[Weekend Escape] Neighborhoods & Shopping in Seoul

Did you know that it barely takes two hours by plane to get from Shanghai to Seoul? After the Mid-Autumn break and before the first cool winds of winter, right now would be one of the best times to visit South Korea. Although, Korea can be charming all-year-long. Bustling shopping streets, superior coffee shops, stylish pop-up stores, some of the many things that took Seoul to the first place in the most loved cities among Gen Zs and millennials in 2025. Not to mention all the heartthrobs on the streets competing for the best bowl cut. Here am I, your local South Korean expert (lived there for three years before Shanghai), will guide your journey to Seoul, based on my recent three weeks spent right in the thick of it.

I'm not going to talk about the most touristy spots and landmarks, all of that can be easily found somewhere like Trip.com. No, I will give you more of an insider GenZ scoop, something more authentic to hot and hip Seoul-ren. Where to find the best cakes and ice Americanos? What are the hottest shopping spots? The most Instagrammable neighborhoods? All of it plus more we will cover and discuss here. But before we get into the juiciest part, let's talk about visas, flights, hotels, transport and payments.

Visas to Korea?

So, if you need a visa to go to South Korea or not depends on your passport. Many nationalities do not need an actual visa for tourism and short-term travel. K-ETA is an electronic visa that you can apply for on the official website (do it only through there), submit your application, pay a small fee (like US$7), and wait for approval (or rejection). However, K-ETA does not guarantee your entry to the country, it will be determined on the spot at border control.

Flying There?

For the tickets, average prices I've noticed go from 700-1,200 yuan (US$98.9-169.5) one way, depending on the season. In comparison, tickets to Chengdu or Sanya range in about 600-1,000 yuan one way. I usually buy my tickets through Trip.com, as it is most convenient, you can even use Alipay and Chinese bank cards. However, sometimes Chinese apps, like 去哪儿旅行 (Qunar), offer better deals, saving from 100 to 400 yuan. I would suggest checking and booking your tickets a month prior, especially if you're using Trip.com.

Where to Stay?

Now, when it comes to hotels, hostels etc. It all depends on your budget. Obviously, the prices in Seoul will be higher than even in Shanghai. Most places under 200-300 yuan were hostels or hotels far from any areas of interest. The most popular areas for tourist to stop by are Myeongdong, Hongdae and Gangnam (you've heard the name if you're at least a millennial). Depending on what you're looking for, each neighborhood in Seoul offers a distinct experience. Myeongdong is the go-to destination for tourist-oriented shopping, packed with popular brands and bustling street stalls. Hongdae appeals to a younger crowd with its cozy daytime coffee shops, affordable clothing boutiques and vibrant nightlife that lasts until morning. Gangnam, on the other hand, exudes a sense of luxury with its fast-paced energy, high-end restaurants and designer stores. Overall, Hongdae and Myeongdong are generally more affordable options compared to the upscale atmosphere of Gangnam.

However, if you're really on a budget I recommend Dongdaemun, not the prettiest neighborhood, but with very convenient subway stations all around it, direct lines to Myeongdong, Gangnam and Hongdae. Also, that's where the majority of communities from Central Asian and post-Soviet countries are located, evidenced by the markets with traditional foods and other produce. If you're willing to spend some extra dough, I would suggest Seongsu, the so called "Brooklyn of Seoul." The hottest neighborhood in Korea right now. All the trendiest brands are fighting for a spot to open their stores there, huge makeup and skincare vendors, as well as one of the best selection of vintage stores.

Pro Tip 1:

When it comes to payment, Korea is not as strict as China, where most places relying on mobile transactions. You can still use cash almost everywhere, as well as cards. They recently enabled Apple Pay too. However, there is something very novel and genius they introduced, WOWPass. You can find a little ATM-looking machine in some of the subway stations (like Gangnam), it allows you exchange money right there, but most importantly, you can get a fully functioning card. You only need your passport for it and this card allows you to pay anywhere, including online, as well as on the public transport. Back in my day they didn't have anything like that...

Pro Tip 2:

Once you arrive to the Incheon airport, do not be a silly tourist and order an overpriced taxi. If you thought a taxi to get to Pudong Airport is expensive, wait until you see the fairs for a Korean one. That ride will cost you a minimum of US$70 to get downtown. Rather, like a local, there is a very convenient airport bus service, which can get you to almost anywhere in Seoul. Just ask for the bus service ticket booth. The fares range at about 10,000-15,000 won or about US$10.

What to Do and What to See?

Because we all might stay at different places, I will organize my recommendations by my favorite neighborhoods. Here we will explore the best and the tastiest coffee shops, bakeries, some restaurants, stores, boutiques and of course, some landmarks.

