A wide-angle landscape view of the Amorepacific Headquarters building in Yongsan, Seoul, glowing during golden hour with blurred people walking in the foreground.

Shopping at Amorepacific HQ in Yongsan: The Ultimate Insider’s Guide

작성자:

Amorepacific HQ in Yongsan: Why Seoul’s Trendsetters Shop Here (Not Myeongdong)

Listen to me carefully: If you are still buying those 10+1 sheet mask packs from a street vendor in Myeongdong, you are doing it wrong.

You came to Korea for the culture, right? You want a souvenir that screams “I know Seoul,” not “I followed a 2015 travel blog.”

Welcome to the Amorepacific Headquarters in Yongsan. This isn’t just a corporate office; it’s a massive, glowing cube of architectural perfection designed by David Chipperfield. It houses the Amorepacific Museum of Art (APMA), the flagship Amore Store, and the ultra-premium O’Sulloc 1979 tea house.

The Local Truth: We don’t just come here to look at art. We come here to buy the things you literally cannot get anywhere else in the world.

Whether you are a skincare junkie, a design nerd, or just someone who wants to bring back a gift that will make your boss jealous, this is your guide.

🛍️ The “Korean Cheat Sheet”: Where to Go

The building is huge. Don’t get lost. Here is your quick attack plan.

Zone Name Floor The Vibe Best For Average Price
APMA Cabinet 1F (Lobby) High-End Art Gallery Museum Totes, Exhibition Stationery, Design Books ₩15,000 – ₩80,000
Amore Store 2F Futuristic Beauty Lab Custom Foundation (Base Picker), Refills, Testing Everything ₩30,000 – ₩100,000+
O’Sulloc 1979 1F Colonial/Modern Luxury Premium Tea Sets, Master’s Blend ₩40,000 – ₩150,000
O’Sulloc Teahouse 1F Casual Cafe Green Tea Wafers, Milk Spread (Standard Gifts) ₩10,000 – ₩25,000

Local Pro Tip: You DO NOT need a museum ticket to enter the shops or the restaurants. You can walk right into the lobby.

Amorepacific HQ in Yongsan: An isometric 3D illustrated floor map of Amorepacific HQ showing the Museum Shop and O'Sulloc 1979 on the first floor, and the Amore Store on the second floor, with glowing location markers.

1. The APMA Cabinet (Museum Shop): The “Intellectual” Souvenir

Location: 1st Floor Lobby (Look for “APMA Cabinet”)

Most tourists skip this because they think it’s just postcards. Big mistake. The APMA (Amorepacific Museum of Art) is one of the most prestigious private museums in Korea. Their merchandise is designed by top-tier Korean graphic designers.

What Locals Buy:

  • The Exhibition Tote Bag: Every time there is a new exhibition (e.g., Andreas Gursky, Mary Corse), they release a limited edition heavy-canvas tote. In Seoul, carrying one of these says, “I am cultured.” They are sturdy, minimalist, and usually cost around ₩25,000 – ₩35,000.

  • Architectural Stationery: Notebooks and planners featuring the blueprint of the building itself.

  • Traditional-Modern Ceramics: Small pottery pieces that fit in a suitcase but look like they cost a fortune.

Copy & Paste for Naver Map:

Search: 아모레퍼시픽미술관 (Amorepacific Museum of Art)

2. The Amore Store (2nd Floor): The K-Beauty Pilgrimage

Location: 2nd Floor (Take the escalator up from the lobby)

This is the main event. This isn’t an Olive Young. This is the showroom for every brand under the Amore giant (Sulwhasoo, Hera, Laneige, IOPE, Primera) all in one sleek space.

The “Must-Do” Experience: The Base Picker

This is the platform arbitrage I told you about. You cannot do this on Amazon.

  • What is it? A robot and a color specialist analyze your skin tone and create a custom foundation or cushion compact for you on the spot.

  • The Trap: You usually need a reservation on the Korean app Catchtable or by scanning a QR code on-site.

  • The Hack: Go on a weekday morning (10:30 AM). There are often “walk-in” slots available if you ask the staff nicely. “Base Picker yeyak hago shipeoyo” (I want to book the Base Picker).

What to Buy (If you can’t get a custom appointment):

  1. Hera Black Cushion (Seoul Edition): Often they have packaging exclusive to this store.

  2. Granulated Refills: They sell shampoo and body wash by the gram. It’s a great way to try expensive products like Ryo or Illiyoon without buying a full bottle.

  3. Sulwhasoo Flagship Sets: While you can buy Sulwhasoo at Duty-Free, the wrapping here is superior (see the “Bojagi” section below).

Monetization Note: Can’t make it to Yongsan?

First-person point of view holding a custom "My Tone" foundation bottle at the Amore Store's Base Picker lab, with a robotic arm mixing foundation in the background.

3. O’Sulloc 1979 vs. O’Sulloc Teahouse

Location: 1st Floor

There are two O’Sullocs here. Do not confuse them.

  • O’Sulloc Teahouse (The Standard): This is where you get your Green Tea Latte and buy boxes of “Langue de Chat” cookies. It’s great, but you can find this in Insadong or Jeju.

  • O’Sulloc 1979 (The Premium): This is the high-end lounge. They sell the “Master’s Tea” line. These are leaves hand-picked by tea masters in Jeju.

    • The Buy: Look for the “Illohyang” (일로향) tea. It acts as a fantastic gift for elders, bosses, or parents. It signals deep respect.

A premium Korean afternoon tea set with green tea and various desserts on a tiered stand inside the cozy and luxurious O'Sulloc 1979 tea house in Seoul.

4. The “Local Flex”: Bojagi Wrapping

Here is the cultural context you need. In Korea, how you give a gift is as important as what you give.

At the Amore Store and O’Sulloc, ask for Bojagi (보자기) wrapping. It is a traditional Korean silk cloth wrapping art.

  • Why do it? It turns a $50 cream into a gift that looks like it belongs to royalty.

  • Cost: Usually an extra ₩5,000 – ₩15,000 depending on the cloth quality, but absolutely worth it for the “Wow” factor.

⚠️ Vital Logistics & “Don’t Be That Tourist” Tips

1. The “Noon Rush” Warning

This building is a working office for thousands of employees.

  • Avoid: 11:30 AM – 1:00 PM on weekdays. The lobby and cafes are swarming with employees with badges.

  • Best Time: Weekdays at 2:00 PM or Weekends at 11:00 AM (right when they open).

2. How to Get There (The Underground Way)

Do not walk outside in the humid summer or freezing winter.

  • Take Subway Line 4 to Sinyongsan Station (Not Yongsan Station – though they are close).

  • Look for Exit 1 or 2. There is a direct underground tunnel that connects the station into the Amorepacific basement (B1). You never have to step outside.

3. Tax Refund is MANDATORY

Bring your passport. They offer Immediate Tax Refund at the counter for purchases between ₩30,000 and ₩500,000. Do not leave money on the table.

Copy & Paste Address for Taxi:

서울 용산구 한강대로 100 (100 Hangang-daero, Yongsan-gu, Seoul)

Show this to the driver.

Conclusion: Why This Beats Myeongdong

Myeongdong is for tourists who want volume. Yongsan is for travelers who want value.

Walking through the Amorepacific HQ makes you feel part of modern Seoul. It is clean, quiet, sophisticated, and smells like green tea and expensive ginseng. Whether you leave with a ₩5,000 notebook or a ₩200,000 custom foundation set, you are leaving with a piece of Korean design history.