Fried-to-Order Glutinous Donuts in Euljiro's Gritty Workshop District

There's a donut shop inside a hardware building in Euljiro. That sentence alone should tell you whether this is for you.

Ppau (빠우) sits on the 3rd floor of Daelim Shopping Center — a labyrinthine block of tool vendors, electrical suppliers, and fluorescent lighting that hasn't changed since the 1980s. The donuts, however, are very much a new thing. That contrast is exactly why it works.

What to Expect

These aren't Western-style donuts. Ppau makes chapssal donuts — chewy, dense rounds made from glutinous rice flour and fried to order. Think of the texture somewhere between a fresh churro and a Japanese mochi: crispy on the outside, elastic and satisfying in the middle. They're small, hot, and meant to be eaten immediately.

Every order goes into the fryer after you place it, so there will be a wait. Ten to fifteen minutes is normal. Budget for it, especially on weekday lunch hours when office workers from the surrounding buildings come down.

The ordering system is a self-service kiosk with card payment — no Korean language skills required. You'll get a number, wait, collect your bag, and figure out where to eat it. (There are no seats. More on that below.)

What to Order

The original (ppau donas) is the baseline. Plain, lightly sugared if you want, and the best way to understand what the texture is actually like. Start here if it's your first time.

The cheese pull donut (cheese jjuyuk) is the crowd-pleaser. Molten cheese stretches out when you bite in — it's messy and worth it. Cold weather makes this one better.

The walnut red bean (hodu danpat) is the most traditional-feeling option. Sweet red bean paste with walnut inside. Warm, dense, genuinely filling. If you've had hotteok (the sweet Korean street pancakes sold in winter markets), this is in the same family — but chewier and richer.

Most items are around 2,000 won each. That's not a typo.

Atmosphere & Vibe

Daelim Shopping Center is not a pretty building. It smells like metal shavings and motor oil on the lower floors. The corridors are narrow and the lighting is harsh. This is a working wholesale market, not a concept space.

Ppau occupies a small counter on the third floor. There's nowhere to sit. The aesthetic is intentionally lo-fi in a way that feels earned rather than manufactured — which is a very Euljiro thing. The neighborhood has become a destination for exactly this kind of pairing: old infrastructure, new ideas.

The real move is to take your bag up to the Sewoon Shopping Center pedestrian bridge or the rooftop. You get fresh air, a strange elevated view of central Seoul, and hot donuts. That's the local version of this experience.

Practical Info

• Address: 서울특별시 중구 을지로 157 / 157 Eulji-ro, Jung District, Seoul — 3F, Daelim Shopping Center
• Google Maps: Open in Google Maps
• Nearest subway: Jongno 3-ga Station, 8 min walk
• Hours: Monday–Saturday 11:00 AM – 7:00 PM / Sunday closed
• Price range: Under 10,000 won per person (easily)
• Spice level: None
• Vegetarian: No — batter is fried in shared oil, and cheese/filling options may contain animal products
• Halal-friendly: Partial (no pork in the donuts themselves, but shared fryer and no certification)
• Reservations: Not available — Naver pre-order recommended to reduce wait time
• Good for groups: Not ideal for large groups (takeout only, no seating)

One Last Thing

Go on a weekday afternoon rather than a Saturday — the wait is noticeably shorter and the Daelim building itself is more alive with actual workers, which makes the atmosphere feel more authentic. And if you're planning to use Naver Maps to pre-order, do it before you leave your previous stop. By the time you walk over from Jongno 3-ga, your order will be close to ready.

Quick Summary