Shopping at The Hyundai Seoul: Guide to Korea's Coolest Mall 2026

If you are searching for the ultimate retail experience in Korea, look no further than The Hyundai Seoul in Yeouido. As of 2026, it remains the city's largest and most Instagrammable department store, famed not just for luxury brands but for its massive indoor "Sounds Forest" garden and the trend-setting "Creative Ground" on level B2. To get there, take the subway to Yeouido Station (Lines 5 and 9) and follow the underground connector from Exit 3, a walk of approximately 10 minutes (500 meters).

The short answer: The Hyundai Seoul is a hybrid retail-nature complex where the B2 floor offers the hottest Gen Z Korean fashion brands, the B1 floor houses Korea’s largest food court "Tasty Seoul," and the 5th floor features a 3,300-square-meter real indoor forest.

Why The Hyundai Seoul Dominates the 2026 Retail Scene

Since its opening, The Hyundai Seoul has fundamentally changed how shopping malls operate in South Korea. It wasn't built just to sell products; it was built to offer "retail therapy" in the literal sense. The architects devoted 49% of the total floor area to rest spaces and indoor landscaping, a stark contrast to the industry standard of 20-30%.

In 2026, this strategy has paid off. While traditional department stores struggle, The Hyundai Seoul sees an average of 100,000 daily visitors on weekends. The ceiling is made of glass, allowing natural sunlight to flood the building, which helps maintain the 12-meter-tall trees in the Sounds Forest. This commitment to "green retail" makes it a pleasant space to spend 4-5 hours, regardless of the air quality outside.

Getting There: Accessibility and Location

Located in the financial district of Yeouido, the mall is incredibly accessible. The most convenient method is the subway.

1. Subway: Take Line 5 or Line 9 to Yeouido Station.
2. Exit: Do not go up to street level. Look for Exit 3, but instead of taking the escalator up, follow the moving walkway inside the underground IFC Mall connector.
3. Walk: It takes about 10 minutes. The path is lined with digital ads and connects directly to the B2 entrance of The Hyundai Seoul.

If you are taking a taxi, simply show the driver this text: "더현대 서울 (여의도)". From Myeongdong, the ride typically costs around ₩12,000 - ₩15,000 and takes 20-25 minutes depending on traffic.

B2: Creative Ground – The Gen Z Sanctuary

For international travelers looking for "Korea Cool," Floor B2 (Basement 2) is the most critical floor in the building. Known as "Creative Ground," this floor departs from the luxury vibes of the upper levels to embrace an industrial, raw aesthetic. This is where you will find the domestic streetwear brands that are dominating global fashion trends in 2026.

Must-Visit Brands on B2

The curation here rotates, but several anchors remain constant due to their immense popularity.

• Matin Kim: Known for their signature metal plating accessories and chic minimalism. Expect to pay around ₩80,000 for a logo t-shirt and ₩150,000+ for bags.
• Marithé François Girbaud: The French brand that found a massive second life in Korea. Their logo tees and hats are the unofficial uniform of Seoul's youth. Caps start at roughly ₩49,000.
• Thisisneverthat: Often called the "Supreme of Korea," this streetwear staple offers high-quality hoodies and outerwear.
• Nice Weather: A "convenience store" concept shop selling lifestyle goods, from toothpaste to vintage clothing. It’s a great spot for unique souvenirs under ₩30,000.

If you are interested in discovering more niche brands, check out our guide to best under-the-radar K-beauty brands gaining popularity in 2026, many of which have pop-up counters on this floor.

B1: Tasty Seoul – The Largest Food Hall in Korea

Descend one floor, and you enter Tasty Seoul. Spanning 14,820 square meters, it is reportedly the largest food hall in South Korea. The selection here is curated to include trendy cafes from Hannam-dong and Seongsu-dong, saving you the travel time.

Key Dining Highlights

• Camel Coffee: famous for its creamy "Camel Coffee" (approx. ₩6,000). The waiting list here is notorious. You must input your phone number on the tablet. International numbers usually work, but it's safer to have a Korean SIM.
• Sooha Sooha: A premium Gomtang (beef bone soup) restaurant. A bowl costs around ₩15,000 and is perfect for recharging after shopping.
• Five Guys: Yes, the American chain is here, and yes, people still line up for it in 2026, though the wait is now usually under 20 minutes on weekdays.

For those with a sweet tooth, the dessert section in the center of B1 is a paradise. You can find everything from traditional Yakgwa to modern French pastries. If you want a deeper dive into Korea's dessert scene, read our article on the best dessert cafes in Seoul 2026.

1F: Luxury & K-Beauty

The first floor (Ground Floor) houses the heavy hitters: Gucci, Prada, Balenciaga, and Gentle Monster. However, the highlight for many travelers is the cosmetics section.

Unlike traditional department stores that hide lesser-known brands, The Hyundai Seoul features open-plan testing bars. You can find premium K-Beauty brands like Sulwhasoo and Hera, alongside trendier "Clean Beauty" brands.

