SM Duty Free opened in Insa-dong, in the center of Seoul, as a new landmark to lead duty free shopping culture. It houses 490 brands and about 60,000 items including premium luxury brands, best sellers of duty free shop, and K-Culture products to attract domestic and international travelers. It offers a wide range of brand selections from Coach, Bally, Etro, Franck Muller, Marc Jacobs, Estee Lauder groups, Sulwhasoo, Whoo, Cheong Kwan Jang and other brands. Also, Hallyu-related goods at Korea Drama Mall and drama filming set, K-Cosmetic Zone, K-Baby Item Zone and Hallyu experience hall are available on the 5th floor for foreign visitors.



41, Insadong 5-gil, Jongno-gu, Seoul[Google Map]



• 1330 Travel Hotline: +82-2-1330
(Korean, English, Japanese, Chinese)
• For more info: +82-1522-0800



Homepage: (Korean, English, Japanese, Chinese)





Jonggak Station (Seoul Subway Line 1), Exit 3 or Exit 3-1.



Additional Info


Available Brands: 

Etro, Bally, Coach, Marc Jacobs, Franck Muller, Fendi watch, Vivian Westwood, Brooks Brothers, Gucci, Ferragamo, Huxley, Tom Ford, Hera, Whoo, Sum, Sulwhasoo, Estee Lauder, Dior, Bobby Brown, Chloe, Lab, Furla, Swatch, CK, Stonehenge, MCM, Prada, Parker, Lacoste, American Tourister, Samsonite, etc.


zipcode: 03161

opentime: 10:00-19:00

parkingshopping: Available to park on the B2-B3

restdateshopping: N/A (Open all year round)

restroom: Available

saleitem: Premium luxury fashion brand & accessory / domestic fashion brand & accessory, watches & jewelry, sunglasses, food & beverage, cigarette, perfume & cosmetic, health care food, electronic good, etc.

shopguide: B1 – Luxury boutique / Luxury watch (fashion & accessory, watch & jewelry event)
1F – Luxury fashion (sunglasses, experience zone, fashion & accessory, food & beverage & cigarette)
2F – International brand cosmetic / perfume (cosmetic & perfume, domestic cosmetic, event)
3F – Domestic brand cosmetic / fashion accessory / sunglasses / watch / jewelry
4F – Food / electronic good / fashion good / alcohol / cigarette (health care food, food & beverage & cigarette, electronic good, etc.)
5F – Drama Mall (Cosmetic & mask pack, food, accessory, drama set)
6F – Café / VIP lounge / Membership, gift shop desk

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