Myeongdong /명동

If Korean mega-brands and cosmetics are up your street, jet your slacks over to this warren of trend stores; they open and close like LiLo’s bedroom doors, but there’s always something interesting...

Start at Avenuel /에비뉴엘 / avenuel.co.kr / department store with swank Tani Next Door (see Rest./Smart), then head down to the basement’s connecting walkway beside Chanel for Sogong Underground Shopping Center, with all sorts of faff n’ faddle. Along the walkway, check out #105, Expo (see Adv. Shop.). Sogong is also linked to Noon Square, a mecca of global fast fash and caffs. Follow the signs to Noon Square and climb up the stairs. Once outside, to the left is a small laneway where you’ll find fab fixit Myungdongsa (see Very Useful). Back track out to the Zara entrance, and if it’s after 3pm, you’ll see carts selling fried potatoes, fruit juice, socks, and other babble. Also in the area is cosmetic craziness with The Face Shop / thefaceshop.com; Aritaum / aritaum.com; and Nature Republic / naturerepublic.co.kr / just to name a few. Continue to the four-way intersection where you’ll find English ATMs and the Myeongdong Theatre. Turn right onto the main street and on the left between H&M and another Zara is Chungmu Gimbap / 756 5871 /충무김밥leemeefood.co.kr / for southern rice rolls and spicy cuttlefish. Turn right at the four-way intersection with the Nature Republic flagship. Go straight, then spin right at Myeongdong-4 gil in front of the Spao Bldg. to find mad harajukustyle stalls. Turn right at the first three-way street for young local fash and lifestyle at Å LAND / 318 7654. Shopped out? Back on Myeongdong-4 gil, continue straight to the main street, and retrace to the junction with Myeongdong Theatre. Nip left past the Daiso dollar store, right next to McDee and underground is Yakchon /약천 / 775 5070 / for Korean-style congee, or if you fancy a steaming cuppa slip into O’Sulloc Teahouse / 774 5460 / osulloc.co.kr, or a few steps further on your left is shellfish resto Jogabi / 757 7736. Good work!