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Insadong

6461 reviews by Tripadvisor

Insadong: The Heart of Korean Traditional Culture

Why not embark on a special journey through time in the heart of Seoul? Welcome to Insadong, a place that preserves the old Korean charm amidst modern skyscrapers.

ⓒ Seoul Metropolitan

In the alleys steeped in hundreds of years of history, you’ll discover the spirit of master craftsmen, the subtle fragrance of traditional tea houses, and the artistic atmosphere of numerous galleries waiting for you.

ⓒ Seoul Metropolitan

Whether you’re strolling the streets in traditional hanbok, experiencing Korean crafts firsthand in workshops, savoring traditional tea in a tranquil teahouse, or exploring the streets illuminated by soft lights at night, Insadong offers unforgettable memories for travelers. Let me guide you through the hidden charms and ways to enjoy Insadong.

ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee
ⓒ Seoul Tourism Organization
ⓒ SeoulSarang

1. Overview

Introduction to Insadong

  • What It’s Like
  • At a Glance

What is Insadong Like?

Let me invite you to Insadong, a hidden gem in Seoul’s Jongno district. The moment you step into this area, you’ll feel as if time slows down in the midst of the bustling city. The elegant traces of Joseon Dynasty nobles and the legacy of the finest artists remain preserved in every corner of these alleys.

ⓒ SeoulSarang
ⓒ SeoulSarang
ⓒ Seoul Tourism Organization

Starting from the 1930s, antique shops, traditional stationery stores, and art mounting workshops began establishing themselves here, creating the area’s unique identity. Particularly in the 1960s-70s, it became the heart of Korean art, and even today, more than 100 art galleries continue to tell the story of Korean art’s past and present.

ⓒ Seoul Metropolitan
ⓒ Korea Tourism Organization-Photo Korea-Live Studio

Today, Insadong is a captivating space where tradition and modernity dance hand in hand. As you follow the winding alleys, you’ll encounter master craftsmen meticulously creating hanji (traditional paper), the subtle aroma of traditional tea, and antiques bearing the weight of time. On weekends, it becomes a car-free street, allowing you to enjoy all these experiences at a leisurely pace.

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization
ⓒ Korea Tourism Organization-Photo Korea-Live Studio

And don’t miss Ssamziegil, the jewel of Insadong. Inside its unique spiral structure, young artists’ fresh perspectives meet traditional beauty to create a special harmony. Here, you can discover works that reinterpret Korean traditions in contemporary ways.

ⓒ Seoul Tourism Organization
ⓒ Seoul Metropolitan

Even Seoul locals visit here on weekends to relax, experience traditional Korean culture, and find healing for their souls. How about creating your own unforgettable memories in this special street?

ⓒ Seoul Metropolitan

Insadong at a Glance

5 star ratingBest place for souveniors! One of my favorite areas to shop! There's a shopping street lined with shops selling all kinds of traditional Korean crafts, gifts, and souvenir type items, and the prices were much lower than what you'd find in other areas. I particularly loved the little handcrafted purses. I bought several for my lady friends and they were the perfect size to fill with face masks and other goodies.
There is a fun and lovely three story shopping center called 'SS' with bright yellow walls that features a ton of super fun art installations and a lot of really cool shops. I visited this location several times because it was so cool and I loved the shops. At the top of it is the infamous 'poop; themed cafe where you can get a variety of toilet inspired desserts. It wasn't for me but I enjoyed giving it a peek. This area is definitely a must-visit if you like art and/or like to shop.
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carolrecord Avatar
carolrecord
7/13/2020
5 star ratingGood place to experience Korea Insadong-gil is a good place to experience Korean traditions.

If you walk along the antique road, there are many souvenir shops and hanok cafes.

In the National Palace Museum of Korea, you can see beautiful Joseon Dynasty Hwarot.

Especially, on November 25, 2023, the K-tiful Day event wil be held at Dohwaseogil D1(18, Yulgok-ro, Jongno-gu) near Anguk Station to enjoy Korea’s Christmas.

You can see an exhibition of five intangible cultural heritage. And the Korean mask dance performance, which can only be seen in Andong, can also be seen in Seoul on this day only.

If you are planning to travel to Seoul on that day, I recommend visiting the K-tiful Day.
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k_tiful Avatar
k_tiful
11/12/2023
5 star ratingCentrally-located tourist-friendly neighborhood The neighborhood of Insadong itself is an amazing location! If you are an international tourist, I recommend choosing lodging here, as this is super convenient to many sightseeing spots (See my review of The Prima Hotel in Insadong). 3 historic palaces, 2 UNESCO heritage sites, the Cheonggyecheon urban stream, and several charming villages are within walking distance from this area! The main shopping and dining street, Insadong Culture Street, is very tourist friendly. The main street itself can get busy during the afternoon, and the while there are many restaurants, they also seemed to get very busy. I enjoyed the variety of food and shopping options. The only potential downside is how "touristy" it can sometimes feel. If you want a slightly more authentic, charming Korean experience, check out some other neighborhoods like Ikseon-dong Hanok Village, which is right next to Insadong. Overall, I would recommend staying here for the convenience and it's still worth visiting for the variety.
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Go03260557379 Avatar
Go03260557379
3/28/2025
5 star ratingBourbon Street of Seoul This is the commercial tourist district of Seoul in the shadows of Gyeongbokgung Palace. This district is full with shops and restaurants for visitors. Some are the most trendy trinkets but some are all treasures of Korean culture. All of it can be found in this street and district. Plus, this is Korea so there are all kinds of Comic statues for you to pose with. The Koreans thought I did a perfect job of mimicking there running man statue down to my blue coat. However, we were also introduced to the candy making art of dragon beard. It is delicious and they make it right in front of you on the street if you are in Seoul, take the time to visit.
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Grover R Avatar
Grover R
2/16/2020

2. Information

Visit Information : Insadong

  • Operating Hours
  • How to Get There

Insadong Operating Hours

TypesOperating Hours
Most shops10:30 AM – 8:30 PM
Ssamziegil10:30 AM – 8:30 PM
Restaurants11:00 AM – 10:00 PM
Cafes10:00 AM – 10:00 PM

※Please note:
Operating hours may vary by store. We recommend checking in advance, especially during public holidays and traditional Korean holidays, to avoid disappointment!

