Today, we introduce SHINSEGAE THE MAIN, which strives to provide genuine value desired by customers and create a rational shopping culture. SHINSEGAE THE MAIN features various brands from luxury brands to luxury designers and K-fashion, offering new experiences through diverse cultural and art events. Also, you can enjoy various discount events with the Creatrip x SHINSEGAE THE MAIN partnership that is currently ongoing!
Information
Department store hours: Mon-Thu 10:30-20:00 KST / Fri-Sun, Holidays 10:30-20:30 KST
Restaurant street hours: Mon-Sun 11:00-21:30 KST
Address: 63 Sogong-ro, Jung-gu, Seoul
Why We Recommend It
SHINSEGAE THE MAIN, South Korea's first, has been a central feature of Seoul's Myeongdong since it opened as Mitsukoshi Kyungsung Branch in 1930.
Located in Myeongdong, Seoul's iconic shopping district, the store is conveniently close to major attractions like Namdaemun Market and Namsan Tower, offering both shopping and cultural experiences.
The same building houses a popular downtown duty-free shop, making it a top destination for tourists.
What to Expect
SHINSEGAE THE MAIN Floor Guide
SHINSEGAE THE MAIN, Korea's first, is near the Myeongdong shopping district and Namdaemun Market, maintaining its traditional modern architecture for nearly a century. The main building blends luxury brands like Chanel, Hermes, Louis Vuitton, Rolex, and Dior, establishing it as a premier shopping destination for VIPs and a must-visit in Myeongdong.
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Every Christmas, Shinsegae features a sensational media video display, drawing thousands of visitors for photo ops and making it a holiday highlight in Myeongdong, beloved by both local and international guests.
April 9, 2025!
NEW CHAPTER BEGINS
Korea’s First, and Finest Landmark
SHINSEGAE THE MAIN, a living testament to the modern history of Korean retail, is being reborn as a premier global landmark that represents the very essence of our nation.
We now embark on a new chapter with the opening of THE HERITAGE, a storied space rich in history. In tandem, the Main Building has been reimagined as THE RESERVE, and the New Building has been refined as THE ESTATE.
In this modern shopping space inheriting the beauty of Shinsegae, explore anew from high-end luxury boutiques to contemporary fashion brands.
LUXURY LIFESTYLE 《THE ESTATE》 *Renewal opening in March 2025
LUXURY BOUTIQUE & COSMETIC (1F)
- A luxury boutique and cosmetics floor where you can encounter a wider variety of brands and collections in a sophisticated design and comfortable atmosphere. Experience a comfortable and prestigious shopping experience with meticulously selected items.
- Main brands: Gucci/Prada/Christian Dior/Tiffany/Gentle Monster/Sulwhasoo/Aesop/Jo Malone/Diptyque, etc.
LUXURY BOUTIQUE & JEWELRY (2F)
- A space inspired by the elegant gardens of France. A luxury boutique & jewelry floor where the delicate curves of nature and geometric balance harmonize. Feel the depth of calm luxury in this place imbued with exquisite details.
- Major brands: Roger Vivier/Balenciaga/Burberry/Bottega Veneta/Salvatore Ferragamo/Saint Laurent/Thom Browne(Women)/Damiani/Golden Dew/Messika/Swarovski/Qeelin/Pomellato/The Row/Moncler/Valentino, etc.
LUXURY DESIGNER (3F)
- The third floor, inspired by the continuous rhythm of the flowing valley, is more than sufficient to capture the elegant and sophisticated sensibility of luxury designer brands. All the conditions to experience the melody reminiscent of nature are here.
- Main Brands: Comme des Garçons Collection/Lemaire/Beaker/Sacai/Acne Studios/Alexander Wang/Herno/Erdem/Jacquemus/Canada Goose/Courreges/Dries Van Noten/Rick Owens/Barrie/Versace/Colombo/Henry Beguelin, etc.
《THE HERITAGE》 *New opening in April 2025
LUXURY LIFESTYLE (B1F)
Discover thoughtfully curated objects and gifts selected with sincerity and taste by HOUSE OF SHINSEGAE HERITAGE.
