Here's the part that surprises visitors most: Koreans don't go there to shop. They go to eat.
It was Saturday morning. My wife looked up from her phone and said, "There's a Teletubbies pop-up at Starfield."
Teletubbies. The BBC children's show from 1997. I did not expect to encounter it again in my forties.
I wasn't interested. My wife was thrilled. So we went.
And I watched grown adults — parents who'd used their kids as an excuse to come — refuse to leave the merchandise table. The kids had already moved on. The adults hadn't.
That scene is the whole story of what a Korean mall is now.
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| Byeolmadang Library |
The old Korean mall was a place you went to buy clothes. While you were there, you might also pick up groceries, look at furniture, browse appliances. The purpose was purchase.
The Korean mall today runs in reverse. People go to play. To eat. To look around. And somewhere in the middle of all that, they buy a shirt. The order flipped completely.
Starfield flipped it first.
My wife bought a plush toy. Our daughter claimed it the moment we got home. That's how these trips end.
Quick Answer: What Starfield Is
Starfield is Korea's flagship large-format mixed-use mall brand, operated by Shinsegae Group. It was the first Korean development to shift the mall from a place to buy things to a place to spend a day.
There are five large Starfield locations.
| Branch | Location | Opened |
|---|---|---|
| Starfield Hanam | Hanam, Gyeonggi Province | 2016 |
| Starfield COEX Mall | Gangnam, Seoul | 2016 |
| Starfield Goyang | Goyang, Gyeonggi Province | 2017 |
| Starfield Anseong | Anseong, Gyeonggi Province | 2020 |
| Starfield Suwon | Suwon, Gyeonggi Province | 2024 |
Smaller Starfield City locations operate in Wirye, Bucheon, and Myeongji (Busan). New builds are underway in Cheongna (Incheon) and Changwon (South Gyeongsang Province).
What's inside:
- Clothing, electronics, health goods, furniture, and car showrooms
- A large Korean food and dining zone — regional restaurant brands from across the country, on one floor
- A jjimjilbang or a water park, depending on the branch
- Cinema, bookstore, manhwa cafe, indoor kids' gym
- Byeolmadang Library (COEX Mall and Suwon branches)
- Two to three pop-up stores, running at all times
Two things travelers should know:
- You can bring your dog. Every branch except COEX Mall. Pet strollers are free, and waste bags and dedicated bins are placed throughout. Full details in Section 2 — it's the most useful thing on this page for anyone traveling with an animal.
- In extreme weather, this is a full-day shelter. Food, entertainment, rest, and a bathhouse under one roof. Koreans genuinely use it this way in July and January.
1. The Moment the Korean Mall Changed Purpose
Let me lay the shift out precisely.
| The old Korean mall | The Korean mall now (post-Starfield) | |
|---|---|---|
| Why you go | To buy something | To spend time |
| How long you stay | 1–2 hours | Half a day to a full day |
| The anchor space | Clothing floors | Food and experience zones |
| When you buy | Planned in advance | Impulsively, mid-visit |
| Who you come with | Alone or a friend | Family, couples, pets |
Starfield opened in Hanam in 2016.
Nothing at that scale existed in Korea at the time. A mall with a bathhouse inside it. Indoor sports facilities. A full-size bookstore treated as an attraction rather than a tenant.
The model worked.
After Starfield, Korean department stores moved the same direction — shrinking retail floor area, expanding food and experience space. Most new flagship department stores in Korea now follow that grammar.
If you visit a Korean mall, go in knowing this. Arrive expecting a shopping trip and you may be underwhelmed. Arrive expecting to spend a day and it delivers.
2. Bringing Your Dog: Korea's Most Permissive Mall
Even foreigners living in Korea often don't know this one.
You can bring your pet into Starfield.
Because the whole concept is built around staying rather than buying, the design treats pets as members of the family who come along.
The Rules
| Details | |
|---|---|
| Pets allowed | Hanam, Goyang, Anseong, Suwon |
| Pets not allowed | Starfield COEX Mall — the only exception |
| Walking the mall itself | Unrestricted |
| Individual stores | Some restrict entry. Check the sign at each entrance |
| Pet strollers | Free to borrow |
| Waste bags | Stocked throughout |
| Dedicated waste bins | Placed throughout |
Policies can change — check the official Starfield site before you travel.
Why This Matters
Most indoor commercial facilities in Korea prohibit pets outright. Owners have few options for a rainy Saturday.
Starfield aimed directly at that gap, and it became one of the strongest reasons families show up on weekends.
