Your Local's Guide

Updated February 12, 2025

As a Korean who grew up in Seoul, I’m stoked to share my guide to the best shopping in Seongsu-dong!

Coor Official

Seongsu-dong is a hip neighbourhood that’s become known as the Brooklyn of Seoul. Like Brooklyn, Seongsu-dong also has industrial roots. Today, you’ll still find OG artisans running leather and shoemaking workshops in this industrial area.

As Seongsu-dong has gentrified, there’s been a rise in unique shops that have chosen to keep the old brick aesthetic of the former factory buildings and warehouses in which they’re housed. You’ll find cool cafes, plenty of eateries, and of course the boutique shops of trendy Korean brands and top-tier international fashion brands in Seongsu-dong.

Where is Seongsu-dong?

Seongsu-dong is a neighborhood in the eastern part of Seoul.

At Kith Seoul!

The subway is a great way to get to Seongsu-dong. From Seongsu Station to Ttukseom Station is modern-day Artisan Street, where you’ll spot the OG artisans making custom leather products.

Between Ttukseom Station and Seoul Forest Station in the west are some of the most popular cafes and shops in Seongsu-dong.

Near Ttukseom Station is Seongsu-dong Galbi Alley, where you can enjoy some of the best KBBQ in Seoul.

Flanking the eastern edge of Seongsu-dong is the Konkuk University area.

Best Shopping in Seongsu-dong

Without further ado, let’s dive into the best shopping in Seongsu-dong!

1. Ader Error (아더 성수 스페이스)

They call Seongsu-dong the Brooklyn of Seoul for a reason. Except you won’t find anything like Ader Error in Brooklyn.

This Ader Error flagship store is housed in a former industrial red-brick building. Step in, and it’s kinda hard to focus on the clothing, to be honest. There’s a whole astronaut floating from the ceiling and a spaceship humming over a pond of water.

Oh wait, the twisty-turny display stand (it actually moves lmao) does bring your focus back to Ader Error’s shoes.

This cool, baggy streetwear brand has the kind of stuff you’d wear to dance in Park Slope, Brooklyn’s vegan cafe and lounge Public Records. It looks secondhand, but is too well-siloutted in a way that whispers, “Yes, believe it or not I did in fact spent a few hundred dollars on this unique piece.”

Ader Error’s oversized track jacket, which reminds me of retro gym fits, is 530 USD. The wide, wide dark blue jeans that drop down to your feet just like that are 420 USD.

Address: 82 Seongsui-ro, Seongdong-gu, Seoul, South Korea

2. odlyworkshop (오들리워크샵)

Every piece at odlyworkshop feels like a one-of-a-kind masterpiece. There’s a little cinch here; a pocket missing there.

I tried on their pieces to the rhythmic thump of the sewing machine. Yup! Their workshop and office space is smack in store.

It’s the perfect place to snag a truly unique piece fit for the groovy bars of Brooklyn.

odlyworkshop was founded by husband-and-wife team Lim Dongyun and Lee Seungmi, who met white studying fashion in London.

Address: 16 Yeonmujang 1-gil, Seongdong-gu, Seoul, South Korea

3. Kith Seoul (키스 서울)

When Kith opened shop in Park Slope, where I lived, I was amused.

This trendy streetwear brand fits in well in hip and fashion-forward Seongsu-dong, however.

The store is vast and also contains Treats (never a bad time for ice cream and shakes, huh?). I had to grab one of the Treats shirts for my (now) ex-boyfriend.

Address: 70 Yeonmujang-gil, Seongdong-gu, Seoul, South Korea

4. Rockfish Weatherwear (락피쉬 웨더웨어 성수점)

Best known for their Ugg-like ankle boots, this flagship store is a joy just to experience.

It’s two floors and the displays are pretty. I’d highly recommend stopping by.

Address: 310-13 Seongsu-dong 2(i)-ga, Seongdong-gu, Seoul, South Korea

5. noir mood (노이어무드)

Find tasteful jewelry at a range of prices at noir mood. So many pieces tugged at my heart.

I ended up getting myself the cutest silver ring for around 20 USD.

