Full guide on Seongsu-dong: Where to Shop, Eat, and Explore

Seongsu-dong, also known as the Brooklyn of Seoul, has become a very popular place to visit for both locals and tourists. 

During my most recent trip to South Korea, I found myself visiting Seongsu-dong not once, but twice in the span of a single week. Proof of just how much there is to see and do here!

How to get there

If you’re taking the subway, you can either alight at Seongsu station, Ttukseom or Konkuk University. For buses, routes will vary depending on your starting point, so it’s best to check Naver Maps for the most accurate directions. Taxis and Private hire vehicles such as Uber and Kakao taxi are also affordably priced in South Korea.

Also read: Seongsu Pop-ups: How To Score Freebies in South Korea

Shopping

Beyond the seasonal pop-ups, Seongsu-dong boasts a dazzling variety of shops, enough to overwhelm even the most seasoned shoppers. These are some of my must-visit stores whenever I’m in the area!

1. Tamburins

This cult-favourite fragrance brand, endorsed by idols like Jennie Kim and members of Enhypen, offers more than just perfume, it delivers an experience. Tamburins in Seongsu-dong has an interesting concept, it’s located at the basement, so upon reaching you would take a flight of stairs down to get to the store. 

Within the store, you’ll find beautifully curated displays of fragrances, hand creams, and lip balms. You can test as many scents as you like, and when you’re done picking your favourite scents, just let the staff know and they’ll get a new one for you! 

There’s also a bunch of designs in the middle of the store, which I found really interesting to look at. 

2. Dior

Conveniently located opposite Tamburins, this Dior outlet here is breathtakingly elegant. Even if it’s out of your budget, the exterior alone is worth stopping for, especially if you’re after a chic photo backdrop.

3. Brandy Melville 

If you love the Singapore Brandy Melville, you would love the Seoul outlet too! There’s a lot more selection in this Seongsu-dong outlet, and the prices are also relatively cheaper than in Singapore. 

However, this store does get quite crowded and the queue for the fitting rooms are tremendously long, so do be prepared to wait! I waited in line for around thirty minutes and managed to cop a couple of cute pieces and a few headbands myself.

4. Olive Young

You might already have visited a few Olive Young outlets during your trip to South Korea. But I do recommend visiting the Seongsu-dong outlet too! 

This Olive Young is 2 levels big and it’s a concept store experience. It feels like a lifestyle and beauty destination with aesthetic displays and a modern interior designed for an immersive experience. It even has a colour analysis self machine in the store itself. 

Other than shopping in this Olive Young, you can even get a coffee break at their in-house cafe!

5. Marylebone

I stumbled upon this charming two-storey gift shop by chance, and it’s now one of my favourites. It’s a super cute gift shop which spans 2 levels. They sell things like keychains, decorations, and tableware. 

While it’s not the cheapest place for souvenirs, I couldn’t resist picking up five adorable keychains for myself and friends.

6. Hince flagship store

Endorsed by idol Park Sunghoon, Hince is an underrated gem in the Korean beauty scene. I especially recommend their Second Skin Tint and Radiance Balm.

They used to require pre reservations to enter the store, but that is no longer needed! Feel free to walk in as and when you like. Their makeup products are all available for testing and after you’re done choosing, just approach the friendly staff to get your products!

7. Dasique flagship store

If Korean makeup is your weakness, Dasique’s flagship store is a dream. The space is beautifully designed, and the range of products is vast! From their signature eyeshadow palettes to seasonal colour launches.

8. NYU NYU House

I’m sure you’ve seen Nyu Nyu wholesale (Dongdaemun) going around TikTok. Having been to both concepts, house and wholesale, I would say they’re pretty similar! They both sell a bunch of accessories and clothes at an affordable price! 

9. Stand Oil flagship

Stand Oil is the flagship boutique of the up-and-coming Korean bag brand.

Inside, the store resembles an art exhibition more than a conventional retail shop. Its interiors are painted in crisp white tones, and meticulously designed display rails rotate seasonal collections. Making comparisons effortless and every corner invites visitors to try on bags, shoes, and accessories while soaking in the ambience.

My friend is always raving about her bag from here, and I can totally see why!

Food

Seongsu-dong has a whole lot of amazing food, bursting with a dazzling variety of flavours and dining experiences. From cosy cafés serving decadent pastries to trendy restaurants plating up inventive fusion dishes, there’s something here to tempt every palate.

Being a foodie myself, I made it a mission to try as many as I could.

 1. Jayeondo salt bread

The super famous salt bread in South Korea, and I can totally see why. It was freshly baked upon collection and super savoury to eat. The queues might be long, but they are super efficient so it doesn’t take long to order and collect!

2. Hanjungsan mochi

After first trying this at Seoul Station, I couldn’t resist returning to get more! Two flavours I tried were the Dubai chocolate and fresh strawberry, they were both amazing, but I favoured the Dubai chocolate one more. 

3. Seongsu Darak

This place specialises in rosé pasta, which is all the hype in South Korea now. Although the rosé pasta from here was on the sweeter side, it was still quite yummy. The spicy cream pasta also packs a punch, though it might not be suitable if you’re not able to handle spice.

Tip: This place opens at 11.30 so I would recommend reaching before they open to avoid queuing up!

4. Dalim bread

They sell super cute bear-shaped bread. Although I didn’t try their bread and only tried their iced americano, the bread still looks scrumptious and cute.

5. Rafre fruit (called Rapeure Flute Seongsu on Naver maps)

I didn’t manage to personally try this out, but this cafe was all over rednote (小红书). They specialise in fruit cakes and desserts. It honestly looks so good. If you have the chance, please try it!

6. The coffee

I saw this matcha place going around TikTok, and as a matcha lover, I knew I had to try it out myself. The cafe was a cute little store with a few seats indoors and a couple more outdoors. As for the matcha, it was more on the bitter side, but I loved it as a quick matcha fix.

This place is closer to Ttukseom station than Seongsu station if you’re taking the subway.

To explore

Once an industrial area, Seongsu-dong has evolved into one of Seoul’s coolest neighbourhoods. It’s the perfect place to wander and discover the city’s artistic side.

1. Seoul forest 

 I visited this place back in December, during winter, and was awed at how pretty it was.

Often called Seoul’s answer to Central Park, Seoul Forest is a vast green space with themed areas like the Eco Forest, where you can see deer, the Butterfly Conservatory, and seasonal flower gardens. In autumn, the ginkgo trees turn a stunning gold, while spring brings colourful blooms. The park also features outdoor art installations, cycling paths, and picnic spots, making it perfect for a scenic break from Seongsu-dong’s bustling streets.

2. Street art and architecture 

This area’s industrial past is still visible in its raw concrete buildings and graffiti-covered walls, many of which now host galleries, studios, and creative workspaces. Perfect for a photo walk!

3. Han River riverside walk

Ttukseom Hangang Park, a popular park located on the northern bank of the river. It’s easily accessible, offering walking and cycling paths with good river views, picnic spots, and the ability to rent bikes. It’s perfect for taking a scenic break from the buzz of the main streets.

Also read: Seoul Shopping Guide 2025: Where to Find Bargains and Deals

To take note before going

1. Seongsu-dong is largely outdoors, so dress for the season! Layers in winter, and portable fans in summer.
2. Seongsu-dong is served by multiple subway stations; check Naver Maps to see which is closest to your destination
3. Wear comfortable footwear; there’s going to be lots of walking!