Myeongdong Shopping Guide (2026): K-Beauty, Daiso’s 12 Floors and Namdaemun Market

Myeongdong shopping is all about K-beauty, souvenirs and big department stores. Seoul’s fashion crowd has drifted to Seongsu and Hongdae, but Myeongdong is still the main stop for cosmetics, with flagship stores, multilingual staff and instant tax refunds on almost every corner. Here’s where to shop in Myeongdong in 2026, from a 12-floor Daiso to the old wholesale lanes of Namdaemun Market, plus tips to get your tax back.

Last checked: October 2026. Dollar figures use about 1,330 KRW = 1 USD (October 2026).

First time in Korea? Start here: our step-by-step guide from landing to your first day.

K-beauty: the reason most people come

• Olive Young Myeongdong: the global flagship, with a tax refund desk and foreign-language help. See our Olive Young Seoul guide and what to buy at Olive Young.
• Brand stores: Innisfree, Laneige, Missha, Etude and others have their own shops on the main streets, with testers and frequent gift-with-purchase deals.
• Pharmacies: for centella and PDRN creams, see Korean pharmacy skincare.

Daiso Myeongdong: 12 floors of everything

Daiso is Korea’s budget variety store, and its Myeongdong Station branch is a sight in itself. It expanded from five floors to 12 floors in 2024, added an on-site tax refund system and hired multilingual staff, according to Korea JoongAng Daily, which also reported foreign card spending at Daiso up 70% in early 2026. Expect cheap skincare, snacks, stationery, kitchenware, travel gear and souvenirs, most for 1,000–5,000 KRW (~$0.8–4).

• Tip: take the lift to the top and walk down. Daiso’s own-brand skincare sells out fast, so grab what you want when you see it.

Map — Daiso Myeongdong Station: Google Maps · Naver Map (Naver Map is still the most reliable app for walking, bus and subway directions in Korea)

Department stores and duty free

• Lotte Department Store (main store): right by Myeongdong Station (Exit 5 side, also linked to Euljiro 1-ga Station). Korean and international brands, and an excellent basement food hall. Lotte Duty Free is on the upper floors; bring your passport and flight details.
• Lotte Young Plaza: Lotte’s youth fashion building closed for a major renovation from April 2025. Check Lotte’s website for whether it has reopened before you go.
• Shinsegae Department Store (main store): the grand old building near Hoehyeon Station, famous in December for the giant light display on its facade (see Seoul Christmas market 2026).

Cheap finds

• Myeongdong Underground Shopping Center: a row of small shops in the station concourse (Line 4) selling fashion, accessories and cosmetics for less than the street-level stores.
• Namdaemun Market (남대문시장): Korea’s biggest traditional market, about 10 minutes’ walk south. Wholesale-style prices on basics, socks, kitchenware, glasses, ginseng and souvenirs. Go during the day; many shops close early.
• Street stalls: socks, phone cases and souvenirs on the main streets. This is the only place where a little bargaining sometimes works, if you buy several items.

Tax refunds and other tips

• Instant tax refund: many Myeongdong shops take the VAT off at the till. Show your physical passport before paying. Minimum spends vary by store (Olive Young’s is 15,000 KRW); our Korea tax refund guide explains the rules and airport refunds.
• Prices are fixed in shops, and price tags are required in Myeongdong.
• Beware “sale” touts pulling you into cosmetics shops with free samples. Compare prices with Olive Young before buying big sets.
• Quietest time: weekday mornings before noon.
• Shopping on your last day? Leave your suitcase at Myeongdong luggage storage, and pack liquids over 100 ml in checked luggage.

FAQ

What is Myeongdong famous for shopping?
K-beauty and cosmetics, plus Daiso, department stores, duty free and souvenirs.

How many floors is Daiso Myeongdong?
12 floors, after it expanded in 2024.

Can you bargain in Myeongdong?
Not in shops, where prices are fixed. Some street stalls may give a small discount if you buy several items.

Sources: Korea JoongAng Daily – Daiso Myeongdong (2026) · MileAsia – Myeongdong shopping guide 2026 · Seoul Searching – Myeongdong itinerary · Olive Young Myeongdong – official store page
Photos: Izzatfikry99 / Wikimedia Commons, CC BY 4.0 · Sgroey / Wikimedia Commons, CC BY-SA 4.0 · Noulovanarderso / Wikimedia Commons, CC BY-SA 3.0