Address: 56-1, Yeonmujang-gil, Seongdong-gu, Seoul

6. Marhen.J (마르헨제이 성수 플래그쉽스토어)

This fairly-priced vegan handbag brand has a range of guilty pleasure-worthy bags, from crinkly, silver hologram totes (100,000 KRW, 75 USD) to rattan bags (140,000 KRW, 105 USD) and weekenders complete with an inner pocket for your tumbler (160,000 KRW, 120 USD).

While you’re at this Marhen.J flagship store, don’t forget to take a snap with the gigantic, larger-than-life orange handbag sculpture!

Address: 4 Yeonmujang 5-gil, Seongdong-gu, Seoul, South Korea

7. Tamburins (탬버린즈 성수 플래그십스토어)

When I first saw the Tamburins store, I thought it was half-built then deserted. Turns out, Tamburins kept the concrete bones of this old Seongsu-dong building, to visually symbolize their brand value of challenge.

It’s ironic but also symbolic that this brutalist building and the ornate, literally flashy Dior flagship store right across from it are now both Seongsu-dong landmarks.

Tamburins is all the craze these days among Koreans for their fragrances and diffusers in envy-worthy, gift-friendly packaging.

In classic Korean in-person retail fashion, there’s a little art gallery in the center of the store, where you’ll spot life-like wax sculptures of a grandpa warmly putting balm on grandma’s lips, as well as two of Korean artist Lee Jae Heon’s paintings.

The Egg Perfume Pumkini, housed in an adorable, egg-shaped container, is reminiscent of the pureness of white pumpkin, the refreshing touch of perilla leaves and the warmth of sandalwood and ginger (46,000 KRW, 35 USD). Blackpink’s Jennie is the poster child of this fragrance, for y’all k-pop fans 🙈

Tamburins’ wood salt beach perfume exudes the sweetness of rosewood and bergamot and the brininess of sea salt. A 50ml (1.69 oz) bottle is 149,000 KRW (110 USD).

Address: 8 Yeonmujang 5-gil, Seongdong-gu, Seoul, South Korea

8. Coor (쿠어 성수플래그십스토어)

Coor Official

There’s this kind of Korean look that favors baggy yet stylish silhouettes, including in women, that in juxtaposition to common American fashion feels much less feminine and more unisex by nature.

Coor sports that type of clothing; generally loose-fitting basics that taper and round out at the edges to give off an intentional finish.

Coor Official

It’s worth taking a cool stroll around their loft-style, exposed concrete flagship store.

Address: 1-4/F, 14-2 Yeonmujang-gil, Seongdong-gu, Seoul

9. Matin Kim Flagship Store (마뗑킴 성수 플래그십 스토어)

The Matin girl is all about the layered, harmonious mismatching of colors and textures. She’s not dressed for the male gaze; baggy, flowy and often asymmetrical clothing drapes her closet.

Matin Kim has a small but extensive flagship store in Seongsu-dong. Find your unique statement piece here, like their double-cinched asymmetrical cotton top (75 USD) and itty-bitty hot pink jelly chained purse (66 USD).

Address: 24-33 Achasan-ro 5-gil, Seongdong-gu, Seoul, South Korea

10. Point of View Seoul

Usually, you spend time obsessing over stationery at a stationery store. Not so much at Point of View, where I was just as astounded by the beautiful and thoughtful layout of each floor of this three-storey flagship store.

There’s rubber stamps of every variation. Retro glass decorations that’ll make your home exude vintage charm. Diaries that (hopefully) turn you into the journaling kind; planners that (fingers crossed) turn you into a weekly goal-setter.

Each floor here has a different vibe; the first floor is the most quintessential. Then, there’s the dark, moody, manly floor; and the floor with the stunning wood-panelled ceilings.

Address: 18 Yeonmujang-gil, Seongdong-gu, Seoul, South Korea

11. Seongsu Yeonbang (성수연방)

Seongsu Federation

Back in the 70s, Seongsu Yeonbang was a factory. Today, it’s a hot place (a 핫플, or hot-pull as Koreans call it haha) with one-of-a-kind shops, vibey cafes and restaurants.

