Traditional Markets
Gwangjang Market (광장시장) — Seoul's oldest and most atmospheric market. Known for textiles (especially silk, traditional fabrics, and bedding) upstairs, and one of the best street food rows in Korea downstairs. Bindaetteok (mung bean pancakes), yukhoe (raw beef), and mayak gimbap. Open daily.
Namdaemun Market (남대문시장) — Korea's largest traditional market. Good for cheap clothing, accessories, children's goods, kitchenware, and imported foods. The inner alleys require some navigation but reward exploration. Open early (some stalls from 3am), quieter in the afternoon.
Dongdaemun Design Plaza (DDP) — A massive modern market complex better suited to wholesale buying, but interesting for its design shops and late-night food stalls that operate until 4am. The Doota and Migliore malls nearby are good for affordable fashion.
K-Beauty (Skincare and Cosmetics)
Korea is the world leader in skincare innovation. The best selection and prices are in Myeongdong (street-level brand flagships and pharmacy-style stores like Olive Young) and Hongdae. What to look for:
- Olive Young — Korea's equivalent of Sephora. Multiple floors, well-organized, staff who can help with recommendations. Better prices than department stores.
- Sheet masks — Buy in bulk. Prices drop dramatically for 10-packs. ₩1,500–3,000 per mask in store vs ₩5,000+ internationally.
- Sunscreen — Korean sunscreens (Anessa, Skin Aqua, Isntree) are lighter and more wearable than most Western formulations. Worth stocking up.
Electronics: Yongsan
Yongsan Electronics Market (용산전자상가) is a multi-building complex near Yongsan Station dedicated to electronics, components, and second-hand gear. Not as cheap as it once was relative to online prices, but good for finding niche items, camera accessories, and cables. Haggling is expected.
Insadong: Gifts Worth Bringing Home
For authentic, non-mass-produced gifts: traditional pojagi (Korean wrapping cloth), ceramic teacups, hanji (traditional paper products), calligraphy tools, and handmade accessories. Prices are fair; quality is reliable at established shops on the main street.
Tax Refunds
Foreign visitors can claim a VAT refund (10%) on purchases over ₩30,000 at participating stores (look for "Tax Free" stickers). Collect receipts, present at the airport refund desk before check-in, and receive cash or a credit card refund. Worth doing if you've spent significantly on cosmetics or clothing.
Sizing Note
Korean clothing runs small by international standards. Most women's stores use a "Free" size that fits approximately Korean XS–M. Men's clothing sizing is more variable. Try things on; many stores have limited or no return policies on sale items.
