One of Seoul's biggest budget-shopping spaces is trying to become a K-fashion destination.
Gotomall, the underground shopping complex beneath Express Bus Terminal in southern Seoul, is the center of a new October campaign combining store merchandise, styling, beauty experiences and a runway show.
By the numbers
About 620 Shops in Gotomall, according to Seocho District's event announcement
About 440 Fashion-related stores selling clothing, shoes and similar items
70% Approximate share of Gotomall shops in fashion categories
October 4-5 Dates of the 2026 Goto-Sebit K-Style Up Festa activities, held on Sundays
October 25 Final K-Style Gotomall Fashion Show
What is changing in October?
Participating Gotomall stores will put forward representative looks using merchandise actually sold in their shops.
Visitors will be able to see curated style displays and vote on them.
Selected stores will receive a 2026 K-Fashion Award flag, making the winning looks easier to trace back to the shop that sells them.
A K-Fashion & Beauty Coaching Station is also planned, including AI skin and scalp analysis, personal-color sessions, makeup coaching and K-beauty product experiences.
The final event on October 25 will put Gotomall merchandise on a runway styled by university students and fashion/beauty professionals.
Why Gotomall is useful even without the festival
Gotomall sits directly beneath the Express Bus Terminal transport complex.
Its official store directory currently lists hundreds of shops, with a heavy concentration in women's clothing, shoes, bags and accessories.
The official address is 194 Sinbanpo-ro, Seocho-gu, Seoul, with access around Express Bus Terminal Station.
For travelers, the attraction is not luxury branding.
It is volume, price variety and the ability to compare many small retailers in one indoor space.
What to know before you go
Gotomall can feel repetitive because many independent stores sell similar categories.
A better approach is to decide what you want before entering:
- women's clothing
- shoes or bags
- accessories
- home goods
- low-cost trend pieces
Use the official store directory if you want to find a specific shop or category.
And do not assume every small retailer has the same return, exchange, payment or tax-refund policy.
Ask before buying.
Why this matters
Seoul already has strong K-fashion destinations in Seongsu, Hongdae and major department stores.
Gotomall is a different layer of the market.
If the October program succeeds, it could make budget Korean fashion easier for foreign visitors to understand ??not by changing what Gotomall sells, but by helping people navigate it.