You can lose an impressive amount of time in Seoul looking for one specific keyring. The problem is not a shortage of cute things; it is knowing which neighborhood and store match the character you want.
For the widest one-area selection, start in Hongdae. It has a Kakao Friends flagship, POP MART, ARTBOX, and Sanrio Lovers Club within a practical shopping route. Choose Myeongdong if you want an easier tourist itinerary built around LINE FRIENDS SQUARE, BT21, POP MART, and affordable stationery. If you only want one answer to where to buy character goods in Seoul, Hongdae is the safest all-round choice.
One important correction before you shop: not every character sold in Seoul is Korean. Kakao Friends is Korean; BT21 comes from a collaboration between BTS and the character company behind LINE FRIENDS; Sanrio is Japanese; POP MART is a China-founded designer-toy company. Buy what you like—just do not let a souvenir shop rewrite intellectual-property geography for you.
Where to Start: Character Shopping in Seoul
| Store | Area | Best For | Typical Budget | Time Needed |
|---|---|---|---|---|
| Kakao Friends Hongdae Flagship | Hongdae | Ryan, Apeach, Chun-sik, Korea-linked gifts | ₩5,000–₩40,000+ | 20–40 min |
| Kakao Friends Seoul Station | Seoul Station | Last-minute Kakao gifts | ₩5,000–₩40,000+ | 10–20 min |
| LINE FRIENDS SQUARE Myeongdong | Myeongdong | BT21 and current LINE FRIENDS/IPX collections | ₩10,000–₩50,000+ | 30–60 min |
| LINE FRIENDS SQUARE Seongsu | Seongsu | Newer displays and Seongsu shopping | ₩10,000–₩50,000+ | 30–60 min |
| Sanrio Lovers Club | Hongdae | Hello Kitty, My Melody, Kuromi, character café | ₩5,000–₩40,000+ | 30–90 min |
| POP MART Hongdae Flagship | Hongdae | Blind boxes and collectible figures | ₩15,000–₩100,000+ | 20–45 min |
| POP MART Myeongdong | Myeongdong | Blind boxes on a central route | ₩15,000–₩100,000+ | 20–40 min |
| ARTBOX Hongik University | Hongdae | Affordable stationery, stickers, small gifts | ₩1,000–₩25,000 | 20–40 min |
| ARTBOX Myeongdong Jungang | Myeongdong | Practical souvenirs and low-cost add-ons | ₩1,000–₩25,000 | 20–40 min |
Prices are planning ranges, not fixed storewide prices. Limited editions, large plush toys, and collectible figures can cost much more.
Know the Characters Before You Shop
| Brand or IP | Origin / Context | What to Know |
|---|---|---|
| Kakao Friends | South Korea | Characters created around KakaoTalk, including Ryan, Apeach, and Chun-sik |
| LINE FRIENDS | Global character brand developed by the Korea-based company now known as IPX | Store collections change frequently and extend beyond the original LINE characters |
| BT21 | Collaboration between BTS and LINE FRIENDS/IPX | Strong Korea connection, but it is a globally sold character line |
| Sanrio | Japan | Hello Kitty, My Melody, Kuromi, Cinnamoroll, and others are Japanese IPs |
| POP MART | China-founded global designer-toy retailer | Sells many IPs and artist series; the origin depends on the character |
| Disney | United States | Widely available in Korea, but not a Korean character brand |
This distinction matters if you want a souvenir that feels specifically connected to Korea. A Kakao Friends item is the clearest choice. BT21 also has a strong Korean pop-culture link. Sanrio and POP MART can still be worth buying in Seoul because the store experience, local releases, or stock may differ from home—not because the characters suddenly become Korean at Incheon Airport.