How to Get to Insadong

Click ‘Here‘ to add it to Google Maps.

  • Subway

Line 1: Exit 3 of Jonggak Station (5-minute walk)
Line 3: Exit 6 of Anguk Station (5-minute walk)
Line 5: Exit 1 of Jongno 3-ga Station (10-minute walk)

  • Bus

Get off at Jongno 2-ga/Samil Bridge Stop Local Green Bus: 101, 103, 143, 150, 160 Blue Bus: 601 Red Express Bus: 9301
Get off at Insadong/Naminsa Stop Local Green Bus: 108, 109, 151, 162, 171, 172, 272 Blue Bus: 601

  • 44, Insadong-gil, Jongno-gu, Seoul, Republic of Korea
  • 02-734-0222 (Tourist Information Center)

3. Highlight

Things to Do in Insadong

  • Explore Ssamziegil
  • Enjoy Traditional Tea Houses
  • Try on Hanbok
  • Explore Traditional Crafts
  • Gallery Tour Experience
  • Sample Traditional Food
  • Visit Traditional Stationery Stores
  • Browse Antique Shops
  • Experience Insadong Maru
  • Visit Traditional Bars
  • Enjoy Evening Walks


Explore Ssamziegil

ⓒ Seoul Tourism Organization

Ssamziegil, Insadong’s landmark, is a must-visit destination. With its spiral structure inspired by traditional hanok roof lines, this unique building offers an enchanting maze-like experience where you can discover various traditional crafts and modern items as you ascend. 

ⓒ Ssamziegil
ⓒ Ssamziegil

From the first to fourth floor, you’ll find workshops and craft stores showcasing contemporary interpretations of traditional Korean crafts. The spiral structure centered around an open courtyard, reaching toward the sky, is particularly impressive. The space harmoniously blends young artists’ unique works with traditional crafts, and hosts various cultural events weekly. 

ⓒ Ssamziegil
ⓒ Ssamziegil

On weekends, you can enjoy small performances in the outdoor courtyard and sometimes participate in traditional craft workshops. Don’t forget to visit the rooftop garden for a panoramic view of Insadong street – it’s perfect for memorable photos. Also, treat yourself to a relaxing cup of tea at the traditional teahouse on the fourth floor.

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

Enjoy Traditional Tea Houses

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization
ⓒ Korea Tourism Organization

Tucked away in Insadong’s alleys are traditional tea houses where you can experience Korean tea culture. These tea houses, many converted from traditional hanok buildings, offer the perfect setting to savor the deep flavors and aromas of traditional Korean teas.

ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization

From classic options like Ssanghwa-cha (medicinal tea), Jujube tea, and Omija tea to seasonal specialties, there’s a wide variety to explore. The experience is particularly special in hanok tea houses, where you can watch tea being prepared in the traditional way. Enjoy your tea and traditional snacks under the soft sunlight filtering through hanji windows.

ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization

Each season brings its own special teas: cherry blossom tea in spring, lotus tea in summer, chrysanthemum tea in fall, and ginger tea in winter. Taking a moment to enjoy a cup of tea here offers a peaceful escape from the busy world.

ⓒ Korea Tourism Organization-Photo Korea-Jeon Hyeongjun

Here’s a list of recommended Tea houses to visit in Insadong.

Hanok Tea House

Hanok Tea House, located in Seoul’s Insadong, is a traditional tea house offering a warm and cozy atmosphere within a renovated hanok. Signature items include meticulously brewed traditional teas and various Korean desserts like dried persimmons and injeolmi (rice cakes), with seasonal offerings such as patbingsu (red bean shaved ice) and mango bingsu during summer.

  • 9 Insadong 12-gil, Jongno District, Seoul
  • 0507-1330-0538
  • 12:00-21:50

Traditional Teahouse Insadong

Insadong Tea House, located in Seoul’s Insadong, is a traditional tea house where visitors can enjoy a variety of traditional Korean teas and snacks in a serene hanok setting. Signature offerings include Ssanghwa tea, citron tea, and jujube tea, often served with traditional Korean sweets, providing an authentic tea culture experience.

  • 33-1 Insadong-gil, Jongno District, Seoul
  • 02-723-4909
  • 10:00-21:00 (every day)

Sinyet chatjip (Shin Tea House)

Shin Yet Tea House, located in Seoul’s Insadong, is a traditional hanok tea house renovated from a 130-year-old residence, offering a serene atmosphere. Guests can enjoy a variety of traditional teas such as ssanghwa-cha, jujube tea, and omija tea, accompanied by snacks like injeolmi and hangwa, with the option to sit in warm ondol rooms.

  • 47-8 Insadong-gil, Jongno District, Seoul
  • 02-732-5257
  • 10:00-21:00 (Tuesday – Friday)
    10:00-22:00 (Saturday – Sunday)
    10:00-20:00 (Monday)

Namusae Tea house

Namu Sae Tea House, located in Seoul’s Insadong, is a traditional hanok café offering a serene atmosphere to enjoy a variety of traditional teas and snacks. Signature items include the special ssanghwa tea and sweet red bean porridge, with the traditional red bean shaved ice also being popular. The interior features both floor seating and table seating areas, allowing guests to choose according to their preference.

