KT&G Sangsangmadang

At 65 Eoulmadang-ro in Hongdae, KT&G Sangsangmadang brings shopping, art and entertainment together in an eleven-story cultural complex. Browse the design shop for Korean stationery, character goods and home decor, then look for contemporary art in the galleries. The building also has a cafe, an art-house cinema and a live performance hall, so you can make this more than a quick gift stop. Weekdays are a quieter time to explore; weekends can be busier.

A cultural complex in Hongdae

KT&G Sangsangmadang is an eleven-story arts and culture venue at 65 Eoulmadang-ro. Its spaces bring together a design shop, galleries, a cinema, a live performance hall and studios. The mix gives the building a role beyond shopping: you can browse for gifts, see an exhibition or check what is on at the cinema and performance venue.

The building’s facade has a distinctive pattern of concrete across glass. Architect Bae Dae-yong called the design the “Why Butter Building”; the pattern is said to resemble butterfly wings as well as butter spread on toast.

Shopping, exhibitions and entertainment

The design shop sells stationery, stickers, pouches, key rings, soft toys, cups, blankets, postcards and other lifestyle goods. Some products draw on Korean characters and artists, making the shop a useful stop if you are looking for a small gift or a locally designed souvenir. Prices can feel higher than expected, so browse the designs before deciding what to buy.

Gallery spaces show contemporary Korean artists, including work connected to youth culture and experimental art. The building also has an art-house cinema and a concert space that hosts indie bands. Check what is on during your visit if you want to pair shopping with a screening, exhibition or performance.