Insa Dong is an area which is more known as souvenir shopping street. But there is something special about Insa Dong: The Chosun Dynasty confucionist scholars used to go to Insa Dong to buy paper, ink, brushes and books, and many of the old shops are still remaining. You can visit any shop only to take a look inside: like a live museum. You should also try some traditional tea shops in Insa Dong. It will be quite exotic drinking traditional herbal tea seated on the floor.