  • 47-9 Insadong-gil, Gwanhun-dong, Jongno District, Seoul
  • 0507-1350-1026
  • 10:00-22:00
    10:00-21:30 (Sunday)

Try on Hanbok

Insadong has numerous hanbok rental shops where you can experience wearing Korea’s traditional attire. Take a stroll through the streets in beautiful hanbok, and capture special photos against the backdrop of traditional hanok buildings and quiet alleyways. Most rental shops provide hair accessories and bags to complete your traditional look. 

Hanbok is available in various sizes and designs to suit everyone, regardless of age or gender. Recently, modern interpretations of hanbok (called ‘lifestyle hanbok’) have become popular, especially among foreign tourists, as they’re lighter and easier to move in.

When wearing hanbok, you can enjoy free admission to nearby Gyeongbokgung Palace and Changdeokgung Palace, making it a perfect opportunity to combine hanbok experience with palace tours. Many rental shops also offer hair styling services to help you achieve the perfect traditional Korean look.

Explore Traditional Crafts

ⓒ SeoulSarang
ⓒ SeoulSarang
ⓒ SeoulSarang

Insadong is lined with workshops and stores where you can discover Korean traditional crafts. From centuries-old pottery to intricate mother-of-pearl inlay work and elaborate embroidery, you’ll find a wide range of craftwork. Products made from hanji (traditional Korean paper) are particularly popular, offering both practicality and beauty. Traditional jewelry and accessories reinterpreted with a modern touch make perfect souvenirs.

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

In the workshops, you can watch master artisans at work. From the delicate brushstrokes of blue-and-white porcelain artists to the precise handiwork of hanji craftsmen and the focused gaze of mother-of-pearl inlay masters – all these represent living traditions you can encounter in Insadong. Recently, you can also find works by young craftspeople offering modern interpretations of traditional techniques.

ⓒ SeoulSarang
ⓒ SeoulSarang
ⓒ SeoulSarang

Some workshops offer hands-on programs where you can try creating traditional crafts yourself. You can try making hanji, simple pottery, or traditional knots through various programs. You can take your handmade pieces home as special souvenirs.

Here’s a list of recommended Traditional Crafts to visit in Insadong.

Woorimi

Ourimi, located in Insadong, Seoul, is a traditional craft shop offering elegant Korean handmade crafts and vintage items. Popular products include norigae (traditional ornaments), mother-of-pearl boxes, and hand-embroidered pouches, attracting many international visitors.

  • 12 Insadong 10-gil, Jongno District, Seoul
  • 02-722-3744
  • 10:30-18:00

Jungang Craft Center

Joongang Craft Souvenir Shop, located in Seoul’s Insadong, is a traditional craft store with over 40 years of history. They offer a variety of Korean traditional crafts at reasonable prices, including mother-of-pearl jewelry boxes, lacquerware business card cases, and traditional fans. The store is situated at 17 Insadong-gil, easily accessible from Anguk Station (Line 3), Exit 6.

  • 17 Insadong-gil, Jongno District, Seoul
  • 02-735-6494
  • 09:30-19:00

Gallery Tour Experience

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

Insadong is the heart of Korean art, home to over 100 galleries. You can appreciate various genres from traditional to contemporary art. Most galleries offer free admission on weekends. From exhibitions by famous artists to experimental works by emerging artists, you can experience the past, present, and future of Korean art in one place.

ⓒ Seoul Tourism Organization
ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization

Each gallery curates unique exhibitions, making a full day of gallery hopping consistently engaging. Most galleries also sell exhibition catalogs and art merchandise. Many venues offer works by young artists at reasonable prices, making it exciting to discover collectible pieces.

ⓒ Seoul Tourism Organization

Sample Traditional Food

ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee

Insadong is home to many restaurants serving traditional Korean cuisine. You can enjoy authentic versions of representative Korean dishes like bibimbap, samgyetang (ginseng chicken soup), and hanjeongsik (Korean table d’hôte).

ⓒ Yangbandaek
ⓒ Yangbandaek
ⓒ Yangbandaek
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim

Restaurants housed in converted hanok buildings offer elegant traditional Korean course meals. The traditionally arranged table settings and refined dishes provide a feast for both eyes and palate.

ⓒ Korea Tourism Organization-Photo Korea-Jeon Hyeongjun
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim

Don’t miss the street food either. Snacks like hotteok (sweet filled pancakes), taraegwa (traditional twisted cookies), and roasted sweet potatoes are perfect for enjoying while walking. Be sure to try Insadong’s special dessert, ‘twisted bread ice cream’ – this sweet combination of traditional pastry and ice cream is a unique treat you can only experience in Insadong.

ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim
ⓒ Korea Tourism Organization

Here’s a list of recommended restaurants to visit in Insadong.

Choe Daegam’s

Choi Daegamne is a hanok-style Korean restaurant located in Seoul’s Insadong, offering a variety of traditional Korean dishes in an authentic setting. Signature dishes include bulgogi and lotus leaf rice, with a selection of refined set menus prepared from fresh ingredients. The spacious garden featuring a waterwheel provides a charming atmosphere, making it suitable for family gatherings or date spots.

  • 12-3 Insadong 8-gil, Jongno District, Seoul
  • 0507-1401-9355
  • 11:30-21:00

Doma Insadong

Doma Insadong Branch is a modernized Korean hot pot restaurant, best known for its galbi hot pot rice and Iberico pork neck charcoal grill. It offers a wide selection of meticulously prepared Korean dishes with fresh ingredients.

