Last updated: January 2026
Myeongdong in 1989 was completely different.
No K-beauty stores. No Chinese tourists. No street food vendors every 3 meters. Just a regular shopping district where Koreans bought clothes and ate jajangmyeon.
I watched Myeongdong transform over 35 years.
The explosion happened around 2010. K-beauty went global. Korean skincare became famous. Suddenly every building was a cosmetics shop, and the streets were packed with tourists from Asia and beyond.
Is it touristy now? Absolutely. Is it still worth visiting? Yes — if you know how to navigate it.
I’ve taken dozens of foreign visitors to Myeongdong. I’ve watched them overpay at tourist traps and miss the real gems. I’ve learned where to go, where to skip, and how to actually save money.
Here’s everything I know.
Myeongdong is Seoul’s shopping paradise.
Overwhelming? Yes.
Crowded? Absolutely.
Worth it? If you know where to go.
Here’s how to shop Myeongdong like a local.
Myeongdong is also famous for street food. Check our Korean Street Food Guide for what to eat between shopping.
What is Myeongdong?
Myeongdong (명동) is Seoul’s main shopping district.
Think Times Square meets beauty heaven.
Known for:
- K-beauty shops (everywhere)
- Korean fashion
- Department stores
- Street food
- Tourist-friendly everything
How to Get There
Subway:
- Myeongdong Station (Line 4) – Exit 6, 7, 8
- Euljiro-1-ga Station (Line 2) – Exit 5
Best entrance:
Myeongdong Station Exit 6.
Walk straight into main shopping street.
How to Navigate Myeongdong
Myeongdong looks chaotic. It is chaotic. But there’s a pattern.
The Layout
Think of Myeongdong as a rough grid:
- Main Street: From Myeongdong Station to Lotte Department Store. Most crowded. Biggest stores.
- Side Alleys: Where the deals are. Less crowded. More local shops.
- Back Streets: Near Myeongdong Cathedral. Restaurants, cafes, fewer tourists.
My walking strategy:
- Start at Myeongdong Station Exit 6
- Walk up the main street (window shop, don’t buy yet)
- Turn into side alleys (this is where you buy)
- Loop back through back streets (lunch, coffee)
- Exit toward Lotte or Euljiro
This route covers everything without backtracking.
Landmarks to Know
| Landmark | Use It For |
|---|---|
| Myeongdong Cathedral | Meeting point, quiet escape |
| Lotte Department Store | Duty-free, luxury brands |
| Olive Young (main branch) | Best K-beauty selection |
| Nature Republic (main branch) | Free samples, recognizable location |
Getting lost:
You will get lost. The alleys look identical. Buildings change constantly.
Don’t stress. Myeongdong is small — you’ll find your way out eventually. Or just follow the crowd toward the subway signs.
After 35 years, I still get turned around sometimes. It’s part of the experience.
Best Hours to Visit
| Time | Crowd Level | Notes |
|---|---|---|
| 10 AM – 12 PM | Low | Many shops open 10-11 AM |
| 12 PM – 3 PM | Medium | Lunch crowds |
| 3 PM – 7 PM | High | Peak shopping time |
| 7 PM – 10 PM | Very High | Evening crowds + tourists |
My recommendation:
Arrive at 11 AM.
Shop until 2 PM.
Leave before evening rush.
K-Beauty Shopping
Why Myeongdong for K-Beauty?
- Every brand has a store
- Free samples everywhere
- Tax refund available
- Staff speak English
- Latest products first
Top K-Beauty Stores
| Brand | Known For | Price |
|---|---|---|
| Innisfree | Natural ingredients | $$ |
| Etude House | Cute packaging | $ |
| The Face Shop | Sheet masks | $ |
| Laneige | Water sleeping mask | $$$ |
| Sulwhasoo | Luxury skincare | $$$$ |
| Dr. Jart+ | Dermaceutical | $$$ |
| COSRX | Acne care | $$ |
| Missha | BB cream | $$ |
Must-Buy Products
| Product | Why |
|---|---|
| Sheet masks | As low as 1,000원 each |
| Sunscreen | Korean SPF is superior |
| Lip tints | Long-lasting color |
| Cushion compacts | Korean innovation |
| Essence/serum | K-beauty staples |
Getting Free Samples
Almost every store gives samples.