1. Kakao Friends Hongdae Flagship — For Korean Character Goods
Address: 162 Yanghwa-ro, Mapo-gu, Seoul
Nearest subway: Hongik University Station, Exit 8
Listed hours: Daily, 10:30 AM–10:00 PM
Branch details: Korea Tourism Organization’s Hongdae listing
Best for: Ryan, Apeach, Chun-sik, plush toys, keyrings, and Korea-linked souvenirs
If you want a character gift that makes sense as a Seoul souvenir, this is the most straightforward place to start. Kakao Friends grew from KakaoTalk, the messaging platform used throughout Korea, and characters such as Ryan and Chun-sik are easy to recognize around the country.
The Hongdae flagship is close to the subway and large enough to browse without committing your whole afternoon. Product lines rotate, so do not assume a character or seasonal design seen online will still be on the shelf. Small accessories are the lowest-risk buy: they pack easily and usually feel more distinctive than another generic magnet.
Main drawback: Popular designs and collaboration items can sell out, and the biggest plush toys are not carry-on friendly.
2. Kakao Friends Seoul Station — Best for a Last-Minute Gift
Address: Inside the KTX terminal area, 405 Hangang-daero, Yongsan-gu, Seoul
Listed hours: Daily, 8:00 AM–10:00 PM in Visit Seoul’s souvenir guide (updated December 1, 2025); confirm before an early or late visit.
Best for: Travelers taking KTX or passing through Seoul Station
This branch is about convenience, not the deepest selection. It works well when you are already catching a train, connecting to the airport railroad, or realize on your final day that you bought gifts for everyone except the person feeding your cat.
Allow 10–20 minutes and treat it as a backup rather than a destination. Station branches can have a tighter assortment than a flagship, and stock changes.
3. LINE FRIENDS SQUARE Myeongdong — Best for BT21
Address: 43 Myeongdong-gil, Jung-gu, Seoul
Nearest subway: Myeongdong or Euljiro 1-ga, depending on your route
Hours: Confirm today’s closing time in the branch listing linked by LINE FRIENDS SQUARE, especially before a late visit.
Official branch links: LINE FRIENDS SQUARE store directory
Best for: BT21, LINE FRIENDS/IPX collaborations, plush keyrings, and photo-friendly displays
For travelers specifically searching for BT21, Myeongdong is the most practical first choice. The official LINE FRIENDS SQUARE shop carries rotating collections, so you may find plush keyrings, bags, stationery, or Korea-themed editions—but no single character or product is guaranteed.
Previously checked official online examples put some BT21 plush keyrings around ₩17,000–₩23,000. Use that as a planning reference rather than today’s shelf price. Limited sets and larger products cost more.
Do not follow old blog posts to the former LINE FRIENDS Hongdae flagship. That address has been reworked as K-Pop Square Hongdae and should not be treated as the current dedicated LINE FRIENDS store.
Main drawback: Myeongdong is busy, and highly specific BT21 items can disappear quickly.
4. LINE FRIENDS SQUARE Seongsu — Best If Seongsu Is Already in Your Plan
Address: 77 Seongsui-ro, Seongdong-gu, Seoul
Nearest subway: Seongsu Station, Exit 3
Hours and entry: Check the current official event notice and the Seongsu venue listing linked from an official event page before going. A past pop-up does not confirm today’s event, opening hours or BT21 stock.
Best for: Pairing character shopping with cafés and pop-ups in Seongsu
Seongsu is a good branch when the neighborhood is already on your itinerary. It can feature newer displays and collaborations, but it is not automatically better than Myeongdong for a specific BT21 purchase. Check the official store or event page on the day you go because Seongsu schedules and installations can change.
5. Sanrio Lovers Club Hongdae — For Sanrio Fans
Address: 18 Wausan-ro 19-gil, Mapo-gu, Seoul
Nearest subway: Sangsu Station or Hongik University Station
Listed hours: Daily, 12:00 PM–8:00 PM in VISITKOREA’s venue listing; check current notices before visiting.