  • 6-1 Insadong 8-gil, Jongno District, Seoul
  • 02-733-9376
  • 11:30-21:00
    15:30-17:00 (Break Time)

Insadong Maneul Bossam

Insadong Garlic Bossam is a Korean restaurant located in Seoul’s Insadong, renowned for its tender bossam served with a flavorful garlic sauce. Signature dishes include garlic bossam and buchu (chive) pancake, which pair well with chestnut makgeolli. The traditional hanok-style interior offers a comfortable dining experience.

  • 12-5 Insadong 8-gil, Jongno District, Seoul
  • 0507-1407-7885
  • 11:00-22:00
    15:00-17:00 (Break Time)

Visit Traditional Stationery Stores

Insadong is also famous as a mecca for traditional calligraphy and the Four Treasures of the Study. In long-established stationery stores, you can find premium brushes, hanji, and ink sticks. Some shops that have maintained their presence for decades offer high-quality brushes made by master craftsmen. Each brush is meticulously handcrafted, making them works of art in themselves.

ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee
ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

You can see and touch various types and textures of hanji. Traditional hanji is said to last for a thousand years without deteriorating. You can also find traditional seal stamps with cultural patterns and other scholar’s tools like ink sticks and inkstones. These traditional stationery items are popular as special souvenirs.

ⓒ Seoul Tourism Organization
ⓒ Myeongshindangpilbang
ⓒ Myeongshindangpilbang

Browse Antique Shops

ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim

Insadong’s antique shops are filled with treasures that carry traces of time. You can explore antiques from various periods, from the Joseon Dynasty to the modern era. The displays include everything from blue-and-white porcelain and buncheong celadon to folk crafts and traditional furniture.

ⓒ Korea Tourism Organization
ⓒ Korea Tourism Organization

These items are carefully selected by experts, and each piece holds historical value. As you explore the antique shops, you’ll naturally learn about Korean history and culture. You can find items across various price ranges, from small decorative pieces to high-end artworks, making it possible to find something special that matches your taste and budget.

ⓒ Heukgomisul
ⓒ Godangdoye

Experience Insadong Maru

ⓒ Maru Art Center

Located in the heart of Insadong, ‘Insadong Maru’ is a cultural complex where you can experience Korean culture reinterpreted with a modern touch. The venue regularly hosts traditional cultural experience programs and performances. You can enjoy everything from traditional craft workshops to Korean traditional music performances.

ⓒ Maru Art Center

The basement performance hall features traditional Korean music concerts every weekend. You can take special photos at photo zones throughout the building and enjoy a panoramic view of Insadong from the rooftop garden. It’s a place where you can experience Korean culture reimagined with contemporary sensibilities.

ⓒ Maru Art Center
ⓒ Maru Art Center

Visit Traditional Bars

ⓒ Korea Tourism Organization-Photo Korea-Pan & Dam Studio
ⓒ Insadongeum-him

As the sun sets, Insadong’s alleys come alive with traditional bars. Establishments serving makgeolli (rice wine) and traditional Korean alcohol create a unique atmosphere. Bars housed in converted traditional buildings offer a variety of Korean traditional alcoholic beverages, with many specializing in regional makgeolli and traditional liquors.

ⓒ Tteoksang
ⓒ Tteoksang

The traditional food served as accompaniments is also special. Korean pancakes like pajeon, kimchijeon, and dubu kimchi (kimchi with tofu) are popular among foreign visitors. Some bars offer explanations of traditional alcohol-making processes and tasting programs, allowing you to gain a deeper understanding of Korean drinking culture.

ⓒ Tteoksang
ⓒ Kkotpineunsangol

Here’s a list of recommended Traditional Bars to visit in Insadong.

TteokSang

Tteoksang is a hanok-style pub located in Seoul’s Insadong, offering a variety of tteokbokki dishes and highballs. Signature dishes include chadolbagi tteokbokki and seafood buchu jeon, all served in a comfortable traditional hanok interior.

  • 43 Insadong 14-gil, Jongno District, Seoul
  • 0507-1404-1546
  • 15:30-24:00

Kkotpineun Sangol

Kkotpineun Sangol is a traditional Korean pub located in Seoul’s Insadong, offering a variety of jeon (Korean pancakes) and makgeolli (rice wine) in an authentic hanok setting. Signature dishes include minari (water parsley) jeon and gamja (potato) jeon, paired with a selection of traditional liquors. The interior is adorned with vintage items, creating a cozy and nostalgic atmosphere.

  • 17 Jong-ro 11-gil, Jongno District, Seoul
  • 0507-1412-7963
  • 14:00-24:00
    closed Sunday

Enjoy Evening Walks

ⓒ Seoul Tourism Organization

Insadong reveals different charms at dusk. The streets decorated with traditional lanterns create a soft, romantic atmosphere. The night view created by the harmonious lighting of Ssamziegil and surrounding shops offers a different kind of enchantment from daytime.

ⓒ Korea Tourism Organization-Photo Korea-Live Studio
ⓒ Seoul Metropolitan

Taking an evening walk accompanied by street performers’ music will create special memories. As most tourists leave in the evening, you can enjoy the quieter streets at your own pace. The tranquil streetscape under subtle lighting will leave you with unforgettable memories.

