Dongdaemun Fashion Town

Category : Landmark | Clothing/Accessories
Oct 20, 2015

We, in Seoul, have a lot of access to whatever we want and when we want. Dongdaemun Fashion Town is one of the representative testaments to this Seoul lifestyle as it's non-stop shopping all day, all night.



This article will be about the retail clothing malls that make up Dongdaemun's massive fashion complex. These are Doota, Migliore, Hello aPm, Good Morning City, and Lotte Fittin.



Located by Dongdaemun station's exit 8, across the Chonggyecheon river, they all sit side by side on the same street. You'll see tourists, street food, lots of cheap goodies, and at night, sleepless shopaholics.



The shopping experience at Dongdaemun Fashion Town can be alot more extreme than what anyone's used to. A quick trip here can lead to a stretched binge because there's so much to see, so i'd recommend you wear comfortable shoes.


Hit the ATM & cash out because if you let the vendor know you're paying in cash, you're likely to get a discount. To be a smart shopper here, you've got to master the skill of haggling. Vendors can try to overcharge you and be quite aggressive so you gotta play it cool if you want it cheaper.


Here are my tips: 
- Show them you're interested in the product but tell them I want to look around (at other places) more before I buy it. They'll slash the price for you then and there so you don't go.
- Let them know that you've seen this same thing today but they were selling it cheaper there. They'll match the price and most likely go even lower.


We'll start off with the newest, most famous, and shiniest of them all.




Doota is by far the 'nicest' shopping mall of them all. Just go to the bathrooms... They're amazing.



But with that said, it's also the most expensive mall of them all. Doota has done an incredible job with also making their mall the most foreigner friendly. There are signs in english everywhere as well as customer service & an information desk on the first floor.



The amenities are endless: currency exchange, stroller rentals, clothing repairs, Hana Bank, Woori Bank, Tax Refund, Convenience Store, a food court, and restaurants.


Doota - Floor Guide

8F Restaurants 

7F Food Court

6F Cosmetics, Accessories, Souvenirs, Gifts

5F Kids & Family

4F Women's Contemporary Casual, Bags

3F Women's Casual, Shoes

2F Women's Modern Fashions

1F Designers Fashions for Women

B1 Sportswear, Streetwear 

B2 Men's

B3 ~ B6 Parking Garage


Fashion wise, I have to say it's the best. They have very well-curated stores with great taste. The one catch is that here, you can't bargain the price.


If you're looking for sportswear, their B1 floor is definitely a trip worth making. This floor offered every main streetwear brand you've seen available in Seoul.


Address: Doosan Tower, 275, Jangchungdan-ro, Jung-gu, Seoul

Tel: 02-3398-333

Operating Hours:

Monday - Saturday: 10:30am - 5:00am (next day)

Sunday: 10:30 am - midnight





Migliore is the next mall on the block. It's floors are packed with clothing vendors and it can get quite claustrophobic. Migliore has an enormous variety of what you can find. I saw as well as clothing and accessories, traditional Hanboks, bedding, hallyu items, souvenirs, and craft supplies. 


Here, you should try to haggle because vendors can try to overprice items. You'll find a lot of it's clothes can be outdated in style compared to Doota, but one great thing is you can often find clothing items you saw in Doota, selling at Migliore too and get it cheaper.



Migliore - Floor Guide

9F Restaurants (Buffet, Korean Food)

8F Kid's Cafe

7F Shoes (Fashion shoes, Handmade Shoes, Sneakers)

6F Miscellaneous Goods, Bags, Accessories, crafts

5F Miscellaneous Goods, Bags, Accessories

4F Men's clothing

2~3F Women's clothing

1F Women's clothing, Pharmacy

B1 Children's clothing, Maternity Wear, Imported Used Goods, Banks, Convenience Stores

B2 Imported luxury goods, Sports, apparel, fast food.

B3 ~ B6 Parking Garage


Address: 263 Jangchungdan-ro, Jung-gu, Seoul

Tel: 02-3393-0005

Operating Hours: 10:30am - 4:30am (next day)

Hello aPm



I have to say it's very similar to Migliore. The set up is the same with it's marketplace of vendors and it has the same cramped feeling. Here again you should try to haggle.



Hello aPm - Floor guide

10F Neighboring Convenience Facilities, Beauty Shops, Dentistry, Obstetrics and Gynecology, Department of Dermatology

9F Restaurants, Screen Golf, Billiard Hall

8F Gym

7F Leather Goods (Bags, Shoes, Belts), Traditional Korean Wedding Items.

6F Fashion Accessories, Children's Clothing, Maternity Wear.

