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Sindang-dong, located in Jung-gu, is a historic neighborhood known for its traditional markets and rich culinary heritage. As shopping trends shifted in the early 2010s, the rice grain sellers who once dominated the market dwindled, allowing artists and designers to acquire the spaces at affordable prices. By late 2021, countless trendy cafes, bars, and shops transformed the area by blending its traditional charm with modern, hip venues, earning it the nickname, "Hipdang-dong". Summertime in Korea is quite hot, so rather than visiting a random café or restaurant, we recommend exploring this neighborhood that epitomizes a rapidly modernizing Seoul. Wander through the alleys to discover hidden cafés and restaurants, and relax indoors in trendy spaces while enjoying delicious food.

01 Sindangdong Cheon Patjuk

Sindangdong Cheon Patjuk is an unassuming specialty restaurant with a handful of items on the menu, famous for its patjuk (red bean porridge) and pat-kalguksu (red bean paste noodle soup.) Don't be fooled by its modest exterior; this hidden gem offers some of the area's most authentic and flavorful dishes. It's the perfect place to get acquainted with Korean seasonal treats during the summer. Stop by to savor two delicious summer specialties: kong-guksu (cold soybean noodle soup) and seoritae kong-guksu (cold black soybean noodle soup). Both dishes feature chewy noodles in a savory soybean broth and are served with kimchi as a standard side dish. 

02 Mailroom

The Mailroom is nestled in an alley, concealed behind a graffiti-adorned yellow façade, where upon entering, you’re greeted by an espresso bar and a mailbox that serves as a secret door. Place your order on a piece of paper and receive a pager resembling a small parcel. When it vibrates, use your key to open the mailbox and collect your order. 

The second floor exudes a cozy ambiance with wooden furniture and large windows that brighten the room, while a mirror-like closet door leads to the third floor. Specializing in coffee, espresso drinks, and espresso cocktails made with various ingredients, this place seamlessly blends charm and sophistication.

03 Bookhaebingsu                 

Bookhaebingsu is renowned for its single-serving authentic bingsu offering a variety of flavors like milk, original, coffee, oreo, cheese, tiramisu, strawberry, and blueberry. A unique feature of their bingsu is that the red bean is served on the side. The staff is very welcoming, and the quiet environment, featuring cement walls, wood tables, metal chairs, and stools, is complemented by the availability of rooftop seating. Great for a late-night snack, Bookhaebingsu operates 24 hours on most days and stays open late to cater to people from the nearby Dongdaemun wholesale night market.

04 Zoosindang

Your confusion as you try to find Zoosindang’s entrance will be priceless. Once inside, you'll feel like you've stepped into a cave. If no seats are available, use the kiosk to join the waiting list, which usually doesn't exceed 30 minutes. This shaman house-themed bar creates an exotic atmosphere with talismans, stone statues, and unique interior decor. For dinner, you'll be guided to a booth where you can summon the server with a bell, and although the menu is limited, the food is delicious.

Known for its cocktails, this bar features well-dressed bartenders who craft delicious, Instagrammable drinks, including specialty cocktails based on your Chinese zodiac. It is a unique spot for people who value privacy and quiet nights out with friends.