ⓒ Seoul Tourism Organization
ⓒ Seoul Metropolitan
ⓒ National Museum of Korean Contemporary History

Insider Tips for
Insadong Like a Local

  • Visit on Weekend Mornings
  • Explore the Hidden Alleys
  • Avoid Peak Lunch Hours
  • Take Advantage of Cultural Experience Programs
  • Compare Prices While Shopping

Visit on Weekend Mornings

For the best Insadong experience, we recommend visiting on weekend mornings. Especially between 10-11 AM on Saturdays, when shops are just opening, you can explore at a leisurely pace. Before the tourist crowds arrive, you can enjoy a peaceful walk and soak in Insadong’s morning atmosphere.

ⓒ Seoul Metropolitan

During this time, you can watch artisans opening their shops and preparing for the day. It’s also a great time to browse and chat with shopkeepers in a calm environment.

ⓒ Seoul Metropolitan

Explore the Hidden Alleys

ⓒ Korea Tourism Organization-Photo Korea-Live Studio

The real charm of Insadong lies hidden in the back alleys, not on the main street. Venture off the main road into the winding side streets. You’ll discover old antique shops, charming craft workshops, and cozy tea houses. Particularly behind Ssamziegil, you’ll find local-favorite restaurants and small artist workshops known only to residents. Even if you feel a bit lost, that’s part of the authentic Insadong experience!

ⓒ Korea Tourism Organization-Photo Korea-Live Studio
ⓒ Korea Tourism Organization-Photo Korea-Live Studio

Avoid Peak Lunch Hours

ⓒ Gung

Insadong’s popular restaurants get very crowded during lunch hour (12-1 PM). To avoid long wait times, we recommend dining either before 11:30 AM or after 2 PM. Many traditional Korean restaurants (hanjeongsik) require reservations, so it’s best to book popular places a day in advance. By avoiding peak hours, you can enjoy your meal more comfortably.

ⓒ Gung
ⓒ Gung


Take Advantage of Cultural Experience Programs

Many workshops and cultural facilities in Insadong offer special cultural experience programs for foreign visitors. These include trying on hanbok, learning traditional tea etiquette, pottery making, and Korean calligraphy.

ⓒ Museum Kimchigan

Most programs are available in English, so don’t worry about language barriers. We recommend stopping by the Korea Tourism Organization’s Insadong Tourist Information Center, where they can introduce you to free programs as well.

ⓒ Eorayeon Seal Experience Center


Compare Prices While Shopping

ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim

Many shops in Insadong sell similar items. Especially for souvenirs and traditional crafts, prices and quality can vary between stores. Instead of buying at the first shop you see, take time to browse multiple stores and compare.

ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim
ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim

It’s good to check prices at Ssamziegil and the main street first, then compare with shops in the back alleys. Generally, stores deeper in the alleys tend to offer more reasonable prices.

ⓒ Korea Tourism Organization-Photo Korea-Jiho Kim
ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee

Is Insadong
Worth Visiting?


Come Visit Insadong,
Where Seoul’s Traditional Culture Lives and Breathes

ⓒ Seoul Metropolitan
ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee
ⓒ Seoul Tourism Organization

Come visit Insadong, where Seoul’s traditional culture lives and breathes. As you stroll through the tranquil alleys where time seems to stand still, your heart will warm to the unique scenery found right in the center of modern Seoul. From handcrafted items touched by master artisans’ devoted hands, to traditional teas wafting subtle fragrances, to the refined taste of Korean cuisine, and above all, the friendly merchants who share stories behind it all – Insadong is not just a tourist destination, but a living museum of Korean culture.

ⓒ Seoul Tourism Organization
ⓒ SeoulSarang
ⓒ Seoul Tourism Organization

During the day, you can enjoy a festival of culture and arts where tradition and modernity harmoniously blend together with performances by energetic street artists. As evening falls, the streets take on a subtle charm under classic lanterns. Insadong reveals different charms with each season and time of day, making it a place too rich in appeal to fully experience in just one visit.

ⓒ Seoul Tourism Organization
ⓒ Korea Tourism Organization-Photo Korea-Live Studio
ⓒ Korea Tourism Organization

Come early on weekend mornings especially, and take a leisurely walk through the alleys. A special day awaits you – watching the streets quietly come to life while sitting in a traditional tea house with a cup of tea, then visiting workshops and galleries as they carefully open their doors one by one. Don’t worry if you get lost – Insadong’s true charm lies in discovering hidden treasure-like spaces in unexpected alleys.

ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee
ⓒ Seoul Tourism Organization

Insadong isn’t just a place to pass through, but a special space to be savored with slow steps. How about creating your own special memories here? It’s sure to become one of the most memorable moments of your Korean journey.

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

Frequently Asked Questions

The main reason for Insadong’s fame is that it’s a cultural and artistic hub where traditional and modern Korean culture harmoniously blend together. With over 100 galleries, traditional tea houses, antique shops, and craft workshops lining the streets, it’s particularly renowned as the best place to explore and purchase traditional Korean crafts.

This is more than just a tourist spot – it’s like a living museum of Korean culture. You can experience the artistic and cultural ambiance that has continued since the Joseon Dynasty, and fully immerse yourself in Korean culture from traditional crafts to modern art. Various cultural performances are also held on weekends.

The name “Insadong” was created by combining one syllable each from “Inhyeon-bang” and “Sajik-dong”, two district names from the Joseon Dynasty period. Historically, it was an area where noble families lived, and it naturally evolved into a cultural and artistic center as many artists gathered here.

The most convenient way is to take subway Line 3 to Anguk Station (Exit 6) or Line 1 to Jonggak Station (Exit 3). If taking the bus, get off at Jongno 2-ga or Insadong stop. On weekends, the area becomes a car-free zone, making it even more enjoyable to explore.

It’s about a 20-minute walk from Insadong to Myeongdong along Jongno street, and you can enjoy attractions like Cheonggyecheon Stream and Gwangyo Bridge along the way. If walking seems too far, you can take the subway one stop from Jonggak Station to Myeongdong Station.