Before you go: Most restaurants and food outlets still restrict pets. If you're planning to eat, identify a pet-friendly cafe or a terrace seat in advance. A leash or a carrier is mandatory throughout.
3. What's Actually Inside
Composition varies by branch, but the skeleton is consistent.
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| starfield-Ansung |
Shopping
- Clothing — Korean and international brands, arranged by floor
- Electronics — large IT and appliance retailers
- Furniture and home — beds, sofas, kitchenware
- Health goods — pharmacy, supplements, optical
- Cars — showroom and sales space
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| starfield-Hanam food courts |
Eating
- Food courts and standalone restaurants, mixed together
- Cafes, bakeries, and dessert specialists on every floor
- This is Starfield's real strength. Section 4 covers it properly.
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| Starfield-Suwon Sports Monster for adults |
Playing and Resting
- A jjimjilbang or water park — depending on branch. A jjimjilbang is a Korean bathhouse complex with multiple heated rooms, a communal lounge, and food, where people stay for hours rather than minutes. If you've never tried one, a mall branch is a gentle first environment — cleaner, newer, and more foreigner-legible than a neighborhood bathhouse.
- Cinema — a full multiplex
- Bookstore — a major Korean chain, at flagship scale
- Manhwa cafe — a manhwa cafe is a lounge where you pay for time, read Korean comics, and order drinks; effectively a paid reading room. Think of it as Korea's answer to Japan's manga kissa.
- Indoor kids' gym — enclosed play space for children
- Indoor sports — climbing, bowling, or screen sports, depending on branch
Insider tip: In a Korean heat wave or a sub-zero January, when Koreans have nowhere to go, they go to Starfield. Eat, watch a film, rest in the manhwa cafe, sweat in the jjimjilbang, and the day is gone. It functions as a climate shelter. If your trip runs into brutal weather, keep this option in your pocket.
4. The Korean Food Floor: Why Regional Restaurants Ended Up Here
I think Starfield is worth visiting purely to eat.
That's not a throwaway line. There's a mechanism behind it.
The Competition to Land Popular Brands
Starfield works hard to bring in as many in-demand food brands as it can. You can read that effort straight off the directory.
But I noticed something more interesting than the recruiting.
In some cases, it looks like the famous restaurant was built into a franchise specifically so it could enter the mall.
Picture a beloved restaurant that existed in exactly one neighborhood. To take a mall unit, it needs multi-location operating capacity. So it brands itself, standardizes its kitchen, converts to a franchise model — and then moves in.
After Starfield, Korean department stores adopted the same strategy, and cases like this multiplied.
What That Means for You
Suppose you're traveling in Korea.
The famous milmyeon shop in Busan. The famous bibimbap house in Jeonju. The famous old dumpling place in Seoul. Visiting all three takes days of travel.
At Starfield you can choose between them on a single floor.
Does a mall branch reproduce the original 100%? No. Be honest about that.
But the ability to compare and choose among regional Korean food institutions in one building is real, practical value for a traveler — especially one working with a short itinerary.
If your days in Korea are tight, take this option seriously.
Related: For the dishes worth hunting down at the source instead, see 5 Octopus Dishes, From Live to Legendary → — some Korean food genuinely doesn't survive the trip to a mall unit.
5. Pop-Up Stores: Teletubbies, Snoopy, and Korean Kidult Retail
Starfield always has two or three pop-up stores running.
This is a large part of why the model works: it gives you a reason to be there that costs nothing and requires no shopping.
Today there were two. Teletubbies and Snoopy.
What I Saw at the Teletubbies Pop-Up
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| Teletubbies Pop-Up |
The experiential content itself was simple — a few light activities pitched at small children.
Then I noticed the interesting part.
The adults would not leave the merchandise table.
They were parents in their thirties and forties. For them, Teletubbies is their own childhood, not their kids'. They came using the children as cover. The children were more or less done. The parents were not.
This has a name. In Korea it's part of what marketers call kidult consumption — the adult market for childhood-nostalgia goods — and it is one of the most reliable retail forces in the country right now. Nostalgia retail is doing enormous work in Korean malls, and pop-ups are its delivery mechanism.
I wasn't especially into it. My wife was thrilled. She bought a plush toy.
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| Teletubbies Toy |
Our daughter took possession of it within minutes of getting home, and loved it. So the toy passed through three people before finding its owner. That is a very normal Korean Saturday.
The Snoopy Pop-Up
Snoopy was built differently — sculptures and installations placed throughout the space, weighted toward photography rather than activity.
 |
| The Snoopy Pop-Up |
I took a few pictures. It's hard not to.