Seongsu Federation

Check out the colorful, block accessory shop nujeahmik and the heavenly Cheongsang Gaok (meaning “heavenly house”) cafe.

Seongsu Federation

There’s also rotating pop-up stores and various events at Seongsu Yeonbang that keep things interesting.

Seongsu Yeonbang is a three-storey cultural complex. It’s shaped like a C, with a cute courtyard in the middle.

Address: 14 Seongsui-ro 14-gil, Seongsu-dong 2(i)-ga, Seongdong-gu, Seoul, South Korea

12. Common Ground (커먼그라운드)

Common Ground is a shopping hub made from 200 containers. You read that right. No need for shipping containers when you can shop right inside one 🤪

Browse art books at Index and find your next pre-loved piece at Daily_Seoul, then hop over to Gung-min Jeong-um (궁민정음) for some soul-warming Korean food.

The third floor of Common Ground is home to doggo businesses and is pet-friendly. Koreans loveeee their dogs – given that Koreans consistently have the lowest fertility rate in the world, at around 0.72, I swear that all our love is going to doggos.

Experience the Korean doggo craze at Dori & Doris, a pet-friendly cafe using coffee and recipes sourced from its sister cafe in Park Slope, Cusp Crepe and Espresso Bar.

Address: 200 Achasan-ro, Gwangjin District, Seoul, South Korea

13. Dior Seongsu (디올성수)

Dior Seongsu has become a Seongsu-dong landmark. It’s hard to miss the glinting butterflies perched on the metallic beams of this Dior flagship store.

This location is inspired by Dior’s Paris headquarters. While the modern-day materials that make up this building look nothing like the 30 Montaigne, you’ll see parallels in the shape of the building and its windows.

Koreans love their “photo zones” for social media, and Dior Seongsu is full of good ones. The garden outside Dior Seongsu is well-manicured.

You’ll get plenty of light inside the store, since there’s glass ceilings overhead. Plus, the store is full of decorative lamp posts and sculptures inspired by the Pont Alexandre III bridge, which is atop the Seine.

You’ll also spot several Korean works of art, like Kwangho Lee’s armchair sculpture, which was inspired by the beautiful layers of swirled, weathered rocks found at places like Antelope Canyon.

If you’re feeling up for a bougee cup of coffee, head over to the Dior cafe where an Americano will set you back 19,000 KRW (14 USD), but comes with cute macaroons in a paper “handbag.”

Address: 7 Yeonmujang 5-gil, Seongdong-gu, Seoul, South Korea

14. INDIBRAND

INDIBRAND is full of trendy basics in all your favorite colors.

There’s dress shirts of all variations and knitted vests perfect for stylishly layering up. They keep things so affordable, too!

Address: 16-32 Seongsu-dong 1(il)-ga, Seongdong-gu, Seoul, South Korea

15. LCDC Seoul

You’ll find one-of-a-kind jewelry, home goods and stationery at LCDC Seoul, which is home to several small businesses and an ever-changing array of pop-up stores and exhibitions.

Their namesake brand LCDC occupies a large space on the second floor, where you’ll spot their grungy, ruffly clothes, like their hang-open black chiffon dress you might layer on top of a faded out t-shirt (179,000 KRW, 135 USD).

But their third floor is full of surprises, like the stationery store Geulwoll, where you can send a penpal letter to an unknown recipient.

Take a break from all the browsing at Postscript, their rooftop bar.

Address: 10 Yeonmujang 17-gil, Seongsu-dong 2(i)-ga, Seongdong-gu, Seoul, South Korea

16. Paper Doll Mate Atelier (페이퍼돌메이트 아틀리에 서울숲점)

Paper Doll Mate Atelier

It’s hard to resist looking at the pastel pink facade of Paper Doll Mate Atelier. A row of their iconic rubber baby girl dollies stare down at you innocently.

This adorable gift shop has colorful, retro-eqsue cards, the kind you say you’re gonna gift your girlies but you’re really buying for yourself. There’s calendars, phone cases, and plushie keychains that’ll delight your inner child.

