182
If you’re shopping on a budget, look no further than Daiso which offers an extensive range of affordable products for virtually everything. From kitchenware, personal care, and confectionery to homewares you won’t have a problem finding what you’re looking for here. In fact, you’ll probably find items you never needed after your visit. Most branches also have self-serve checkouts which are easy to use and have an English option available.
icon name=”location-dot” prefix=”fas”] Daiso has several outlets across the whole of Korea. I recommend just looking up your closest Daiso on either NaverMaps or KakaoMaps to your location. Just search ‘다이소’ in either app.
Muiji (MUJI AK 플라자 홍대)
Opening hours: 11:00 to 22:00 (Weekdays) & 10:30 to 22:00 (Weekends)
Address: 서울 마포구 양화로 188 AK플라자 3층
One of my go-to brands for shopping for fashion and lifestyle goods. MUJI is based on the Japanese tradition of simplicity and functionality which is reflected in their clothing and household goods. At this store, you can find food, stationery, home office supplies, clothing, beauty, travel and furniture. While MUJI isn’t exclusive to Korea and can be found overseas in countries such as Japan and Canada I found that some of the items are more ‘styled’ or tailored for a Korean demographic.
Kakao Friends Flagship Store (카카오프렌즈 홍대플래그십 스토어)
Opening Hours: 10:30 to 22:00 (Daily)
Address: 162 Yanghwa-ro, Seogyo-dong, Mapo-gu (서울 마포구 양화로 162)
Kakao Friends were originally introduced as KakaoTalk emoticons and have since expanded into beloved characters that represent the emotions of all users, young and old. On the main road of Hongdae, you can find Kakao Friends flagship awaiting adorable themed goodies to explore. From cute stuffed toys, household goods, stationery and more. Even if you’re not a huge fan it’s still worth visiting to take photos with the adorable characters in giant form.
Line Friends Flagship Store (라인프렌즈 홍대 플래그십스토어)
Hours: 12:30 to 20:30 (Daily)
Address: 141 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 141)
One of the biggest and most adorable competitors of Kakao Friends is Line. While Kakao Talk is a popular messenger service among Koreans, Line is more popular among others and they also have their unique adorable characters. Be sure to check out their themed items including household goods, stationery, plushies and more.
Butter (버터 홍대점)
Opening Hours: 11:00 to 22:00 (Daily)
Address: 153 Yanghwa-ro, Mapo-gu, Seoul (서울 마포구 양화로 153 이랜드 복합관 홍대점 지하2층)
Butter is an adorable lifestyle store that is a must-visit if you’re a fan of cute and aesthetic lifestyle items. At Butter, you can find accessories, household goods, stationery, toys and stuffed animals. It’s easily recognisable from its vibrant, colourful and adorable decor. If you pay a visit be sure to check out the photo zones to grab a few snaps for your Instagram.
KT&G Sangsang Madang (상상마당)
Opening hours: 11:00 to 21:00 (Daily)
Address: 65 Eoulmadang-ro, Mapo-gu, Seoul (서울 마포구 어울마당로 65)
Opened in 2007, Dream Plaza is a cultural complex boasting unique souvenirs and products to stock up on on your trip to Seoul. The Plaza also is home to various artistic exhibitions boasting a movie theatre and a performance hall. Make sure to pop into the design store to support the local artists and get some artistic products or souvenirs for yourself or your loved ones. This is one store you can’t help but stop into every time you’re in Hongdae.
Frequently Asked Questions about Shopping in Hongdae
Are clothes cheap in Hongdae?
It depends on ‘where’ you go shopping in Hongdae, but in general Hongdae is known for its affordable shopping in Seoul. There are a variety of independent stores and malls where you can shop including fashion items, household items, and stationery on a budget.
Can you try on clothes in Korea?
Most independent stores don’t allow customers to try on clothes from the rack. Often you’ll need to guess your size just by looking at the clothes. This is not the case with stores in shopping malls or chains such as Zara, Uniqlo, and 8 Seconds.
What are the clothing sizes in Korea?
As a general rule, clothing sizes in Korea tend to run smaller than Western sizes. For your best point of reference for sizes, I’d recommend looking up sizes for a certain brand online to compare to your own clothes.
Is Hongdae a good place to shop?
Hongdae is a great place to go shopping, especially for a first-time visitor to Seoul. Over the years it has grown and features a variety of local and international fashion brands, major Korean beauty brands, and accessories, shoes, and souvenirs.
Travel Planning Resources ✈️
Here are my recommendations that I’ve tried personally to make your next trip easier.
Public Transport 🚊 If you plan to use public transport make sure to order a T-money card in advance which can be used for subways, taxis, and buses. For booking Korea’s high-speed trains, save money and get unlimited rides with a Korea Rail Pass.
Arriving in Korea ✈️ Most travellers arrive at Incheon International Airport to start their journey. I’m guessing you’ll be starting your trip to Seoul. You can either use public transport (the subway) or order a private transfer to get to your accommodation to check-in. If you’re taking public transport take the Airport Express (AREX) to your destination.
Attractions & Tours 🌟 Klook and GetYourGuide are my preferred platforms for local tours and activities in Korea. They make it easy to compare tours, book experiences and the best deals. You can also download their mobile app where you can easily access your bookings on the go.
Power Adaptors : South Korea uses standard Type C and F sockets with a standard voltage of 220. Note if you have a similar plug socket from your home country that the voltage may be different so be careful with your electronics and use a voltage converter. I always recommend buying a universal adaptor so you can use it in any country (great for future travels) and it offers extra ports for USB cables to charge your devices.
Accommodation 🛌: I book all my accommodation in Korea through Booking.com. They have a wide selection of accommodations worldwide, with flexible booking options and great deals. They also have a Genius Loyalty program where you can get discounts and benefits on selected stays.
Easy Car Rental 🚗 Get hassle-free car rentals on DiscoverCars with a wide selection, competitive prices, and great customer service. Often it’s cheaper than booking direct and you can compare a large range of suppliers to check if you’re getting the best price.
Stay Connected 📶 wherever you go by easily and affordably purchasing an eSim for all your travels. Thanks to Airalo, you’ll get instant access to data and you don’t need to physically swap a plastic SIM card every time you’re travelling to a new country.
Travel Insurance 🛡️ I use World Nomads for overseas travel insurance. Travel with peace of mind knowing you’ll be covered for unexpected events and plan a worry-free journey.
Camera Gear 📸: If you’re curious about the camera gear I’ve used for my photos find out what’s in my camera bag here.
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