Shopping in Hongdae & Hapjeong

Hongdae has become a premier destination for international tourists, rivaling traditional hotspots like Myeongdong or Gangnam. The district’s allure lies in its vibrant street fashion, eclectic shopping options and rich culinary scene, offering visitors an immersive experience of contemporary Korean culture. Adjacent to Hongdae, Hapjeong has also evolved into a trendy neighborhood with larger malls like Mecenatpolis and Delight Square. ​Together, Hongdae and Hapjeong encapsulate the essence of Seoul’s modern cultural scene, making them must-visit destinations for those seeking a unique K-shopping experience.​

Line Friends Store

📍 Google Map Link
🕒 Operating Hours: 11:00 AM – 10:00 PM
❌ No closed days

Located on the ground floor of Hotel L7 Hongdae, the Line Friends Hongdae Flagship Store stands as Hongdae’s landmark for fans of the beloved Line Friends characters. This expansive store spans two floors and a basement cafe, filled with different themes and merchandise. At the entrance you’ll be greeted by an enormous Brown, an iconic photo spot for anyone visiting the store.

From BT21 to Dinotaeng

The store offers an extensive range of products featuring Line Friends and BT21 characters, which are born from Line’s collaboration with BTS. In addition to these popular brands, the store also features emerging K-characters such as Joguman and Dinotaeng (both of which are popular IP characters in Korea), reflecting Line Friends’ commitment to partnering with diverse artists.

One of the standout items of the store was the customizable plush keyrings. You can select from a variety of plush characters and personalize them with an assortment of clothing and accessories. FYI decorating and personalizing keyrings has recently become a big trend in Korea, a fashionable way for Gen Zs to express their style and identity. ​

Kafe Riff

📍 Google Map Link
🕒 Operating Hours: 10:00 AM – 9:00 PM (Opens at 12 PM on weekends)
❌ No closed days

Looking for a quick coffee break? Hidden behind the lively streets of Hongdae, Kafé Riff offers a serene escape from the energetic vibe. Known for its minimalist design and tranquil ambiance, this café provides the perfect setting to unwind between shopping and sightseeing. The interior featuring rich wood tones and warm lighting creates a cozy atmosphere ideal for both working and socializing.​

Cream Coffee

Kafé Riff takes pride in its signature cream coffee, crafted in the Einspänner style—a combination of rich espresso topped with velvety whipped cream. Their menu includes a variety of cream flavors—while the Original Vanilla Cream is a smooth coffee topped with their signature vanilla cream, the Royal Banana uses banana milk to add a fruity touch, and the Golden Butter takes an experimental approach by incorporating non-alcoholic beer and black sugar cream. Complementing their coffee offerings, the café also serves an array of sweet desserts from cheese cake to crumbles, all baked in-house to ensure freshness and quality. ​

If you’re planning a full-day itinerary, be sure to check out my previous posts featuring brunch cafés and restaurants near Hongdae, perfect for pairing with your shopping and café-hopping adventure.

Kyobo Bookstore

📍 Google Map Link
🕒 Operating Hours: 10:30 AM – 10:00 PM
❌ No closed days

Best Bookstore in Korea

Kyobo Bookstore is by far Korea’s largest and most renowned bookstore chain. Established in 1980, Kyobo has been a cornerstone of Korean literary culture, offering an extensive collection of books across various genres and languages. Conveniently linked to Hapjeong station near Exit 8, the Hapjeong branch continues this tradition of Kyobo in providing a spacious and well-organized environment for both readers and shoppers.​

Stationery Shopping at Kyobo

Beyond its vast selection of books, Kyobo Bookstore also features a range of stationery, gifts, and lifestyle products. The store’s Hottracks section is particularly popular, offering an array of music albums, electronics and unique stationeries. This diverse inventory ensures visitors to enjoy not only the latest bestsellers but also gifts & goods that cater to various interests.​

Maison Kitty Bunny Pony

📍 Google Map Link
🕒 Operating Hours: 12:00 PM – 7:00 PM
❌ Closed on Mondays

Fabric Brand Since 2008

Kitty Bunny Pony(KBP) is a charming Korean brand that specializes in textile-based lifestyle products. Founded in 2008, KBP has gained recognition for its unique designs and high-quality craftsmanship. As the name suggests, the Happy Bunny pattern stands out as the most iconic design, making it a beloved symbol of the brand.

Maison Kitty Bunny Pony is a concept space designed to showcase the diverse range of fabric products developed by KBP. The store building was originally an old residential house before being transformed into this beautiful shop, inviting visitors to fully appreciate and experience the brand’s fabric collections at first-hand.

Scandinavian-inspired Aesthetics

Maison Kitty Bunny Pony’s wooden interior creates a cozy and home-like atmosphere that allows each product to shine in the most natural setting. Various fabric products—including cushions, bags, pouches and home décor accessories—are beautifully displayed in every corner of the space. KBP’s bold designs and Scandinavian-inspired prints (that also remind me of the iconic Finnish brand Marimekko) makes it an essential stop for anyone who loves stylish and artistic home decor.​