Shopping in Myeongdong: Latest Stores in Myeongdong’s Shopping Scene
Myeongdong has always been one of Seoul’s busiest shopping districts, but in the last few years it’s shifted from “just cosmetics and street stalls” into a serious hub for K-fashion brands, curated flagships, and K-pop merch.
If you’re planning a shopping day in Myeongdong, this guide rounds up some of the latest and trendiest stores worth visiting – especially for:
fashion lovers who want Korean designer and street brands
K-pop fans looking for official character goods and idol merch
Fashion Lovers: New-Generation Brands in Myeongdong
acmé de la vie (ADLV) – Streetwear Seen on Idols
Even if you don’t see a big standalone ADLV street shop on every corner, Acmé De La Vie is firmly present in Myeongdong through major duty-free fashion zones. The brand is known for:
oversized “overfit” silhouettes
bold babyface graphic prints
casual streetwear frequently worn by Korean idols and influencers
ADLV has built its name as one of Asia’s top high-street streetwear labels, and their products are stocked in locations like Lotte Duty Free Myeongdong and Shinsegae Duty Free Myeongdong, alongside other global fashion names, and has recently opened up their standalone flagship store within the Myeongdong Streets, tucked away somehwere close to the ever famous Hello Kitty Apple Cafe!
➣ Click here for link to ADLV Google Maps location
Why visit in Myeongdong
Good for fans of oversized hoodies, logo tees and idol-style outfits
A natural fit if you’re already browsing K-beauty and designer corners
If you want that “airport idol” look in one go, starting with ADLV’s hoodies, sweatshirts and caps is an easy move.
Adidas Originals Myeongdong – Renewed as a Cultural Hub
The Adidas Originals Myeongdong Store recently went through a major renewal under Adidas’ latest global retail concept. It’s not just a shoe shop – it’s designed as a full “cultural connectivity” hub in the middle of Myeongdong
Key points:
Striking facade: a huge metal sliding-door front with the idea of “a door that connects to another world” – very photogenic from the street.
Three floors of product & experience
1F: full Originals footwear wall and seasonal campaigns
2F: “Cityshop” zone with Seoul-exclusive T-shirt prints and customized shoe programs
3F: apparel & accessories to build full head-to-toe looks
Large digital screens run Seoul-specific content and global campaigns, making it feel more like a brand gallery than a normal store.
Why it matters for shoppers
If you’re into sneakers, city-exclusive designs, or want a capsule “Seoul outfit”, this is one of the strongest stops in the area. It’s also centrally located on Myeongdong’s main streets, so you’ll almost definitely walk past it during your stroll.
➣ Click here for link to Adidas Originals Google Maps location
Emis (Myeongdong Flagship Store) – Minimal but Trendy
Emis (short for Every Moment Is Special) is one of the hottest Korean accessory & fashion brands, and Myeongdong is one of its main offline pillars. The Emis Myeongdong Flagship Store is located on Myeongdong 8-gil and operates from around 11:00 to 23:00 – very friendly hours for tourists.
From recent coverage:
Emis focuses on minimalist, logo-driven designs – especially caps, bags, knitwear and small items that style easily with anything.
The brand has grown aggressively, operating flagship stores in Myeongdong, Seongsu and Hannam, and generating huge sales growth in the last 1–2 years.
What to expect in Myeongdong
A clean, minimal interior that’s very Instagram-friendly
Plenty of logo caps, shoulder bags, knitwear and basics you’ll see all over Korean street style feeds
A good spot if you want something recognisably Korean, but not as loud as full graphic streetwear
If you like subtle branding and want to leave Seoul with a piece you’ll actually wear back home, Emis is a safe bet.
➣ Click here for link to EMIS Google Maps location
Matin Kim – Chic, Everyday Designer Vibes in Myeongdong
Matin Kim is another extremely popular Korean designer brand that aims for “trendy but comfortable” daily fashion – pieces you can wear to work, cafés or night outings without feeling overdressed.
Matin Kim currently runs multiple offline points, including:
a flagship in Seongsu
department store counters (e.g. Lotte Department Store Main Branch, right by Myeongdong)
a dedicated Myeongdong store on Myeongdong 8-gil
Why fashion lovers stop here
Good for quiet luxury energy on a mid-range budget
Lots of pieces that style well with coats, denim, and sneakers you might buy at Musinsa or Adidas
Easy to combine with a Lotte Department Store visit if you’re doing “department store + street shopping” in one day
If you like understated pieces rather than logo explosion, Matin Kim is worth putting on your Myeongdong route.
➣ Click here for link to MATIN KIM Google Maps location
(Opening soon Dec 2025) Verish – Comfort-First Underwear, Expanding Fast
Verish (베리시) is one of the fastest-growing women’s underwear and “feeling wear” brands in Korea. The brand built its popularity on:
seamless, wireless construction
very soft, light fabrics
designs that focus on comfort and skin feel rather than heavy padding or wiring
Offline, Verish currently operates key stores such as:
Verish Dosan flagship
Verish Seongsu flagship
Verish Anguk and other concept spaces
These locations combine:
curated Feeling Wear collections (bras, underwear, easy wear)
1:1 fitting and consulting services (“Feel Lab”)
a strong focus on foreign customers, especially in Seongsu and Dosan, where many tourists now visit for K-fashion.
So, Verish is definitely a brand to look out for if you are in Seoul anytime in the future, as they are one of the most well-known brands for women’s underwear in Seoul.