How to get more:
- Be friendly
- Buy something (even small)
- Ask nicely: “샘플 주세요” (sample juseyo)
You’ll leave with bags of samples.
It’s part of Myeongdong culture.
My K-beauty education:
I’m a middle-aged guy. I didn’t care about skincare.
Then my wife dragged me to Myeongdong and bought me a 10-step skincare routine. “Korean men take care of their skin,” she said. “You look tired. Fix it.”
35 years later, I use essence, serum, and sunscreen daily. My American friends mock me. My skin looks better than theirs. Worth it.
What I actually buy:
| Product | Brand | Why |
|---|---|---|
| Sunscreen | Missha, Beauty of Joseon | Korean sunscreen is the best. Not greasy, no white cast. |
| Sheet masks | Mediheal, Innisfree | Buy in bulk. 1,000원 each on sale. |
| Lip balm | Laneige Lip Sleeping Mask | My wife’s favorite. I steal it. |
| Toner | Klairs | Gentle, no fragrance. |
Stores I trust:
- Olive Young — Best for actual Koreans’ products. Less tourist markup.
- Innisfree — Reliable quality, reasonable prices.
- COSRX — If you have sensitive skin.
Stores I skip:
- Random shops with aggressive salespeople pulling you inside
- Any store with prices only in Chinese/Japanese (tourist markup)
- “Going out of business” sales that never actually close
The free samples game:
Yes, you can get free samples. But there’s an art to it.
Don’t just grab samples and leave — that’s rude. Browse genuinely. Ask questions. Buy something small (even a 2,000원 lip tint). THEN ask for samples.
“샘플 있어요?” (saempeul isseoyo? — Do you have samples?)
The staff will load you up. I’ve seen my wife walk out with 20 samples after buying one sheet mask. It’s a skill.
Department Stores
Lotte Department Store
Location: Connected to Lotte Hotel
Floors: B2 to 11F
Best for:
- Luxury brands
- Tax refund counter
- Clean bathrooms
- Escape from crowds
Don’t miss:
- B1 food hall (amazing)
- Korean designer brands
- Beauty floor
Shinsegae Department Store
Location: Near Myeongdong Station
Best for:
- High-end shopping
- Korean luxury brands
- Quiet shopping experience
Lotte Young Plaza
Location: Near main entrance
Best for:
- Younger fashion
- K-pop merch
- Trendy brands
Department store strategy:
Myeongdong has two major department stores: Lotte and Shinsegae.
Most tourists rush to the cosmetics floors, buy at full price, and leave. That’s the expensive way.
My approach:
Lotte Department Store
| Floor | What to Do |
|---|---|
| B1-B2 | Food hall. Amazing for gifts, snacks, samples. |
| 1-3F | Luxury cosmetics. Window shop here, buy elsewhere. |
| 4-7F | Fashion. Sales are rare but good when they happen. |
| 9-11F | Duty-free. If spending 200,000원+, come here first. |
Lotte duty-free tip:
Before your trip, sign up for a Lotte Duty Free membership online. Download their app. They give ridiculous coupons to first-time users — sometimes 30% off.
I tell every visitor this. Most ignore me, then regret it later.
Shinsegae Department Store
More upscale than Lotte. The food basement is incredible — like a museum of luxury food.
I go to Shinsegae for:
- Food hall browsing (buy the 한우 beef samples — free and delicious)
- Sales events (check their app for schedules)
- Escaping Myeongdong crowds (air conditioning, clean bathrooms)
Hidden gem:
The Shinsegae food court in the basement. Real Korean food, reasonable prices, no street food chaos. I often eat lunch there after morning shopping.