CHANEL BOUTIQUE (1–2F)
An Icon reimagined, HERITAGE CHANEL BOUTIQUEÐpens for the first time within a nationally designated cultural landmark. Spread across two floors, the CHANEL at THE HERITAGE boutique features a wide array of collections—Ðncluding ready-to-wear, handbags, shoes, costume jewelry, and eyewear—Ús well as expanded spaces dedicated to watches and fine jewelry, offering an even richer CHANEL experience.
THE HERITAGE MUSEUM(4F)
Explore exhibitions that echo the building’s long-held stories, a hall tracing the history of Korean commerce,Únd a refined gallery showcasing carefully selected art pieces by SHINSEGAE.
*Exhibition Schedule: 《Myeongdong Salon: The Heritage》 2025.4.17. – 2025.5.30., Heritage Museum
HOUSE OF SHINSEGAE HERITAGE (5F)
Overlooking a serene central garden, guests are invited to experience Korean heritage with all five senses reinterpreted through a modern lens.Þnjoy exhibitions and workshops themed around tradition and everyday life,Únd savor seasonal Korean desserts crafted with a contemporary twist—served with carefully selected teas.Ð_
*Exhibition schedule: Stories about Bojagi in our culture 《Damairida》 2025.4.9. – 2025.6.15.
Foreigner-Only Benefits
Free gift event based on purchase amount
① F&B 3,000 won discount coupon (with purchases over 10,000 won)
② 20,000 won voucher for 《The Heritage Dessert Salon》 for purchases over 300,000 won
Gift location: The Estate 13F Foreigner Center
Gift period: 2025.4.9-2025.4.30
Shinsegae Members Card
- Location: SHINSEGAE THE MAIN THE ESTATE 13th Floor Foreigner Service Center
- MEMBERS benefits: 5% discount and two free drink coupons for the Members Bar.
If you visit the Foreign Service Center on the 13th floor of SHINSEGAE THE MAIN THE ESTATE with your passport, you can receive a global membership card. With this card, you can get a 5% discount on shopping up to 5 times a month (excluding some brands).
Plus, you'll receive drink exchange vouchers redeemable at the Members Bar.
Take advantage of these exclusive benefits with the 'Shinsegae Members Card'—just for foreigners!
Free luggage storage service
- Location: SHINSEGAE THE MAIN THE ESTATE B1F
SHINSEGAE THE MAIN THE ESTATE B1 has lockers available for storing luggage.
Free to use and you can use it with a kiosk by selecting English, Chinese, Japanese. Enjoy convenient shopping through the 'Free Baggage Storage Service'.
Popular K-Food Restaurants
At the SHINSEGAE THE MAIN THE ESTATE B1F food market, you can purchase premium gift selections for precious people, such as traditional liquor, rice cake, and tea, as well as light chocolate snacks. Experience the taste of various restaurants scattered throughout the country all in one place at SHINSEGAE THE MAIN THE ESTATE B1F Food Court and THE ESTATE 13F-14F Restaurant Street.
Also, by scanning the QR code displayed at each restaurant, you can check the menu introduction in 8 languages to easily place an order even in unfamiliar places!
Busan Igane Tteokbokki | Sokcho Kkodari Naengmyeon |
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KOREAN CRAFT LIQUOR | The Grocer of Korean Delicacies |
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- Busan Igane Tteokbokki: Tteokbokki within the Busan Nampo-dong Kkangtong Market recognized by a famous Korean TV program
- Sokcho Kodari Naengmyeon: Chewy Kodari Naengmyeon made with 30 years of tradition and expertise
- Urisoolbang: A concept shop with various traditional liquors from different regions of Korea and gift sets
- Balsanggotsi: A store where you can purchase traditional Korean sauces, side dishes, and sesame oil made by artisans
THE ESTATE 13F-14F - Restaurant Street
- Gimsusa: An old Japanese restaurant specializing in Korean-style Japanese cuisine, operating over two generations since 1986.
