Dongdaemun Seoul: Your 2024 Insider’s Guide

Dongdaemun Seoul is one of the liveliest neighbourhoods in the Korean capital and an area that you absolutely must explore while in town. It is situated in the eastern part of the city and is home to some of the best shopping and dining in town.

As you pull into Dongdaemun station, you are greeted by Zaha Hadid’s design plaza (DDP). This is one of the most dramatic pieces of contemporary architecture in Seoul and it is filled with an ever-changing selection of art exhibits.

Dongdaemun Seoul

Dongdaemun offers a little something for every style and budget. This is undoubtedly one of the best places for shopping in Seoul.

Retail therapy options here range from traditional markets that sell colorful silk fabrics and traditional street foods to glittering high-rise malls that showcase the creations of independent designers. Better yet? The vast majority of the stores and malls here are open until 5 am every day of the week! 

Where to go shopping in Dongdaemun

Shopping in Dongdaemun
Shopping in Dongdaemun

Shopping in Dongdaemun essentially falls into two categories – the cheap and cheerful, and the ultra-chic and luxurious. The markets of Dongdaemun fall into the former category and mostly sell fabrics and clothing wholesale.

The latter can be found in various malls and department stores. It can be fairly overwhelming trying to decide which shops and malls to venture into first since this area is so vast.

There are more than 30,000 stores crammed together in a space of just 10 blocks! To help you better decide, a selection of the best places to shop in Dongdaemun is summarised below. 

Dongdaemun Market 

Dongdaemun market is one of the largest markets in Seoul and it is open 24 hours a day. Hundreds of vendors come together here to sell every product imaginable.

You will find everything here from electrical appliances and homewares to wholesale rolls of fabric and low-cost clothing. The market is renowned for the various food stalls that set up shop along its food alley (Mukja Golmok) at night. They serve a diverse range of Korean delicacies – from tteokbokki to jeon

Hello APM (헬로에이피엠)

Shopping in Dongdaemun
Shopping in Dongdaemun

The malls of Dongdaemun are divided into those that focus on wholesale and those that cater to individual shoppers. Hello APM falls into the latter category. The mall is situated between Migliore and Good Morning City. 

Both casual and higher-end clothing can be found throughout the stores within Hello APM. While the mall sells clothing for both men and women, there are typically more options available for ladies, and women’s items tend to be better value. 


The LOTTE FITIN Mall is perhaps the Dongdaemun Mall with the most impressive exterior. The contemporary structure catches the eye of all who pass by. By nightfall, the building is beautifully illuminated in shades of pastel pink and lilac. 

Shoppers that are enticed inside the mall will not be disappointed. The complex is predominantly comprised of mid-range, boutique, and upscale stores. It also has a more “organised” feel to it than some of the other malls which boast hundreds of tiny stores crammed together. 

Migliore Mall (밀리오레)

The Migliore Fashion Mall caters to both wholesale and individual shoppers. The stores here focus on a younger crowd and most people that you will see at Migliore are teens or students in their early twenties.

That said, Migliore is well worth checking out regardless of your age. Many independent boutique stores can be found here making Migliore the perfect spot for picking up a unique, one-of-a-kind piece that no one else has. 

Label brands also have outlets at Migliore and items can be purchased out of season at a significant discount. On average, the mall is around 40% cheaper than the majority of shopping complexes in Seoul.

To provide some references for the prices to expect, note that you can easily find dresses, shirts, shorts, and skirts for less than 12,000 KRW each. That is less than $12. 

Good Morning City (굿모닝 시티)

Good Morning City is a sprawling shopping complex that extends over 23 floors. The mall was one of the first to be constructed in the area and sells a diverse range of products – from clothing, accessories, and cosmetics – to homewares and electrical appliances. 

Most clothing stores at Good Morning City are tailored towards young Korean women and sell very feminine, cutesy styles. The mall doubles up as an entertainment complex. Visitors can opt to soak their cares away at the mall’s in-house jimjilbang, or enjoy a movie marathon at the Megabox Dongdaemun. 

