Hannam-dong Shopping Street is known for its high-end shopping experience featuring everything from designer fashion to lifestyle goods. Located between Itaewon and Hangangjin stations, this upscale neighborhood is home to some of the city’s most stylish boutiques, global brand flagships and trendy concept stores. With its carefully selected range of brands, it has become a go-to destination for those seeking a refined shopping experience.
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The Rise of Select Shops
One of the biggest shopping trends in Korea right now is the rise of ‘편집샵’ (select shops), which feature a mix of international and local brands, often curated around a specific aesthetic or theme. These stores are usually not just about selling products but also about storytelling and lifestyle branding. Rather than focusing on a single label, they offer shoppers the opportunity to explore a variety of brands curated with a unique concept of the store.
Hannam-dong, with its sophisticated and trend-conscious crowd, has become a hub for these select shops. Compared to Seongsu-dong, which attracts younger population with its experimental pop-up stores and up-to-date brands, Hannam-dong leans more towards a high-end shopping experience with a sense of exclusivity. If you want to discover refined fashion boutiques in Seoul, Hannam-dong is the perfect place to start your shopping. In this review, I will introduce 5 stores that capture the essence of Hannam-dong’s stylish shopping scene: Platform Place, COS, Astier de Villatte, Beaker, and RolaRola.
If you’re looking to explore more shopping spots near hannam-dong, don’t miss my guide to Yongridan-gil in Yongsan — another rising hotspot for fashion, lifestyle and more.
Platform Place
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:00 PM
❌ No closed days
A Haven for Minimalist Fashion
Platform Place is a prime example of Korea’s ‘select shop’ culture, offering a selection of items that embody a contemporary yet classic aesthetic. The brand ‘Platform’ started out as Korea’s first premium sneaker select shop, but soon expanded its business by opening ‘Platform Place’ to introduce diverse fashion & lifestyle brands such as Fred Perry, Lavenham and Danton.
Brands at Platform Place
One of the standout brands at Platform Place is Service Works, a label that originally took inspirations from kitchen workwear for chefs and refined it with high-quality reusable materials and contemporary fits. My personal favorite item from the Hannam store was Service Work’s Necessities Short Sleeve Shirt with its cute embroidered details. Another highlight from Platform Place is Saint James, the famous French brand known for its classic Breton striped shirts, which are a staple for the spring & summer seasons.
COS
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:00 PM
❌ No closed days
Scandinavian Wardrobe in Seoul
A short walk from Platform Place, COS (Collection of Style) offers an entirely different shopping experience. This brand, a subsidiary of H&M, is known for its contemporary lines and Scandinavian mood. The Hannam store perfectly embodies this aesthetic with a spacious layout that showcases each piece like a gallery.
Jenny’s Quilted Bag
One of the most popular items from COS in Korea is the quilted bag, often referred to as the “Jenny Bag.” The nickname originated from Jennie of BLACKPINK, who was frequently spotted carrying the bag as her go-to travel companion. Its lightweight design and excellent storage capacity make it perfect for carrying everything you need, which is probably why Jennie chooses it time and time again for her travels.
While Jennie’s pick was the larger-sized bags, the Hannam store featured a wide selection of smaller quilted bags in various colors (particularly in pastel shades for the spring season) to reflect the current trend of mini bags.
Astier de Villatte
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:00 PM
❌ No closed days
A Touch of Parisian Elegance
Astier de Villatte is a Parisian brand renowned for its handcrafted ceramics, scented candles, and vintage-inspired homeware. The Hannam-dong boutique is an elegant escape, filled with beautifully arranged displays that evoke a sense of nostalgia and European refinement.
Astier de Villatte in Hannam spans 4 floors, each dedicated to a different category of home goods. On the first floor, you’ll find a beautifully arranged selection of incense and candles, filling the space with an extraordinary array of scents. The second floor is dedicated to ceramics and dinnerware showcasing the brand’s signature handcrafted pottery, while the third floor focuses on elegant pieces of lighting and furniture. The fourth floor houses a gallery and bookstore, where visitors can immerse themselves in a carefully curated collection of art, design books, and rare finds.
Beaker
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:00 PM
❌ No closed days
Intersection of Korean and Global Fashion
Beaker is one of Korea’s most well-known select shops, offering a curated mix of contemporary fashion from both Korean and international designers. When I visited the Hannam store in March 2025, one side of the first floor was dedicated to a special exhibition in collaboration with Caroline Hu. The exhibition featured Caroline Hu’s 25SS collection, known for its delicate and romantic aesthetics created through layered fabrics and fluid silhouettes.
Beaker frequently curates seasonal exhibitions and pop-ups that reflect its dedication to discovering hidden brands and talents in both fashion and lifestyle. These exclusive collaborations not only bring fresh perspectives for shoppers but also provide a platform for emerging designers to showcase their work.
Brands at Beaker
Among the standout brands here is Maison Kitsune, the French-Japanese label known for its minimalistic style and signature fox logo. Their pieces seamlessly blend Parisian elegance with Tokyo’s youthful energy. Another must-see is Avolt, a Swedish brand that designs sleek, modern tech accessories that create stylish solutions for modern living. One of the bestsellers from Avolt would be the Square, a cube-shaped power strip with 2 sockets and dual USB ports, perfect for both homes and offices.
RolaRola
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 9:00 PM
❌ No closed days
RolaRola is a Korean clothing brand inspired by the French New Wave spirit. Known for its pastel hues and feminine mood, this brand is a dream for those who love romantic fashion. RolaRola Hannam store is located in the basement, and walking into it feels like entering a hidden cottage. Inspired by the nostalgic charm of a Parisian apartment, the flagship store is designed under the concept of “Maison de Rola.” This home-like space is filled with vintage furniture, carefully curated objects, and a small terrace decorated with fresh flowers.
Fashion Inspired by Jang Wonyoung
As of 2025 RolaRola’s current muse is Jang Wonyoung, arguably Korea’s most iconic idol star at the moment. Her association with RolaRola has further cemented the brand’s reputation as a must-shop destination for young shoppers looking for trendy casualwear.
My favorite items from RolaRola were the casual T-shirts and cardigans which also reminded me of the laid-back vibes of Brandy Melville. While Brandy Melville captures the California-inspired aesthetic with sun-faded tones and denim items, RolaRola adds a K-fashion twist, incorporating more romantic details like delicate embroidery and lacy details.
Overall
Hannam-dong’s shopping scene is perfect for those who appreciate curated fashion and lifestyle stores. From timeless classics to contemporary fashion trends and artisanal home décor, Hannam-dong has something for everyone. Next time you’re in Seoul, make sure to visit this neighborhood and immerse yourself in the stylish streets of Hannam-dong to discover your new favorite store. And in case you need a break, check out my post on Hannam-dong brunch cafés for the perfect spots to recharge.
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