“The hottest place in Seoul,” “Where all things ‘hip’ gather,” “Korea’s newest landmark!” What do all these things have in common? They all describe one place, The Hyundai Seoul in Yeouido!

As the largest department store in Seoul, visiting without some background knowledge can lead to plenty of wasted time and missed opportunities. Thankfully, we are here for you! We’ll tell you all you need to know about the well-known brands, pop-up stores, photo zones and various goods, as well as the fun sights and activities you’ll find along the way. After reading our guide, you’ll be an expert before even setting foot inside The Hyundai Seoul!

The Hyundai Seoul exclusive pop-up stores

All the best gathered in one spot

Tasty Seoul, located on the first underground floor, is the nation’s largest food hall, with all of Seoul’s trendiest restaurants and cafés in one location. If you’re a foodie, visit these shops for a social media food tour.

Some treats you can expect to find are the chestnut pie filled with a whole chestnut surrounded by almond paste from Richemont Bakery, salad bread filled with fresh vegetables or the sweet ice cream-filled bread from Korea’s oldest bakery Taegeukdang, delicious scones from the famous Café Layered, and Camel Café’s signature smooth cream coffee.

A new addition to The Hyundai Seoul’s pop-up line-up is Wonhyongdeul, the unique dessert café from Chungmu-ro. Their cakes come in unusual flavors, like cilantro, spring cabbage, and dill. The design is just as stand-out as the flavor, making this café popular enough that there is usually a line.

There isn’t enough time to visit these cafés and bakeries in Sinchon, Hongdae, Myeongdong, Eulji-ro, and Garosu-gil Road in one day, but you can try them all at their pop-ups at The Hyundai Seoul!

Using all five senses at the K-pop conceptual store

Over 170 brands have opened pop-up stores at The Hyundai Seoul since its grand opening. In addition to brands, even K-pop artists like aespa, NewJeans, and BTS have opened exhibitions here.

The recent BTS x Lego experience exhibition featured a high-quality diorama of the concert stage from their hit song “Dynamite.” You could also take photos with large Lego figurines resembling the artists, as well as make your own Lego figurine.

The featured artist changes regularly, so you'll have to keep your eyes open and watch for when your favorite artist has their chance to shine.

TIP. Follow VISITKOREA social media channels and news for the latest updates on pop-up events!

Make the most of photo zones

The Hyundai Seoul is decorated throughout with photo zones to take amazing photos. There are dynamic concepts and styles to suit all visitors’ different tastes.

B2 – Relax your mind and soul with music and books, and clean beauty

LSR & STILLBOOKS is a joint operation by the sound platform ODE and independent bookshop Stillbooks. The shop’s interior of wood tones with a deep blue color gives off a cool and classy vibe. You can sit and read one of the carefully curated books, or enjoy an eargasm in the listening room.

LSR X STILLBOOKS interior is amplified by their display of speakers, books, LPs, and products from Point of View, a shop that was instantly popular upon opening in Seongsu. Taking photos here is greatly recommended if you want to capture the type of atmosphere found in Seongsu-dong and Hannam-dong.

Across from LSR X STILLBOOKS is BeCLEAN, a clean and wellness beauty store trending among Korean youth. This independent cosmetic store was selected directly by The Hyundai Seoul, and stands out from large chains by focusing on sustainable beauty. Their product range includes standard skincare items such as lotion, toner, cleanser, and sheet mask packs, as well as perfumes, shampoo, toothpaste and even laundry detergent for a healthy lifestyle all around. The shop also offers a pop-up experience space with the newest beauty brands and products every week. Stop by to learn more about the beauty of good health.

1F – The Hyundai Seoul’s signature spot, Waterfall Garden

Waterfall Garden is a must-see photo spot of The Hyundai Seoul, with real water cascading down from the third floor. The waterfall was created with the motif of enjoying nature in the middle of the city. The lights reflecting off the moving water make for a great photo background.

5F – Take your new profile photo at Sounds Forest

You didn’t think you could visit The Hyundai Seoul and leave without taking a single picture, did you? If you did, you’ll certainly change your mind after visiting Sounds Forest, a small arboretum where you can enjoy the warm sunlight streaming through the glass ceiling, and hear the sound of birds calling in the foliage.

The lighting is perfect throughout the arboretum, but the most popular spot is the shack, designed like a small greenhouse. Inside, you’ll find a self-photo booth, designed like an old TV box. For just 3,000 won, you can take home a printed photo of your visit.

On the same floor is Play in the Box, a playground for adults! Like the name suggests, Play in the Box is a self-photo studio featuring rooms with all sorts of concepts. Every month there are new collaborations with different characters and limited-edition photo frames. While almost all Millennials and Generation Z have taken photos at a self-studio, Play in the Box provides a larger space than what you may have experienced at a typical photo booth.

The lighting and background of each box will fulfill all you could wish for in a studio. The addition of the collaboration characters make this place like heaven for fans of stationary, characters, and diary decorating!

Of the more unique booths here is the ASMR video box! The soundproof booth comes equipped with a high-quality mic so you can record your very own ASMR video. You can easily receive the video on your phone to upload on YouTube. Who knows, you could have a hidden talent for ASMR!

6F – Art for appetizers with Dining and Art

Even eating at The Hyundai Seoul is an experience. You won’t find any old food court here! As the name suggests, you can enjoy fine dining establishments and works of art on the same floor.

The current exhibition in celebration of The Hyudai Seoul’s two year anniversary is A Dandy From the Provence by David Jamin. Jamin is famous for making paintings that bring happiness to the viewers, featuring strong, lively brush strokes.

The most popular photo spot is in the Van Gogh themed area within the exhibition hall. Designed with the concept of setting off into the world with Van Gogh’s last paintings, even the hallways between exhibition halls are decorated into photo zones. Create your own personal artwork by stepping into the photo frame!

If you visit on the weekend, you’ll have to wait in line to take a picture in the mirror selfie zone, but it’s worth it. The large round mirror reflects the green space of Sound Forest as a beautiful background. It’s also a great place to take in the department store, being located on the top floor.

Top Tips for The Hyundai Seoul

- Immediate TAX REFUND
The first thing to do before shopping is check the tax refund process! After shopping, visit the tax refund desk for information. If you are eligible, you can get a tax refund right away. Immediate tax refund is available to foreign visitors who have been in Korea for less than three months, and spend over 30,000 won. All you need is your passport!

- Free lockers
The most uncomfortable part of traveling is always having to worry about lugging your things around. As a visitor, it’s normal to want to see everything, but to feel held back by heavy bags. The Hyundai Seoul wants to relieve that burden through the use of their free storage lockers!
You can find lockers on the first underground floor in front of Osullok and Camel cafés, and by the central escalators on underground floors three and four. Cooled lockers are also available so you can feel comfortable leaving food here while you shop.

* This column was last updated in November 2023, and therefore information may differ from what is presented here. We advise you to check for updates before visiting.