1. Myeongdong

Let's start with shopping. I have to say, after spending almost the entire P-word in Korea, tourists were not a big thing during those times. Many famous areas, such as Myeongdong, actually almost died out due to the lack of tourists. However, after visiting Korea this summer, it is an entirely different vibe now. Honestly, I couldn't believe the amount of foreigners I saw there, especially in the now thriving Myeongdong. Most places offer tax-free services and some English-speaking services, not something they had in the past. Myeongdong is a place where you can find literally everything, from the hottest fashions to makeup and skincare. As well as a food street full of Korea's best street foods.

Here are some of my personal recommendations with addresses:

• Myeongdong Night Food Market, the most popular area of Myeongdong. Korean street food, fake Labubus, cheap skincare, all of that for the tourists to enjoy. (Address: 8-3 Chungmuro 2-ga, close to Myeongdong Station)

• Root Vintage, an amazing vintage warehouse with great prices and variety, from T-shirts to watches to archival JPG jeans. I was personally very impressed, the prices aren't ridiculous either. (Address: Myeongdong 2-gil)

• VT cosmetics store, viral reedleshot skincare, available only at the store. (Address: Myeongdong 8-gil)

• GBD coffee, a very aesthetic café with amazing drinks and tiramisu. (Address: Toegye-ro 18-gil)

2. Seongsu-dong

To be honest, I do not spend a lot of time in Myeongdong when I'm in Korea. My personal two favorite districts to hang out at are Seongsu-dong and Hannam-dong. Seongsu is where most of the money is invested right now. The biggest companies, like Musinsa, Olive Young and Amorepacific (huge makeup and skincare conglomerates) are constantly opening up their flagship stores, investing in boutiques and landmarks. Besides that, Seongsu and Seoul Forest (they're right next to each other) are simple gorgeous. It is a great blend of modern trends in architecture with historical, retro sensibilities. Here is my little guide for Seongsu-dong:

• Olive Young N Seongsu, a huge Olive Young store that offers exclusive and most-loved brands, as well as unique services such as skin analysis, personal color analysis and makeup artist services, reservations required. (Address: Factorial Seongsu, 13 Yeonmujang 7-gil, Seongdong-gu)

• Fwee Makeup flagship store, the most viral Korean makeup brand of this year. Combined aesthetic of Y2K, Korean cuteness and trendy formulas. Fwee was my personal must-visit during my trip and I was not disappointed. The product, the packaging and the price were sooo up my alley. I recommend trying their viral jelly pot lip & cheek products, as well as their highlighters based on Zodiac signs. (Address: 10 Seongsui-ro 7ga-gil, Seongdong-gu)

• Roos Vinatge pop-up store, one of the biggest vintage stores in Seongsu. Honestly, vintage shops are on every corner in that area. The reason I chose Roos specifically is because, well, it's huge. The amount of fur coats and lux silk scarves was concerning (for my wallet). Also, a great location for taking pictures, it really does give "Korean Brooklyn." (Address: 32, Jong-ro 60-gil, Jongno-gu)

• Onion Café, my must-visit coffee store every time I come back to South Korea. Something that we don't see in Shanghai, a huge, stylish coffee/bakery store with a literal patio in the middle of it. Delicious pastries, refreshing drinks and even sofas to sit on. Wi-Fi and power outlets for you to come and work on your little projects, spend an entire afternoon. (Address: 8 Achasan-ro 9-gil, Seongdong-gu)

• Supermatcha, the name should be pretty self-explanatory. Probably the most popular place to get your matcha in Seoul. To be honest, I mostly came there for the nostalgia and the vibes. Stylish and a bit futuristic interior with a robot arm whisking your matcha. However, after living off pure, unsweetened matcha in Shanghai, the Supermatcha's coconut matcha almost sent me into a sugary comma. A very Korean thing though, to make the drinks super sweet, so be prepared. (Address: 668-90, Seongsu 1-ga Je 2-dong, Seongdong-gu)

3. Itaewon

Now let's move to probably the most famous area in Seoul, thanks to K-dramas, Hannam-dong or the Itaewon neighborhood. Technically, calling that whole area "Itaewon" would be incorrect, as it is ginormous. Most of the clubbing is taking place at the "bottom of the mountain," on top of which the famous Namsan Tower is erected. The -gus and the -dongs (hah) are still confusing to me, how Koreans use them to define areas and districts. Anyways, this area has the best clubbing (objectively), some of my favorite coffee shops and my all-time favorite perfume brand. It was also the most international, sometimes doesn't even feel like you're in Korea, since the number of foreigners around you can outweigh the number of Koreans.

