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Shopping Experience
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BTS Brought You Here, Gwanghwamun Picks for ARMY
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03/13/2026
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Korean_Shopping
Idol
café
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Gwanghwamun
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BTS Brought You Here, Gwanghwamun Picks for ARMY
Gwanghwamun: Seoul's Hottest Spot Right Now - Where to Shop and Sip
Contents
- K-POP Shopping in Gwanghwamun
- HiKR Ground and K-Culture
- Shopping in Gwanghwamun
In March 2026, BTS concert at Gwanghwamun Square will draw fans from around the world to Seoul.
Gwanghwamun is one of the city's most iconic areas, where history and modern life meets in one place. Here, Gyeongbokgung Palace, the principal royal palace of the Joseon dynasty stands alongside government buildings, high-rise towers and the gentle flow of Cheonggyecheon Stream. A walk through the area offers a glimpse of Seoul at its most, a city where past and present unfold side by side.
If you're visiting for the concert, take time to explore the neighborhood beyond the square. The area offers a range of cafés and shopping spots.
What begins a trip to see BTS may turn into a chance to experience another side of Seoul.K-POP Shopping in Gwanghwamun
Around Gwanghwamun, several shopping spots that K-pop fans will want to explore are scattered throughout the area. From stores inside a large bookstore where you can find K-pop merchandise to specialty shops offering albums and fan goods from various artists, there are plenty of places to browse.
Take a stroll through the neighborhood and search for unique K-pop items can be part of the fun!Where to go
Kyobo Book Centre Gwanghwamun & Hottracks
Youngpoong Bookstore - THE STAGEVisiting a bookstore while traveling is one of the easiest ways to experience a city's culture.
Kyobo Book Centre Gwanghwamun is one of Korea's largest bookstores, offering millions of books along with a wide range of cultural products. K-pop fans in particular may want to stop by 'Hottracks', located inside the book centre. Hottracks features a dedicated section for K-pop merchandise, making it a great place to browse albums and related goods.
About 6 mins walk away, the B2 level of Youngpoong Bookstore Jongno Main Branch is home to THE STAGE, a K-pop flagship store. In addition to albums and official merchandise, the space includes photo zones, interactive areas, allowing fans to enjoy a more immersive K-pop experience. Makes a perfect fun shop when exploring the area.
➊ Kyobo Book Centre GwanghwamunLocation | B1, Kyobo Life Building, 1 Jong-ro, Jongno-gu, Seoul
Hours | Daily 09:30-22:00 (Closed on Lunar New Year and Chuseok)
Limited Hours on Mar21 - 09:30-16:00Notes
Tax-Free Available, Located directly from Gwanghwamun Station Exits 3 & 4➋ Youngpoong Bookstore Jongno Main BranchLocation | B1-B2, 41 Cheonggyecheon-ro, Jongno-gu, Seoul
Hours | 10:00-22:00Notes
Tax-Free Available, Located directly from Jonggak Station Exits 5 & 6Where to Shop
Ktown4u Insadong
In Insadong, a neighborhood popular with international visitors for its traditional atmosphere, fans can also enjoy K-pop shopping. Located inside the Anyoung Insadong complex, Ktown4u Insadong is a popular shopping destination for K-pop fans. The store offers both albums and official merchandise from a wide range of artists, attracting both locals and international visitors. Seasonal fan events, including lucky draws and pop-up promotions are occasionally held here as well.
If visiting Insadong, stop by to enjoy some K-pop shopping!
Location | 3F, 29 Insadong-gil, Jongno-gu, Seoul
Hours | 12:00-20:00Notes
Tax-Free Available, Located closest to Anguk Station Exit 6HiKR Ground: A Place to Experience K-Culture
Where to go
HiKR Ground
HiKR Ground is a cultural space where visitors can experience everything from daily Korean culture to K-pop content such as live studio and music video experiences.
Enjoy the concert at Gwanghwamun and enjoy what HiKR Ground offers, a different kind of K-pop experience beyond the stage!Location | 1-5F, Korea Tourism Organization Building / 40 Cheonggyecheon-ro, Jung-gu, Seoul
Hours | Daily 10:00-20:00 (Closed on Mondays)
Extended Hours on Mar21 - 10:00-00:00Notes
Located closest to Jonggak Station Exit 5
BTS EVENT
To celebrate BTS’s concert, a series of events will take place here at HiKR Ground starting March 18. Visitors can take part in interactive programs including K-pop dance classes and spontaneous singing contests. Guests in purple can also receive a discount of drinks at Café Knotted located on the 5th floor, as well as a chance to participate in a lucky draw. The first-floor media wall will display messages left by fans throughout the event as well.