Paper Doll Mate Atelier

Address: 45-1 Seoulsup 2-gil, Seongdong-gu, Seoul, South Korea

17. Amore Seongsu (아모레 성수)

Browse and try on all your favorite makeup and skincare items from Amore Pacific at this brutalist flagship store.

Amore Pacific, which you’ll find at US department stores like at Neiman Marcus and Bergdorf Goodman, also owns Laneige, Sulhwasoo and Innisfree, so you’ll be able to experience so many of those beloved brands here.

The outdoor garden in the middle of the store is stunning and filled with native Korean plants. Apparently the staff here don’t water the plants separately for that reason (probably why the garden is kinda dead during the winter haha).

Address: 7 Achasan-ro 11-gil, Seongdong-gu, Seoul, South Korea

18. Monami Seongsu (모나미스토어 성수점)

No color left behind at Monami! | Monami Official

Monami is a Korean stationery maker that’s been around since 1960. I grew up begrudgingly using their markers to solve math equations on the whiteboard (RIP to little Rhaime).

With those painful memories aside, Monami makes beautiful and functional pens. The type of pens that I regularly tried convinced my grandma to buy me at the stationery shop in my neighborhood growing up…

Monami Official

But let me make this clear, Monami Seongsu is nothing like the stationery stores that I frequented as a kid.

Yes, you can test out dozens upon dozens of pens, drawing your name in cursive and leaving sweet little notes on white paper.

For just 2,000 KRW (1.50 USD), you can mix your own unique combination of inks and take home a one-of-a-kind brush pen. Especially given that it’s a Korean brand, it makes for a highly transportable, affordable but also super personalized gift for friends back home! 

Monami Official

There’s a more extensive class where you can mix your own bottle of ink to use with fountain pens (pens aren’t included in the course fee). It costs 25,000 KRW (19 USD) and you’ll need to pre-book, but it probably won’t be worth it if you don’t speak Korean.

Address: 104 Achasan-ro, Seongdong-gu, Seoul, South Korea

19. Musinsa Standard (무신사 스탠다드 성수)

Need simple classics but bored of Zara and H&M? Find budget-friendly yet quality shirts, pants and outerwear at Musinsa Classic. At this roomy two-storey store, you’ll find men’s t-shirts for and a basic blazer for .

Musinsa Classic is the homegrown brand of the Korean fashion retailer Musinsa, which sells items from over 1,500 Korean and international brands online and in-app.

Musinsa is the Shopbop of Korea. Whether it’s famous Korean brands like thisisneverthat or international brands like A.P.C., Musinsa represents the depth and breadth of Korean style.

Address: 1F-2F, 83 Yeonmujang-gil, Seongdong-gu, Seoul

Best Shopping in Seongsu-dong (Conclusion)

In this guide, we went over the best shopping in Seongsu-dong. These 19 shopping spots are the best places to experience the most popular brands in South Korea right now.

1. Ader Error (아더 성수 스페이스)
2. odlyworkshop (오들리워크샵)
3. Kith Seoul (키스 서울)
4. Rockfish Weatherwear (락피쉬 웨더웨어 성수점)
5. noir mood (노이어무드)
6. Coor (쿠어 성수플래그십스토어)
7. Marhen.J (마르헨제이 성수 플래그쉽스토어)
8. Tamburins (탬버린즈 성수 플래그십스토어)
9. Matin Kim Flagship Store (마뗑킴 성수 플래그십 스토어)
10. Point of View Seoul
11. Seongsu Yeonbang (성수연방)
12. Common Ground (커먼그라운드)
13. Dior Seongsu (디올성수)
14. LCDC Seoul
15. Paper Doll Mate Atelier (페이퍼돌메이트 아틀리에 서울숲점)
16. INDIBRAND
17. Amore Seongsu (아모레 성수)
18. Monami Seongsu (모나미스토어 성수점)
19. Musinsa Standard (무신사 스탠다드 성수)

Thanks for checking out my guide to the best shopping in Seongsu-dong!

My name is pronounced "rhyme" and I love (planned) wandering. Korea, the US and Hong Kong are all home to me :)

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