Hannam-dong has long been a neighborhood favored by Seoul’s most style-conscious locals. Today, it has become a must-visit destination for international travelers and one of the trendiest areas in the city.
The beautiful entrance of Lemaire Hannam, inspired by traditional Korean architecture.
Although it sits right next to Itaewon, the atmosphere feels completely different.
While Itaewon has a more global, bustling street vibe, Hannam-dong is more refined—centered around taste, curation, and design.
Along the main streets, you’ll find global fashion brands and select shops, while the hidden alleys reveal an entirely different mood. Cafés with outdoor terraces, Korean dining spots, international restaurants, and curated retail spaces blend seamlessly together.
Rather than just a shopping district, Hannam-dong feels like a place where you experience Seoul’s modern lifestyle.
While Itaewon has a more global, bustling street vibe, Hannam-dong is more refined—centered around taste, curation, and design.
Along the main streets, you’ll find global fashion brands and select shops, while the hidden alleys reveal an entirely different mood. Cafés with outdoor terraces, Korean dining spots, international restaurants, and curated retail spaces blend seamlessly together.
Rather than just a shopping district, Hannam-dong feels like a place where you experience Seoul’s modern lifestyle.
If you're planning your Seoul trip, you might also want to explore other popular shopping areas like Seongsu or Apgujeong.
👉 See the full guides: Seongsu Shopping Guide / Apgujeong Rodeo Shopping Guide
In this guide, I’ll walk you through Hannam-dong based on a route I’ve personally followed multiple times—
👉 focusing on real, first-hand shopping experiences.
Where to Start:
Hannam-dong Shopping Route from Hangangjin Station
The most natural starting point for Hannam-dong shopping is Hangangjin Station Exit 1. Once you exit and walk straight ahead, the main stores unfold naturally, making it easy to follow even for first-time visitors.This is a route I’ve personally walked several times,
👉 and it’s the one I recommend the most if you’re visiting Hannam-dong for the first time.
A Hannam Landmark: Comme des Garçons Hannam
The iconic facade of Comme des Garçons Hannam, a must-visit multi-brand space.
As you walk along the street, the first standout store you’ll encounter is Comme des Garçons (CDG).
This isn’t just a single-brand store—it’s a multi-layered retail space featuring a mix of styles.- Ground floor: Nike apparel and sneakers
- Upper and lower levels: Brain Dead, AFFIX, Stüssy, and other streetwear brands
Everyday Essentials Hub: Musinsa Standard Hannam
A little further up the road, you’ll find Musinsa Standard.Known for its clean basics and reasonable pricing, this store is always busy with visitors.
It’s a great place to stop by early in your Hannam-dong shopping route if you’re looking for simple, wearable pieces.
A Cultural Vinyl Space: Vinyl & Plastic by Hyundai Card
The striking modern exterior of Vinyl & Plastic, a landmark cultural space in Hannam-dong.
Across the street, you’ll find Vinyl & Plastic, a cultural space operated by Hyundai Card.
This isn’t just a record store—👉 it’s a place where you can experience music.
- Wide selection of vinyl records
- Listening stations available
- Discounts for Hyundai Card holders
A dedicated K-pop vinyl section featuring BTS and other top artists—perfect for international fans.
Every time I visit Hannam-dong, I tend to pick up one vinyl. You can also spot a variety of K-pop vinyl, including BTS albums, which adds another layer of appeal for international visitors.
This time, I chose Rosé’s album.
I don’t usually follow specific artists—
👉 I just go with songs I like, regardless of genre.
If you enjoy music, this is definitely worth a stop.
The store stands out for its strong curation and premium brand selection.
Once you step inside, it’s easy to get fully immersed in the clothing.
That said, the price point is quite high,
👉 so it’s more of a place to browse carefully than to impulse shop.
This is one of the stores I visit almost every time I’m in Hannam-dong.
The reason is simple—
👉 items that are sold out on Nike’s official site sometimes show up here, often even on sale.
They also carry a strong selection of ACG apparel,
which is hard to see in person elsewhere.
It’s not just about shopping—
👉 there’s real enjoyment in discovering unexpected pieces here.
