Seoul shopping guide Myeongdong to Gangnam: Best malls and streets 2026

If you are planning a shopping spree in Seoul, the two most critical districts to understand are Myeongdong and Gangnam, as they represent the two distinct poles of Korea's retail identity.

The short answer: Myeongdong is the epicenter of K-Beauty, street food, and mid-range global brands perfect for first-time visitors, while Gangnam offers a mix of high-end luxury, underground budget malls, and trend-setting boutiques spread across a much larger geographic area.

The Geography of Seoul Shopping: River North vs. River South

To navigate Seoul effectively, you must understand the Han River divide. Myeongdong is located in Gangbuk (North of the River), the historic center of the city. This area is denser, more walkable, and packed with tourists. Gangnam (South of the River) is a sprawling modern district characterized by wide boulevards, towering skyscrapers, and distinct shopping "nodes" rather than a single walkable cluster.

Distance-wise, the two districts are about 10 kilometers apart. While a taxi might cost between ₩15,000 and ₩25,000 depending on traffic, the subway is the most efficient method, costing approximately ₩1,600 (using a T-Money card) and taking about 45 to 50 minutes.

Myeongdong: The K-Beauty and Street Food Capital

Myeongdong remains the undisputed champion of tourist-friendly shopping in 2026. Despite the rise of other hip neighborhoods like Seongsu-dong, Myeongdong offers a density that is unmatched. You can visit 15 different cosmetic brand flagship stores within a 400-meter radius.

The K-Beauty Ecosystem

In Myeongdong, skincare isn't just a product; it's a competitive sport. The streets are lined with road-shop brands like Etude House, Innisfree, and Nature Republic. However, the crown jewel is the Olive Young Myeongdong Flagship Store.

At this flagship location, you can find exclusive sets often priced 10-20% lower than standard retail. For detailed product recommendations, check out our guide to best Korean face masks for dry sensitive skin.

Myeongdong Street Food: Pricing and Variety

As evening approaches (usually around 4:00 PM), the main thoroughfares transform into a night market. In 2026, prices have stabilized after a surge in previous years. You should budget approximately ₩20,000 per person for a filling "dinner" consisting solely of street snacks.

Department Stores: Lotte and Shinsegae

At the edge of Myeongdong lie the giants: Lotte Department Store (Main Branch) and Shinsegae Department Store. These are essential for luxury shopping and duty-free purchases. The basement food courts (Sikpum-gwan) close around 8:00 PM, and just before closing (from 7:00 PM), you can often find fresh food discounted by 30-50%.

Gangnam: The Modern Metropolis

Moving South of the river, "Gangnam" refers to a much wider area than Myeongdong. It usually encompasses three main districts for shoppers: Gangnam Station, Apgujeong/Cheongdam, and the COEX area in Samseong-dong.

Gangnam Station Underground Shopping Center

This is where the locals shop for trends. Located directly inside the subway station (Line 2 and Shinbundang Line), this subterranean mall stretches for nearly 800 meters.

• Target Audience: Young women (20s-30s).
• Price Point: Extremely affordable. Tops often sell for ₩10,000, and dresses for ₩15,000–₩25,000.
• Quality: "Fast fashion" quality. Great for seasonal items you wear for a year or two.
• Fitting Rooms: Rare. Most shops do not allow trying on tops (to prevent makeup stains), only skirts or pants.

COEX Mall: The Indoor Behemoth

A short taxi ride or subway trip (Samseong Station, Line 2) from Gangnam Station brings you to Starfield COEX Mall. This is Asia's largest underground shopping mall. Unlike the budget stalls at Gangnam Station, COEX features flagship stores for global brands like Nike, Zara, and Korean mid-tier brands like 8Seconds and SPAO.

The centerpiece is the Starfield Library, featuring bookshelves towering 13 meters high. It is an essential photo spot, though buying books there is secondary to the aesthetic. For a full breakdown of this massive complex, read our COEX mall complete shopping and dining guide.