Hyundai City Outlet(현대 시티 아울렛)

Hyundai City Outlet is your standard McArthurGlen-style designer outlet mall. This is a great place to shop for last season’s designer brand products at incredibly discounted prices. 

DOOTA (두타)

Historically, DOOTA was a wholesale mall. However, in recent years, it has started transitioning to becoming a more upscale individual shopping experience. 

At first glance, DOOTA can feel a little pricier than the other malls that surround it. The main reason behind that tough is that the majority of the DOOTA stores are branded and focus on current trends in Korea.

Typically, the textures and the qualities of products here are much better. Venture up to the floors between two and six to see a showcase of the hottest new K-trends. Expect prices of $50 and up per item. 

Pyeonghwa Fashion Town 

Shopping in Dongdaemun
Shopping in Dongdaemun

Pyeonghwa Fashion Town is worth adding to your radar while in the area. However, a visit here is more about the history of the market as opposed to the opportunity to purchase any great items.

Pyeonghwa has been in operation for more than 50 years now. The market first opened at the end of the Korean War when North Korean refugees flocked to the area to make clothing from American army uniforms.

The name comes from “Pyounghwa” which means peace. Pyeonghwa Fashion Town was the very first retail operation of any kind to exist in Dongdaemun.

This was the first step towards Dongdaemun Seoul becoming the sprawling mass of 30,000 stores that it is today. The market borders the Cheonggyecheon stream and focuses on affordable wholesale sales of clothing, underwear, and accessories. 

Maxtyle (맥스타일)

Venture inside Maxtyle Mall if you want more variety and options while shopping in Dongdaemun Seoul. This is another shopping complex that focuses on both wholesale and individual shopping.

The mall was created after the old  “Deokun” and “Heungin” markets that originally stood here were renovated. Expect to find casual attire, as well as trendy, low-cost fashion items. 

Local’s tips for shopping in Dongdaemun

Customs for shopping in South Korea may be different from what you are used to elsewhere. A few things to consider when shopping in Dongdaemun Seoul are detailed below. 

Shop around

Many of the malls and stores here sell items that are the same or similar. The only difference is the price tags. It is worth visiting a few different malls before committing to purchases, especially if you are buying a higher-ticket item or something from a designer outlet. The variation in price from one place to another can be substantial.  

Don’t be afraid to haggle

It is perfectly acceptable to negotiate with the vendors at some of the malls and stores in Dongdaemun. This is especially the case with those owned by independent designers, or those who typically sell in bulk. 

You should not worry about being rude. The vendors expect you to haggle and Koreans do it too

One size fits all 

Korean sizes tend to run smaller than their Western counterparts. It is not uncommon for clothes and shoes to be sold in one size only. 

This might be okay if you are petite and of a smaller frame. However, many people will find that there is simply nothing available that fits them.

Trying things on 

Many clothes shops in Korea do not allow you to try things on. This happens regardless of whether you are wearing makeup or not.

It’s nothing personal, as it’s the same for Koreans. It is just frustrating when something is expensive and you can’t see for sure if it is going to fit or not. If you enter a store and you like the look of the clothing in it, it is worth asking the salesperson in the first instance if they allow you to try things on.  

Other Things to Do in Dongdaemun Seoul

The DDP, Seoul
The DDP, Seoul

Shopping in Dongdaemun may be the main raison d’être for venturing into this area, however, that certainly isn’t all the district has to offer. If your Seoul itinerary and your wallet dictate more browsing and window shopping than it does splurging and retail therapy, it’s still worth spending an afternoon in Dongdaemun.

The DDP hosts ever-changing exhibits and art shows from both Korean and international designers. Meanwhile, Seongsu-dong is one of the trendiest up-and-coming parts of town, perfect for an evening tipple or two. If your schedule allows it, you can easily while away an entire day in this area.

The Dongdaemun Design Plaza (DDP) 

Be sure to explore the various annexes and exhibits of the Dongdaemun Design Plaza (DDP). The structure resembling an alien spaceship is the work of globally acclaimed architect Zaha Hadid and took over four years to complete.

