Seoul has reopened its official “Seoul My Soul Shop” at the Sejong Center for the Performing Arts following a redesign that shifts the space toward a more visitor focused cultural setting.

The updated shop, located on the first floor lounge, combines what were previously separate retail and reading areas into a single integrated space. Seating has been expanded and the layout adjusted to encourage longer visits, allowing guests to browse products while also using the space to rest.

It operates daily from 11 a.m. to 8 p.m., except on major holidays.

Around 200 items are now available, including official city branded goods and collaborative products.

Among the new additions are orchestra themed “Haechi” character figures, reflecting Seoul’s cultural identity, as well as selected items from a recent design competition inspired by the Sejong Center’s architecture and resident arts groups.

The redesign is part of a broader effort to make city branded retail spaces more accessible and engaging, particularly in locations tied to cultural venues.

An opening event is scheduled through March 27, featuring on site promotions for visitors.

USAG Yongsan

USAG Daegu