Seoul · Checked November 8, 2026
Where can you buy official merchandise?
Seoul has several permanent stores operated directly by entertainment agencies or selling officially sourced merchandise. This guide lists only stores confirmed through official agency or operator information, with addresses, nearby subway stations and opening hours. Tips for finding limited-time pop-ups are included at the end.
Research method: We checked the official SM, YG, Ktown4u and IPX websites and Seoul Tourism Organization information on November 8, 2026. We have not listed hours for stores whose official information does not include them. This is not a review based on personal visits, and it does not cover product selections or prices. The illustration at the top is AI-generated for explanatory purposes.
Opening hours and products may change. Check the store's official channels before visiting.
For SM, visit KWANGYA@SEOUL in Seongsu; for YG, visit theSameE in Hapjeong, Myeongdong or Insadong.
Ktown4u in COEX and Insadong, and K-POP SQUARE in Hongdae.
A permanent, directly operated store in Seoul has not been confirmed. Check Weverse notices for upcoming pop-ups.
1. SM — KWANGYA@SEOUL (Seongsu)
KWANGYA@SEOUL
This official store is operated by an SM Entertainment affiliate. SM's official merchandise retailer, SMTOWN &STORE, lists it as an offline store.
- Address
- 서울 성동구 왕십리로 83-21, 아크로 서울포레스트 D타워 지하 1층
- Getting there
- Basement level 1, toward Exit 4 of Seoul Forest Station on the Suin–Bundang Line
- Opening hours
- 10:30–20:00 (according to official SM information). Regular closing days are not listed in the official information.
2. YG — theSameE (Hapjeong, Myeongdong and Insadong)
YG's official online store, YG SELECT, lists three stores in Seoul. The official list does not include opening hours, so it is safest to call the store before visiting.
theSameE MD shop
- Address
- 서울 마포구 희우정로1길 6-3, 지하 1층
- Phone
- 02-332-2030
theSameE Myeongdong (theSameE 명동)
- Address
- 서울 중구 명동길 60, 4층
- Phone
- 02-318-5102
theSameE Insadong (theSameE 인사동)
- Address
- 서울 종로구 인사동길 49, 3층 (listed as being in the same building and on the same floor as Ktown4u Insadong below)
- Phone
- 02-6954-2891
3. Multi-artist stores — Ktown4u and K-POP SQUARE
Ktown4u COEX (케이타운포유 코엑스점)
This store sells albums and merchandise from several agencies. Floor 2 is the store, and floor 4 has pop-up and cafe spaces.
- Address
- 서울 강남구 영동대로 513, 코엑스 아티움 2–4층
- Getting there
- Enter through the gate between Exit 5 and Exit 6 of Samseong Station on Line 2, then take the stairs next to Starbucks (official directions).
- Opening hours
- Floor 2 11:00–20:00 · Floor 3 12:00–22:00 · Floor 4 11:00–20:00
Ktown4u Insadong (케이타운포유 인사동점)
- Address
- 서울 종로구 인사동길 49, 안녕인사동 3층
- Getting there
- From Exit 6 of Anguk Station on Line 3, turn onto Insadong-gil and continue for about 120m (official directions)
- Opening hours
- 12:00–20:00
K-POP SQUARE Hongdae (K-POP SQUARE 홍대점)
The former LINE FRIENDS Hongdae flagship reopened as a K-pop specialty store in June 2025. It focuses on character merchandise created in collaboration with K-pop artists, including BT21 (BTS) and NCT DREAM collaboration characters, and frequently hosts limited-time pop-ups inside the store.
- Address
- 서울 마포구 양화로 141
- Getting there
- About 145m from Exit 1 of Hongik University Station (Line 2, Airport Railroad and Gyeongui–Jungang Line) (Seoul Tourism Organization information)
- Opening hours
- Daily 11:00–22:00 (Seoul Tourism Organization information, updated September 2026)
At stores selling merchandise for several artists, the artists and products stocked vary by branch. If you are looking for a particular artist, check the store's official channels first.
4. Pop-ups — how to find limited-time events
Pop-ups timed to album releases often run for short periods of around 1–2 weeks. A permanent, directly operated HYBE store in Seoul has not been confirmed; instead, HYBE holds artist-specific pop-ups at locations such as floor 1 of its Yongsan headquarters.
How to find them
- Artist notices on Weverse: Many artists, including those under HYBE, announce pop-up dates, locations and reservation instructions.
- Advance reservations: Many recent pop-ups have required visitors to reserve a time slot using a Weverse account and show a QR code at entry. Some allow only one reservation per account.
- Frequent locations: The Hyundai Seoul, HYBE's Yongsan headquarters, Seongsu and Hongdae (K-POP SQUARE, AK Plaza and others). However, locations vary by pop-up.
Buy merchandise only from official stores and authorized retailers. Bring identification (your passport), as identity checks may be required for pop-up reservations or purchases.
5. Frequently asked questions and useful Korean phrases
Do the stores offer tax refunds (Tax Free)?
It varies by store. We could not confirm this through official information for this guide, so ask before paying.
Do the map links show the exact locations?
They are search links for Naver Map and Google Maps. We have not personally verified the pin locations, so check the building name and floor as well.
Korean phrases you can show staff
- ○○ 앨범 있어요?Do you have ○○'s album?
- 공식 굿즈예요?Is this official merchandise?
- 오늘 몇 시까지 영업해요?What time do you close today?
- 택스 리펀 돼요?Can I get a tax refund?
Look for SM merchandise at KWANGYA@SEOUL, YG merchandise at theSameE, and merchandise for several artists at Ktown4u and K-POP SQUARE.
Check Weverse notices for limited-time pop-ups. Schedules may change.
Image note: The illustration at the top is AI-generated for explanatory purposes, not a photo of an actual store or its products.
Korea Local Guide Hub · Last checked November 8, 2026.
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