✨Seongsu-dong, Seoul✨
Chu☺️
a month ago
I've really come to love this neighborhood lately! I want to recommend it to anyone visiting Seoul who wants to eat, shop, or take great photos. Seongsu-dong has completely turned into the favorite hipster hangout for young people in recent years, filled with design-forward cafes, unique pop-up shops, and fragrance and clothing boutiques. Every alley feels like treasure hunting.
🚇 Transportation is super convenient: take the subway to Seongsu Station and exit from Exit 3 or 4, then walk into the alley to the right — in about five minutes you'll get a feel for the whole neighborhood. The alleys are a bit like a mix of Yeonnam-dong and Itaewon, but cleaner and with a light, upscale artsy vibe.
🍦 A paradise for ice cream lovers!
The most popular spot in this area lately is Maman Gelato — not only is it impossibly cute to look at, its ice cream flavors are also very unique and upscale. Flavors like pistachio, Earl Grey milk tea, and strawberry yogurt are all crowd favorites, rich yet not cloying. Right next door is the equally viral Beurre Beurre, which focuses on butter-based ice cream that’s so creamy and smooth it’s like eating a cloud. On nice days, sitting in the outdoor seating area, eating ice cream and watching people come and go is pure daily life in Seongsu-dong.
🌸 Fragrance and Curated Goods Street
Seongsuidong has many brick-and-mortar perfume brands, such as Tamburins, Granhand, nonfiction, and each one arranges its space like an art exhibition. Even if you don’t buy anything it’s worth going in to browse and smell the scents, and the staff won’t pressure you. Some fragrance brands even release limited-time scents or collaborative pop-up events, making you want to drop by every time to see what’s new.
🍴 There are also a ton of food options
There are many restaurants with long lines in the alleys, offering everything from Korean and Japanese to pasta and dessert shops. If you want brunch, there are also plenty of cafés with amazing ambiance, like brunch spots that still have lines on weekday afternoons, with food and plating that are super meticulous. Each place has a very stylish decor, perfect for taking food photos or OOTD shots.
👕 Shopping doesn't have to be boring
From affordable niche clothing to designer labels and trendy vintage, Seongsu-dong has it all. The shops here don’t just sell clothes; many are hybrid spaces that combine coffee, exhibitions, or fragrances. The overall design aesthetic is strong, and stepping inside feels like visiting a lifestyle exhibition. Sometimes you’ll even come across limited collaboration releases or pop-up deals from brands that make you unintentionally leave with a bag.
🎪 The pop-up shop really was a major highlight!
Seongsu-dong almost every week hosts new pop-up events with a wide variety of themes, ranging from beauty products, clothing, and stationery to photography exhibitions and lifestyle goods. Many Korean brands hold new product launches or limited-time experiential events here, and sometimes they even invite the designers themselves to attend. When you find a pop-up for a favorite brand, it's really hard not to want to take everything home!
🌿 Overall Atmosphere
The pace in Seongsu-dong is just right — not as crowded as Hongdae, and not as formal as Gangnam. The alleys are wide and clean, and many old factories converted into cafés and exhibition spaces retain their industrial exteriors while inside they are filled with greenery and gentle light. An afternoon stroll here is incredibly relaxing; it’s easy to end up wandering around for the entire afternoon without even noticing.
📸 A must-visit for photo lovers!
You can casually walk into any small lane and find a wall, window, or staircase with a gorgeous background. Many people come specifically to shoot OOTD photos or couple pictures. Even without planning, a casual snap will still look great. With pop-up events frequently changing decorations or themes, you can capture a different vibe every time you visit.
💬 Afterword Summary
If you come to Seoul and want a neighborhood that's 'great food, fun to explore, full of shops, and perfect for taking pretty photos,' I highly recommend Seongsu-dong. It's not as crowded as traditional tourist spots, yet it's full of delightful surprises. Whether you're strolling alone, meeting friends, or walking with a partner, you can enjoy a relaxed and stylish afternoon.
Remember to leave some time for yourself — walk slowly, look around slowly; maybe around the next corner you'll find your new favorite shop!
