How to Shop Like a Local at Seoul’s Underground Malls 🛍️ Secret Spots, Style Deals & Zero Tourist Traps
If you think Seoul’s best shopping happens in fancy boutiques or department stores — think again. The real deals, the true finds, and the “OMG where’d you get that?” moments happen below ground.
Here’s how to shop Seoul’s underground malls like a local (and not a lost tourist with a confused face and overpriced socks).
What Are Underground Malls, Anyway?
- Located under subway stations: Literally right beneath your feet.
- Packed with small shops: Clothes, accessories, K-beauty, phone cases — you name it.
- No-frills, all thrills: No fancy displays, just fast fashion and faster deals.
1. Goto Mall (Express Bus Terminal)
The queen of underground shopping. Endless rows of affordable fashion, trending styles, and home decor steals.
Local tip: Don’t buy from the first shop you see. Walk around and compare — prices can drop fast.
What to find: Blouses under $10, cute socks, minimal bags
Bonus: You can literally get a full outfit for under $30.
2. Jamsil Underground Mall
Right under Lotte World and Lotte Department Store, but with much better prices. More curated than Goto, with a younger vibe.
Local tip: Look for unbranded fashion boutiques run by young designers.
What to find: K-style dresses, affordable statement earrings, crop tops
Vibe: Fashion-forward uni students
3. Gangnam Station Underground Shopping Center
Style central for the trendy 20-something crowd. Tons of Instagram-ready pieces and TikTok-core fashion.
Local tip: Most shops only take cash or local Korean cards. Bring won.
What to find: Oversized jackets, phone cases, trendy sneakers
Bonus: Great for people-watching fashion inspo too.
4. Ewha Women’s University Underground Mall
Small but mighty. A hidden gem with affordable basics and dainty accessories.
Local tip: Go during weekday mornings for the best selection.
What to find: Hair clips, pastel sweaters, schoolcore fashion
Vibe: Sweet, soft girl aesthetic
5. COEX Underground Mall
Technically a “fancy” underground mall, but still loaded with stylish steals. You’ll find both indie brands and global chains.
Local tip: Start from the Hyundai Department Store exit and work inward.
What to find: Mid-range fashion, beauty, and chill cafes to rest your shopping feet.
Final Thoughts
Skip the tourist traps. Shop under the radar — literally — and come home with Seoul’s real fashion finds. Underground malls are where locals hunt for trends, deals, and unexpected gems. Now you can too.
Ready to go beneath the surface? Seoul’s style scene is waiting... down there.
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