Ultimate Hongdae Guide for First-Timers: What to Eat, Do, and Buy

If you’re going to Seoul, you’ve most definitely heard of Hongdae. It’s Korea’s trendiest neighbourhood for a reason. I mean, where else can you shop for K-beauty, eat rose tteokbokki, and accidentally end up in a photobooth cafe, all within the same street?

What started out as a hangout spot for arts students has turned into a full-on playground for anyone who loves fashion, food, and just a little bit of chaos. Whether it’s your first time or your fifth, here’s everything you need to know to explore the famous neighbourhood without feeling overwhelmed.

Also read: 8 Insider Seoul Travel Tips Singaporeans Must Know in 2025

Go to a photobooth

Hongdae is the capital of photobooths. You’ll find self-photo studios and sticker machines on almost every street, and once you take one, it’s hard to stop. Popular ones include Photo Signature and Photo Slate, but honestly, just follow your gut. If a studio’s got a cute exterior and good lighting, go for it.

If you’re more into character merch, the Kakao Friends Flagship Store is full of photo zones and giant plushies. You might not buy anything, but you’ll probably leave with 20 photos on your camera roll.

Eat like a local

Hongdae’s food scene runs late, which is great, because so will you. Here are three well-loved spots to get you started:

Sin Migyeong Hongdae Dakgalbi

Location: 11-3 Bangbae-ro 16-gil (around 8 mins from Exit 2)

This spot specialises in spicy Chuncheon-style dakgalbi (stir-fried chicken with chewy rice cakes, veggies, and your choice of cheese fondue). You can customise the spice level, and it’s best shared with friends. Come hungry and maybe not wear a white shirt.

NooNaHolDak

Location: 129 Eoulmadang-ro

Three floors of roasted chicken, fries, and cold chewy noodles. It’s loud and often packed, but if you’re in the mood for casual Korean pub food, this is the spot.

Witch’s Kitchen

Location: 36-10 Wausan-ro 21-gil

A Halloween-themed restaurant with pasta, pizza, and cocktails served in IV drips. The food’s decent, but the novelty is what draws people in, especially if you’re already cafe-hopping nearby.

Glow up, Hongdae-style

Whether you want a full Korean hair makeover or just a quick browse through beauty products, Hongdae is where a lot of people go for both.

Soonsiki Hair

Location:  29 Wausan-ro 21-gil

One of the most well-known salons for tourists, Soonsiki is known for trendy cuts and colouring. The branch in Hongdae is their flagship store. They’re foreigner-friendly and have stylists who speak English. If you’re thinking of getting a Korean perm or bleach job, book early.

Olive Young Hongdae Town

Location:  57 Hongik-ro 6-gil

The biggest Olive Young branch in the area, with two full floors of skincare, makeup, snacks, and lifestyle goods. You’ll probably lose track of time here, even if you only meant to “just take a look.”

OLENS

Location: Multiple branches along Eoulmadang-ro and Yanghwa-ro

These coloured lens brands are extremely popular, with playful packaging and helpful try-on tools in-store. Even if you don’t wear lenses, it’s fun to see what’s trending.

Shop and wander

You’ll find a mix of big brands, small boutiques, and random pop-ups as you walk through Hongdae. Most shops are open till late, especially on weekends, so you can window-shop even after dinner.

Eoulmadang-ro

Location: Main street from Hongik Univ. Station Exit 9 to Sangsu Station

Eoulmadang-ro, the main street in Hongdae, is sometimes called the red road because the asphalt was painted red to symbolise youth and energy. It stretches for about 1.3km and is where you’ll find most of the shops, cafés, and character stores. This is where most of the action happens. It’s lined with fashion stalls, photobooths, cafés, and pop-up stores. On Fridays to Sundays, it becomes pedestrian-only from noon to 11 PM.

Gentle Monster Flagship Store

Location: 54 Dokmak-ro 7-gil

Gentle Monster isn’t just an eyewear brand. Walking into their flagship feels more like stepping into a full-blown art installation. The glasses themselves are sleek, with a wide range of styles using fine metal alloys and luxurious acetate. Even if you’re not planning to buy anything, it’s worth visiting just to see what kind of surreal space they’ve created this season.

M. Playground

Location: 132 Eoulmadang-ro

M. Playground is a casual streetwear boutique popular with students and younger crowds. They carry affordable pieces that follow the latest Korean trends, from oversized sweaters and baggy pants to accessories and tote bags. Think of it as a good place to browse if you want to dress the part while you’re here.

Also read: Beyond Myeongdong & Hongdae: 7 of Seoul’s Hippest Neighbourhoods You’ve Yet to Discover

Getting around Hongdae

Hongdae is easy to get to, but it helps to know a few small details so you don’t end up walking in circles.

Which station to use

Hongik Univ. Station is the one you’ll use most. It connects to:

• Line 2 (green line)

• AREX (Airport Express from Incheon and Gimpo)

• Gyeongui–Jungang Line (if you’re coming from further out)

Take Exit 9 if you want to head straight into the main shopping street (Eoulmadang-ro). It’s one of the busiest subway exits in Seoul, so don’t be surprised if you get swept up in a crowd.

Exit 7 also works. It leads you to the start of the same road, just from a different angle. From either exit, you’re about a one-minute walk from the main street.

Also read: Seoul Bus Guide for Tourists: How to Ride, What the Colours Mean & Why It’s Worth It

Final thoughts

You don’t need a structured, solid plan to enjoy Hongdae. Just wear comfy shoes, bring some cash, and you’re good. This guide is just meant to help you navigate your way through a really happening neighbourhood to better plan your time. But in the end, whether you’re cafe-hopping, shopping for skincare, or getting a haircut, it’s the kind of neighbourhood that lets you take it at your own pace.

You’ll probably leave with a photobooth strip, a toner you didn’t plan to buy, and the feeling that you could’ve stayed just a bit longer. Happy travelling!