The ₩1,000 Empire: How Korea's "Everything Store" Took Over the World

Daiso started small in 1997, when founder Park Jung-bu opened a single shop called Asco Iven Plaza in Seoul's Cheonho-dong neighborhood. Four years later, it partnered with Japan's original 100-yen shop chain and took on the Daiso name — but here's the twist most tourists don't know: since late 2023, Korean Daiso has been 100% Korean-owned, having bought back every share the Japanese parent company once held. What began as a budget knick-knack shop is now Korea's "national store" (국민가게), with over 1,500 locations nationwide and a reputation for turning a few thousand won into a genuinely great haul. The appeal is simple: everything is useful, nothing feels cheap in the bad way, and the sheer variety means you can walk in for tape and walk out with a skincare set, a phone stand, and snacks for the road.

What's Actually Worth Buying

Daiso doesn't really have "product lines" in the traditional sense — it has everything, organized by floor or aisle. The bestsellers foreigners rave about most are the beauty and skincare picks (sheet masks, cushion puffs, and dupes of pricier K-beauty products), stationery and planner supplies (Korea takes stationery seriously, and it shows), kitchen and storage goods, travel-size containers perfect for packing, and seasonal/holiday decor that rotates constantly. Disney, Sanrio, and K-pop idol collaborations sell out fast, so if you spot one, grab it.

The K-Wave Made It Impossible to Skip

Daiso's fame abroad exploded through social media "Daiso haul" videos, where creators show off entire baskets of finds that would cost a fraction of what similar items cost back home. More recently, tie-in merchandise for Netflix's animated hit KPop Demon Hunters caused genuine crowds and sellouts at Seoul stores, and Disney collaborations (Toy Story, among others) regularly bring in shoppers who'd never normally set foot in a dollar-store-style shop. What sets Daiso apart from similar budget chains elsewhere is the design quality — items look and feel more considered than their price tag suggests, which is part of why it's become a genuine shopping destination rather than just a convenience stop.

Why Shop It in Seoul

Since the 2023 ownership split, Korean Daiso runs its own product development separate from the Japanese chain, meaning many designs, collaborations, and Korean-only exclusives simply aren't sold anywhere else in the world — not even in Japanese Daiso stores. Shopping in Seoul means access to items that international visitors genuinely can't find at home.

Price Range

Nearly everything is priced at ₩1,000, ₩2,000, ₩3,000, or ₩5,000 (roughly US$0.75–$3.75), a pricing structure that hasn't changed in about two decades. A handful of larger items (small furniture, appliances) can run higher, but the vast majority of the store stays under ₩5,000.

Where to Buy in Seoul

• Daiso Myeongdong Station Store — the most tourist-friendly flagship, spanning multiple floors packed with beauty, stationery, snacks, kids' toys, and home goods. 📍 134-1 Toegye-ro, Jung-gu, Seoul (right by Myeongdong Station, easily walkable from the main shopping street)
• Daiso Express Bus Terminal Store — the largest Daiso in Seoul, located underground and connected directly to the subway. 📍 B1, 194 Sinbanpo-ro, Seocho-gu, Seoul (Express Bus Terminal Station, Lines 3/7/9, Exit 8)
• Beyond these two, Daiso has locations in nearly every neighborhood in Seoul — check the store locator on the official site for the one nearest you.

Website: https://www.daiso.co.kr/

Instagram: @daisolife

Photo: @daisolife