There was a long line when I visited, so I briefly waited before deciding to leave.
More than anything, this space reflects Korea’s current running boom.
It’s become something of a hotspot for running crews,
so you may encounter waiting lines. If you’re planning to visit, it’s best to allow some extra time.
👉 It’s one of the best places to experience Seoul’s current lifestyle trends.
you’ll find a quieter side of the neighborhood.
This time, I chose Rosé’s album.
I don’t usually follow specific artists—
👉 I just go with songs I like, regardless of genre.
If you enjoy music, this is definitely worth a stop.
Curated Fashion Space: Beaker Hannam
Further up the street, you’ll come across Beaker.The store stands out for its strong curation and premium brand selection.
Once you step inside, it’s easy to get fully immersed in the clothing.
That said, the price point is quite high,
👉 so it’s more of a place to browse carefully than to impulse shop.
A Sneaker Lover’s Spot: On The Spot
On The Spot Hannam, a go-to select shop for sneakers and rare Nike ACG apparel.
Cross the street from Beaker and you’ll find On The Spot.This is one of the stores I visit almost every time I’m in Hannam-dong.
The reason is simple—
👉 items that are sold out on Nike’s official site sometimes show up here, often even on sale.
They also carry a strong selection of ACG apparel,
which is hard to see in person elsewhere.
It’s not just about shopping—
👉 there’s real enjoyment in discovering unexpected pieces here.
A Reflection of Seoul’s Running Trend: ON Store
As you walk further down, you’ll notice the ON store.There was a long line when I visited, so I briefly waited before deciding to leave.
More than anything, this space reflects Korea’s current running boom.
It’s become something of a hotspot for running crews,
so you may encounter waiting lines. If you’re planning to visit, it’s best to allow some extra time.
👉 It’s one of the best places to experience Seoul’s current lifestyle trends.
The Local Streets of Hannam: A Timeless Atmosphere
Heading down toward the main hilly alleys of Hannam,you’ll find a quieter side of the neighborhood.
The scenic hilly alleys of Hannam-dong, where Seoul’s modern trends and timeless charm coexist.
This area hasn’t changed much, even compared to 10 years ago.Despite being one of Seoul’s trendiest districts, it still retains its original character.
👉 That balance is part of what makes Hannam-dong so appealing.
A Rising K-Designer Brand: Amomento
Continuing down the street, you’ll come across Amomento,a Korean fashion brand that’s been gaining significant attention recently.
Popular among Korean celebrities and influencers,
it’s quickly becoming one of the defining brands of Hannam-dong today.
The Highlight of Hannam Shopping: Lemaire & Maison Margiela
A perfect blend of traditional architecture and modern design at Maison Margiela Hannam.
In one of the side alleys, you’ll find Lemaire and Maison Margiela located right next to each other.Both spaces are designed within renovated Korean-style houses,
so as soon as you step in, you can feel a distinctly Korean atmosphere.
From the exterior to the interior,
👉 the space itself feels like part of the experience.
In the past, finding Margiela pieces meant visiting select shops across Gangnam.
Now, with flagship stores in Seoul, it reflects how much the city’s fashion landscape has evolved.
👉 It’s also a clear sign of how important Hannam-dong has become as a shopping destination.
Why Hannam-dong Shopping is Special (2026)
Hannam-dong stands out not just because of the brands it offers.It’s a neighborhood built around taste.
High fashion and streetwear coexist,
global labels and Korean designer brands blend naturally,
and shopping, cafés, and culture all connect into one continuous experience.
👉 That’s why visiting Hannam-dong isn’t just about shopping—it’s about spending a day exploring.
One-line Summary
Hannam-dong shopping is👉 one of the best ways to experience Seoul’s current style and culture.
More Seoul Travel & Shopping Guides:
If you’re exploring more shopping areas in Seoul,
check out these guides:
📍 Seongsu Vibes: Seongsu Shopping Guide 2026
📍 Apgujeong Luxury: Apgujeong Rodeo Shopping Guide 2026
📍 Transport Guide: T-money vs Climate Card vs K-Pass