Insider tip: Starfield pop-ups are usually free to enter. You don't have to buy anything. Nobody will say a word if you photograph the installations and walk out. If you want to experience Korean pop-up culture, this is the lowest-commitment entrance available. One caution: popular pop-ups build weekend queues, so aim for a weekday morning or the first hour after opening.
6. Byeolmadang Library: Why Tourists Actually Make the Trip
I'll admit what I was thinking.
*"Would a foreign tourist really come to a Korean mall — not even a duty-free — on their vacation?"*
Then I looked around Starfield Suwon and there were a lot of foreign visitors.
The reason appears to be the Byeolmadang Library (commonly called the Starfield Library).
What It Is
Byeolmadang Library is a large open-access library built into the mall itself. The centerpiece is an enormous bookshelf structure running vertically through multiple floors of the building.
There are two of them.
| Starfield COEX Mall | Starfield Suwon | |
|---|---|---|
| Location | Gangnam, Seoul | Suwon, Gyeonggi Province |
| Opened | 2017 (the original) | 26 January 2024 |
| Structure | Central plaza format | Runs vertically through floors 4–7 |
| Shelf height | — | Roughly 22 meters |
| Distinctive feature | Central Seoul accessibility | Floor boundaries removed, so the library is visible from every level |
| Extra | — | A separate Kids' Byeolmadang Library on floor 3 |
At both locations, the books on the upper shelves are dummies. Real, readable copies are shelved separately at arm's reach. The design deliberately separates the photographic structure from the functional collection — worth knowing so you're not disappointed when you reach for a book at height.
Why It Photographs So Well
A 22-meter shelf wall cutting through four floors. From any level in the building, your eye goes there.
That geometry is what makes the photos work, and it's why foreign visitors come.
It's free. No admission, no ticket. You walk in.
7. What It Costs
The mall itself and Byeolmadang Library cost nothing. Individual facilities are priced separately. Rough figures:
| Approx. price (KRW) | Approx. USD | |
|---|---|---|
| Mall entry | Free | — |
| Byeolmadang Library | Free | — |
| Pop-up stores | Usually free | — |
| Pet stroller rental | Free | — |
| Cinema (standard 2D, adult) | ₩14,000 weekday / ₩15,000 weekend | about $10–11 |
| Manhwa cafe | roughly ₩4,000–6,000 per hour, plus a drink | about $3–4.50 |
| Jjimjilbang / spa (mall facility) | roughly ₩25,000–40,000 | about $18–29 |
| Neighborhood jjimjilbang (for comparison) | roughly ₩10,000–15,000 | about $7–11 |
Figures are approximate and current as of publication. Cinema pricing is standardized across Korea's three major chains but varies by screen format and branch. Spa and manhwa cafe pricing varies significantly by branch, day of week, and season — check the official site before you go. USD converted at roughly ₩1,400 to the dollar; exchange rates move.
The practical takeaway: a full Starfield day — food, a film, an hour in the manhwa cafe, the library, the pop-ups — lands somewhere around ₩40,000–60,000 per person (about $29–43) including a meal. Add the spa and it roughly doubles. Do only the free things and it costs you the price of lunch.
8. If You Go to Suwon, Don't Only See Starfield
One piece of practical advice.
Traveling to Suwon solely to see Byeolmadang Library is a poor use of a day.
The trip from Seoul takes real time. A few photographs don't justify the round trip on their own.
But Suwon has more than the mall.
- Hwaseong Fortress in Suwon — a UNESCO World Heritage Joseon-era fortress. You can walk the walls. (Note: this is Hwaseong Fortress located in Suwon City — not to be confused with Hwaseong City, a separate place.)
- Hwaseong Haenggung Palace — the temporary palace used by Joseon kings, with traditional performances held on some days
- Haenggung-dong — the neighborhood around the palace, full of cafes and small independent shops
- Suwon Tongdak Street — a lane famous for Suwon-style fried chicken, cooked in large cauldrons
- Gwanggyo Lake Park — a large lake park, good for walking and for evening views
Build the day like this:
Walk Hwaseong Fortress during the day. Coffee in Haenggung-dong in the afternoon. Dinner on Tongdak Street. Then escape the heat or the cold into Starfield Suwon and see the library last.
That's a complete Suwon day trip. Byeolmadang Library should be the closing note, not the reason for the journey.
Full guide: A Suwon Day Trip: Haenggung-dong, Haenglidan-gil, and Fried Chicken Street → — routes, timings, and where to eat.
9. FAQ
Where is Starfield?