- Signature dishes｜Gimsusa Special Sushi (per person), Gimsusa Sashimi (per person)
- Seogwanmyeonok: A Korean restaurant brand known for its Pyeongyang naengmyeon and Goltong naengmyeon made from 100% Jeju buckwheat ground with a millstone.
- Signature dishes｜Pyeongyang Naengmyeon, Goldong Naengmyeon, Eobok Jaengban, Nokdu Bindaetteok
- Gwanghwamun Gukbap: A casual Korean restaurant operated by Chef Park Chan-il, famous as a 'Writing Chef', and selected for the Michelin Guide Seoul 'Bib Gourmand' for seven consecutive years.
- Signature dishes｜Pork Gukbap, Korean Beef Gukbap, Pork Boiled Meat, Meat Dumpling, Braised Beef Rib Shank
- Matsuya: A udon and soba specialty restaurant under the guidance of Sanuki udon master Norihiko Hasebe, offering set meals including tempura.
- Signature dishes｜Abalone Kamameshi Udon Set, Grilled Fish Bento Set, Zaru Soba Set
Gimsusa | Seogwanmyeonok |
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Gwanghwamun Gukbap | Matsuya |
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Popular K-Shopping and K-Beauty Stores
At the main branch of Shinsegae Department Main Store, there are full of fashion stores and shopping items that 2030s who enjoy fashion must visit right now.
1. LUXURY JEWERY
- POMELLATO (SHINSEGAE THE MAIN THE ESTATE 2F): Experience the restrained elegance inspired by Milan's style.
- Qeelin (SHINSEGAE THE MAIN THE ESTATE 2F): Discover the playful fusion of Eastern symbolism and modernity with the Wulu Pearl collection.
- MESSIKA (SHINSEGAE THE MAIN THE ESTATE 2F): Diamond in Motion, contemporary luxury jewelry from Paris.
- HOORSENBUHS (SHINSEGAE THE MAIN THE ESTATE 3F): Loved by Hollywood actors and many celebrities, Hoorsenbuhs showcases fine jewelry crafted with high-quality diamonds and precious metals. California-inspired RTW (Ready to Wear) products will also be presented.
2. LUXURY DESIGNER
- Courrèges (SHINSEGAE THE MAIN THE ESTATE 3F): You can find representative shoes, bags, jewelry, and perfumes from the French luxury fashion house.
- LEMAIRE (SHINSEGAE THE MAIN THE ESTATE 3F): Discover the joyful fusion of Oriental symbolism and modernity with the Ulule Pearl collection.
- BARRIE (SHINSEGAE THE MAIN THE ESTATE 3F): A cashmere specialist brand established in Scotland in 1903, offering luxurious and perfect designs and silhouettes.
3. Fashion - Glasses
COLLECT | LINDBERG | GENTLE MONSTER |
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- COLLECT(SHINSEGAE THE MAIN THE ESTATE 6F): A curated store with luxury eyewear brands such as Chrome Hearts, Hofmann, and Thom Browne. Offers customized 1:1 service with professional optometrists on site, allowing the purchase of both frames and lenses.
- LINDBERG(SHINSEGAE THE MAIN THE ESTATE 2F): A Danish original eyewear brand favored by numerous celebrities.
- GENTLE MONSTER(SHINSEGAE THE MAIN THE ESTATE 1F): A Korean domestic eyewear brand that has gained immense popularity worldwide.
4. Fashion - Clothing
ARC'TERYX | Snowpeak | andar |
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- ARC'TERYX (SHINSEGAE THE MAIN THE ESTATE 5F): Featuring the high-level premium outdoor line "Veilance."
- Snowpeak (SHINSEGAE THE MAIN THE ESTATE 5F): Authentic Japanese outdoor camping brand.
- andar (SHINSEGAE THE MAIN THE ESTATE 5F): Known as the "Lululemon of Korea," offering reasonably priced, high-quality athleisure wear.
How to Get There
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