Don’t just go to Seongsu-dong when you’re in Seoul—Yongsan is the new shopping hotspot, with must-visit specialty stores and 3 unmissable eats
This time when you’re in Seoul, you really need to save your time for Yongsan!
Summary
- In Yongsan-gu, the number of pop-up stores in the first half of 2026 has surged 2.5 times, turning Yongsan I'Park Mall into a new trend hub rivaling Seongsu-dong.
- The mall brings together MUSINSA MEGASTORE and HAGO HAUS, so you can easily shop hot Korean labels like Depound and Matin Kim.
- On the 3rd floor, you’ll find Korea’s first permanent Chiikawa store, plus a LINE WEBTOON pop-up running through August 28, 2026.
- While you’re there, swing by nearby Yongsan spots like the American-style bakery What A Bread, hanok-style shabu-shabu restaurant Mimiok, and minimalist café ERRD.
A few years ago, anyone visiting Seoul would have their map apps filled with cafes and pop-up shops in Seongsu-dong. However, the latest commercial real estate data for 2026 shows that as rents soar and the area becomes saturated with stores, the center of Korea’s trend scene is rapidly shifting to Yongsan District. In the first half of 2026 alone, the number of pop-up shops in Yongsan surged to 2.5 times that of the same period last year.
- Related reading: Time to update your Seoul shopping map! These thoughtfully curated lifestyle stores are where those in the know go to discover hidden gems
Your one-stop shop for Korean street style
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If you want to pick up all the essentials for a Korean street-style wardrobe in one trip, MUSINSA MEGASTORE inside the mall should be your first stop. The brick-and-mortar flagship of Korea’s largest online fashion platform brings together countless emerging Korean streetwear labels previously available only in Seongsu-dong or online. From basic T-shirts and cargo pants to niche designer accessories, you can find what you’re looking for efficiently.
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Another large select shop worth stopping by is HAGO HAUS, which carries Depound, known for its soft French-inspired style; popular accessories brand Matin Kim; and minimalist clothing label Dunst. You can pick up the pieces you love without having to travel between different shopping districts.
A pilgrimage destination for IP fans
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Beyond fashion, the arrival of major IPs further demonstrates Yongsan’s ability to draw visitors. International character stores of this scale have typically chosen Hongdae or Seongsu in the past, yet Korea’s first permanent Chiikawa store has opened at Dopamine Station on the third floor of Yongsan I’Park Mall.
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The first stop of the LINE WEBTOON relay pop-up shop has also opened on the third floor of Yongsan I’Park Mall. Along with a “Guild Room” experience area, it is selling 44 new official merchandise items at once, including plush toys, pins, and limited-edition photo cards.
Where to eat around Yongsan
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1. Mimiok (@mimiok_official): This thoughtfully designed restaurant incorporates the structure of a traditional hanok into a modern minimalist setting and specializes in Korean beef shabu-shabu and gluten-free rice noodles. Its broth is made by simmering carefully selected chicken, beef, and shiitake mushrooms, then seasoned with a distinctive Korean herb called sikpung for a light, gentle flavor.
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2. ERRD (@errd.seoul): A popular minimalist black-and-white cafe in Korea, serving hand-brewed pour-over coffee, drip-bag coffee, specialty coffee drinks, and desserts. With comfortable natural light, outdoor seating, and a dedicated Polaroid selfie area, it’s an ideal place to relax and unwind after shopping.
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3. What A Bread (@what.a.bread): A retro bakery with the feel of an American country farmhouse, known for its high-quality bread made fresh daily. Its most popular offerings are MBTI-themed donuts based on personality types, while the eye-catching American flag fruit tart is another must-order item for photos.
Whether you want to visit pop-up shops featuring popular characters or plan a short Seoul trip that combines shopping and food, Yongsan District is ready to become your first-choice destination.
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