Shopping in Yangyang offers a distinct departure from the high-rise department stores and luxury boutiques of Seoul. Instead of sprawling malls, visitors will find a shopping scene that is deeply rooted in local tradition and the region's booming surf culture. The experience here is characterized by authentic traditional markets selling fresh produce and regional specialties, contrasted with modern, trendy surf shops lining the coastal beaches. It is a destination where you shop for unique local flavors and lifestyle gear rather than international fashion brands.
The primary shopping district is located in Yangyang-eup, the administrative center of the county. This area surrounds the traditional market and is lined with small shops, pharmacies, and convenience stores that cater to daily needs. For a more contemporary vibe, the coastal areas of Ingu Beach and Jukdo Beach have developed into hip shopping zones. Often referred to as "Yangyang-nidan-gil," these streets are dotted with independent boutiques, surf shops selling boards and apparel, and concept stores that reflect the youthful energy of the seaside.
Travelers should note that Yangyang does not possess large-scale shopping malls or major department stores. The retail landscape is dominated by smaller, independent businesses and local marts. For basic necessities and groceries, the Hanaro Mart chain is reliable and widely available. Visitors looking for a comprehensive shopping mall experience typically travel to the neighboring cities of Sokcho or Gangneung, which are just a short drive away and offer larger retail complexes and cinema chains.
The crown jewel of the local shopping scene is undoubtedly the Yangyang Traditional Market. This bustling hub operates as a permanent market but truly comes alive on days ending in 4 and 9 (the 4th, 9th, 14th, etc.), when the "5-Day Market" is held. During these times, the streets overflow with vendors selling fresh seafood, wild greens from the mountains, and seasonal fruits. It is an excellent place to witness the authentic lifestyle of Gangwon Province residents and to pick up fresh ingredients at affordable prices.
When it comes to souvenirs, the region's most famous product is the pine mushroom (songi). These mushrooms are highly prized for their quality and scent, making them a luxurious gift. While they are expensive, they are the signature item of the county. You can find them in the market or visit the Pine Mushroom Village area, where specialized vendors and restaurants cluster. Other popular items include dried seafood, such as squid and seaweed, and locally produced honey. For younger travelers, branded merchandise from the local surf shops—such as t-shirts and caps—serves as a cool memento of the trip.
Standard operating hours for shops in the town center are typically from 10:00 AM to 8:00 PM, though convenience stores often stay open 24 hours. Surf shops and boutiques near the beaches may open later in the morning and stay open until late evening during the summer season. Credit cards are widely accepted almost everywhere, including most stalls at the traditional market. However, carrying some cash (Korean Won) is advisable for small purchases from street food vendors or elderly merchants in rural areas.
Tax-free shopping (VAT refund) is generally less common in Yangyang compared to major tourist hubs like Seoul or Busan. While some larger franchise stores or marts may offer immediate tax refunds upon presenting a passport, it is not a standard service in small local boutiques or market stalls. Tourists should check for the "Tax Free" logo at the entrance of a shop or inquire with staff before making significant purchases.