Neon-lit Apgujeong Rodeo Street was named after the upmarket Rodeo Drive in Beverly Hills. This has long been a place where wealthier Koreans came to see and be seen. Many used to drive here in their flash cars to shop for luxury brands, get their hair done and sometimes even have procedures done in one of the cosmetic surgery clinics.

These days, Rodeo Street has a younger and hipper image, attracting trendy board game cafés, pop culture shops and karaoke bars. It remains an upscale part of Gangnam though and you can still find many of the famous international luxury brands, many stylish local designer shops and splendid restaurants here.

Don’t miss the Nori Market on Saturdays. At this stylish flea market you can buy your fashion directly from the makers. Mingle with the groups of young Korean women and students, who come here not only to splurge but also to find out what is hot and what is not.

When it’s time for lunch, visit one of the area’s stylish restaurants. Or, get yourself a portion of kimchi nachos or other Mexican-Korean fusion dishes atCoreanos Kitchen, originally from Austin in Texas. Because this is Gangnam, there is a wealth of other cafés and bistros to choose from as well.

Don’t leave Apgujeong Rodeo Street just yet. The farther you delve into the street and the wider Gangnam neighborhood, the more unique the shops get. Remember to save the receipts of your purchases to get your tax refunded at the airport when you leave South Korea.

Apgujeong Rodeo Street is part of the very popular and upmarket Gangnam district and is easily reached by metro from central Seoul. Head for the Apgujeong Rodeo station, which marks the start of the K-Star Road. Pose by some of the decorated K-pop bears and try to spot some live K-pop stars as you make your way over to the bright neon sign that marks the entrance to Rodeo Street.