Fashion Shopping
Affordable Korean Fashion
| Store | Style | Price |
|---|---|---|
| SPAO | Casual basics | $ |
| 8Seconds | Trendy fast fashion | $ |
| H&M | International | $$ |
| ZARA | International | $$ |
| UNIQLO | Basics | $$ |
Underground Shopping
Myeongdong Underground Shopping Center:
- Between Myeongdong & Euljiro stations
- Smaller local shops
- Bargaining possible (sometimes)
- More unique finds
Street Food
Myeongdong has incredible street food.
Must-Try Street Food
| Food | Korean | Price |
|---|---|---|
| Egg bread | 계란빵 | 3,000원 |
| Tornado potato | 회오리감자 | 4,000원 |
| Grilled cheese skewer | 치즈스틱 | 4,000원 |
| Tteokbokki | 떡볶이 | 4,000원 |
| Korean corn dog | 핫도그 | 4,000원 |
| Strawberry mochi | 딸기모찌 | 3,000원 |
Best Food Streets
- Main shopping street (side vendors)
- Myeongdong Street Food Alley
- Near Myeongdong Cathedral
Food Tips
- Eat while walking (it’s normal)
- Cash preferred at stalls
- Peak time = long lines
- Go hungry
Myeongdong street food — my honest review:
Myeongdong street food is famous. It’s also 30-50% more expensive than anywhere else in Seoul.
Is it worth it? Sometimes.
What I actually eat:
| Food | My Take | Worth It? |
|---|---|---|
| Egg bread (계란빵) | Fresh, warm, satisfying. 3,000원. | ✅ Yes |
| Korean corn dog | Crispy, cheesy, fun. 4,000원. | ✅ Yes |
| Tornado potato | Instagram food. Tastes fine. 4,000원. | ⚠️ Once is enough |
| Giant strawberry skewer | Overpriced fruit. 8,000원. | ❌ Skip |
| Lobster tail | Tourist trap. 15,000원+. | ❌ Absolutely not |
My street food strategy:
Walk the main street to see everything. Then double back and buy only what looked genuinely good — not what had the longest line (often just tourists following tourists).
Best time for street food:
Early evening, around 5-6 PM. Fresh batches being made. Crowds haven’t peaked yet.
After 8 PM? The food’s been sitting longer. Crowds are insane. Skip it.
My favorite Myeongdong food memory:
First winter in Korea, 1989. Freezing cold. Found an egg bread vendor near the cathedral. That warm bread with the soft egg inside — I thought I’d found heaven.
The vendor is gone now. The buildings have changed. But every time I eat egg bread in Myeongdong, I remember that first winter.
Practical Tips
Tax Refund
Foreign tourists can get tax refund:
- Spend 30,000원+ at one store
- Ask for “Tax Free” receipt
- Claim at airport before departure
- Usually 5-7% back
Look for “Tax Free” signs.
Major stores all offer this.
Tax refund — my hard-learned lessons:
Tax refund sounds great. 5-10% back! Free money!
The reality is more complicated.
How it actually works:
- Spend 30,000원+ at one store (cosmetics, clothes, etc.)
- Show your passport
- Get a tax refund receipt
- At the airport, go to the refund counter before check-in
- Wait in line (sometimes 30+ minutes)
- Get cash or card refund
My honest assessment:
| Spending | Refund | Worth the Hassle? |
|---|---|---|
| 30,000-50,000원 | ~2,000-4,000원 | Probably not |
| 100,000원+ | ~8,000-10,000원 | Yes |
| 500,000원+ | ~40,000원+ | Definitely |
For small purchases, the airport line time isn’t worth a few thousand won.
For big spenders (luxury goods, bulk cosmetics), absolutely do it.
Pro tip I learned the hard way:
Keep all your receipts organized. The airport counter requires the receipts AND sometimes the items. I once forgot a receipt and lost 15,000원 in refunds.
Now I use a dedicated envelope in my bag. Receipts go in immediately.
Another option — instant refund:
Some stores (like Olive Young) offer instant tax refund at checkout. You get the discount immediately, no airport hassle.
