Paris is the city of lights. New York is the city that never sleeps. And Seoul is the city of non-stop shopping. If you’re looking to shop in the South Korean city, arrive with an empty suitcase and plan on burning some plastic, because be it makeup, jewellery, clothing, K-pop merch or snacks, this South Korean city is a true oasis for shopaholics. But beware, not all Seoul shopping is created equal. Take it from a local and use the following guide to navigate you through the seemingly endless maze that is Seoul shopping.

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Text: Kelly Im