What to Buy in Seoul for a True Seoul Shopping Experience

Stepping off the plane in Seoul, the first thing I noticed was the cool, crisp air—and that buzz in the streets you don’t quite get in Singapore.

It’s fast-paced but in a different way. Everything feels alive, from the flashing signboards to the late-night street stalls.

And if you’re into retail therapy (like I am), Seoul shopping is next level. Compared to Singapore, things here can be really value-for-money—especially beauty products and accessories.

If you’re planning your trip, I’d definitely say stay near Myeongdong or Hongdae—that’s where most of the action is, and it makes it so much easier to shop, eat, and explore.

Just check Seoul weather before heading out because some of the best places to browse are open-air.

Ready to makan, shop, and wander like a pro? Here’s where to start in Seoul.

1. Norigae Ornaments

Source: Vicky Flip Flop Travels

I still remember wandering through the alleys of Insadong on a breezy afternoon, where the air smelled faintly of roasted chestnuts and ink.

Tucked between calligraphy shops and teahouses was a small boutique draped in silk tassels and beaded charms.

Inside, an elderly lady was hand-stringing a norigae—her fingers steady, her face soft with focus.

I asked her about the piece she was making, and she smiled as she explained the meaning behind the symbols: the jade butterfly stood for joy and transformation, while the knot represented long life.

She showed me one in royal blue, and the moment I held it, I knew it wasn’t just a souvenir—it felt like a quiet blessing, something deeply rooted in tradition.

📖 About Norigae Ornaments

Source: Joteta

Norigae are traditional Korean pendants that were once worn with hanbok, often gifted during weddings or holidays.

Each ornament carries symbolic meaning—like luck, happiness, or protection—and they’re often passed down through generations.

As one of the most meaningful souvenirs from Seoul, norigae make for an elegant and authentic keepsake.

📋 Norigae Ornament Buying Guide

💡 Pro Tips

✅ Look for silk threads and jade or semi-precious stones for authenticity

✅ Ask the seller about the symbols—each one tells a different story

✅ Norigae are delicate—keep them in a box or pouch to prevent tangling during travel

2. Hanji Paper Crafts

Source: Christine De Merchant

One of my quietest but most memorable moments in Seoul was stumbling into a hanji shop tucked behind a gallery in Bukchon Hanok Village.

The front looked almost too plain to notice—but inside, it felt like time slowed down. There were shelves lined with handmade paper in warm tones of ivory, blush, and ink black. Some were made into lanterns, others into notebooks, and a few were wrapped around boxes so delicate I didn’t dare breathe too hard.

The shopkeeper—an artist herself—explained how hanji is made from mulberry bark and takes days to process.

She showed me a hand-bound journal with pressed wildflowers on the cover. “This one’s for writing wishes,” she said. I didn’t even need to think twice. I bought it, along with two greeting cards and a foldable lampshade.

There’s something about hanji—it’s not just paper, it feels alive.

📖 About Hanji Paper Crafts

Source: Jeon Ju City

Hanji is traditional Korean paper made from the inner bark of the mulberry tree.

It’s known for its durability, softness, and versatility—used for everything from calligraphy to furniture and windows in old Korean homes.

Today, hanji crafts are a must-buy souvenir in Seoul for those who appreciate mindful, handmade pieces. Each item carries the quiet charm of Korean heritage.

📋 Hanji Paper Craft Buying Guide

💡 Pro Tips

✅ For something special, ask if the paper was dyed or printed by hand

✅ Journals and lampshades make great gifts—easy to carry and meaningful

✅ Check if the store offers hanji workshops if you have time (great experience for families!)

3. Ssamzigil Mall Finds

I wasn’t expecting much when I stepped into Ssamzigil Mall in Insadong—it looked like just another artsy shopping complex.

But as I followed the gentle spiral walkway upwards, I found myself in a world of colour, textures, and stories.

Tiny boutiques lined each level, each one run by an independent artist or craftsperson.

One shop had hand-carved wooden dolls, another had leather-bound notebooks embossed with Korean proverbs.

I ended up in a ceramics studio where the owner was shaping little tea cups right in front of me.

