DDP Design Store Seoul: 3 Things to Buy & How to Get There

Seoul’s DDP Design Store has become one of the city’s hottest souvenir destinations. Here’s what you need to know based on verified information.

Location

📍 Address: Oullim Square, Design Lab B2F, 281 Eulji-ro, Jung-gu, Seoul (어울림광장, 디자인랩 지하2층)

🚇 Subway: Dongdaemun History & Culture Park Station (Lines 2, 4, 5)

What Makes DDP Design Store Special?

The store features over 2,600 products from 118 Korean design brands, ranging from character goods to traditional crafts with modern designs.

2025 Performance:

• Sales through October: ₩1.67 billion
• Expected annual total: ₩2.2 billion
• That’s 8x higher than 2021 sales

Top-Selling Items

1. Haechi Character Goods (해치 굿즈)

Seoul’s guardian mascot merchandise accounts for 30% of total store sales. Popular items include:

• Random figurines (랜덤피규어)
• Plush keyrings (봉제키링)
• Gel pens (젤펜)
• Luggage tags (러기지 택)

Note: These items frequently sell out and caused “open run” situations when first released. Now also available at Toys R Us (3 locations), but DDP has the largest selection.

2. Lucky Dried Pollack Keyring (액막이 북어 키링)

A traditional Korean good-luck charm that’s become a steady bestseller.

3. Korean Empire Trump Cards (대한제국 트럼프카드)

Playing cards featuring historical Korean designs, selected through competitions over the past 5 years.

Shopping Tips

• Popular items like Haechi figurines and keyrings sell out frequently
• Stock varies, so check availability
• The store also has branches at Toys R Us (3 locations total)

What Else to See at DDP

LED Rose Garden

• 25,550 LED roses
• Automatically lights up at sunset
• Permanent installation
• Featured in Korean dramas: “You Who Came from the Stars,” “Producer,” “She Was Pretty”

Seoul Light DDP

• Seasonal media art festival
• Won all 3 major international design awards (iF, Red Dot, IDEA)
• Guinness World Record for largest 3D mapping on non-standard architecture

DDP Overview

Designed by architect Zaha Hadid, DDP opened in March 2014. The complex hosts exhibitions, fashion shows, conferences, and cultural events.

2025 Visitor Numbers:

• Over 10 million visitors in first half of 2025
• Expected to reach 20 million by year-end

Getting There

Take subway Lines 2, 4, or 5 to Dongdaemun History & Culture Park Station. The futuristic silver building is immediately visible from the station exits.

Nearby Shopping: Dongdaemun fashion malls are within walking distance, with some stores open until 5 AM.

Before You Go: What Visitors Wish They Knew

The DDP Design Store is busier than you might expect – especially on weekends when local shoppers and tourists converge. If you’re serious about scoring those sold-out Haechi items, arriving right when the store opens gives you the best shot.

One thing that surprises first-time visitors: the sheer variety. You might walk in thinking “I’ll just grab a quick keyring” and walk out 45 minutes later with a bag full of notebooks, postcards, and that oddly charming dried pollack keyring you never knew you needed.

My advice?

Set aside at least 30-45 minutes to browse properly. The store is larger than it looks from the entrance. Also, bring a reusable shopping bag – you’ll probably buy more than planned.

And if you’re visiting during winter, don’t rush off after shopping. The DDP area transforms at night with the Seoul Light show, and the LED Rose Garden creates an unexpectedly romantic atmosphere. It’s worth sticking around to see the building lit up – the silver facade becomes a completely different experience after dark.

Check the DDP official website before visiting for any special exhibitions or pop-up events. I’ve heard from other travelers that they stumbled upon limited-edition collaborations purely by timing their visit right.

Happy shopping, and don’t forget to leave some space in your suitcase!

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