4 Best Shopping in Jung-gu, Seoul

One of the best-known brands in young women’s fashion and make-up is Stylenanda, and its five-story flagship store in Myeongdong makes shopping a photo-worthy experience. Clad in pink and gold, the hotel-themed interior is reminiscent of Wes Anderson’s The Grand Budapest Hotel, a film that was incredibly popular in South Korea. Popular products for purchase include their signature 3CE makeup and clothing such as simple T-shirts, jeans, and brightly colored dresses. There is a cafe on the fifth floor that recreates the experience of being in a pool. The rooftop also has a lounge that's open during the summer.

Open since 1979, the Lotte Department Store is a major landmark in the area. Spanning fourteen floors and two buildings, the department store is known for their selection of cosmetics on the first floor and options for young women in their annex, Lotte Young Plaza. The department store also has a reputable food court and grocery shop on the basement level.

There are few experiences as magical as strolling this night market after dark, when neon lights from shopfronts illuminate the narrow streets filled with street food vendors, shops, and more. Browse the shops with a stick of twigim or tteokbokki in hand, or a cone of gelato artfully sculpted into the shape of a flower from Gela Rosa.

If you're on the hunt for K-Beauty products, there are few better shops than Olive Young, South Korea's preeminent health and beauty store. This is the flagship of the brand, sort of a Sephora of Korea, which has several locations throughout the city. Top products include everything from international best sellers like La Neige night cream to Korean favorites like BB LAB molecular fish collagen sticks.