Look for “Tax Free” or “Tax Refund” signs. Ask: “즉시 환급 돼요?” (jeuksi hwangeup dwaeyo? — Instant refund available?)
This is the better option for small purchases.
Payment
| Method | Works? |
|---|---|
| Credit card | Almost everywhere |
| Cash | Always works |
| T-money | Some places |
| WOWPASS | Most tourist shops |
Cards are fine for 90% of shops.
Carry some cash for street food.
Carrying Bags
Shop smart:
- Bring foldable shopping bag
- Use store bags
- Drop bags at hotel midday
- Or use coin lockers at station
You’ll accumulate many bags.
Plan for this.
Comparing neighborhoods? See how Myeongdong stacks up in our Best Neighborhoods in Seoul guide.
When to Visit Myeongdong
35 years of Myeongdong visits. Here’s what I’ve learned about timing.
By Time of Day
| Time | Crowd Level | My Recommendation |
|---|---|---|
| 10-11 AM | Low | ✅ Best for shopping |
| 11 AM-2 PM | Medium | Good for browsing |
| 2-5 PM | High | Getting crowded |
| 5-8 PM | Very High | Peak chaos |
| 8-10 PM | Extreme | Avoid unless you love crowds |
My strategy:
Arrive at 10:30 AM when stores open. Shop for 2 hours. Grab early lunch. Leave by 1 PM before the madness begins.
If you must go in the evening, go on a weekday. Friday and Saturday nights are nearly impossible to walk.
By Day
| Day | Crowd Level |
|---|---|
| Monday-Thursday | Moderate |
| Friday | High |
| Saturday | Very High |
| Sunday | High |
Secret timing:
The Tuesday after a Korean holiday. Everyone is back at work. Myeongdong is surprisingly empty. I’ve had my best shopping experiences on random Tuesdays.
By Season
| Season | Notes |
|---|---|
| Spring | Cherry blossom tourists. Busy. |
| Summer | Hot and humid. Outdoor shopping is miserable. |
| Autumn | Best weather. Also busiest. |
| Winter | Cold but manageable. Indoor shops are heated. |
Winter tip:
Myeongdong’s underground shopping areas are heated. If it’s freezing outside, duck into the underground passages connecting to the subway. Shopping without the cold.
Store Hours
| Type | Hours |
|---|---|
| Beauty shops | 10 AM – 10:30 PM |
| Fashion stores | 11 AM – 10 PM |
| Department stores | 10:30 AM – 8 PM |
| Street food | 11 AM – 10 PM |
Most shops open late (10-11 AM).
Don’t arrive at 9 AM expecting shopping.
Common Mistakes
Mistake 1: Buying at First Shop
Same products at multiple stores.
Prices are similar.
But samples/deals vary.
Walk around first.
Compare before buying.
Mistake 2: Missing Tax Refund
Always ask: “Tax free?”
Keep receipts.
Claim at airport.
Free money you’re leaving behind.
Mistake 3: Peak Time Visits
Evening Myeongdong is chaos.
Come during daytime.
Much more pleasant.
Mistake 4: No Haggling Needed
Myeongdong has fixed prices.
Haggling doesn’t work here.
Don’t try, it’s awkward.
Mistake 5: Buying Too Much Skincare
K-beauty is exciting.
But do you need 50 sheet masks?
Buy what you’ll actually use.
You can order online later.
Where Else to Shop (Alternatives)
Cheaper Than Myeongdong
| Place | For |
|---|---|
| Olive Young | K-beauty (less crowded) |
| Daiso | Everything cheap |
| Hongdae | Indie fashion |
| Dongdaemun | Wholesale fashion |
Less Crowded
| Place | Vibe |
|---|---|
| Garosu-gil | Trendy, upscale |
| Samcheong-dong | Artsy, boutique |
| Seongsu-dong | Hipster brands |
Myeongdong is convenient.
But not the only option.
