Miffy plates and Kitty lunchbox at Viva Trade, a Jung-gu vintage shop

Viva Trade, known as a vintage shopping mecca in Seongsu and its outlet stores, has newly opened in Dundaun in Dongdaemun! It's not just a place piling up secondhand clothes — it's a massive vintage select shop where you can find everything from luxury brand lines to stylish fashion accessories and even cute character tableware, all in one place 💗 Here's my full shopping review of Viva Trade Eulji Dundaun Dongdaemun Branch, with every corner of the store and some shopping tips!

Where is Viva Trade in Jung-gu, Seoul and how do you get there?

Viva Trade Eulji Dundaun Dongdaemun Branch is on the 5th floor of Dundaun mall. Dundaun, a newly renovated mall, connects directly underground to Exits 11 and 12 of Dongdaemun History & Culture Park Station, so it's super accessible. Walking in, the moody lighting and upbeat BGM make it feel like you've stepped into a huge vintage shop abroad 😆

Does Viva Trade even look like a secondhand store?

Instead of the usual image that comes to mind with secondhand stores, Viva Eulji Dundaun Dongdaemun Branch was clean and well maintained, making it comfortable to shop. It was open and spacious, and organized by section, which made browsing easy.

As a Viva Trade vintage mega store, it really was huge, and with up to 50% off going on, the value was great too! Once I started loading up the cart, I shopped hard 💙

Clothing split into Korean and overseas brand zones

There was a clear division between the domestic vintage brand zone and the overseas global brand zone, so it was easy to find the brand you wanted.

There were plenty of knits great for fall and winter, and lots of well-known brands. Prices were cheaper than expected too, plus extra discounts, so the value felt really good ✨

There was a range of short and long sleeves, and plenty of unique styles, so it was easy to shop according to your taste.

Hello Kitty goods and Miffy plates: the character tableware zone

What makes Viva Trade Dundaun Branch extra special is that beyond the clothing, there's a really well-put-together zone of kitschy, emotional little props 🎀 It was genuinely packed with popular Hello Kitty goods.

Pretty glass cups and character-printed plates and bowls were neatly displayed. I especially wanted the Miffy plates 🐰 There were so many unique tableware pieces perfect for home café setups or as decor points for a newlywed home or studio apartment — if you're into interiors, this is a must-visit.

There were also plenty of practical items like keyrings, plush toys, pouches, and tumblers, which made shopping fun. I didn't realize it, but turns out I like Hello Kitty — everything was so cute I lost my mind.

Looking back, that little props zone was totally my taste 🫧

Beanies, mufflers and silver rings in the accessories section

On one side there was a fashion accessories section great for adding a statement piece, with accessories and small items displayed neatly, which made browsing fun. There were beanies in various colors, checked mufflers and wool scarves — soft materials and a range of designs made it easy to pick according to taste.

Hip vintage silver rings, layering rings, and uniquely designed rings were all neatly arranged. They were well kept and there were so many pretty, unique rings that caught my eye 👀

The LP corner at Viva Trade where you can listen first

There were also plenty of LPs, and you could actually listen to them, so it was enjoyable even if you don't know much about records.

Classic brands: Polo, Tommy, Levi's and Lacoste

There were plenty of casual and Americana-style brands too, with a large stock of classic brands like Polo Ralph Lauren, Tommy Hilfiger, Levi's, and Lacoste. The Polo shirts and knits in particular were in decent condition, great for building basic daily wear.

Lacoste shirt dresses were also well stocked in various colors 🌈 The vivid colors were all so pretty.

Fitting room and the final find: a Kitty lunchbox

Fitting is really important in vintage shopping, and Viva Trade Eulji Dundaun Branch has a fitting room inside the store with a full-length mirror and good lighting, so I could try things on comfortably without worrying about anyone watching haha

I even grabbed a cute Kitty lunchbox and shopped to my heart's content ~~ Viva Trade Eulji Dundaun Dongdaemun Branch is a complex shopping space where you can treasure-hunt for clothes as well as enjoy fashion accessories like rings, hats, and mufflers, and cute Hello Kitty props all in one place, so it was such a great place to shop ☺️ It's directly connected to the DDP station area so it's convenient, and with its spacious, well-organized layout — clothing, accessories, and character props all neatly categorized, plus a roomy fitting room — it's really optimized for shopping. If you're looking for a different kind of hot spot near Dongdaemun or want to go vintage shopping, I highly recommend Viva Trade Eulji Dundaun Dongdaemun Branch!