K-pop merch shopping in Seoul: official stores, trading culture, and photo card tips

For official merchandise: HYBE Insight (Yongsan) for BTS, SM Town at COEX for NCT/aespa, JYP Shop (Cheongdam) for Stray Kids/TWICE. For photo card trading, Hongdae has dedicated cafes and shops — prices ₩1,000 for common to ₩50,000+ for rare. Myeongdong Underground Shopping Center has rows of K-pop shops with slightly discounted albums. For guaranteed authentic merch, buy at official stores, Synnara Records, or Hottracks in Kyobo Bookstore — these also have store-exclusive photo cards.