Seongsu: The Brooklyn of Seoul

Seongsu is one of the trendiest areas in Seoul these days, and the neighborhood has become a favorite destination for Korea’s generation MZ. Often called the 'Brooklyn of Seoul,' Seongsu offers everything from shopping spots and restaurants to cafés and photo-worthy locations.

Ranked 4th among the "World’s Coolest Neighborhoods" by Time Out magazine, Seongsu was once an industrial zone but has transformed into a hub of trendy eateries, cafés, galleries, and brand stores, cementing its place as one of Korea’s key commercial districts. The charm of Seongsu lies in the harmony between old red-brick warehouses, factories, and modern shops. Visitors can explore various brand stores, pop-ups, and exhibitions while enjoying the refreshing greenery of Seoul Forest, an urban oasis offering a perfect getaway within the city.

Seongsu is home to some of the hottest brands, offering a wide variety of items from clothing and accessories to cosmetics, stationery, and furniture. With stylish store displays, visitors can enjoy both shopping and snapping photos.

A Korean designer brand gaining popularity among people in their 10s to 30s, both domestically and internationally. Its vibrant exterior catches the eye, and visitors can explore Martin Kim’s best-sellers along with other apparel and accessories.

Opened in September 2024, this massive concept store has taken over the iconic red-brick "Daelim Warehouse," transforming it into a stylish space. As one of Seongsu’s trendiest new spots, it showcases popular Korean brands with a focus on fashion, sneakers, and jewelry, including Musinsa's own apparel.

Founded with the slogan "Gift Your Saturdays," this brand offers vintage-inspired clothing with a peaceful weekend vibe. The cozy store reflects the brand’s identity, with classic logo sweatshirts and zip-ups as bestsellers. Their bags and accessories are equally popular.

A classic and minimal-style bag brand offering a variety of handbags, shoulder bags perfect for formal attire, and feminine crossbody bags. As a vegan leather brand promoting sustainable fashion, it’s known for offering reasonable price points.

A contemporary bag brand featuring creative and playful designs. Its adorable keyrings, perfectly paired with their bags, are a fan favorite. Don’t forget to snap a photo with the store’s giant bunny mascot!

A Korean fragrance brand with a global presence, known for its stylish displays and seasonal new products. Popular items include luxurious hand creams, hand sanitizers, and perfumes, all packaged with elegance.

With its charming ambiance, the store offers not only product testing but also DIY shadow palettes and mini kit bags. Recharge at the café on the second floor, where adorable desserts and drinks await to complete your shopping experience.

Featuring over 1,600 products from Amorepacific’s beauty lines, including Laneige, Hera, and Sulwhasoo. Visitors can create custom beauty products or join beauty classes—just be sure to book in advance if you plan to participate.

A three-story cultural complex combining shopping, dining, and relaxation. The café on the first floor also offers lifestyle goods, while the second floor showcases fashion items. On the third floor, you'll find various lifestyle and homeware shops.

A three-story stationery concept store offering carefully curated items from domestic and international brands. Enjoy browsing the artistic displays while discovering unique stationery items.

Seongsu, also known as the “neighborhood of pop-ups,” hosts trendy pop-up stores around every corner. From fashion and cosmetics to idols, animation, and food, the variety is endless. These pop-ups offer limited-edition items, exclusive giveaways, and photo zones, ensuring a fun and engaging experience. Be sure to check when and where your favorite brand will open a pop-up to make the most of your visit!

Seongsu is home to the headquarters of SM Entertainment and Cube Entertainment, making it a must-visit for K-POP fans. Stop by the nearby merchandise shops for official goods and enjoy your time immersed in K-POP culture.

Located just outside Seoul Forest Station, SM Entertainment’s building is not open to the public, but visiting the space where idols come and go is a meaningful experience. Capture a photo in front of the building, then explore the KWANGYA (Seoul) merchandise shop in the basement, where you’ll find idol goods and customizable photo cards featuring your favorite artists.

Only a 2-minute walk from Seongsu Station, Cube Entertainment’s building houses a café called Cubi Story on the first floor, open to fans. Relax while watching music videos and performances on the café’s large screen. Don't miss the seasonal pop-ups offering exclusive merchandise.

Taking photos for your social network is a must! One of the most popular photo spots is in front of the luxurious Christian Dior store. Other scenic locations include Seoul Forest and interactive exhibition spaces. With so many picturesque corners in Seongsu, you’re bound to leave with beautiful memories captured on camera.