4~5F Men's Clothing

1~3F Women's clothing

B1 Imported Sports Brands, Vintage, Streetwear, Cafe Pascucci

B2~B3 Parking Lot


Hello aPm

Operating Hours: 10:20am - 4:30am (next day)

Address: 253, Jangchungdan-ro, Jung-gu, Seoul.

Tel: 02-6388-1369/1114

Good Morning City



Good Morning City, is massive. It's huge, and it's one of the largest shopping malls in Korea. It even has fit a megabox movie theatre into the mall.


I noticed the shopping area was much more spacious than hello Apm & Migliore! But like those two malls, it is a marketplace of vendors in it's shopping layout.



Here you can also bargain!



Good Morning City - Floor Guide

9~11F Megabox Movie Theatre, Food, Snacks, Game Zone

8F Billiard Hall, Karaoke, Dental Office, Food Court

5F Korean Wedding Items, Bedclothes, Korean Traditional Clothes

4F Children's Clothing

3F Men's Suits, Men's Casual Clothing, Clothing Alterations.

2F Accessories, Jewelry, Leather Goods, Women's Clothing, Souvenirs

1F Women's Clothing, Information Desk, Currency Exchange, Stroller Rental, Mobile Phone Charging Stations, Clothing Alterations

B1 Women's Clothing, Children's Clothing, Subway Passageway to Lines 2, 4, 5.

B2 Cosmetics, Electronics, Sports Brands, Information Desk, Stroller Rental, , Mobile Phone Charging Stations, Storage Lockers, Subway Passageway to Lines 2, 4, 5.

B3 Doctor's Office, Pharmacy, Restaurants, Cafes, Pub, Hair Salon, Real Estate Office

B4~B7 Parking Lot

Good Morning City

Operating Hours: 10:30am - 1am (Next Day)

Address: 247, Jangchungdan-ro, Jung-gu, Seoul

Tel: 02-2118-8700


Lotte Fittin



Lotte Fitin is the last one on the block and it's much nicer and newer, similarly to Doota. You'll find the mall is clean and spacious. Their shops are curated shops and not the marketplace vendor booths like in Migliore, Good Morning City, and Hello aPm.



But like Doota, haggling here won't work either because many of it's shops are established brands with branches at other malls.


Lotte Fitin - Floor Guide

9F Klive (K-pop Hologram Concert)

8F Restaurant (Korean food, Japanese food, Chinese food), Cafe, Tax Refund

7F Korean Buffet, Western Buffet

6F Beauty & Accessories

5F Young, Unisex, Korean Designers

4F Men & Casual

3F Women & Men's Streetwear

1~2F Women's Clothing

1F Information Desk, Currency Exchange, Storage Lockers

B1 Sport's Brands, Shoes

B2 Women's Clothing, Storage Lockers

B3 Services (Beauty Salon, Nail Salon, Shoe Repair, Clothing Repairs, Convenience Store), Kid's Cafe, ATM, Customer Service Desk


Lotte Fitin

Operating Hours: 11am - Midnight

Thursday, Friday, Saturday: 11am - 2am

Address: 264, Eulji-ro, Jung-gu, Seoul

Tel: 02-6262-4000



I have to say, there's nothing like a night of shopping at Dongdaemun's fashion malls.


The streets are lined with such a great variety of street food stalls to keep you filled, there are concerts and performances outside the malls, Cheonggyecheon is lit up at night, and so is Dongdaemun Design Plaza. You might come home a little battered and swear off shopping for the next weeks but you're sure to come home happy with bags of trendy items that you bought for great prices.




Address : 253, Jangchungdan-ro, Jung-gu, Seoul

Location : Seoul-si > All Area


Dongdaemun Station (Line 4, Exit 8)
Walk straight and cross the cheonggyecheon stream. Walk past Pyeonghwa Clothing market and you'll see the malls lined up in front of you.

Dongdaemun History & Culture Park (Line 4, Exit 1 or 14)

[Bus ]
Dongdaemun History & Culture Park
144, 420, 261, 301, 152, 105, 144, 105, 407, 301, 261, 420 2015, 2012, 8620, 2233, 2014, 7212 9403
Dongdaemun Fashion Town was designated by the government as a special tourist zone in 2002. The Fashion Town integrates the traditional Dongdaemun market with modern shopping malls that provide 24-hou > READ MORE
Dongdaemun Fashion Town was designated by the government as a special tourist zone in 2002. The Fashion Town integrates the traditional Dongdaemun market with modern shopping malls that provide 24-hour wholesale and retail shopping at low prices. There are more than 2,000 fashion stores operating that attract an annual 5 million foreign tourists. > Less more
Additional Information
Dongdaemun Fashion Town Special Tourism Zone Council
Tel: 02-2278-0500