On the day of the concert, HiKR Ground will remain open until midnight, allowing visitors to use facilities such as restrooms, water stations, Wi-Fi, and phone charging areas for free.[Learn More]
Where to go
Café Knotted @ Jonggak HiKR
Enjoy Café Knotted, famous for K-style donut at its HiKR Branch, 5th floor of HiKR Ground
Location | 5F, Korea Tourism Organization Building / 40 Cheonggyecheon-ro, Jung-gu, Seoul
Hours | Daily 10:00-20:00
Extended Hours on Mar21 - 10:00-23:00Notes
Located closest to Jonggak Station Exit 5Shopping in Gwanghwamun.
Where the City's Taste Comes TogetherNext, let's explore some of the shopping spots around Gwanghwamun.
As one of Seoul's historical and administrative centers, the district is also home to a number of places where visitors can experience the city's latest trends. From large bookstores to curated concept shops and brand stores, easy to explore a wide range in a single afternoon.Where to go
OLIVE YOUNG OLIVE BETTER Gwanghwamun Store
One of the pleasures of travel is discovering what people in that city are currently into.
OLIVE YOUNG OLIVE BETTER Gwanghwamun Store has become one of the district's most mentioned shopping spaces. OLIVE BETTER is a wellness platform lauched by Olive Young, and the Gwanghwamun location is its first offline store. Rather than treating wellness as something to manage, the brand presents it as a process of enjoyable discovery, something to explore at your own pace.
Guided by 6 themes including ‘Eat Well’, ‘Nourish Well’, ‘Fit Well’, the store curates a variety of wellness products designed to bring small moments of energy into everyday life.
Highly recommend for a visit during your trip in Korea!
Location | 17 Jong-ro-3-gil, Jongno-gu, Seoul
Hours | Weekdays 08:00-22:30 / Weekends 10:00-22:30
Closed on Mar21Notes
Tax-Free Available, Located closest to Gwanghwamun Station Exit 4Where to go
Bakery Agoong
Looking for something that feels distinctly Korean, and visually striking enough for social media?
Bakery Agoong is worth a visit. The bakery draws inspiration from the traditional Korean hanok house.
Its name comes from 'agungi', a furnace, fireplace like stove used in traditional Korean kitchens, sharing its warmth once shared around the center of the home. Bakery Agoong uses traditional ingredients with a modern touch to create breads with unique character.
Familiar items like focaccia and cream-filled buns are also reinterpreted using Korean ingredients, as well as a financier baked in the shape of a 'gat', the traditional Korean hat. The drink menu also includes a good selection of traditional Korean teas.
For a contemporary take on Korean tradition, Bakery Agoong will offer a particularly memorable stop.
Location | 6 Ujeongguk-ro, Jongno-gu, Seoul (1F)
Hours | Daily 09:00-22:00 (Last order 21:30)Notes
ZeroPay Accepted, Located 2mins from Jonggak Station Exit 5 and the Bosingak Bell PavillionWhere to go
Granhand Gwanghwamun
Did you know that memories of travel often linger longer when they are tied to scent?
Granhand is a Korean fragrance lifestyle brand that focuses on bringins a sense of quiet refinement to everyday life through scent. Its fragrance collection is known for being subtle yet distictive, easy to wear daily while still expressing a personal character. In addition to perfumes, the brand offers diffusers, sachets, candles and other products that have become popular among locals.
Visitors can freely explore the scents with staff, and engraving services are also available if you'd like to personalize your purchase.
Why not capture the memory of your trip to Korea through scent?
Location | 101, 1F, 33 Jong-ro, Jongno-gu, Seoul
Hours | Daily 11:30-20:30Notes
Tax-Free Available, Located closest to Jonggak Station Exit 1Gwanghwamun is both a historic landmark and one of the best places to experience the energy of the current Seoul. A stroll along Cheonggyecheon, a quiet break at a café, or a visit to district's curated shops is often enough to reveal the city's charm. If you've come to Gwanghwamun for the BTS concert, besure to take a moment to explore what lies beyond the stage. Along the way, you may find moments that sit with you just as long as the performance itself.1330 Korea Travel Helpline: +82-2-1330
1330 Text Chat: https://m.site.naver.com/1rEid
Available in Korean, English, Japanese, Chinese, Russian, Vietnamese, Thai, IndonesianLast updated: March 2026. Information may be subject to change. Please check official sources before visiting. -
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