Apgujeong Rodeo Street is a popular high-end fashion and shopping street located in the upscale district of Gangnam. This is one of the wealthier areas in Seoul. It is here where you will find the latest fashion shopping trends and styles popular in Seoul. And, it is here where you will find stylish shops, cafes, and high-end restaurants. The street, a centerpiece of Apgujeong-dong, begins at Apgujeong-ro 50-gil, not far from Apgujeong Rodeo Station.
Dating back to the 1990s, Apgujeong Rodeo Street was the spot for celebrities and affluent Koreans to show off their wealth. Many young, rich people would drive down the street in their imported sports cars while wearing luxury branded clothes. If you didn’t know you were in Seoul, you might think you were in Beverly Hills. And, Beverly Hills is where the name of the street comes from.
Today, Apgujeong Rodeo Street attracts a younger, hipper, and more diverse crowd looking for the latest fashion trends. But, that doesn’t mean you can’t find all types of fashion here for teenagers, youth, and even seniors.
While you will find high-end stores selling brand name items, you can also find local shops selling affordable luxury goods. That is, if you know where to look and you are willing to explore. This is especially true on the smaller streets which branch off from Apgujeong Rodeo Street. It is here where you will find vintage shops, boutiques, and smaller designer stores unique to Seoul. Whether you are looking to spend 10,000 won or 1,000,000 won, you can find exactly what you are looking for.
Also taking place nearby is Nori Market, a popular flea market where shoppers can buy from the manufacturer. Most of the sellers are models and fashionistas who make and sell their own products. This market is popular with young Korean women who come here to buy only the latest fashion trends.
Other than high-end shops, visitors will find restaurants, cafes, cultural spaces, book shops, wine bars, and more. And, you will also find plastic surgery clinics, dermatologists, salons, and anything to do with beauty.
Even if you are not shopping, the street art and beautiful trees make the area perfect for a walk. While the street is busy and enjoyable during the day, the atmosphere changes when the sun goes down. At night, when the neon lights turn on, the area turns into a bustling center of nightlife with loungers, pubs, and bars.
At the northern end of Apgujeong Rodeo Street is the Galleria Department Store. This upscale department store, which multiple locations across Seoul, is well known for its luxury name brand items including Prada and Gucci. Also nearby is K-Star ROAD, Dosan Park, and Cheongdam-dong Luxury Fashion Street.
Apgujeong Rodeo Street Information
Hours
Monday: Open 24 hours
Tuesday: Open 24 hours
Wednesday: Open 24 hours
Thursday: Open 24 hours
Friday: Open 24 hours
Saturday: Open 24 hours
Admission
Free
Map
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Last Updated on Aug 4, 2025