While Insadong itself is a tourist district with more cultural facilities than accommodations, it’s surrounded by excellent lodging options including hanok stays in Bukchon Hanok Village and various hotels around the Jongno area. It’s particularly well-connected to major tourist attractions.

Most shops operate from 10:30 AM to 8:30 PM. Weekend mornings or late afternoons on weekdays are less crowded and ideal for sightseeing. The area becomes a car-free zone on weekends, allowing for a more relaxed touring experience.

It’s famous as a street where tradition meets modernity in arts and culture. It’s particularly known for traditional crafts, hanji (Korean paper), pottery, antiques, and modern galleries. Recently, it’s also gained attention as a creative space for young artists.

Bukchon Hanok Village is just a 15-minute walk from Insadong. These two locations are Seoul’s representative traditional cultural attractions, and it’s recommended to visit both together. It’s especially nice to tour both areas while wearing hanbok (traditional Korean clothing).

From Seoul Station, the most convenient way is to take Line 1 to Jonggak Station. The subway ride takes about 4 minutes and costs 1,300 won. Take Exit 3 and walk for 5 minutes to reach the entrance of Insadong.

4. Review

What Travelers Are Saying

Go03260557379 Avatar
Go03260557379
5 star rating
3/28/2025
Centrally-located tourist-friendly neighborhood The neighborhood of Insadong itself is an amazing location! If you are an international tourist, I recommend choosing lodging here, as this is super convenient to many sightseeing spots (See my review of The Prima Hotel in Insadong). 3 historic palaces, 2 UNESCO heritage sites, the Cheonggyecheon urban stream, and several charming villages are within walking distance from this area! The main shopping and dining street, Insadong Culture Street, is very tourist friendly. The main street itself can get busy during the afternoon, and the while there are many restaurants, they also seemed to get very busy. I enjoyed the variety of food and shopping options. The only potential downside is how "touristy" it can sometimes feel. If you want a slightly more authentic, charming Korean experience, check out some other neighborhoods like Ikseon-dong Hanok Village, which is right next to Insadong. Overall, I would recommend staying here for the convenience and it's still worth visiting for the variety.
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PGF94131 Avatar
PGF94131
4 star rating
12/07/2024
Insadong-gil street, Seoul Nice street, worth visiting. Some tea shops and a few places sell ceramics that you may not find anywhere else. Prices on Isadon-gil street are a little bit high than on side streets but they tend to have better choices.

Dragon Beard:
For anyone looking to purchase Dragon Beard from the street sellers, be advised that the product should be consumed within 2-3 days (not 2-3 months). We tried some from the vendor we bought them from and it was good and fun. By the time we returned home, the boxes we had bought (wrapped in plastic and protected from heat) were inedible: hard and lumpy - bad enough to break a tooth on.
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bob2bkk Avatar
bob2bkk
4 star rating
8/22/2023
Leisurely and fun walk. Insadong-gil is a fun street to browse. Mostly pedestrian, some delivery trucks and taxis do drive thru, but not an inconvenience. The beginning of the street from Jong-ro to way up past the bend is under redevelopment and a nuisance, but past that it is worth the walk. Lots of small local specialty shops, restaurants, coffee, and tea shops. A couple of multi level mall like buildings and a Haribo store and Starbucks. You might run into street performers and candy making. There were two bakery/cafés on the strip before the pandemic but unfortunately they are gone. Definitely a worthwhile visit.
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Grover R Avatar
Grover R
5 star rating
2/16/2020
Bourbon Street of Seoul This is the commercial tourist district of Seoul in the shadows of Gyeongbokgung Palace. This district is full with shops and restaurants for visitors. Some are the most trendy trinkets but some are all treasures of Korean culture. All of it can be found in this street and district. Plus, this is Korea so there are all kinds of Comic statues for you to pose with. The Koreans thought I did a perfect job of mimicking there running man statue down to my blue coat. However, we were also introduced to the candy making art of dragon beard. It is delicious and they make it right in front of you on the street if you are in Seoul, take the time to visit.
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3DMatrix Avatar
3DMatrix
4 star rating
12/14/2024
Artsy Chic Charm Insadong was one of the most interesting areas we explored. The main street, Insadong-gil, is lined with shops selling traditional crafts, tea houses, art galleries, and restaurants, while the smaller alleys hold the real gems—from modern galleries to cozy tea shops.

Historically, it was Korea’s largest market for antiques and artwork. Elements of its past are clearly still retained through its modernization, with its cultural charm shining through. Exploring the backstreets with our local tour guide felt far more authentic and gave us a glimpse of the “real” Insadong.

With its eclectic mix of venues, styles, and price ranges, Insadong has something for everyone. It’s a great place to stroll, discover, and soak up Korean culture—trendy yet full of character, and well worth a visit.
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TravelerTrecker Avatar
TravelerTrecker
4 star rating
4/19/2020
Very nice! This is a lovely street not far from the Main Palace of Gyeongbokgung. The street has nice shops with Korean souvenirs. Most shops sell cheap and not impressive souvenirs; however, there are some stores that sell delicate, fine, and expensive Korean souvenirs.

Restaurants are quite good and with an eclectic, casual atmosphere. We visited in the evening. It was relaxing. There were many Koreans and some tourists focused on last minute shopping. The street is not too long. It is 4-6 blocks. I recommend exploring the little lateral streets. You will find the best restaurants and shops in those.
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PGF94131 Avatar
PGF94131
4 star rating
12/07/2024
Insadong-gil street, Seoul Nice street, worth visiting. Some tea shops and a few places sell ceramics that you may not find anywhere else. Prices on Isadon-gil street are a little bit high than on side streets but they tend to have better choices.

