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Myeong-dong Street is Seouls most vibrant shopping and street food district, a sensory overload of neon signs, K-beauty flagship stores, international fashion brands, and irresistible food stalls. The pedestrian streets come alive every afternoon and evening with street vendors selling hotteok (sweet pancakes), tteokbokki (spicy rice cakes), and Korean fried chicken. Every major K-beauty brand has a flagship here — from Innisfree and Etude to Olive Young and Laneige — often with exclusive products and free samples. The energy is infectious and its one of the few places in Seoul where you can shop, eat, and explore all within a few walkable blocks.

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