Shopping in Korea looks very different depending on whether you're a local or a visitor. Here's what it's actually like — from neighbourhood markets to department store tricks.
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| Olive Young Hongdae |
How Koreans Actually Shop Day to Day
Forget the tourist version of shopping in Korea for a moment. Most locals do their everyday grocery shopping at whichever traditional market (sijang, 시장) or supermarket is closest to home. If you live near Mangwon Market, you go to Mangwon Market. It's that simple. When there's no traditional market nearby, people head to a large supermarket chain — E-Mart and Lotte Mart are the two biggest — or to a privately run neighbourhood supermarket.
That said, this is more of a middle-aged and older generation habit. Younger Koreans increasingly rely on early-morning delivery services (새벽배송, saebyeok baesong), where groceries ordered the night before arrive at your door before you wake up. Services like Market Kurly and E-Mart's own delivery platform have made this completely routine in Seoul.
Where Tourists Go — and Where Locals Think You Should Go Instead
Most foreign visitors make a beeline for Myeongdong, Namdaemun, or Dongdaemun. And if you've been to Korea before, you probably already know those names. They're famous for a reason — but these days, they're also expensive. Prices at the well-known tourist markets have crept up significantly, and you're not always getting the best value.
A better tip: look for the markets that haven't gone fully viral yet. Mangwon Market (망원시장) is a favourite among locals and expats in the know — good food, good prices, genuinely lively atmosphere without the crowds. Tongin Market (통인시장) near Gyeongbokgung (경복궁) is also worth a visit and still feels like a real neighbourhood market rather than a tourist attraction.
For affordable clothes, one of Seoul's best-kept secrets is Goto Mall (고투몰) — the massive underground shopping arcade beneath Express Bus Terminal station (고속터미널역). The underground level is packed with fashion, accessories, and more, while the floors above the terminal (6F–8F) house a wholesale clothing district with even more options. It's popular with locals precisely because most tourists don't know it exists.
Olive Young, Daiso, and the Stores You Shouldn't Skip
Two stores come up again and again when people talk about shopping in Korea — and both are worth understanding properly.
Olive Young (올리브영) is Korea's dominant health and beauty chain, with over 1,200 stores across the country. It's where most Koreans buy their skincare and cosmetics. One local habit worth knowing: most people don't buy at full price. Olive Young runs major quarterly sales in March, June, September, and December — discounts can hit up to 70% — plus a monthly "Olive Day" sale around the 25th to 27th of each month. Locals know the calendar and stock up accordingly. It would be very hard for any foreign beauty retailer to compete with that kind of loyalty-driven shopping culture.
Daiso (다이소) is the other essential stop. Worth knowing: Korea's Daiso is now fully independent from the Japanese original — the two companies separated completely in 2023 — and it's specifically tailored to Korean consumers. The product range is remarkable. Most items sit in the 1,000–3,000 won range, with prices capped at 5,000 won, and the quality-to-price ratio is genuinely strong. Stationery, kitchenware, travel accessories, seasonal items — it's the kind of store where you go in for one thing and leave with a basket.
The Department Store Trick Most Visitors Don't Know
Korean department stores — Lotte, Hyundai, Shinsegae — are beautiful and well-stocked, but the prices reflect that. Many Koreans, including people who'd genuinely love to shop there more, use them as fitting rooms rather than actual purchase points. You go in, find what you want, confirm the size fits, then go home and buy it online — often from the same brand's website or a major Korean shopping platform — using coupons or loyalty points to pay less than the in-store price. It's so common it has its own quiet social logic. You're not doing anything wrong; you're just shopping smart.
One More Thing: Online Duty-Free Shops Are Worth It
This one tends to surprise people. If you're flying out of Korea, you don't have to buy duty-free at the airport. Korea's major duty-free operators — Lotte, Shilla, and others — all run fully English-language online shops, and foreigners departing Korea can use them just as easily as locals. You shop online, pay online, and pick up your items at the airport in the duty-free collection zone on the day you leave.
The real advantage is the coupons. Online duty-free shops regularly run promotions that bring prices below what you'd pay even in-store, especially on cosmetics and perfume — the kind of products people buy the same brand of every time anyway. It's not worth it for one-off or experimental purchases, but for your regular items, shopping online ahead of time and collecting at the airport is genuinely one of the smartest moves you can make.
Whether you're hunting for bargains at a neighbourhood market or browsing skincare during an Olive Young sale, shopping in Korea has its own rhythm. Follow the locals a little — skip the overtouristed spots, time your visits around the sales calendar, and don't be afraid to wander into a market you've never heard of. That's usually where the good stuff is. If you're heading to Seoul, check out our guide for first-time visitors and don't miss the street food worth finding while you're exploring the markets.