• Tamburins: The fragrance brand owned by Gentle Monster. Their hand creams (starting at ₩32,000) are affordable luxury gifts.
• Perfume Islands: There is a dedicated zone for niche perfumes.

If you are staying nearby, consider reading about accommodation near traditional markets if you want to contrast this luxury experience with a local vibe.

5F: Sounds Forest – The Crown Jewel

The 5th floor is what makes The Hyundai Seoul iconic. The Sounds Forest is a 3,300-square-meter indoor garden featuring real grass and over 30 real trees. The glass ceiling rises 20+ meters above, creating an airy, park-like atmosphere.

How to Enjoy Sounds Forest

1. Photo Op: There is a designated "Photo Zone" mirror box that creates a unique reflection of the forest.
2. Blue Bottle Coffee: Located right in the middle of the forest. Grab a New Orleans Coffee (₩6,800) and sit on one of the benches.
3. The Christmas Market: If you visit in November or December, this area transforms into "La Boutique d'Harry," a massive European-style Christmas village. Note that reservations for the Christmas village often open in October and sell out in minutes.

6F: Dining & Art (ALT.1)

The 6th floor overlooks the Sounds Forest and hosts the more upscale dining options and the ALT.1 exhibition hall.

• ALT.1 Gallery: This space hosts high-profile art exhibitions, often featuring pop art or immersive media experiences. Tickets usually range from ₩15,000 to ₩20,000.
• SMT Lounge: A Mexican-Chinese fusion restaurant run by SM Entertainment. It sounds strange, but the tacos and mala dishes are excellent.
• Baekmidang: Famous for organic milk ice cream (₩5,800).

Practical Guide: Tax Refunds and Services

Shopping in Korea is 10-20% cheaper than in Western countries, and the Tax Refund system makes it even better. The Hyundai Seoul makes this process seamless.

The Tax Refund Process

There are two ways to get your tax refund here:

1. Immediate Deduction: Many stores (especially on B2) will deduct the tax immediately at the register if you show your passport. The purchase must be between ₩30,000 and ₩500,000.
2. Kiosk Refund: If you paid the full price, gather your receipts and head to the Tax Refund Kiosks.
   • Locations: B2 (behind the Service Lounge) and 6F (near the Service Desk).
   • Limit: You can get cash back immediately, but your credit card will be held as a guarantee until you scan your passport at the airport upon departure.

Lockers and Luggage

Dragging a suitcase around a mall is miserable.

• B1 & B2: There are lockers near the subway entrance and the customer service center.
• Cost: Small lockers are often free for 4 hours; large lockers may cost ₩2,000 - ₩4,000.
• Fridge Lockers: Uniquely, there are refrigerated lockers on B1 for your fresh food purchases!

Comparison: The Hyundai Seoul vs. COEX vs. Lotte World Mall

Is The Hyundai Seoul the right mall for you? Let's compare it to the other giants.

If you decide COEX is more your style, check out our COEX Mall complete shopping and dining guide for a detailed walkthrough.

Nearby Attractions: Making a Day of It

Yeouido is an island, and there is plenty to do once you finish shopping.

1. Yeouido Hangang Park: Just a 5-minute walk from the mall (Exit 2 direction). It is the most popular park along the Han River. You can rent picnic mats, eat instant ramen from the convenience store machines, and watch the sunset.
2. IFC Mall: Connected underground. If The Hyundai is too crowded or expensive, IFC Mall has more standard brands (Uniqlo, Zara, Massimo Dutti) and a CGV Movie Theater.
3. The Han River Cruise: Eland Cruise terminal is located at Yeouido Park.

For a full day plan, you can adapt our 24-hour Seoul itinerary to include a morning in Yeouido and an evening in Hongdae.

Pros and Cons of The Hyundai Seoul

To give you a balanced view, here is what is great and what can be frustrating about visiting this mall in 2026.

Tips for Parents and Families

The Hyundai Seoul is surprisingly family-friendly.

• Stroller Rental: Available on the 1st floor and B1. They rent out high-end strollers (like Egg or Bugaboo) for free to members, but as a foreigner, you can usually rent one by leaving your passport or a deposit at the Service Desk.
• Kids Cafe: "Pandora" on the 6th floor is a premium kids' play area, allowing parents to shop while kids play (approx. ₩25,000 for 2 hours).

Conclusion

The Hyundai Seoul is more than just a place to buy things; it is a cultural landmark that represents the sophistication of modern Seoul. Whether you are hunting for the latest Matin Kim wallet, looking to eat at Tasty Seoul, or just want that perfect photo in the Sounds Forest, it is a non-negotiable stop on any 2026 Korea itinerary.

Final Recommendation: Arrive at 10:20 AM (10 minutes before opening) on a Tuesday or Wednesday. Head straight to the B1 Food Court to reserve your lunch spot, then go up to the 5th floor to enjoy the forest while it's empty. Finish your shopping on B2 in the afternoon.