My honest shopping guide:
After 35 years and countless Myeongdong trips, here’s what’s actually worth buying:
Worth It in Myeongdong
| Item | Why | Price Range |
|---|---|---|
| Sheet masks | Huge selection, bulk discounts | 1,000-3,000원 each |
| Sunscreen | Korean formulas are superior | 12,000-25,000원 |
| Lip tints | Great colors, long-lasting | 8,000-15,000원 |
| BB/CC cream | Better shade range for Asian skin | 15,000-30,000원 |
| Cushion compacts | Korean innovation, travel-friendly | 20,000-40,000원 |
Not Worth It in Myeongdong
| Item | Why | Buy Instead At |
|---|---|---|
| Luxury brands | Same price or cheaper at duty-free | Airport, Lotte Duty Free |
| Electronics | No deals here | Yongsan, Coupang |
| Clothes | Overpriced tourist stuff | Hongdae, Dongdaemun |
| Souvenirs | Tourist markup | Insadong, Daiso |
My biggest regret purchase:
Early 2000s. Bought a “genuine leather” jacket for 200,000원. “Special discount just for you!”
It fell apart in 6 months. Wasn’t leather. Classic tourist trap.
Now I have a rule: if someone says “special price,” I walk away.
One-Day Myeongdong Itinerary
11 AM – Arrive
- Myeongdong Station Exit 6
- Walk main street
- Window shop, get oriented
12 PM – K-Beauty
- Hit your target stores
- Innisfree, Etude House, etc.
- Collect samples
1 PM – Lunch
- Street food crawl
- Or restaurant in department store
2 PM – Department Store
- Lotte or Shinsegae
- Escape crowds
- Tax refund counter
3 PM – Fashion Shopping
- SPAO, 8Seconds
- Underground shopping
4 PM – Final Purchases
- Anything you missed
- Snacks for home
5 PM – Leave
Beat the evening rush.
Head to quieter area for dinner.
What to Buy (Summary)
Worth Buying
- Sheet masks (cheap, good souvenirs)
- Sunscreen (better formulas)
- Lip tints (unique products)
- Korean snacks (fun gifts)
- K-beauty you can’t get at home
Skip (Buy Elsewhere)
- Luxury brands (airport duty-free)
- Electronics (better deals online)
- Souvenirs (tourist markup)
- Generic clothes (same everywhere)
Money-Saving Tips from 35 Years of Myeongdong
Tip #1: Compare Prices
The same product can cost different amounts at different stores.
Example: Innisfree Green Tea Seed Serum
- Innisfree flagship store: 28,000원
- Olive Young: 25,200원 (on sale)
- Duty-free: 23,000원
I always check Olive Young first. Then compare with brand stores.
Tip #2: Buy Sets, Not Singles
Korean stores love “set” promotions.
Instead of buying:
- Toner (15,000원)
- Serum (25,000원)
- Cream (30,000원)
- Total: 70,000원
Buy the set version: often 45,000-50,000원 for the same products.
My wife buys sets, then splits them into gifts. Smart.
Tip #3: 1+1 Deals
“1+1” (one plus one) means buy one, get one free.
These deals are everywhere. But check expiration dates — sometimes the free item expires soon.
I once got excited about 1+1 sheet masks. Got home. Expired in 2 months. 50 masks. Couldn’t use them all in time.
Now I check dates before celebrating.
Tip #4: End-of-Day Deals
Some street food vendors discount items after 8 PM.
Cosmetics stores rarely do this — but some shops near closing time will throw in extra samples if you’re nice.
Tip #5: Use Coupons
Olive Young app has digital coupons. Lotte Duty Free app has coupons. Korean Air/Asiana members get extra discounts.
Spend 10 minutes downloading apps and signing up before your trip. It saves real money.
My wife saved 80,000원 on her last Myeongdong trip just from app coupons. That’s not nothing.
Mistakes I’ve Seen Tourists Make
Mistake #1: Buying the First Thing You See
Myeongdong is overwhelming. You’ll see something nice immediately. You’ll want to buy it immediately.
Don’t.
Walk the whole area first. Prices vary. Selection varies. That “perfect” item might be cheaper two blocks away.
Mistake #2: Falling for Aggressive Sales Tactics
“Special price! Only for you! Today only!”
