Apgujeong is a mecca for shopping among trendsetters in their 20s and 30s. Shortly after Rodeo Street came into being during the 1990s, unique fashion shops, bars, and cafes began to open one by one, drawing young people en masse to come create their own fashion codes. At one point, the area was frequented by children of well-to-do families and perceived as an extravagant shopping district. It has since become more mainstream, filled with practical shoppers. There are many shops specialized in secondhand luxury items. Multi-shops, which purvey various brands, also seem to be gaining popularity.

The neighboring district of Cheongdam-dong offers a list of more luxurious venues for those with thicker wallets. The street is lined with premium brand flagship stores and a sophisticated series of multi-shops. While Apgujeong remains more of a magnet for those in their 20s, Cheongdam-dong appeals to those in their 30s and 40s.

One of the highlights prevalent in both Apgujeong and Cheongdam-dong is the availability of unique clothing designs and accessories by various designers that are difficult to find anywhere else. You can buy an original dress by a foreign designer at a multi-shop or enjoy a leisurely shopping experience at Louis Vuitton's flagship store.