Café reservations: Catchtable page linked by VISITKOREA
Best for: Hello Kitty, Kuromi, My Melody, Cinnamoroll, themed photos, and a character café
Sanrio Lovers Club is more of an experience than a quick shelf scan. The first-floor shop is the useful part for shoppers and can currently be visited without a separate reservation; the themed café upstairs requires advance booking. Check the current notice if the café is important to you.
Sanrio is Japanese, so this is not the place to buy a distinctly Korean IP. It still earns a place in this guide because it fits naturally into the Hongdae route and gives Sanrio fans a focused selection that general stationery stores cannot match.
Main drawback: The café turns a quick shopping stop into a scheduled activity, and popular booking times may not fit a spontaneous route.
6. POP MART Hongdae Flagship — For Blind Boxes and Collectibles
Address: 56 Wausan-ro 23-gil, Mapo-gu, Seoul
Listed hours: Daily, 11:00 AM–10:00 PM
Official branch details: POP MART Korea store finder — select 홍대 플래그십 스토어.
Best for: Blind boxes, collectible figures, plush pendants, and series browsing
POP MART is the most focused stop for modern blind-box collecting. Expect character series, sealed boxes, larger display figures, and releases that may be limited by stock or purchase rules. POP MART is a China-founded global retailer, and the IPs it sells come from different countries and artists.
Blind boxes are fun precisely because you do not know what is inside. That also makes them a poor choice if you want one exact character. Check whether staff allow full-set purchases, whether a display is marked sold out, and whether opened-box exchanges are prohibited. Do not buy an entire tray in a moment of emotional mathematics unless your luggage and budget agree.
7. POP MART Myeongdong — Best Blind-Box Stop on a Central Route
Address: 36 Myeongdong 8-gil, Jung-gu, Seoul
Listed hours: Daily, 11:00 AM–10:00 PM
Official branch details: POP MART Korea store finder — select 명동 프리미엄 테마샵.
Best for: Combining POP MART with LINE FRIENDS SQUARE and ARTBOX
The Myeongdong shop is the practical alternative to Hongdae. It is especially useful if your day already includes Myeongdong shopping, Namsan, or Euljiro. Selection can overlap with Hongdae, but stock is never identical enough to promise that a sold-out series will be waiting here.
8. ARTBOX Hongik University — Best for Affordable Character Goods
Address: 1F, 15 Hongik-ro 6-gil, Mapo-gu, Seoul
Listed hours: Daily, 11:00 AM–11:00 PM
Official branch details: ARTBOX store directory — choose 홍대점; the address is also listed by VISITKOREA.
Best for: Stickers, pens, notebooks, pouches, socks, keyrings, and small gifts
ARTBOX is where to go when official flagship prices are making your group chat nervous. It is a Korean lifestyle and stationery chain with practical gifts and character items at accessible price points. Some products use licensed characters; others are ARTBOX designs or general cute stationery. Check the label if official licensing matters to you.
This branch is easy to add after Kakao Friends and before POP MART. It is also listed as a tax-refund shop by VISITKOREA, although eligibility still depends on the purchase and refund process.
9. ARTBOX Myeongdong Jungang — Best Budget Add-On in Myeongdong
Address: 1F–2F, 38 Myeongdong 10-gil, Jung-gu, Seoul
Listed hours: Sunday–Thursday, 10:00 AM–11:00 PM; Friday–Saturday, 10:00 AM–midnight.
Official branch details: ARTBOX store directory — choose 명동중앙점.
Best for: Low-cost gifts after LINE FRIENDS SQUARE or POP MART
This branch fills the same role in Myeongdong: affordable stationery, small accessories, and easy suitcase fillers. It is useful when you like character design but do not need every purchase to come from a flagship store.