Apgujeong Rodeo & Garosu-gil: Luxury and Vibes

For high-end luxury, head to Apgujeong Rodeo. This is where the flagship houses of Dior, Gucci, and Louis Vuitton reside, often with stunning architectural cafes inside. A coffee at the Dior Café might cost ₩25,000, but it is considered an entry-level experience into the luxury lifestyle.

Nearby Garosu-gil used to be the "It" street. While it has commercialized significantly, the backstreets (Serosu-gil) are still filled with perfume workshops and indie designers. If you are interested in creating your own scent, you might enjoy custom perfume making in Seoul.

The Myeongdong to Gangnam Itinerary: A Dualism Route

If you have one full day to conquer both areas, you need a strategy that maximizes your time and energy. We recommend starting in Gangnam (as it opens slightly later but stays open late) or doing a split day.

Here is a curated route that balances high-end experiences with budget wins.

Comparative Analysis: Myeongdong vs. Gangnam vs. Hongdae

Travelers often get confused about where to prioritize their time. Hongdae is another major contender, located in Western Seoul. Here is how they stack up in 2026.

If you are looking for accommodation that positions you well for these areas, check our guide on best areas to stay near shopping districts.

Transport Guide: Moving Between the Giants

Navigating between these two districts is straightforward if you know the route.

Bus Option: The Blue Bus 470 or 471 runs directly from the center of Seoul to Gangnam Station. It utilizes the dedicated bus lanes, making it faster than a taxi during medium traffic, taking about 40 minutes. It costs ₩1,500.

Tax Refund Guide for 2026

Korea's tax refund system has become incredibly streamlined. As of 2026, the immediate tax refund limit is ₩500,000 per transaction and ₩2,500,000 total for the duration of your trip.

If the store does not offer immediate refund but offers a tax refund slip, you must claim it at the airport or at automated kiosks in the city (like in Myeongdong or COEX). You will need to scan your passport and the receipt.

Seasonal Shopping: When to Go?

Timing your visit can save you significant money. Korea has two major sale periods.

1. Korea Grand Sale (January - February): Targeted at foreigners, offering discounts on shopping, flights, and accommodation.
2. Seoul Summer Sale (July): Great for summer fashion and cosmetics.

During these times, discounts in Myeongdong can reach up to 50% on cosmetics bundles. In Gangnam, department stores usually run their seasonal "Bargain Sales" in January, April, July, and October (typically the first two weeks of the month).

Pros and Cons of Each District

To summarize your decision-making process:

Hidden Gems Near Myeongdong and Gangnam

While the main streets grab the headlines, the surrounding alleys offer unique finds.

Near Myeongdong: Walk 10 minutes to Euljiro. Known as "Hipjiro," this area features industrial hardware stores that transform into trendy wine bars and cafes at night. It's a stark contrast to the polished veneer of Myeongdong.

Near Gangnam: Visit Sinsa-dong. Just north of the main Gangnam strip, this area (specifically Garosu-gil) offers a mix of European-style open-air cafes and local designer boutiques. The price point is high (₩30,000+ for t-shirts), but the quality is superior to the underground malls.

For those interested in specialized shopping, like K-Pop merchandise, Myeongdong's underground arcade and the Music Korea store in Nature Republic are key spots. Check our guide on collecting K-Pop photocards for more details.

Final Thoughts

Shopping in Seoul is high-energy. Myeongdong offers the frenetic, neon-lit experience that defines modern Asian tourism, perfect for stocking up on gifts and skincare. Gangnam offers a glimpse into the lifestyle of Seoul's elite and the savvy fashion choices of its youth.

By combining the two—perhaps a morning skincare haul in Myeongdong followed by an evening exploring the depths of COEX or the heights of Lotte World Tower in Jamsil (near Gangnam)—you get the full spectrum of Seoul's consumer culture.