Seoul is a bustling metropolis that seamlessly blends modernity with tradition. While its towering skyscrapers and historic palaces grab much of the attention, an intriguing world lies just below the surface — literally. Seoul’s underground shopping malls are a treasure trove of hidden gems, offering everything from fashion and cosmetics to electronics and unique gifts. These subterranean spaces are not just about shopping; they’re also cultural hubs where you can experience the everyday life of Seoulites.
Here are some of the most interesting underground shopping malls in Seoul that will captivate any visitor looking to dive beneath the surface of the city.
1. Goto Mall (Gangnam Terminal Underground Shopping Center)
Tucked beneath Seoul’s busy Gangnam district, Goto Mall is one of the largest and most famous underground shopping centers in the city. Spanning over 800 meters, this long corridor houses around 600 stores, specializing in affordable yet trendy fashion, accessories, cosmetics, and home decor. Its prime location next to the Express Bus Terminal makes it a convenient stop for both locals and travelers.
What to Buy: Goto Mall is a paradise for fashion lovers on a budget. You’ll find chic clothing, shoes, and bags at remarkably affordable prices, often far cheaper than what’s available at surface-level stores. K-beauty enthusiasts will also enjoy browsing through the myriad cosmetic shops offering Korea’s most popular brands.
Insider Tip: Visit during weekdays to avoid the crowds, and prepare for a long stroll as the mall is vast.
2. COEX Mall
COEX Mall is not only one of the most well-known shopping destinations in Seoul but also the largest underground shopping mall in Asia. Located in the heart of Gangnam, this expansive complex offers a variety of experiences, from high-end shopping to dining, entertainment, and cultural attractions like the famous Starfield Library and the COEX Aquarium.
What to Buy: While COEX Mall has a mix of international and Korean brands, it’s also known for its tech stores, including Samsung Digital Plaza, where you can pick up the latest gadgets and electronics. The fashion selection ranges from casual wear to luxury brands, making it suitable for different types of shoppers.
Insider Tip: Don’t miss the Starfield Library, a stunning open space filled with thousands of books and striking architecture, perfect for a quick break or photo opportunity.
3. Myeongdong Underground Shopping Center
Located beneath the bustling Myeongdong shopping district, this underground mall offers an escape from the busy streets above while providing a similarly diverse shopping experience. Myeongdong Underground Shopping Center may be smaller than others, but it’s packed with shops offering everything from cosmetics and clothing to Korean souvenirs.
What to Buy: Myeongdong is a hub for K-beauty lovers, and the underground mall is no exception. You can expect great deals on popular Korean skincare and makeup brands. There are also small stalls selling unique souvenirs, perfect for tourists looking for gifts.
Insider Tip: The mall is directly connected to Myeongdong Station, making it a convenient stop for a quick shopping spree after a day of sightseeing in the area.
4. Yeongdeungpo Underground Mall
View this post on Instagram
Beneath Yeongdeungpo Station, this underground shopping mall is more of a local secret, offering a more authentic experience compared to the tourist-heavy districts like Myeongdong. Yeongdeungpo Underground Mall is particularly popular among the older generation and is known for its vintage clothing shops and electronics stores.
What to Buy: The mall is a great place to find affordable electronics and gadgets. Vintage lovers will appreciate the secondhand clothing stores that offer unique and often retro fashion pieces. It’s also a great place to hunt for Korean souvenirs without the inflated tourist prices.
Insider Tip: Bargaining is more common in this mall, especially for electronics, so don’t be afraid to negotiate for a better price.
5. Jonggak Underground Shopping Center
View this post on Instagram
Situated in one of Seoul’s most historic areas, Jonggak Underground Shopping Center blends modern shopping with a touch of the city’s rich cultural past. The mall is small compared to some of Seoul’s larger underground shopping areas, but it offers a unique selection of handmade goods, accessories, and trendy fashion items.
What to Buy: Jonggak is known for its eclectic mix of handmade crafts, including jewelry, leather goods, and pottery. It’s a great place for those seeking one-of-a-kind items made by local artisans. There are also a variety of boutiques offering trendy fashion for younger shoppers.
Insider Tip: The underground mall is located near cultural sites like Gyeongbokgung Palace and Insadong, making it an ideal stop after exploring Seoul’s historic landmarks.
6. Sogang Underground Shopping Center
View this post on Instagram
Located between City Hall and Myeongdong, this mall offers a quieter shopping experience compared to some of Seoul’s other underground malls. It is connected to the Lotte World complex, so many visitors stop by after enjoying a day at the Lotte World theme park or Lotte World Tower.
What to Buy: Sogang Underground Shopping Center is great for affordable clothing, accessories, and souvenirs. It’s also known for its selection of K-pop merchandise, making it a must-visit for K-pop fans looking to grab posters, albums, and other memorabilia.
Insider Tip: This mall tends to be less crowded, making it a great option for those who want a more relaxed shopping experience.
7. Dongdaemun Underground Shopping Mall
View this post on Instagram
Located in the vibrant Dongdaemun area, famous for its 24-hour shopping and fashion scene, this underground shopping mall offers a more budget-friendly alternative to the high-end stores above ground. It’s a fantastic place for fashion enthusiasts looking for affordable but trendy items.
What to Buy: Dongdaemun Underground Shopping Mall is all about fashion. From accessories to clothing and shoes, this mall offers plenty of stylish items at competitive prices. It’s a good spot to pick up trendy streetwear without breaking the bank.
Insider Tip: Head here after midnight when the mall gets its second wind, as many of the stores cater to the late-night shopping crowd.
8. Euljiro Underground Shopping Mall
One of Seoul’s oldest underground shopping areas, Euljiro Underground Shopping Mall offers a nostalgic glimpse into the city’s past. Located near Euljiro 1-ga Station, this mall is a mix of traditional shops and more modern stores, with a focus on electronics, home goods, and vintage fashion.
What to Buy: If you’re into electronics or old-school Korean fashion, this is the place to be. The mall has an array of electronic goods, from phone accessories to home appliances. There are also a number of vintage stores selling everything from retro clothing to vinyl records.
Insider Tip: Don’t be afraid to explore the more hidden corners of this mall — you might stumble upon a unique find or an incredible deal.
Conclusion
Seoul’s underground shopping malls provide a unique way to experience the city’s retail culture while staying cool in the summer and warm in the winter. Whether you’re a shopaholic, a casual browser, or someone looking for a unique souvenir, these hidden malls have something for everyone. Explore the depths of Seoul and uncover some of its best-kept secrets right below your feet.
