Seoul Attractions Guide | Antenna Shop Seoul, City Hall & Jeongdong-gil

When traveling around Seoul, you naturally find famous attractions such as Gyeongbokgung Palace, Myeongdong, Seongsu, and Hongdae. However, Korea has many destinations with completely different charms in each region, not just in Seoul.

You may be curious about everything from the seas of Jeju Island to the natural beauty of Gangwon, as well as the traditional cultures of Gyeongbuk and Andong. But when it comes time to plan a trip outside the capital, you may find yourself wondering, "Where should I start?"

In times like these, there is a place where you can experience Korea's diverse local destinations first, right in the heart of Seoul. It is 'Antenna Shop Seoul', located near City Hall Station.

After exploring it myself, I found that it felt less like a typical tourist information center and more like a small local travel exhibition hall, where you can experience a region's sounds and scents, local specialties, merchandise, and hands-on programs all in one place.

Today, I'll introduce the highlights on each floor of Antenna Shop Seoul, its free experiences, and nearby attractions around Deoksugung Palace and Jeongdong-gil that are great to visit together!

Antenna Shop Seoul, What Kind of Place Is It? 🌳

Antenna Shop Seoul is about a one-minute walk from Exit 3 of City Hall Station.

Although it is located in the heart of Seoul, it is a space that introduces tourism content from regions across Korea. From the underground experience area and local goods shop to the rooftop overlooking the scenery around Deoksugung Palace, there is more to see than you might expect.

In particular, the participating regions and exhibition content at Antenna Shop Seoul change every year.

In 2026, you can explore tourism content and local specialties from eight regions in total, including Gyeonggi, Gangwon, Gyeongbuk, Jeonbuk, Jeonnam, Jeju Island, Chungnam, and Andong!

B1｜A Local Journey Through Korea's Sounds, Scents, and Textures

I started by heading down to the basement level.

Personally, the most fascinating space at Antenna Shop Seoul was the Soundscape.

Put on the headsets placed on the table, and you can listen to nature sounds recorded in different regions. Sitting in the heart of downtown Seoul while listening to the sound of waves from Jeju Island or the mountain winds of Gangwon, I felt as if I had been transported to a travel destination for a moment.

At the Local Travel Gallery right next door, you can enjoy a wider variety of hands-on experiences.

Smell fragrances representing different regions and touch the textures of local specialties to experience each area through all five senses.

It offers a completely different experience from simply choosing a destination based on photos or travel information, making it especially appealing for international travelers planning a trip to other regions of Korea but still unsure where to go.

Make Your Own Free Travel Souvenir: A Shrinkles DIY Keyring

Antenna Shop Seoul also offers free programs that visitors can take part in.

What caught my eye was the Shrinkles DIY keyring-making activity! Decorate an illustration featuring a local motif in your favorite colors, then bake it in an oven to create your own unique little keyring.

Buying souvenirs during your trip is always fun, but taking home something you made yourself feels extra special. Since this activity is free, we recommend joining if the timing works for you.

1F｜A Nationwide Goods Shop for Korean Local Souvenirs

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The first floor is home to the Nationwide Goods Shop (Local Travel Shop).

It features a wide variety of items, from handicrafts made by artisans and local creators from eight participating regions in 2026 to specialty products and souvenirs showcasing each region's unique character.

The atmosphere was a little different from the Seoul souvenirs you often see, which made browsing especially fun. If you're looking for a more unique Korean souvenir or local goods during your trip to Seoul, we recommend taking your time to look around!

Rooftop｜A hidden viewpoint overlooking Deoksugung Palace, Seoulmaru

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Head up to the rooftop, and you'll be treated to a panoramic view of Seoul City Hall and the surrounding Deoksugung Palace area. Even those who have visited the area around City Hall Station several times may be surprised to learn that a place like this exists.

There's one more spot you shouldn't miss at Antenna Shop Seoul. It's Seoulmaru (Rooftop) on the rooftop!

On sunny days, it's a lovely place to take a short break, and seasonal pop-up programs with picnic themes are also held here.

Check Before You Visit! Seasonal Pop-Ups & Monthly Cultural Programs

⭐ KEY POINT 1: Seasonal Themed Pop-Ups Held Twice a Year

In particular, sitting at an outdoor table at Seoulmaru, where you can enjoy a sweeping view of Deoksugung Palace, and enjoying drinks and snacks made me feel as though I had briefly traveled to another region, even in the heart of Seoul.