I picked out a pair of earrings shaped like bibimbap and a bookmark made from pressed hanji paper.

Everything felt personal, like it had a story behind it—because it did.

📖 About Ssamzigil Mall Finds

Ssamzigil is a creative hub for handmade souvenirs in Seoul, home to dozens of indie artisans crafting everything from candles and ceramics to toys and stationery.

It’s one of the best places for craft shopping in Seoul if you’re after authentic handcrafted gifts that aren’t mass-produced.

📋 Ssamzigil Craft Shopping Guide

💡 Pro Tips

✅ Visit on weekdays to avoid crowds and meet the artists

✅ Look out for artist signatures or limited series pieces

✅ Ask for bubble wrap if you’re buying fragile items like ceramics or glassware

4. Mo-No-Ha Ceramic Boutique

Source: Seoul Shopper

Hidden in a quiet corner of Hannam-dong, Mo-No-Ha wasn’t a place I found by accident—it was recommended by a friend who knew I loved ceramics.

When I walked in, it felt more like a gallery than a shop. Minimalist shelves displayed moon jars, tea cups, and incense holders in muted tones of ivory, grey, and soft blue.

One piece—a small baekja cup—stood out. It had this dimpled imperfection near the rim, and the owner told me it happened during firing. “We don’t throw those out,” she said. “They’re part of the piece’s journey.”

I ended up buying that very cup, and every time I use it now, I remember that moment of quiet conversation and beauty in imperfection.

📖 About Mo-No-Ha Ceramics

Source: Seoul Shopper

Mo-No-Ha showcases modern takes on traditional Korean ceramics, especially baekja (white porcelain) pieces rooted in Joseon dynasty aesthetics.

If you’re into minimalist design or meaningful, handmade souvenirs from Seoul, this boutique is a must-visit.

📋 Mo-No-Ha Ceramic Shopping Guide

💡 Pro Tips

✅ Ask about the artist—many pieces include stamps or signatures on the base

✅ Smaller items like incense holders are easier to pack and just as meaningful

✅ Visit in the afternoon when it’s quieter and you can chat with the owner

Bonus Tip: If you're still planning your itinerary, don’t miss our insider guide to the best things to do in Seoul!

5. Honey Butter Chips

Source: Janel Ku

I first grabbed a bag of Honey Butter Chips at a GS25 convenience store in Hongdae while waiting for my laundry.

I’d seen the bright yellow bag before—on TikTok, Korean dramas, even airport shelves—but never really understood the hype. That changed the moment I tried it.

The chips were light, crisp, and the flavour hit this perfect balance of buttery, salty, and just a hint of honey.

It wasn’t overpowering—it was addictive. I gave one to my travel buddy, and she blinked, smiled, and immediately took the whole bag.

I ended up buying a few more at a supermarket later that night, and even stocked up at Incheon Airport before flying home.

📖 About Honey Butter Chips

Source: Kavenyou

Released in 2014 by Haitai-Calbee, Honey Butter Chips caused a nationwide craze in Korea and remain one of the most popular snacks to buy in Seoul.

With their sweet-salty flavour and melt-in-your-mouth texture, they’ve become an iconic edible souvenir for tourists and locals alike. If you’re wondering what snack gifts from Seoul to bring back, this is a crowd-pleaser.

📋 Honey Butter Chips Buying Guide

💡 Pro Tips

✅ Try limited-edition flavours like truffle, maple, or spicy honey butter

✅ Best eaten fresh for that perfect crisp—consume within 1–2 weeks

✅ Look for bundles or family packs at supermarkets or duty-free stores

6. Yakgwa (Korean Honey Cookies)

Source: Koryo Mart

I first tried yakgwa at Gwangjang Market while browsing for souvenirs with sticky fingers and a full belly. It was laid out in neat golden stacks at a traditional sweets stall, catching the light like little glazed pastries.

I asked the vendor what it was, and she handed me a piece with a smile. “Yakgwa—Korean honey cookie,” she said.

The moment I bit into it, I was surprised by how dense and chewy it was.

Rich with honey and a warm hint of sesame oil, it reminded me of something between a doughnut and a mooncake—but with no filling, just that deep, caramelised flavour.

