Here’s something most guides won’t tell you: the area around Ewha Women’s University is absolutely packed with shops selling fan-made merchandise and rare finds. The students there are incredibly creative, and many run small businesses selling custom items that you literally cannot get anywhere else in the world.

There’s this one shop on the second floor of a building that’s maybe a two-minute walk from Ewha Station (Exit 2) where this art student creates the most beautiful custom photocards and stickers. She takes requests and can make personalized items with your bias – I had her create a set of Stray Kids photocards with rare predebut photos that I found online, and they came out better than official merchandise.

The pricing is incredibly reasonable too. While you might pay 15,000-20,000 won for official photocards in Myeongdong, here you can get custom sets for around 8,000-10,000 won. Plus, you’re supporting young artists and getting something completely unique.

Sinchon might be known for its university crowd and nightlife, but it’s also home to some of the best second-hand K-pop merchandise stores in Seoul. There’s a particular alley (locals call it “idol alley”) that runs parallel to the main Sinchon street where you’ll find at least five different shops specializing in pre-owned K-pop items.

What makes these places special isn’t just the lower prices – though getting a mint-condition Girls’ Generation album for 5,000 won instead of 25,000 won is pretty great. It’s the history. These shops are like museums of K-pop evolution. You’ll find items from groups that disbanded years ago, limited edition releases that sold out in minutes, and sometimes even personal items that fans decided to sell.

The shop owners here are incredibly knowledgeable too. I once spent two hours talking to one owner about the evolution of album packaging design, and she showed me some behind-the-scenes photos from music video shoots that a stylist had sold to her. It’s not just shopping – it’s like getting a masterclass in K-pop history.

This one sounds weird, but hear me out. Some of the best K-pop merchandise shops in Seoul are located in random office buildings in Gangnam. I know it sounds sketchy, but these are legitimate businesses run by people who have connections within the entertainment industry.

There’s one shop on the 4th floor of an office building near Gangnam Station that’s run by someone who used to work for SM Entertainment. They get official merchandise samples, items from music video shoots, and sometimes even stage costumes that were used once and then stored away. I bought a jacket there that was supposedly worn by a member of NCT during a music show recording – whether that’s true or not, it’s still a cool story and an awesome jacket.

These places usually require appointments or have specific visiting hours, so you’ll need to call ahead or message them on KakaoTalk. The effort is worth it though – where else can you buy a piece of actual K-pop history?

Itaewon has always been Seoul’s international district, but what many people don’t realize is that it’s also become a hub for international K-pop collectors. There are several shops here that specialize in importing rare items from other countries and connecting collectors from different parts of the world.

One shop I frequent is run by a Korean-American who spent years collecting K-pop merchandise while living in the US and then brought his entire collection back to Seoul when he moved. He has connections with collectors worldwide and can often source items that are impossible to find in Korea, like limited edition releases that were only sold in specific countries or fan-made items from international fan clubs.

The prices here can be higher than other places because of the import costs and rarity of items, but if you’re looking for something truly special – like an original concert t-shirt from a US tour or a limited edition album that was only released in Japan – this is your best bet.

Here’s something that took me way too long to figure out: some of the best K-pop merchandise deals happen at night markets and temporary pop-up events that aren’t well advertised to tourists. These events usually happen on weekends and are primarily marketed through Korean social media platforms and university bulletin boards.

I discovered this world completely by accident when I was walking through Banpo Hangang Park late one evening and stumbled upon a small night market that had several vendors selling K-pop items. The prices were incredible – I got three different album sets for the price of one in a regular store. Plus, there’s something magical about shopping for your favorite idol’s merchandise under string lights with the Han River in the background.

These events move around the city and don’t follow a regular schedule, so you need to be plugged into the local scene to find them. Follow university Instagram accounts, join KakaoTalk groups for K-pop fans in Seoul, and keep an eye on community boards in areas like Hongdae and Gangnam.

One thing I’ve learned from years of shopping at these hidden spots is that building relationships with shop owners is just as important as finding the right places. These aren’t big corporate stores with fixed prices and policies – they’re small businesses run by passionate individuals who appreciate customers who share their love for K-pop.

I have regular shops where the owners now text me when they get new items that match my interests. One ajumma in Hongdae knows I collect anything related to (G)I-DLE and will hold items for me when she knows I’m coming to Seoul. This relationship-building approach has saved me hundreds of dollars and helped me find items I never would have discovered otherwise.

Don’t be afraid to chat with shop owners about your favorite groups, ask about their personal collections, or share stories about concerts you’ve attended. Korean culture values these personal connections, and you’ll often find that being friendly and showing genuine interest leads to better prices and insider information about new arrivals.