Hongdae.

For a modern arrival to South Korea, I would recommend Hongdae shopping street. It is aimed more towards the younger generation filled with clothes shops and vintage shops. It has everything you would need to build a Korean wardrobe. It is also very affordable so no need to break the bank, for example the average price of clothing there is around 25% less than in the UK. Not only can you find shops and various foods here but you can also be entertained as street artists are likely to be showing off their singing or dancing throughout the busking spaces.