Hongdae vs. Myeongdong vs. Gangnam/COEX
| Area | Best Choice For | Strength | Limitation |
|---|---|---|---|
| Hongdae | The widest character-shopping route | Kakao Friends, Sanrio, POP MART, and ARTBOX in one district | Busy on evenings and weekends; shops are spread across several streets |
| Myeongdong | First-time visitors and BT21 shoppers | LINE FRIENDS SQUARE, POP MART, and ARTBOX on an easy central route | Tourist crowds and less of a dedicated Sanrio experience |
| Gangnam/COEX | Indoor shopping or a rainy-day mall visit | Comfortable indoor browsing and a POP MART branch | Weaker as a one-trip route for Kakao Friends, BT21, and Sanrio together |
One neighborhood only? Pick Hongdae for variety, Myeongdong for BT21 and convenience, and COEX only when the mall is already part of your day.
A Practical 2–4 Hour Hongdae Character-Shopping Route
- Start at Kakao Friends Hongdae Flagship near Hongik University Station Exit 8. Allow 20–40 minutes.
- Walk to ARTBOX Hongik University for stationery and affordable gifts. Allow 20–30 minutes.
- Continue to POP MART Hongdae Flagship for blind boxes and figures. Allow 20–45 minutes.
- Finish at Sanrio Lovers Club near the Sangsu side of the district. Allow 20–30 minutes for the shop, or longer with a café reservation.
The route is roughly a half-day once browsing, queues, and a drink stop are included. Use Naver Map for the exact walking order from your live location; Korean map apps are more reliable for storefront entrances than relying on a static screenshot. See MBK’s guide to using Naver Map in Korea.
What Character Goods Cost in Seoul
Use these as rough shopping budgets, not official universal prices:
| Item | Rough Price Range |
|---|---|
| Stickers and small paper goods | ₩1,000–₩5,000 |
| Pens and notebooks | ₩2,000–₩10,000 |
| Acrylic or metal keyrings | ₩5,000–₩18,000 |
| Plush keyrings | ₩12,000–₩25,000 |
| Pouches and small fabric goods | ₩8,000–₩25,000 |
| Standard plush toys | ₩15,000–₩45,000+ |
| Blind boxes | Usually around ₩15,000–₩25,000 per box, depending on series |
| Large figures, sets, and limited collectibles | ₩50,000 to well over ₩100,000 |
The previously checked official price examples in this guide include BT21 plush keyrings around ₩17,000–₩23,000. Always trust the shelf tag over an online article: collaborations, sizes, and limited releases change the price quickly.
Are Seoul Character Shops Tax-Free?
Some stores participate in Korea’s tourist tax-refund system; not every branch or purchase qualifies. VISITKOREA currently states that eligible purchases at participating stores generally start at ₩15,000 per transaction, and the goods must remain new and unused until departure. Departure must be within the required period, currently described as three months.
Ask before paying, show your passport when requested, and look for a tax-refund sign. A store being popular with tourists does not automatically make every receipt refundable.
What About Pop-Ups and Limited Editions?
Pop-ups can be the most interesting place to buy a limited collaboration—and the least reliable thing to build an evergreen itinerary around. Events in Seongsu, The Hyundai Seoul, department stores, and major malls may run for only days or weeks. Entry can involve timed reservations, queues, purchase limits, or an app.
As of the September 21, 2026 research check, this guide does not recommend a named temporary pop-up because no single short-run event could be verified as a stable option for future readers. Check the official brand Instagram, event page, or department-store notice shortly before your visit. Treat old TikTok and blog posts as evidence that an event existed, not that it still exists.
How to Avoid Buying Unofficial Merchandise by Mistake
Official flagship stores are the simplest option when authenticity matters. In multi-brand shops, check for the copyright holder, licensing mark, Korean importer or distributor label, barcode, and proper packaging. A surprisingly low price can be a bargain, but it can also be your cue to inspect the label.
Unofficial fan-made goods are not automatically low quality, and some travelers intentionally buy artist-made items. The problem is only when a product is presented as official when it is not. Decide which category you want before paying.
So, Where Should You Go?