Antenna Shop Seoul hosts pop-up events with new themes in the first and second halves of each year.

During the pop-up period, you can enjoy a variety of local culinary offerings representing different regions, including regional specialties and craft beer, at Seoulmaru and other key spaces.

⭐ KEY POINT 2: A special experience to discover local culture more deeply on the last Wednesday of every month

Antenna Shop Seoul also hosts cultural experience programs on the last Wednesday of every month, offering a deeper look into the stories of different regions.

As it happened, a local storytelling session and one-day class were taking place on the day I visited. We first learned about the region's history and culture through the storytelling session, then took part in a hands-on activity, which helped us understand the area in a much more vivid way than simply browsing the exhibits!

We also recommend restaurants near Antenna Shop Seoul!

It would be a shame to just look around Antenna Shop and head back, as there are plenty of attractions and great restaurants around City Hall and Jeongdong.

So, if you're exploring Seoul with friends from abroad, we recommend a route that takes you from Antenna Shop to Korean food, dessert, and a stroll along Jeongdong-gil.

60 Years of Tradition, Samgyetang at Koryo Samgyetang City Hall Main Branch

This Samgyetang restaurant is about a three-minute walk from Antenna Shop Seoul.

It is a great place for foreign travelers who want to try a traditional Korean restorative dish, with tender chicken simmered for hours in a warm, rich broth.

If you want to enjoy a proper Korean meal after traveling through various regions of Korea at Antenna Shop, this restaurant is also conveniently located along the route.

Liege Waffle Before Starting Your Deoksugung Palace Stonewall Walk

After your meal, we headed to Deoksugung Liege Waffle near Daehanmun Gate at Deoksugung Palace. It is also about a three-minute walk from Antenna Shop!

The crispy-on-the-outside, chewy-on-the-inside waffle paired with cream cheese makes the perfect after-meal dessert.

Best of all, the shop is close to Deoksugung Palace's stonewall road, making it a great place to pick up a waffle before starting your stroll along Jeongdong-gil!

A Half-Day Seoul Travel Course from City Hall Station to Jeongdong-gil

If you have a little extra time, we recommend exploring the nearby attractions along with Antenna Shop Seoul rather than visiting the shop alone.

Here is the route I recommend!

Antenna Shop Seoul → Seoul Anglican Cathedral → Koryo Samgyetang → Deoksugung Liege Waffle → National Jeongdong Theater Cecil → Seoul City Hall Sky Plaza Observatory

The Seoul Anglican Cathedral, located just behind Antenna Shop, combines Romanesque architecture with traditional Korean roof tiles and lattice patterns, creating a uniquely atmospheric setting.

National Jeongdong Theater Cecil is also a place where you can experience the history of Korea's performing arts. In particular, head up to Seoulmaru on the rooftop for sweeping views of the Anglican Cathedral and Deoksugung Stone Wall Road, making it a wonderful place to relax and take in the tranquil atmosphere of Jeongdong.

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For the final stop, we recommend the Seoul City Hall 9th-Floor Sky Plaza Observatory. Take a short break while looking out through the large floor-to-ceiling windows at Seoul Plaza and the old City Hall building, making it the perfect way to wrap up a day exploring the City Hall and Jeongdong areas!

Discover Your Next Korean Destination in Seoul

At first, I expected a space similar to a tourist information center, but after looking around, I found that there were more things to experience than I had imagined.

From immersive five-senses experiences, such as listening to local sounds and experiencing different scents and materials firsthand, to DIY keychains, local goods, and rooftop views, most of these experiences are easy and accessible to enjoy, which is a major plus!

If you have already explored Seoul to some extent but are a foreign traveler hoping to visit other parts of Korea, this is definitely worth a visit.

It can be fun to experience different regions, including Jeju Island, Gangwon, Gyeongbuk, and Jeonnam, right in Seoul, then choose your favorite as your next travel destination.

Another great thing is that it is located right near City Hall Station and Deoksugung Palace, so you do not need to create a separate itinerary just for Antenna Shop Seoul. You can easily stop by while visiting Deoksugung Palace or Jeongdong-gil.

A small local journey beginning in the heart of Seoul.

On your next trip to Seoul, stop by Antenna Shop Seoul and discover your own 'next Korean destination'!