The DDP has quickly become one of the most iconic contemporary buildings in Seoul. Despite being a sprawling expanse of concrete and steel, the DDP manages to look effortlessly chic and elegant. 

The outer shell of the futuristic DDP is comprised of 45,000 shimmering panels in all shapes and sizes. Various stairways inside the building allow you to climb up to the rooftop.

From this point, you can enjoy incredible panoramas over Dongdaemun and greater Seoul. The view is particularly spectacular during golden hour and sunset.

Inside, the building is made up of seven floors which boast an array of art installations, exhibitions, and artisanal markets. The 24-hour coffee shops within are a great place to stop, relax and people-watch after a long day of sightseeing and exploring.

View the Exhibits at the Dongdaemun History Museum 

For a glimpse of what Dongdaemun was like before the glitz, the glamour, and the hi-rise malls, visit the Dongdaemun History Museum (43 Eulji-ro 45-gil, Sindang-dong, Jung-gu). The museum contains thousands of architects that were recovered from the area when new developments were being built.

Notable exhibits include the excavated ruins of the Seoul fortress walls and artifacts from the Joseon dynasty. The museum is free to enter and is open from 9:00 a.m. to 6:00 p.m. daily.

Enjoy brunch with a side of artwork in trendy Seongdong-gu

Seongdong-gu near Dongdaemun is filled with factories turned into restaurants

Seongdong-gu is a former industrial area that borders Dongdaemun. Historically, this area was known for its numerous shoe factories and distribution warehouses.

It is only recently that a new lease of life has been injected into Seongdong-gu and the neighbourhood has emerged as Seoul’s latest hipster hangout. Many of the old warehouses and factories are now being converted into trendy bars, coffee shops, and exhibition spaces.

At the same time, the new businesses embrace and retain the former character of the building’s original purposes. High ceilings, exposed bricks, and visible metalwork and pipes add a gritty charm to the hangout spots here. 

For coffee or a spot of brunch/dinner that is more Western style, head to the beloved Seongdong-gu institutions of The Onion or Daelim Changgo Warehouse. 

Enjoy a cappuccino in the beautiful Piola Cafe 

Coffee Break at The Piola Cafe, Dongdaemun
Coffee Break at The Piola Cafe, Dongdaemun

Seoul is the King of beautiful and innovative coffee shops. One lovely lesser-known spot in Dongdaemun is Piola.

This is a flower shop and cafe all in one. Piola is filled with plants and flower baskets that hang from the ceiling and decorate window sills. 

Enjoy sipping a sweet foamy latte, or tucking into a rainbow cake as you enjoy the scent of fresh patchouli and flowers. 

Explore Naksan Park and the Seoul Fortress Walls 

Dongdaemun may look like a concrete jungle but don’t let first impressions deceive you. Beautiful parklands and hiking trails await, tucked away behind the area’s malls and high-rise apartment complexes. Head towards Dongdaemun gate and enter the park that sits behind it (Naksan). 

Various walking trails twist and turn through the greenery here. Opt to take the Naksan Mountain Trail route which leads you along the ancient Seoul Fortress walls.

Keep an eye out for the many ancient inscriptions which have been carved into the walls. Depending upon which time of day you find yourself here, the walls can be a great place to watch the sunrise or sunset over Seoul. 

Stroll along the Cheonggyecheon

The Cheonggyecheon is a manmade stream that runs through Seoul and eventually merges into the Han River. Despite running through one of the busiest cities in Asia, the Cheonggyecheon exudes an air of peace and tranquility.

Strolling along the Cheonggyecheon is a pleasant way to while away an afternoon. Various art installations, murals, and flowers can be found along each section.

The stream runs 4.5 meters below street level and was created as part of an initiative created to beautify Seoul. The Residents of the various central Seoul neighbourhoods take pride in tending to their section of the stream.

During certain times of the year, lanterns and illuminations decorate the length of the stream. If you happen to be in Seoul in October, you can catch the spectacular Seoul lantern festival.

