Play & Shop
Pop-ups, shopping streets, K-beauty flagships and Seoul after dark β the places setting the cityβs pace right now.
New culture stories for Play & Shop are on the way. Meanwhile, start with the places below.
Bargain-hunting in a market where locals shop, not just tourists.
See Korean traditional medicine culture through its ingredients.
Browse vintage finds and Seoul's old-school market character.
Covers shopping, food and indoor sights in one place, which helps in bad weather.
A more relaxed theme park day, reachable by subway.
A department store famous for its indoor garden and rotating pop-up stores β a go-to spot for shopping plus Instagram-worthy design.
A themed complex with merchandise stores, exhibits, and cafΓ©s dedicated to SM Entertainment artists, conveniently located inside COEX mall.
Seoul's most internationally diverse nightlife district, packed with multicultural bars and pubs.
A tree-lined boulevard packed with flagship stores and curated boutiques β one of Gangnam's signature trendy streets.
A premium shopping district lined with high-end boutiques and K-beauty clinics β also known for celebrity sightings.
An easy indoor family stop in Gangnam, combined with the mall.
A slower, design-focused walk in Itaewon beyond the bar streets.
Gangnam's premier club district packed with large-scale venues, known for its flashy EDM and hip-hop scene.
Shop Korean brands in the Dongdaemun fashion district, with late-night hours.
Try or buy modern hanbok designed for everyday wear.
A full-day, kids-first activity in Jamsil.
Shop current Korean everyday fashion where trend-led Seoulites shop.
Easy to combine with Lotte World Tower and Seokchon Lake in Jamsil.
Once a printing-shop alley, now reborn as a retro-cool cocktail bar district where old-school taverns meet hip new spots.
Korea's tallest landmark tower combined with a massive shopping mall and the Seoul Sky observation deck.
Korean stationery and character goods at wholesale prices.
Character goods tied to Korea's most-used messaging app, popular as gifts.
Join Korea's lively cheering culture: chants, songs and stadium food.
A convenient place to compare and buy Korean ginseng next to central sights.
Seoul's iconic shopping street packed with K-beauty shops, street food stalls, and currency exchange booths β one of the most tourist-friendly areas in the city.
Zaha Hadid's futuristic DDP building paired with wholesale malls open until dawn β the heart of Seoul's late-night shopping culture.
Located in central Seoul and connected directly to Jamsil Station, so it is easy to reach; mostly indoors, so it works year-round.
Watch live esports in the country where competitive gaming culture is mainstream.
A riverside spot for casual street-stall-style drinks and snacks, set against the sunset and Han River night skyline.
Find handmade Korean crafts as souvenirs with a story.
A university-district shopping strip known for trendy, affordable local fashion boutiques.
The epicenter of indie music and club culture, buzzing late into the night with locals and international visitors alike.
A premium nightlife strip lined with upscale lounge bars and wine bars.
A full day out from Seoul, with shuttle buses available from the city.
Free to enter, with a striking interior that draws many visitors.
Browse Korean crafts and design goods in one easy-to-navigate building.
Home to upscale rooftop bars offering simultaneous views of the Han River and city skyline.
A street lined with traditional craft shops, galleries, and tea houses, offering hands-on experiences like calligraphy and tea ceremonies.
A row of old-school pubs famous for draft beer and dried pollack snacks, now blending with trendy 'Hip-jiro' bars for a retro-meets-modern vibe.