Seoul

Seoul is South Korea's dynamic capital — a city where ancient palaces stand beside futuristic skyscrapers, and where K-pop, K-beauty, and Korean cuisine take the world by storm.

Must-Visit Places

• Gyeongbokgung Palace — The grandest of Seoul's Five Grand Palaces, built in 1395. Don't miss the daily Changing of the Guard ceremony.
• Bukchon Hanok Village — A maze of centuries-old traditional Korean houses (hanok) with sweeping views of the city skyline.
• N Seoul Tower (Namsan) — Seoul's iconic landmark. Take the cable car up for panoramic 360° views, day or night.
• Myeongdong — The beating heart of K-beauty shopping and street food. Hundreds of cosmetic stores line every alley.
• Insadong — Seoul's cultural artery, packed with traditional tea houses, galleries, antique shops, and artisan craft stores.
• Hongdae — The college district where indie music, street performances, quirky cafés, and K-pop culture collide.
• Dongdaemun Design Plaza (DDP) — A striking futuristic architecture marvel hosting fashion shows and design exhibitions around the clock.

Food & Dining

• Korean BBQ — Samgyeopsal (pork belly) and galbi (beef short ribs) grilled at your table. Best experienced in Mapo-gu or Hongdae.
• Tteokbokki — Chewy rice cakes in spicy gochujang sauce. A must-try street food, especially around Sindang or Gwangjang Market.
• Gwangjang Market — Seoul's oldest market. Grab a seat and feast on bindaetteok (mung bean pancakes) and mayak gimbap.
• Samgyetang — Whole young chicken stuffed with ginseng and rice, slow-cooked to perfection. Best during summer.
• Naengmyeon — Ice-cold buckwheat noodles in chilled broth or spicy sauce. Refreshing in summer, iconic year-round.

Must-Buy Shopping

• K-Beauty Products — Stock up on skincare at Olive Young, Innisfree, and The Face Shop — far cheaper than abroad.
• K-Pop Merchandise — Official albums, photocards, and fan goods from HYBE, SM, and YG flagship stores.
• Korean Red Ginseng — Premium health supplements from KGC (Cheong Kwan Jang); great gifts.
• Electronics at Yongsan — Korea's tech hub with competitive prices on cameras, laptops, and accessories.
• Traditional Crafts at Insadong — Handmade hanji paper goods, celadon pottery, and lacquerware.