Visit the second-hand book street 

If you head to Pyeonghwa Market and venture downstairs to the very first floor you will find a second-hand book street. The stalls here are filled with a vast range of literary products in countless different languages.

English books can be very expensive at the main stores in Seoul and so this is a nice alternative place to pick them up. 

Soak your cares away in a local jimjilbang 

A jimjilbang is a traditional Korean bathhouse. In some ways, it could be compared to a Turkish hammam.

A Korean bathhouse experience is a wonderfully relaxing ¨only in Korea¨ type of experience. Jimjilbangs are filled with pools of various temperatures, many of which are infused with different herbs and fragrances.

Soaking in these baths not only relaxes you. Some are said to help cure ailments.

If you are interested in experiencing a Korean bathhouse, there are several in Dongdaemun. The Haevichi (Havitz) Spa World Jimjilbang is a brand-new modern facility.

It is situated on the 12th floor of the Cerestar building, right behind the Migliore Mall. The jimjilbang has a few different baths and saunas. However, the main reason that you want to come here as opposed to visiting other jimjilbangs in the area is for the views over the city.

From up here, you can look out across the fabric market, the Cheonggyecheon, and the mountains that encompass Seoul. That’s all pretty good value considering it is less than 15,000 KRW to visit for up to eight hours. 

Where to Eat in Dongdaemun

Grilled Fish Street, Dongdaemun
Grilled Fish Street, Dongdaemun

Dongdaemun, like Seoul in general, is a foodie paradise. This area is a great place to experience street food.

Few dining experiences are more unique and memorable than sitting shoulder to shoulder with Korean businessmen beneath a pojangmacha tent as you eat spicy tteokbokki and wash it all down with an ice-cold soju. There are lots of excellent dining options in this area. Whether you want to have a sit-down meal or to eat something cheap and cheerful at a street food stand, there is something for you.

Sample dakhanmari at Jinokhwa Halmae Wonjo Dakhanmari 

Dakhanmari at Meokja Golmok Food Street
Dakhanmari at Dongdaemun’s Meokja Golmok Food Street

The Meokja Golmok food street that runs beside Dongdaemun Market serves a range of traditional Korean dishes and street food delicacies. Best of all though, this area is renowned for its whole chicken (dakhanmari) restaurants. 

If you are going to try a local delicacy, you want to be sure that you are trying it at the best place. So, duck inside the Jinokhwa Halmae Wonjo Dakhanmari restaurant.

This was the first dakhanmari spot to open on Meokja Golmok and the obvious choice for your first try. Jinokhwa Halmae Wonjo first opened its doors in 1978 and has been a much-loved eatery ever since.

Dakhanmari consists of a whole chicken served in broth with gochujang, garlic, vinegar, and soy sauce. A selection of banchan (side dishes) is served in accompaniment. Order a portion of rice or noodles to eat with the broth.

Try North Korean Cuisine at Pyeongando Jokbaljip

Marinated pigs trotters at  Pyeongando Jokbaljip, Dongdaemun
Marinated pigs trotters at Pyeongando Jokbaljip

Pyeongando Jokbaljip is a North Korean restaurant in the heart of Dongdaemun. Sampling North Korean food is a fascinating insight into the culture of the hermit country.

The cuisine in North Korea is drastically different from that in the South. This is, in part, due to the way that American influences affected South Korean cuisine following the Korean War.

You should be warned that Pyeongando Jokbaljip is reserved for those with more adventurous palettes. The restaurant specialises in serving marinated pig’s feet.

This spot has such an excellent reputation that it is almost perpetually crowded. It is not uncommon to see a line that snakes out of the door and down the street – even in the middle of winter! 

The pig’s trotters here are marinated for 24 hours in a blend of garlic and herbs. The end result is meat that is tender, chewy, and buttery.

The meat falls right off the bone and is delicious when wrapped in a lettuce leaf with some garlic and gochujang. Dining here can be quite enjoyable – if you are able to detach yourself from what you are eating.  

Take a Walk Out to Gwangjang Market 

Gwangjang Market is just a short walk or subway ride away from Dongdaemun Seoul (one metro stop) and is worth stopping by while you are in the area. Gwangjang is the oldest market in Seoul and is divided into two sections: food and fabrics. 

