Perhaps it is only a prejudice to think that Myeongdong feels too familiar. Having worked for more than ten years as a travel magazine editor at a media company in Seoul, Myeongdong was one of the places I had covered the most. At some point, I began hearing too often that “Myeongdong is over.” I also found myself visiting Seongsu or Hannam-dong more often, and naturally grew distant from Myeongdong. But when I returned after a long time, Myeongdong was not the place I remembered. The streets that once seemed filled mostly with Chinese tourists were now crowded with travelers from Europe, the United States, Southeast Asia, India, and the Middle East. Families wearing hijabs were shopping, and English, Japanese, Chinese, and Thai could be heard all at once. Isn’t Myeongdong perhaps the only place in Seoul where you can see travelers of so many different nationalities in one place?
Myeongdong’s main street was so crowded that there was hardly room to step, and the street food carts that had once disappeared were lined up again. Not only tteokbokki, but lobster, steak, and all kinds of desserts had become far more diverse than before. I could clearly see that Myeongdong had come back to life.
From Small Independent Shops to Global Flagship Stores
As soon as you exit Myeongdong Station on Seoul Subway Line 4, you will find Olive Young, one of Korea's most popular K-beauty retailers. This building was originally M Plaza, but many people still remember it as the former Milliore building. Years ago, a stage stood in front of the building where lesser-known K-pop idols performed and various competitions were held. Today, the space seems to have become a place where tourists stop to rest.
Directly across the street was a huge HBAF store, the Korean almond brand once advertised on television by actress Jun Ji-hyun. It reminded me of the oversized M&M'S stores I had visited in New York. The way the brand used colorful products and playful characters to attract visitors felt surprisingly similar.
As you continue walking down the main street, you will come across two more Olive Young stores, so there is no need to do all of your shopping at the first one. Shopping in Myeongdong has changed considerably over the years. In the past, independent fashion stores stood alongside well-known brands, but today the streets are lined with flagship stores from companies such as Discovery Expedition, Nike, and Adidas. Beauty shopping is also dominated by Olive Young, with only a handful of standalone brand stores, including Holika Holika and Laneige. Among Korean fashion brands, Kodak Apparel caught my attention. Inspired by Kodak film, the brand's signature yellow color gives the store a distinctive retro atmosphere.
What Makes Nike Myeongdong Special
As you continue along the main street, you will pass the Myeongdong Theater and the UNESCO Hall. Right next to them is the Nike store. It was an extremely hot day, and with so many people filling the streets, I decided to step inside. It didn't take long to understand why Nike is one of the stores you shouldn't miss in Myeongdong. Similar to the Nike flagship I visited in New York, the first floor offers a customization service where you can personalize T-shirts and other items to create your own style. What makes it special is that many of the designs feature Korean-inspired graphics, making it an experience you can only have in Korea.
The first floor featured ACG apparel, while the second floor displayed clothing and accessories from the Nike x SKIMS collection. The third floor was dedicated to men's products, with a large selection of football apparel and equipment on display. It was probably because of the World Cup season, but football merchandise seemed to take center stage throughout the floor.
Korean Pharmacy Cosmetics Are the New Shopping Trend
Another thing that stood out was how different pharmacies have become. These were nothing like the pharmacies most people imagine. While dermocosmetics can also be found at Olive Young or regular pharmacies, the stores in Myeongdong felt like beauty-focused pharmacies dedicated almost entirely to skincare. I had recently noticed a similar trend in Seongsu, but seeing pharmacies embrace beauty products so openly was still surprising. I have always liked pharmacy cosmetics, although I usually buy French brands. After this visit, I found myself wanting to try Korean pharmacy skincare as well. Since I was in Myeongdong, the tax refund process also seemed convenient. If you're planning to shop, I recommend reading How to Get a Tax Refund While Shopping in Korea before you go.
I wouldn't recommend shopping for beauty products at department stores in Korea. Instead, it's worth exploring pharmacies, where you can often find high-quality skincare at excellent prices. And if you're looking for the best value, don't overlook Daiso. Its beauty section has become one of the hottest places to discover affordable K-beauty products. Before your visit, you may also want to read What to Buy at Daiso Myeongdong for K-Beauty Lovers.
Street Food Is Back Too
I still remember the Myeongdong of years ago. There weren't nearly as many food stalls as there are today, but I can still picture myself walking through the neighborhood with a tornado potato in hand. Eating on the street may not be for everyone, but it is one of the most distinctive sights and food cultures you can experience in Seoul. After all, where else would you expect to find a tiny street cart serving whole lobsters?
Each stall felt like a miniature food court with its own specialty. Street food in Myeongdong isn't exactly cheap, but the value lies beyond the food itself. It is part of the atmosphere that defines the neighborhood. Watching shoppers line up with bags in hand, ordering snacks between stores, while steaks sizzle on large iron grills and whole lobsters are cooked right in front of you, is a scene that is difficult to find anywhere else in Seoul.
Is Myeongdong Still Worth Shopping?
Seeing how popular Seongsu and Hannam-dong have become made me realize that I had focused too much on introducing those neighborhoods to visitors. After returning to Myeongdong, I no longer had a reason to stay away. It remains an appealing destination for both travelers and locals alike. I also enjoyed seeing people from so many different countries gathered in one place. More importantly, Myeongdong is home to the main branch of Lotte Department Store, making it one of Seoul's best shopping destinations. From there, it is just over a 700-meter walk to the main branch of Shinsegae Department Store, creating an ideal shopping route.
The route continues all the way to Namdaemun Market. Namdaemun has long been known for children's clothing and fashion accessories, with both wholesale and retail businesses operating side by side. Retail shops usually close around 6 p.m. If you are planning to continue your day there, my guide to What to Do in Namdaemun Market may be helpful. If you have extra time, I also recommend taking the nearby Namsan Walking Route from Myeongdong to Haebangchon.
I would recommend spending an entire day following the route from Myeongdong to Namdaemun. When it comes to dinner, I would choose Namdaemun over Myeongdong without hesitation, as the area is home to many restaurants that have been serving customers for more than 30 years. I used to think Myeongdong had become too familiar to be worth revisiting, but this trip completely changed my perspective. Whether it is your first time in Seoul or you have visited the city many times before, Myeongdong is still a shopping district that deserves another walk.