Korean food on the first floor of Depa, Shinsegae Duty Free in Myeongdong, Seoul! Happy Shopping

Myeongdong and New World Duty Free in Seoul: Korea’s Shopping Paradise

Seoul, the capital of South Korea, is a tourist city that blends tradition with modernity and is set to attract around 12 million visitors in 2023. Myeongdong is a bustling shopping district in the center of Seoul and is a popular destination for shopping, dining and K-pop culture. Shinsegae Duty Free, a large duty-free store, is conveniently located a five-minute walk from Myeongdong Station. It offers a kimchi specialty store, Korean yogurt “byot” and a range of street food stall-style food. For more information, visit Connect. for tourist information about Myeongdong, visittheSeoulTourism Board; for information about traveling in Korea, visit the Korea Tourism Organization; and for information about New World Duty Free, visit its official website. During this trip, I really enjoyed the Depa-basement at New World Duty Free.

Visit Inspiration: Explore Myeongdong Depa-basement

I love Depa-basement, so I visited the Depa-basement of New World Duty Free during my three-day, two-night trip to Seoul. it’s only a 10-minute walk from the Myeong-dong hotel where I’m staying, and I’m planning to pick up a few side dishes and drinks since I’m planning to have dinner at the hotel. According to our research, Shinsegae Duty Free opened in 2016 and its food department stocks a large selection of locally produced kimchi and bibimbap. It’s an attractive location as a relaxing stopover after shopping and dining in downtown Myeongdong. If you arrive early and avoid the crowds, you can take your time to pick your way through. This selection kicked off our exploration of Korean food culture.

The basement of a bustling department store: stall-style food and a wide array of goods

The basement level of New World Duty Free is filled with stall food and colorful packaged goods. According to a survey, the basement of Myeongdong Duty Free Shop is visited by 70% of tourists, and locals also frequent the food court. For my part, I was overwhelmed by the lively atmosphere when I saw roadside stall-style teppanyaki and fried noodles. There is also a snack corner for children with a wide range of snacks. It gets crowded around 5pm, so I recommend coming in the morning or late afternoon. The lively atmosphere doubles the fun of shopping.

Discover Byot: The Charm of Korean Yogurt

Buy Byot, a popular Korean yogurt (about 3,000 won, about $300). According to research, Byot is a lactic acid bacteria drink with a sweet and sour flavor. I drank Biyot during a meal at my hotel, and the refreshing flavor soothed me. The design of the packaged coffee milk (about 2,000 won, 200 yen) is also cute, making it an item you’ll want to take home. Coffee milk tastes better when chilled in the refrigerator. This discovery allowed me to taste the everyday flavors of Korea.

Surprise at a kimchi specialty store: an abundance of green leafy vegetables

There is a kimchi specialty store in the supermarket with a wide variety of cabbage, radish and cilantro. According to our research, leafy greens (celery, sansho) are used in abundance due to Korea’s three-leaf culture. For my part, I tasted kimchi and was impressed by its pungent flavor. I wanted to bring some home, but stopped because it needed to be refrigerated. It would have been easier to take home if I had opted for small packages of kimchi. This wide array of kimchi opened my eyes to the depth of Korean food culture.

Products	Price	Features	Recommended
Byot	Approx. 3,000 won	Sweet and sour yogurt	Chill in the refrigerator
Coffee milk	Approx. 2,000 won	Cute package	Ideal souvenir
Sinki	From about 5,000 won	Multi-leaf vegetables	Select small package

Delicatessen food: Dining at the hotel

Purchase a vegetable set (approx. KRW 5,000, approx. RMB 500) for ssamjang rice and fried noodles at the deli corner. According to a survey, Korean department stores have a wide variety of simple foods that are packaged for tourists. For my part, I enjoyed the crisp texture of the leafy greens while enjoying a leisurely dinner at the hotel. These pre-made dishes come in large portions, so it’s best to split them. These cooked dishes brought me closer to the flavors of a Korean home.

Shopping in Myeongdong: a novel discovery

The basement of Shinsegae Duty Free’s department store is full of novelties, even in neighboring countries. According to our research, Myeongdong is also popular for K-pop goods and cosmetics, while the basement of the department store is a treasure trove of food and groceries. For my part, I was mesmerized by the design of the coffee and milk packages and enjoyed taking pictures of them. Duty-free stores are staffed by Japanese-speaking staff, making shopping very convenient. Purchased items are packed in lightweight bags that are easy to carry. This novel way of shopping added a lot of fun to the trip.

Overall satisfaction: The appeal of department stores

I was impressed by the delicious bibimbap and kimchi at the New World Duty Free “Depa-Basement”. The food stall style food and novelty items added to the trip and I would like to try teppanyaki next time. A shopping budget of 3,000 yen per person is sufficient. Note: This information is based on personal experience and prices and availability may change at any time.

Private Wisdom Style Summary

Korean food and trends fill the heart of the basement level of the New World Duty Free department store. The key, as personal wisdom, is to head there in the morning and enjoy bibimbap and kimchi at the hotel. The energy and novelty of Myeongdong quietly teaches you the richness of traveling.

Shinsegae Duty Free Food Court in Myeongdong: Frequently Asked Questions

Where exactly is the Shinsegae Duty Free food floor in Myeongdong?

It sits on the lower level of the Shinsegae Duty Free store in the Myeongdong area of central Seoul, an easy walk from Myeongdong Station. Because store layouts and opening hours can change, I suggest confirming the current floor guide and hours on the official Shinsegae Duty Free website before visiting.

Do I need to be a duty-free shopper to eat there?

The basement food area is a casual place to grab Korean street-style bites and packaged treats, and it makes a handy refuel stop while you browse. For any conditions tied to purchases or duty-free pickup, it is safest to check the store’s official guidance on the day.

What kind of Korean food can I try?

I enjoyed street-food favorites and grab-and-go snacks — think tteokbokki-style bites, kimchi, and novelty packaged goods that are fun to bring back to the hotel. Menus rotate, so treat it as a place to graze and discover rather than a fixed list.

How much should I budget?

On my visit, a light round of snacks and a bit of shopping came to roughly the price of a casual meal — modest for the amount of novelty on offer. Prices vary by item and season, so use this only as a loose guide and check current pricing in store.

What is the best time to go?

I found late morning the sweet spot: you can graze in the basement, then carry a few treats back to enjoy later, before Myeongdong fills up in the afternoon and evening.

More of my favorite Myeongdong & Seoul stops

If you are building a Myeongdong day, you may also like a luxurious stay at Hotel 28 in Myeongdong, an excellent Korean breakfast at Shinseon Seolleongtang, the famous London Bagel Museum queue in Myeongdong, and a Hallyu fashion and sweets walk through Myeongdong.