For a cultured lunch on a budget, pull up a stool beneath one of Gwangjang’s pojangmacha tents and order a steaming hot hotteok. Alternatively, treat yourself to some freshly prepared seafood, before washing it all down with an ice-cold cup of Soju. 

Eat Grilled Fish at Honamjib (호남집) 

Grilled Fish Street, Dongdaemun
Grilled Fish Street, Dongdaemun

Different restaurants and streets in Seoul tend to focus on a specific culinary specialty. It is not uncommon for a restaurant to serve only one dish.

Adjacent to the Dongdaemun market, you can find the grilled fish street (동대문생선구이골목). As the name suggests, this is the place to come to sample grilled fish dishes.

The food is prepared with the latest catches sourced from nearby waters earlier that day. Honamjib (호남집) is a local favourite.

However, all of the spots here prepare food of excellent quality. It can be fun to simply meander down 동대문생선구이골목 and enter whichever restaurant catches your eye.

Tuck into Spicy Pork at Keunzip Bossam (큰집 보쌈) 

Spicy pork belly (Bossam) in Seoul
Spicy pork belly (Bossam) in Seoul

Pork is a beloved ingredient in Korean cuisine. You will find that countless dishes are prepared with meat.

One pork delicacy that you can find in Dongdaemun Seoul is Bossam (보쌈). This dish consists of belly pork that is cut into thin slices and boiled in a medley of herbs and spices.

Typically, this is eaten by picking up the marinated pork belly and wrapping it in a lettuce leaf. Then, add some of the vegetable banchan or gochujang (red pepper) paste on top.

It is customary to order noodles, rice, or soup to eat in the accompaniment of bossam. Kimchi jjigae is a popular choice for locals.

Where to Stay in Dongdaemun Seoul

Dongdaemun, Seoul
Dongdaemun, Seoul

Dongdaemun market is a great place to base yourself during your trip to Seoul. The markets and attractions of Dongdaemun itself are great to see.

However, this area is also very centrally located and places you in close proximity to important Seoul attractions. For instance, the Joseon Palaces, Insadong neighbourhood, and the Bukchon Hanok Village. 

Dongdaemun market has something for every budget and travel style. A selection of reputable hotels is detailed below for your consideration.

Mid Range Hotels in Dongdaemun 

Hotel The Designers DDP 

Hotel The Designers is a charming contemporary boutique hotel that offers luxury in central Seoul at an affordable price. This is the perfect choice for those looking for a break from the classic “cookie cutter” style of hotels that are 50 shades of beige.  

From the outside, the structure looks as futuristic and innovative as the nearby DDP. Inside, the various rooms are each decorated in a different, unique style depending on the specific designer that designed that room. Rooms start from $50 per night. 

Makers Hotel

The trendy Makers Hotel is situated in Jongno-Gu – less than one mile away from central Dongdaemun. Every angle of the property exudes charm and personality – from the exposed brick walls to the chic contemporary furnishings. Rooms are modern and spacious and start from $50 per night. 

Dongdaemun Luxury Hotel Pick

The Shilla Seoul 

The Shilla Seoul is one of the best choices for enjoying absolute luxury in the Korean capital. The hotel awaits behind the ancient walls of the Seoul fortress and offers incredible views over the city. Despite being the first luxury hotel to open in Seoul, the recently renovated establishment is filled with modern furnishings and amenities. 

Final thoughts on exploring Dongdaemun Seoul

Have any questions about this Dongdaemun travel guide, solo female travel in Korea, or Korea travel in general? I lived in this beautiful city for several years and would be happy to assist with any questions you may have.

Simply pop me a comment below and I will get back to you ASAP. Safe travels.

Annyeonghaseyo! Melissa xo


Alice Cooper is a British Travel Writer and Blogger based in Athens, Greece. She writes for numerous high profile travel publications across the globe - including Forbes Travel Guide, Matador Network, The Times of Israel and The Huffington Post.

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