It is an icon building in Insadong. There were many small shops selling different things, from personalised travel luggage tags, costume jewellery, personalised woodcraft for welcoming guests to your house, clothings, eateries, etc. I would say every business is showcasing its uniqueness. And bring more money with you because many of these items are so tempting to own it. Outside this icon building are the streets of houses selling all types of souvenirs, restaurants, and so on. And one of the lane can bring you to the Joygesa Temple too.