Seongsu shopping street has rapidly become one of the trendiest shopping districts in Seoul, known for its unique blend of contemporary Korean designer brands, concept stores and stylish cafes. With a growing preference among young Korean shoppers for homegrown brands over traditional luxury labels, Seongsu has flourished into a hub of fashion, lifestyle and culture. Here’s a guide to some of the best stores and experiences in Seongsu.
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Cueren
📍 Google Map Link
🕒 Operating Hours: 10:00 AM – 10:00 PM
❌ No closed days
Craftsmanship in Leather Footwear
Cueren is a Korean shoes brand specializing in high-quality leather footwear. The brand uses premium natural leather to ensure breathability and is dedicated in developing the perfect shoes for Korean foot shapes that ensure both comfort and style.
Cueren’s Best Sellers
One of Cueren’s most popular series is the Valencia Collection, which features elegant, minimalistic ballet flats. At the Seongsu store, I tried on both the Valencia 14 and 16 models in taupe color which is particularly trending right now with the spring season around the corner. While Valencia 14 Ballerina is a lace-up flat with an elegant tassel strap, Valencia 16 Ballerina features a cross-ankle X-strap that adds a graceful touch.
The store staff mentioned that the Valencia shoes tend to run small but my usual size felt just right. And since the shoes are made of leather, they are also expected to stretch slightly with wear. Both 14 and 16 offered a sleek and feminine silhouette while being comfortable enough for everyday wear.
Nudake
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 9:00 PM
❌ No closed days
A Cafe Experience by Gentle Monster
For those of you who don’t know, Nudake is an extension of Gentle Monster, Korea’s globally renowned eyewear brand. Just as Gentle Monster is famous for its avant-garde store designs and immersive brand storytelling, Nudake also reflects this philosophy by curating desserts that are as artistic and unconventional as their eyewear.
The most famous item on their menu is the Peak Cake, an abstract, sculptural dessert that resembles a jagged mountain peak. Although I didn’t try it this time, it’s widely regarded as a must-try for first-time visitors. Nudake’s aesthetic interior design and creative menu make it a great stop for anyone looking for a unique cafe experience in Seongsu.
Marhen J
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:30 PM
❌ No closed days
Shift in Korean Shopping Trends
A noticeable trend in Korea’s fashion and shopping scene is the increasing preference for local designer brands over global luxury labels; many young Korean shoppers are now prioritizing unique, homegrown brands that offer high-quality designs at accessible prices. This shift is evident in Seongsu, where stylish and independent Korean brands are thriving in every corner.
Eco-Friendly Fashion
Marhen J is a Korean bag brand known for its commitment to sustainability. The brand uses eco-friendly materials such as vegan leather and recycled materials in its designs, reflecting modern consumer demands for responsible fashion.
At the Seongsu store, I found a diverse range of lightweight and casual eco bags for everyday use. The RICO Bag is probably one of the best sellers, a canvas tote that comes in various sizes and colors. Though not the most popular design, the MILA bag also caught my attention—a compact crossbody bag ideal for travelers who want to keep their minimal essentials close.
Marge Sherwood
📍 Google Map Link
🕒 Operating Hours: 12:00 PM – 8:00 PM
❌ No closed days
Retro-Inspired Minimalism
Marge Sherwood is another rising Korean bag brand, largely inspired by 90s aesthetics and culture. At the Seongsu showroom, the two most eye-catching designs were the Bessette Shoulder Bag and the Soft Bowling Bag. While the baguette-shaped Bessette Bag evoked a nostalgic 90s style with its minimalist design and sleek metal accents, the suede material of the Soft Bowling Bag had a stylish touch of bohemian vibes.
As a brand specializing in mini bags, Marge Sherwood’s showroom displayed a variety of compact shoulder bags in different shapes and colors. The store also featured a selection of keyrings and bag chains, reflecting the rising trend of customized handbags in Korea. The small charms could add a touch of individuality to the minimalist designs of Marge Sherwood.
Nonfiction
📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 8:30 PM
❌ No closed days
Trendsetter in K-Fragrance
Nonfiction has rapidly established itself as one of Korea’s most sought-after fragrance brands, celebrated for its sophisticated scents. With each scent designed to evoke a distinct mood, the brand offers a wide range of products from perfumes to hand creams and body lotions, allowing customers to layer their scents for a lasting effect.
Among their bestsellers Santal Cream is my personal favorite, a soothing blend of sandalwood, vetiver, fig, and cardamom. The store also features beautifully curated gift sets and trial kits, making it a great stop for those searching for a romantic gift from Korea.
Overall
Seongsu-dong offers a trendy alternative to mainstream shopping districts like Myeongdong and Gangnam. From artisanal footwear to stylish bags and perfumes, Seongsu shopping street provides a complete shopping experience that reflects the evolving tastes of modern Korean consumers. I hope this guide provided a starting point for those who are wondering what to do in Seongsu. Next time you’re in Seoul, make sure to visit Seongsu-dong and experience the best of Korean fashion, design, and lifestyle. And be sure to check out my posts on Seongsu’s best brunch cafes and restaurants for some delicious recommendations that will complement your shopping experience!
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