Dragon Beard:
For anyone looking to purchase Dragon Beard from the street sellers, be advised that the product should be consumed within 2-3 days (not 2-3 months). We tried some from the vendor we bought them from and it was good and fun. By the time we returned home, the boxes we had bought (wrapped in plastic and protected from heat) were inedible: hard and lumpy - bad enough to break a tooth on.
read more
Grover R Avatar
Grover R
5 star rating
2/16/2020
Bourbon Street of Seoul This is the commercial tourist district of Seoul in the shadows of Gyeongbokgung Palace. This district is full with shops and restaurants for visitors. Some are the most trendy trinkets but some are all treasures of Korean culture. All of it can be found in this street and district. Plus, this is Korea so there are all kinds of Comic statues for you to pose with. The Koreans thought I did a perfect job of mimicking there running man statue down to my blue coat. However, we were also introduced to the candy making art of dragon beard. It is delicious and they make it right in front of you on the street if you are in Seoul, take the time to visit.
read more
Go03260557379 Avatar
Go03260557379
5 star rating
3/28/2025
Centrally-located tourist-friendly neighborhood The neighborhood of Insadong itself is an amazing location! If you are an international tourist, I recommend choosing lodging here, as this is super convenient to many sightseeing spots (See my review of The Prima Hotel in Insadong). 3 historic palaces, 2 UNESCO heritage sites, the Cheonggyecheon urban stream, and several charming villages are within walking distance from this area! The main shopping and dining street, Insadong Culture Street, is very tourist friendly. The main street itself can get busy during the afternoon, and the while there are many restaurants, they also seemed to get very busy. I enjoyed the variety of food and shopping options. The only potential downside is how "touristy" it can sometimes feel. If you want a slightly more authentic, charming Korean experience, check out some other neighborhoods like Ikseon-dong Hanok Village, which is right next to Insadong. Overall, I would recommend staying here for the convenience and it's still worth visiting for the variety.
read more
3DMatrix Avatar
3DMatrix
4 star rating
12/14/2024
Artsy Chic Charm Insadong was one of the most interesting areas we explored. The main street, Insadong-gil, is lined with shops selling traditional crafts, tea houses, art galleries, and restaurants, while the smaller alleys hold the real gems—from modern galleries to cozy tea shops.

Historically, it was Korea’s largest market for antiques and artwork. Elements of its past are clearly still retained through its modernization, with its cultural charm shining through. Exploring the backstreets with our local tour guide felt far more authentic and gave us a glimpse of the “real” Insadong.

With its eclectic mix of venues, styles, and price ranges, Insadong has something for everyone. It’s a great place to stroll, discover, and soak up Korean culture—trendy yet full of character, and well worth a visit.
read more
k_tiful Avatar
k_tiful
5 star rating
11/12/2023
Good place to experience Korea Insadong-gil is a good place to experience Korean traditions.

If you walk along the antique road, there are many souvenir shops and hanok cafes.

In the National Palace Museum of Korea, you can see beautiful Joseon Dynasty Hwarot.

Especially, on November 25, 2023, the K-tiful Day event wil be held at Dohwaseogil D1(18, Yulgok-ro, Jongno-gu) near Anguk Station to enjoy Korea’s Christmas.

You can see an exhibition of five intangible cultural heritage. And the Korean mask dance performance, which can only be seen in Andong, can also be seen in Seoul on this day only.

If you are planning to travel to Seoul on that day, I recommend visiting the K-tiful Day.
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bob2bkk Avatar
bob2bkk
4 star rating
8/22/2023
Leisurely and fun walk. Insadong-gil is a fun street to browse. Mostly pedestrian, some delivery trucks and taxis do drive thru, but not an inconvenience. The beginning of the street from Jong-ro to way up past the bend is under redevelopment and a nuisance, but past that it is worth the walk. Lots of small local specialty shops, restaurants, coffee, and tea shops. A couple of multi level mall like buildings and a Haribo store and Starbucks. You might run into street performers and candy making. There were two bakery/cafés on the strip before the pandemic but unfortunately they are gone. Definitely a worthwhile visit.
read more
Peter M Avatar
Peter M
4 star rating
1/09/2023
Idsadong This is a neighborhood in the Jongno-gu district of Seoul. Isadong-gil is the main street and it is connected to many alleys with modern galleries and tea shops. It is a very large market and antiques in Korea.

Insa-dong is a dong, or neighborhood in the Jongno-gu district of Seoul. The main street is Insadong-gil, which is connected to a multitude of alleys that lead deeper into the district. with modern galleries and tea shops. Historically, it was the largest market for antiques and artwork in Korea.
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carolrecord Avatar
carolrecord
5 star rating
7/13/2020
Best place for souveniors! One of my favorite areas to shop! There's a shopping street lined with shops selling all kinds of traditional Korean crafts, gifts, and souvenir type items, and the prices were much lower than what you'd find in other areas. I particularly loved the little handcrafted purses. I bought several for my lady friends and they were the perfect size to fill with face masks and other goodies.
There is a fun and lovely three story shopping center called 'SS' with bright yellow walls that features a ton of super fun art installations and a lot of really cool shops. I visited this location several times because it was so cool and I loved the shops. At the top of it is the infamous 'poop; themed cafe where you can get a variety of toilet inspired desserts. It wasn't for me but I enjoyed giving it a peek. This area is definitely a must-visit if you like art and/or like to shop.
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5. Near by

Top Spots to Explore
Near Insadong

  • Gyeongbokgung Palace
  • Bukchon Hanok Village
  • Changdeokgung Palace
  • Unhyeongung Palace
  • Jogyesa Temple

Gyeongbokgung Palace

Just a 10-minute walk from Insadong, Gyeongbokgung Palace is the main royal palace of the Joseon Dynasty and a representative Korean cultural heritage site. With its grand scale and beautiful architecture, there’s so much to see that even a full day isn’t enough. Geunjeongjeon Hall and Gyeonghoeru Pavilion are must-visit spots. The Royal Guard Changing Ceremony, held every hour on the hour, is also a popular attraction.