If you want the widest mix of character shops in one area, go to Hongdae. Kakao Friends, Sanrio Lovers Club, POP MART and ARTBOX can all fit into one practical shopping route.
If BT21 is the priority, Myeongdong makes more sense. LINE FRIENDS SQUARE is the clearest dedicated stop, and you can easily add POP MART and ARTBOX without turning the day into a cross-city mission.
For a distinctly Korean character souvenir, Kakao Friends is the clearest choice. Ryan, Apeach and Chun-sik have a stronger everyday connection to Korea than imported character brands.
If you mainly want blind boxes and collectible figures, choose the POP MART branch that already fits your route. There is usually little reason to cross Seoul just to compare two branches without checking stock first.
Sanrio fans should go to Sanrio Lovers Club if the themed experience matters to them. For lower-cost gifts, stationery and small add-ons, ARTBOX is the easier stop.
The main thing is not to treat the list like a ranking you have to complete. Pick the area that matches what you actually want to buy, then check current stock before you go.
FAQ
Where is the best place to buy character goods in Seoul?
Hongdae is the best all-round area because it combines Kakao Friends, POP MART, ARTBOX, and Sanrio Lovers Club. Myeongdong is better if BT21 and LINE FRIENDS SQUARE are your main priorities.
Where can I buy Kakao Friends merchandise in Seoul?
The Hongdae flagship is the strongest dedicated stop for most tourists. The Seoul Station branch is convenient for travelers already using KTX or the airport railroad, but its selection may be smaller.
Is there still a LINE FRIENDS store in Hongdae?
Do not rely on older posts about the former Hongdae flagship. The site has been reworked as K-Pop Square Hongdae; for a current dedicated LINE FRIENDS/BT21 plan, use LINE FRIENDS SQUARE Myeongdong or check the current Seongsu listing.
Where should I buy BT21 goods in Seoul?
Start at LINE FRIENDS SQUARE Myeongdong. Collections and character stock rotate, so check the official online shop or event page if you need a particular item.
Is Sanrio Korean?
No. Sanrio is a Japanese company and its characters are Japanese IPs. Sanrio Lovers Club is still worth visiting for fans, but it is not a Korean-character souvenir in the same sense as Kakao Friends.
Are POP MART blind boxes cheaper in Korea?
Not necessarily. Prices depend on the series, exchange rates, and local releases. Buy in Seoul for availability or the shopping experience, not on the assumption that every box is cheaper than at home.
Can tourists get a tax refund on character goods?
Sometimes. The store must participate, the transaction must meet the current minimum and eligibility rules, and you may need your passport. Ask before payment rather than assuming every tourist-focused shop is tax-free.
Do I need cash?
Major character stores generally accept cards. Keep a backup payment method, but there is little reason to carry a large amount of cash solely for the shops in this guide.
Sources & Last Updated
Branch sources and store links were checked on October 16, 2026. Published opening hours can differ, so confirm the current LINE FRIENDS Myeongdong and Seongsu schedules before visiting. Product prices and stock are separate from this branch-information check.
- Korea Tourism Organization — Kakao Friends Hongdae branch
- Visit Seoul — Seoul Station Kakao Friends and central Seoul souvenir stores (guide updated December 1, 2025)
- LINE FRIENDS SQUARE — official branch links
- LINE FRIENDS SQUARE — official event notices; past Seongsu venue notice (April 16–May 6, 2026; not a current event recommendation)
- VISITKOREA — Sanrio Lovers Club, shop access and café reservations
- POP MART Korea — official store finder with branch addresses and hours
- ARTBOX — official branch directory; choose 홍대점 or 명동중앙점.
- VISITKOREA — ARTBOX Hongik University Branch
- VISITKOREA — Comprehensive Tax Refund Guide
Last updated: October 5, 2026
Accuracy note: Store hours, stock, pop-ups, purchase limits, prices, and tax-refund participation can change. Recheck the official store page or social account on the day you visit.