Seongsu Guide

Experience the best of Korean culture under one roof at the Kollab Korea pop-up in Seongsu. From K-Beauty and K-Food to K-Lifestyle goods and character items, this curated showcase is the ultimate one-stop destination for all things Korean.

Skincare brand Torriden opens an immersive experience space in Seongsu featuring their full product lineup. Try the CORTIS line hands-on, enjoy game events, and receive exclusive gifts with advance reservation.

Korean beauty brand Lummir launches its first Seongsu popup at Musinsa Beauty Space 1. Experience their signature touch-on eyeshadow palettes and exclusive limited-edition products in a beautifully curated space.

Ben & Jerry's teams up with trendy Seongsu cafe Glounique for a limited collaboration popup near Seoul Forest. Try exclusive ice cream flavors including the newly launched Strawberry Cheesecake alongside iconic favorites like Chocolate Chip Cookie Dough and Chunky Monkey in a stylish, photogenic cafe setting.

Gebang Sikdang is a crab-focused Korean restaurant with a stellar 4.8-star rating. Specializes in ganjang gejang (soy sauce marinated raw crab), one of Korea's most prized delicacies nicknamed "rice thief" because the sauce makes you eat endless rice. Recommended for adventurous eaters wanting to try Korea's finest crab dishes.

Sawi Sikdang specializes in nakgopsae — a fiery Korean stew combining nakji (octopus), gopchang (beef intestines), and saeu (shrimp) in a spicy sauce. The concept is inspired by a mother-in-law's warm hospitality, with cozy decor and generous portions. An English menu is available. At only 13,000 KRW per person, it's one of the best-value meals in Seongsu. Recommended for its authentic Korean stew culture at very affordable prices, with patient staff and English menus for easy ordering.

Hanam Pig House is one of Korea's most famous samgyeopsal (pork belly) chain restaurants, and this Seongsu branch delivers the signature thick-cut pork belly BBQ experience. Known for generous portions and a systematic service style where staff manage the grilling, it's a reliable choice for a no-fuss Korean BBQ meal. Recommended as the safest entry point for Korean BBQ beginners — a well-known chain with consistent quality, staff-managed grilling, and a proven track record.

Namdarun Dakhanmari serves Korea's iconic whole chicken soup (닭한마리) — an entire chicken simmered in a light, clear broth with potatoes, rice cakes, and noodles. This Seongsu branch maintains the traditional recipe that has made dakhanmari famous in Dongdaemun. Recommended because dakhanmari is one of Korea's most universally loved dishes — light, non-spicy broth with tender chicken that even the pickiest eaters enjoy.

Massive grassy lawns shaded by cherry trees, plus a deer park, fountains, and cycling paths. The Hill of Wind area is the prime picnic zone. Grab coffee from Seongsu's famous cafes on the way.

A Korean eyewear brand born in Berlin in 2015, Yun combines German engineering precision with Korean design sensibility. The Seongsu store offers the full try-on, purchase, and same-day lens fitting experience — walk in needing glasses, walk out wearing them.

The first physical showroom for 29CM, Korea's leading curated online fashion platform. This 340sqm, two-story space reinvents itself each season like a living magazine — blending art exhibitions, brand pop-ups, and specialty coffee in a single destination.

A refined men's select shop in Seongsu specializing in under-the-radar Korean designer brands. Entrance curates high-sensitivity domestic labels that you won't find in mainstream retail, presented in a clean, gallery-like interior that lets the clothing speak for itself.

The world's first offline flagship store for UVU, a London-based premium running apparel brand. Opened March 2026, it features an exclusive Seoul graphic collection blending London sensibility with Seoul energy, available nowhere else on Earth.