ⓒ Royal Palaces & Tombs Center
ⓒ Royal Palaces & Tombs Center

Geunjeongjeon, where the king held court with his officials, allows you to experience the dignity and elegance of the Joseon Dynasty. Gyeonghoeru, a beautiful pavilion built over a pond, is particularly magical at sunset. The palace grounds also house the National Palace Museum and National Folk Museum, where you can deepen your understanding of Korean history and culture.

ⓒ Royal Palaces & Tombs Center
ⓒ Korea Tourism Organization-Photo Korea-Beomsu Lee

How to get there: Walk straight toward Anguk-dong from the northern end of Insadong-gil. If taking the subway, it’s a 3-minute walk from Exit 5 of Gyeongbokgung Station (Line 3). From Insadong, it’s a leisurely 10-minute walk.

Bukchon Hanok Village

ⓒ Seoul Tourism Organization

Located 15 minutes’ walk north of Insadong, Bukchon Hanok Village is a beautiful neighborhood with around 600 traditional Korean houses. Traditional hanok houses line the narrow alleys alongside charming cafes and workshops, creating a unique atmosphere. The views of downtown Seoul from Gahoe-dong Alleys 31 and 8 offer a stunning blend of tradition and modernity.

ⓒ Seoul Tourism Organization
ⓒ Seoul Metropolitan

You can stay overnight in a hanok guesthouse and experience traditional crafts or try on hanbok. The Bukchon Cultural Center offers various traditional cultural programs. There’s also a “Living in a Hanok” exhibition where you can see the interior of a traditional house. On weekends, street artists often perform, adding to the special experience.

ⓒ Seoul Metropolitan
ⓒ Seoul Tourism Organization

How to get there: Walk toward Anguk Station and you’ll find the Bukchon Hanok Village Information Center. Get a map from the center to explore your preferred route. It’s about a 15-minute walk, with some uphill sections, so wear comfortable shoes.

Changdeokgung Palace and Secret Garden

A 12-minute walk from Insadong, Changdeokgung Palace is a UNESCO World Heritage site. Its Secret Garden (Biwon) is a prime example of traditional Korean garden aesthetics, where nature and architecture exist in perfect harmony. Starting with Donhwamun Gate, considered the most beautiful of all palace gates, the entire palace showcases excellent architectural harmony with nature.

The palace is especially beautiful in spring with cherry blossoms and in autumn with fall foliage. In the Secret Garden, you can experience different charms each season, from lotus flowers at Buyongji Pond to the ancient ginkgo tree at Eosumun Gate. Unlike other palaces, Changdeokgung was built preserving the natural topography, creating hidden beauty in every corner. Remember to book in advance for the Secret Garden tour.

How to get there: Walk toward Anguk Station and turn slightly right. It’s a 5-minute walk from Exit 3 of Anguk Station (Line 3). Well-marked signs make it easy to find. Note that English guided tours of the Secret Garden have specific times, so check the schedule in advance.

Unhyeongung Palace

ⓒ Korea Tourism Organization-Photo Korea
ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

A 7-minute walk from Insadong, Unhyeongung Palace was the private residence of Heungseon Daewongun during the late Joseon period. Different from the grandeur of royal palaces, it exudes the elegance befitting the private residence of Joseon’s most powerful figure.

ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization
ⓒ Seoul Tourism Organization

Norakdang and Noandang halls showcase the finest traditional architecture of the time. The palace preserves major historical events from the late Joseon period, from meetings between Daewongun and his son King Gojong to incidents involving Queen Myeongseong.

ⓒ Seoul Metropolitan
ⓒ Seoul Metropolitan

Every Saturday, they offer the “Become a Yangban” program where you can borrow hanbok for free and experience traditional etiquette. On the last Saturday of each month, they hold the “Unhyeongung as It Was” event, recreating historical scenes with Daewongun.

How to get there: Follow the signs to Unhyeongung while walking toward Anguk Station. It’s a 3-minute walk from Exit 4 of Anguk Station (Line 3). Admission is free.

Jogyesa Temple

ⓒ Seoul Tourism Organization
ⓒ Seoul Metropolitan
ⓒ Seoul Metropolitan

Located 5 minutes’ walk from central Insadong, Jogyesa is the head temple of the Jogye Order of Korean Buddhism. Though situated in a busy downtown area, it offers a serene atmosphere that calms the mind as soon as you enter. With its grand main hall and modern Buddhist Central Museum, you can experience both past and present Korean Buddhist culture.

ⓒ Seoul Metropolitan
ⓒ Seoul Metropolitan

The temple offers different charms each season, with cherry blossoms at their peak in spring and colorful lanterns illuminating the entire temple during the Lantern Festival. The temple stay center offers day programs for foreigners. You can experience Korean Buddhist culture through meditation, tea ceremonies, and 108 bows.

ⓒ Seoul Metropolitan

How to get there: Follow the westward alley while walking along Insadong-gil. It’s a 5-minute walk from Exit 2 of Jonggak Station (Line 1) or a 7-minute walk from Exit 6 of Anguk Station (Line 3). Temple entry is free, but temple stay programs require advance reservation.

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