It’s not special. It’s not only for you. It’s the same “sale” tomorrow.
Myeongdong salespeople are trained to create urgency. Don’t fall for it. If you walk away and still want it tomorrow, then buy it.
Mistake #3: Only Shopping the Main Street
The main street is where tourists go.
The side alleys are where deals hide.
Some of my best finds — good restaurants, cheaper shops, local favorites — were in tiny alleys I almost walked past.
Mistake #4: Ignoring the Underground
Myeongdong has underground shopping areas connected to the subway.
Fewer tourists. Lower rents. Sometimes lower prices.
Walk the underground level from Myeongdong Station toward Euljiro-1-ga. You’ll find shops you never knew existed.
Mistake #5: Overpacking on Day 1
You’ll buy more than you planned. Everyone does.
If Myeongdong is your first stop in Korea, you’ll be carrying heavy bags for the rest of your trip.
Better strategy: Shop Myeongdong on your last day or second-to-last day. Then go straight to your hotel.
Mistake #6: Skipping the Food Basement
Tourists eat street food and miss the department store food basements.
Lotte and Shinsegae food halls are incredible. Free samples everywhere. High-quality snacks and gifts. Clean eating spaces.
I’ve had entire lunches just from food hall samples. Don’t tell my wife.
Is Myeongdong worth visiting?
Yes, but manage your expectations.
It’s touristy. It’s crowded. It’s commercial. If you want “authentic” Korea, this isn’t it.
But for K-beauty shopping? It’s unmatched. The selection is incredible. The prices (if you know where to look) are good. And the energy is fun — at least for a few hours.
I’ve been going for 35 years. I still find reasons to visit. Just don’t spend your whole trip there.
How much time do I need in Myeongdong?
Shopping only: 2-3 hours
Shopping + lunch: 4 hours
Shopping + lunch + exploring: Half day
I recommend 3 hours for most visitors. That’s enough to see everything without getting exhausted by the crowds.
After 3 hours, even I get overwhelmed. And I’ve lived here for decades.
Is Myeongdong expensive?
Compared to Dongdaemun or Hongdae? Yes.
Compared to Tokyo or New York? No.
Street food is 30-50% more expensive than other Seoul areas. Cosmetics are similar prices everywhere.
Budget 50,000-100,000원 for a solid shopping trip with snacks. You can spend much more if you’re buying serious skincare.
What’s the best thing to buy in Myeongdong?
K-beauty products. No question.
Sheet masks, sunscreen, lip products — Korea does these better than anywhere else. The variety in Myeongdong is overwhelming (in a good way).
My personal must-buys:
- Korean sunscreen (미샤, 아이오페, beauty of joseon)
- Sheet masks (buy 10+, share with friends)
- Lip tints (롬앤, 페리페라)
Skip the clothes. Skip the souvenirs. Focus on cosmetics.
Is Myeongdong safe at night?
Very safe. I’ve walked Myeongdong at midnight countless times.
Korea in general is extremely safe. Myeongdong specifically is well-lit, heavily patrolled, and full of people until late.
The only danger is your wallet. Late-night shopping decisions after soju are risky.
Final Thoughts
I’ve watched Myeongdong change for 35 years.
The quiet shopping district became a K-beauty mecca. The jajangmyeon restaurants became Korean corn dog stalls. The local shoppers became tourists from around the world.
Some old-timers complain that Myeongdong “isn’t real Korea anymore.”
I disagree.
Myeongdong IS Korea — modern Korea. A country that transformed itself from post-war poverty to global trendsetter. Where Korean skincare became world-famous. Where K-culture became everyone’s culture.
Is it crowded? Yes. Commercial? Absolutely. Touristy? Without question.
But it’s also exciting. The energy is real. The products are great. And somewhere between the sheet masks and street food, you’ll understand why Korean beauty took over the world.
Go early. Shop smart. Save room in your luggage.
Your skin will thank you.
— Ted K
Getting to Myeongdong is easy with the subway. Our Korean Subway Guide explains the system.
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