I ended up buying a small box to bring home. My mum loved it with tea. Even my niece, who usually avoids “old people snacks,” kept reaching for another piece.

📖 About Yakgwa

Source: Koryo Mart

Yakgwa is a traditional Korean dessert made from wheat flour, sesame oil, honey, and a touch of ginger.

Originally served at royal banquets or during ancestral rituals, it’s now a beloved snack across generations.

It’s one of the best edible souvenirs from Seoul for those who want something sweet with cultural roots.

📋 Yakgwa Buying Guide

💡 Pro Tips

✅ Look for boxes marked “수제” (handmade) for better texture and richer flavour

✅ Store in a cool, dry place—they keep well for 1–2 weeks

✅ Pair it with Korean citron tea or green tea for a thoughtful gift set

7. Gentle Monster Sunglasses

Source: Gentle Monster

I made it a mission to visit Gentle Monster’s flagship store in Apgujeong—and trust me, it was an experience on its own.

The moment I walked in, it felt more like an art gallery than a shop. Giant robotic sculptures moved slowly across the room, and surreal installations took over each corner.

Amid all the drama, the sunglasses sat in sleek rows like sculptures themselves.

I tried on a pair of chunky black frames, not something I’d usually go for—but they just worked.

The fit was perfect, thanks to their Asian sizing, and the look? Bold, stylish, and very Seoul street fashion.

I bought them on the spot and wore them the rest of the trip—whether I was exploring Bukchon or queuing for croissants in Seongsu.

📖 About Gentle Monster

Source: Gentle Monster

Founded in Seoul, Gentle Monster is Korea’s most iconic eyewear brand, known for its futuristic designs and immersive store concepts.

It’s a must-stop for anyone diving into fashion shopping in Seoul. With collabs, K-drama cameos, and celebrity fans, these sunglasses double as wearable art and conversation starters.

📋 Gentle Monster Shopping Guide

💡 Pro Tips

✅ Visit on weekdays to enjoy the store without the crowd

✅ Each location has a different theme and photo spots—worth exploring more than one

✅ Ask staff about exclusive Seoul editions or limited-run collabs

8. K-Beauty at Myeongdong Shopping Street

I still remember stepping out of Myeongdong Station and instantly getting swept up in the energy.

Neon lights flashing above me, the scent of garlic butter, fried chicken, and sweet hotteok wafting through the air, and every few steps—someone offering free skincare samples.

I started with Olive Young for some familiar K-beauty brands, but then got distracted by street stalls selling K-pop merch, socks with cartoon characters, and cute phone cases.

Just when I thought I was done, I found a tiny basement shop with handmade earrings and ended up buying three pairs.

And of course, I couldn’t leave without a steaming cup of tteokbokki and grilled cheese lobster from a food cart. Myeongdong isn’t just a shopping area—it’s a full-on sensory experience.

📖 About Myeongdong

Myeongdong is one of the most famous shopping streets in Seoul, packed with skincare outlets, fashion boutiques, accessory stalls, and some of the best street food in the city.

If you’re wondering where to go shopping in Seoul for variety, deals, and sheer atmosphere, this is it.

📋 Myeongdong Shopping Guide

💡 Pro Tips

✅ Visit after 4 PM to enjoy both shopping and the full street food experience

✅ Bring your passport for tax-free shopping in major retail stores

✅ Look for “1+1” promos and bundle deals—especially for skincare and masks

Bringing a Piece of Seoul Home

Looking back, some of my favourite memories from Seoul weren’t just the sights—but the little treasures I brought back.

A norigae charm that now hangs on my bookshelf, the hanji journal I’ve started scribbling in, and those Honey Butter Chips I should’ve bought more of.

Sure, squeezing everything into my luggage was a challenge (especially with skincare sets and snacks), but it was worth it.

Seoul’s shopping districts—from the indie studios in Insadong to the energy of Myeongdong—make exploring a joy.

So, if you’re already checking flights to Seoul, I say go for it. And don’t stress about where to stay—there’s a great range of hotels in Seoul, from sleek high-rises to charming hanok stays.

Now’s a great time to plan! Hope this helped you get a feel for what to expect. You’re in for an unforgettable shopping trip.