Musinsa Standard Myeongdong – One-Stop K-Fashion Basics
If you want to understand how Koreans actually dress day-to-day, you can’t skip Musinsa Standard.
The Musinsa Standard Myeongdong store is a multi-floor space (1F–3F) on Namdaemun-ro, right by Myeongdong’s core shopping streets.
Key details:
Address: 1F–3F, 90 Namdaemun-ro, Jung-gu, Seoul
Hours: 11:00 – 21:00, open every day
Across Seoul, Musinsa Standard has built a network of tourist-friendly stores in Myeongdong, Seongsu, Hannam, Hongdae and Gangnam, with special services for foreign shoppers like:
on-site tax refund
luggage storage
multilingual in-store announcements
foreign-language brochures
Why Musinsa Standard Myeongdong is a must
Huge range of modern basics – coats, trousers, shirts, denim, knitwear
Easy to mix with trendier pieces from Emis or Matin Kim
Very good value for the quality, which is why foreign customer sales now make up a big chunk of revenue in their central Seoul branches
If you only have time for one fashion stop that gives you the full current K-fashion mood (without going luxury), Musinsa Standard Myeongdong is the most efficient choice.
➣ Click here for link to Musinsa Standard Google Maps location
K-Pop Lovers: Character & Idol Shopping in Myeongdong
Fashion isn’t the only thing that’s evolved in Myeongdong – the district has become one of the strongest K-pop merch zones in Korea, with character stores, label-official shops and underground album tunnels all packed into a walkable grid.
Line Friends Square Myeongdong – BT21, NewJeans & More
Line Friends Square (Myeongdong) is a multi-level character and K-pop collab store filled with:
LINE FRIENDS characters (Brown, Cony, Sally etc.)
BT21 (BTS collaboration)
rotating collabs like NewJeans pop-up events, limited goods and seasonal displays
Highlights:
Located on Myeongdong-gil 43, about 5 minutes from Myeongdong Station Exit 6
Opening hours typically 11:00–22:00, so it fits easily before or after dinner
Photo zones, capsule machines, claw games and pop-up exhibitions – it’s more of an experience space than just a shop
For K-pop fans, this is where you go for BT21 plushies, collab T-shirts, phone cases and limited items tied to comeback campaigns and seasonal promotions.
➣ Click here for link to Line Friends Square Google Maps location
theSameE Myeongdong – Official YG Artist Store
If you’re a fan of BLACKPINK, TREASURE, WINNER, BABYMONSTER or other YG artists, Myeongdong gives you direct access to official goods through theSameE – formerly YG SELECT.
Recent K-pop shopping guides list theSameE Myeongdong as one of the main official YG brand stores in Seoul, alongside its Insadong branch.
theSameE Myeongdong address: 60 Myeongdong-gil, Jung-gu, Seoul
Official YG store offering albums, lightsticks, accessories and seasonal drops
Part of Myeongdong’s wider K-pop ecosystem, which also includes huge underground album zones and multi-label stores
If you combine Line Friends Square + theSameE + the underground shopping center K-pop stretches, you basically cover most official and semi-official merch opportunities in one area.
➣ Click here for link to theSameE Google Maps location
Why Myeongdong Is Still the Easiest One-Stop Shopping District
Other areas like Seongsu, Hannam, and Gangnam have become big K-fashion destinations, but Myeongdong remains the most convenient for visitors because:
Most major brands (Musinsa Standard, Emis, Matin Kim, Adidas Originals) have central, walkable stores here.
K-pop lovers can cover character shops + official label stores + album shops in one compact grid.
New stores and renewals keep landing here first, precisely because Myeongdong is still Seoul’s main tourist shopping stage.
If you only have one day to shop in Seoul and want both fashion and K-pop, Myeongdong’s current line-up makes it the most efficient choice – and it’s only getting stronger going into 2025 and 2026.
Where to Eat After Shopping in Myeongdong? Mongvely Korean BBQ!
After a full day of shopping across Myeongdong’s fashion streets and K-pop stores, the best way to end your itinerary is with all-you-can-eat Korean BBQ at Mongvely, located just 1 minute from Myeongdong Station Exit 8.
Mongvely is one of the district’s most loved Korean BBQ spots, offering:
Premium pork & beef cuts, freshly self-served
Huge variety unique sauces including cheese powder, curry powder, spicy teriyaki, and green tea salt
A full self-serve station for sides, veggies, cold noodles, ramen, and rice
Long opening hours (until 2 AM) — perfect after late-night shopping
A clean, foreigner-friendly setup with multi-language guides
Whether you’ve been trying on outfits at Emis, exploring Musinsa Standard, hunting idol merch at Line Friends Square, or queuing at the YG store, Mongvely gives you the warm, delicious, Seoul-style comfort meal that every shopper needs.
It’s filling, affordable, and one of the most authentic ways to experience Korean BBQ in Myeongdong before heading back to your hotel.
Visit Us Now!
Mongvely Main Branch
Address: Myeongdong 8na-gil 9 3rd Floor
Opening Hours: 11:30 a.m. to 2:00 a.m.
➢ Link to Mongvely Main Branch
Mongvely 2nd Branch
Address: Myeongdong 3-gil 44 2nd Floor
Opening Hours: 11:30 a.m. to 2:00 a.m.
➢ Link to Mongvely Second Branch
Follow us on Instagram: @kbbqmongvely