Five large branches: Starfield COEX Mall in Gangnam, Seoul, plus Hanam, Goyang, Anseong, and Suwon in Gyeonggi Province. If you're based in Seoul, COEX Mall is the easiest to reach. Note two differences, though: COEX Mall does not allow pets, and its Byeolmadang Library has a different structure from Suwon's.
Is there an admission fee?
No. The mall and Byeolmadang Library are free, and most pop-up stores are free. The cinema, jjimjilbang, and kids' gym are individually ticketed — see Section 7 for figures.
Can I really bring my dog?
Yes — every branch except COEX Mall. Pet strollers are free, and waste bags and bins are placed throughout. Some individual stores restrict entry, so check the sign at each door. Policies can change; confirm on the official site before you travel.
Is it worth a full day?
Yes. Meals, a film, a bookstore, a manhwa cafe, and a bathhouse in one building. Koreans genuinely do this during heat waves and cold snaps — it's a practical answer to Korean weather, not a marketing claim.
Can I actually read the books in Byeolmadang Library?
The books at arm's reach, yes. The volumes on the high upper shelves are dummies. Real copies of the same titles are shelved separately lower down.
What is a jjimjilbang?
A Korean bathhouse complex with multiple heated rooms, a communal lounge, sleeping areas, and food, where people stay for hours rather than minutes. It's a social space as much as a bathing one. Mall versions are newer and easier for first-timers than neighborhood ones, though they cost more.
How do I find out what pop-ups are running?
The official Starfield website and each branch's social media accounts post current pop-ups. Check the day before you go — they typically rotate every two to four weeks.
How does it compare to duty-free shopping?
Different purposes entirely. Duty-free exists for price advantage; Starfield exists for time. If you want to see how Koreans actually spend a weekend, Starfield is far more interesting — and the Korean food floor alone justifies the trip.
Is there English signage?
Major directional signage carries English. Staff at large retailers can often handle basic English. Smaller shops and pop-up stores may be Korean-only, so keep a translation app handy.
How to Actually Use Starfield
Korean malls are no longer places for shopping. Knowing that changes how well you can use one.
What to do next:
- Based in Seoul → Go to COEX Mall. Easy by subway, and it holds the original Byeolmadang Library.
- Here for the photographs → Starfield Suwon. A 22-meter shelf wall cutting through four floors reads completely differently from the COEX version.
- Traveling with a dog → Any branch but COEX Mall. The stroller is free.
- Caught in brutal weather → Give Starfield the whole day. Food, film, manhwa cafe, jjimjilbang.
- Short on time but want regional Korean food → Take the food floor seriously. Three cities' worth of famous restaurants, one floor.
- Going to Suwon → Walk Hwaseong Fortress(Haenggung-dong) first. Put Starfield at the end of the day.
- Want to see Korea as it is right now → Go on a Saturday afternoon and stand near a pop-up store. Watch the adults stay longer than the children. That's the Korean weekend in one image.
TL;DR — 3 Lines
- Starfield was the first Korean development to change the mall's purpose from buying to staying. Five large branches — Hanam, COEX Mall, Goyang, Anseong, Suwon — each combining a Korean food hall, a jjimjilbang, a cinema, a manhwa cafe, and a bookstore under one roof.
- Every branch except COEX Mall allows pets, with free pet strollers, and two to three free pop-up stores run at all times.
- Foreign visitors come to Starfield Suwon for Byeolmadang Library — a free, 22-meter shelf wall through floors 4–7. Pair it with Hwaseong Fortress, Haenggung-dong, and Tongdak Street rather than making the trip for the library alone.
Related Reading & Sources
Related posts (internal links)
- Korean Food Locals Actually Eat: 5 Octopus Dishes — the regional dishes worth traveling for instead of eating at a mall
- Bacchus and Vita500: What Koreans Drink When They're Wrecked — ← available in every convenience store inside Starfield
- A Suwon Day Trip: Haenggung-dong, Haenglidan-gil, and Fried Chicken Street
- How to Use a Korean Jjimjilbang: A Step-by-Step Guide for Visitors(coming soon)
- Korean Pop-Up Store Culture: Why the Adults Are More Excited Than the Kids(coming soon)
Sources
- Starfield official site — starfield.co.kr
- Branch list and opening years — Namuwiki: 스타필드/점포
- Brand overview — Wikipedia (KR): 스타필드
- Starfield Suwon Byeolmadang Library scale and opening date — Namuwiki: 스타필드 수원/별마당 도서관
- Byeolmadang Library official page — Starfield Suwon
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