• Café Comfort, my all-time favorite coffee shop. It has an amazing view on the mountainous landscape of the area, with all the little Korean houses and streets. The sunlight around 3-5pm is divine, and they serve one of my favorite coffee drinks ever, Comfort latte – an oat milk deliciousness capable of brightening anyone's day. (Address: 45, Duteopbawi-ro 60-gil, Yongsan-gu)

• BornToStandOut, a Seoul-based fragrance brand whom I am obsessed with. Their flagship store is a work of art, in my humble opinion. Not to mention the complexity and pure deliciousness of their perfumes. They aren't cheap, but so unique, embedded with Korean cultural codes and provocative messaging. Obsessed. (Address: 43-1, Itaewon-ro 55-gil, Yongsan)

• Lilion, a cozy café with one of the best meat and pickle sandwiches I've ever tried. Pretty self-explanatory. A recent discovery of mine, it is located in a very hip area in between the Itaewon subway station and the Hangangjin station. You can spend an entire day just walking around exploring. (Address: 15, Hannam-daero 27ga-gil, Yongsan-gu)

• PUBLIC Club, GROUND Club, Trance Bar, 2F Club, all of those are for my non-heteronormative folks. Or allies, I suppose. The first two are the hottest "guys only" clubs and generally has the best performances and music. However, ladies are occasionally barred entry, or are charged a hefty US$50 fee for entrance. The other two places are for everyone, featuring the DOLLS, if you know you know. Great places to get toasted and have fun. Unlike many het-clubs, these places tend to be known as safe havens for ladies, as many regular clubs are less well-suited for the girls getting obliterated with drinks.

4. Jamsil, Songpa-gu

For my last but not least recommended area, Jamsil, Songpa-gu. That was the area where I stayed the last time I came to Seoul. Honestly, this is probably the chillest neighborhood on this list. A short 15-minute journey from Gangnam, Jamsil is home to the iconic Lotte Tower and the enchanting Lotte World, a Korean equivalent to Disney World basically. But beyond its famous attractions there is the neighborhood's true gem: a beautiful lake, encircled by a long, serene park. This path is a favorite among locals for morning, afternoon and even evening jogs. It's the perfect backdrop for stunning photographs or a quiet moment of reflection away from the city's ppali-ppali (faster-faster) culture. I can recommend coming there for the last leg of your trip to Seoul, as it is not only a place with a beautiful nature oasis, but there are streets with rows of amazing coffee shops and restaurants nearby.

• Bittersalt, a big and cozy café/bakery. Most popular for their breads and ciabattas. Very pretty on the outside as well as the inside. They even have a rug on a wall, as a post-Soviet country descendant, that spoke to me. (Address: 5, Baekjegobun-ro 45-gil, Songpa-gu)

• Bjorklunds café, a two-story building with an office/library kind of vibe. Perfect for an afternoon with only a book and some good coffee to keep you company. Also, they have very nice cakes. (Address: 10, Baekjegobun-ro 43-gil, Songpa-gu)

• Kohiru, a vintage saloon-inspired place. Think lux sofas, Tiffany lamps and delicious chocolate sea salt bread. That was one of the first places in that area. And what I really appreciate about Korean cafes is that 90 percent of them have outlets and Wi-Fi for you to work on your things. And the vibes, most importantly. I feel like Korean "ppali-ppali" culture (or faster-faster) is present only in places like Gangnam. Everywhere else, people are very chill. They take their time sipping their Americanos, taking cute photos and discussing which idol they are currently stalking on IG (hey, no judgement, I've been there). (Address: 2/F, 148 Ogeum-ro, Songpa-gu)

• Daepae Gamseong Jamsil KBBQ, now I know it may seem like I was only sustaining myself on coffee and dessert. And yes, it is true. However, I have an amazing Korean BBQ place recommendation. It is not too far from the Jamsil area, actually just one subway station away. Like two minutes away from Jamsilsaenae station, it is a pretty affordable but very high-quality grilled meat place. We spent about US$30 on the two of us, including some drinks. And there was even a huge self-service bar with veggies, mushrooms and fruits. (Address: 74, Seokchonhosu-ro, Songpa-gu)

Final Thoughts

To conclude this long, carbs, coffee and shopping-focused guide, Seoul is an amazing place, Very different from Shanghai, in my opinion. It can feel a bit overwhelming, if you want to experience everything all at once. So, if you're short on time, I would pick two areas to explore for each day. You can go by this rule: Myeongdong, Seongsu-dong and Jamsil are for the day. Itaewon, Gangnam and Hongdae are for the night. Or the other way around, that's the beauty of Seoul's neighborhoods, seamless transitions from daytime activities to nightime adventures.