SEOUL
A city of contrast, from ancient palaces and temples, to the buzzing tech hubs amongst sleek skyscrapers. Electric energy fills the streets, rich with stylish edge, vibrant street food, high-end fashion, and modernity. Seoul is a city that runs at an electric pace and is evolving at high speed.
TO DO
Day trip to DMZ (Demilitarized Zone)
Take a must-do guided tour to the (slightly surreal) border between North and South Korea. Visit the 3rd Infiltration Tunnel, Dora Observatory, (use the binoculars to spot the propaganda village Kijong-dong and the Joint Security Area (if open during the time of visit) for a dose of modern history that continues to unfold. Take the option to cross Majang Lake via the Suspension Bridge (spanning 220 metres), with unbelievable views across the forest and sparkling waters.
Shop & Snack in Myeongdong
The main drag for a fashion or beauty haul, and street food. Fill the cart with sheet masks, try spicy rice cakes (tteokbokki), Korean corn dogs, and at least one beauty treatment. A Seoul sensory overload, in the best way.
Eobi Ice Valley
Eobi Ice Valley
During the winter months, Eobi Ice Valley, Nestled in Gapyeong, Eobi Ice Valley is a 25-metre natural ice wall in a valley that transforms into a frozen landscape during the winter months. Named ‘Eobi’ (translating to ‘flying fish’) due to the clear waters where fish are often seen leaping, the 90 minute trip from Seoul is worth an escape to view the icy artistry and scenic trails in January and February.
Bukchon Hanok Village & Ikseon
A traditional neighbourhood on the outskirts of the city, with old-world Korean homes and tea houses, paired with modern art galleries. From there, it is a short walk to the tiny streets of Ikseon, with a maze of quaint cafes, boutiques and endless options for a lunch stop (Cheongsudang Bakery is essential for a salted latte and black truffle croissant).
Gyeongbokgung Palace
For a peek into Korea’s royal past, in this 14th-century grand palace. There is an option to don a handbook (traditional attire) or catch the changing of the guard ceremony.
Shopping
Majang Lake
Aside from the non-negotiable (and almost daily) Olive Young beauty hauls, Seoul is cemented as a style hub. Seongsu is at the forefront of street style that deserves a solid afternoon trawling through Blue Elephant, Forest Vintage, Stand Oil, L’oeil, to name a few. Hongdae Shopping Street is buzzing with big name brands and vintage finds (Root for underground thrifting, and Seoul Vintage), ending at mocomoco for a sweet treat. For the upscale shopping, Lotte Department Store is a multipurpose shopping complex, and Dongmyo Flea Market is the thrifting mecca with rows of streets filled with incredible pieces at a steal of a price.
N Seoul Tower
Ride the cable car or hike up Namsan Mountain to reach the iconic tower for panoramic views across the city,
Hongdae or Itaewon
Seongsu
Experience the nightlife in one of Seoul’s trendiest neighbourhoods, in the upscale vibe of Itaewon, or the pulsating energy of Hongdae.
STAY
A Parisian-inspired 5-star stay, in the Jung District. Each detail is impeccably thought out and ultra-chic. With two high-end restaurants, a tea room, bar, spa centre, deluxe breakfast, and centrally located on the outskirts of Myeongdong, it exceeds all expectations for a luxurious stay.
CAFES
As the name suggests, the cafe centres around a rain installation, with an interior that resembles a forest. Designed as a place to unwind by removing your shoes and taking seat in a cinema-esque setting, select one of the various flavoured croissants or the extensive coffee list, after entering via the small river tucked behind a street.
Set in a traditionally refined Korean home, the cafe offers quiet areas to relax on the pillow-lined floors with one of the flavourful pastries and top-tier coffees.
Jayeondo Sogeumppang (Salt Bread) -
Famed for its freshly baked, buttery salt bread that is worth the hype (and the bear shaped breads). Locations include Seongsu, Gangnam, Mapo-gu, and Jongno.
With various branches (top picks are Seongsu and Gangnam), the cafes are artistically designed with croissant artefacts as a play on the food display. Each location rotates through the imaginative designs of each pastry that are almost too aesthetic to indulge.
For aesthetic teddy-themed pastries, cookies and coffees in Seongdong-gu.
RESTAURANTS
Palais de Chine
Michelin-starred and designed to replicate 1930’s Shanghai, the moody interior reflects the Chinoiserie. Think the traditional favourites of Peking duck and dim sum, with an innovative spin.
Sushi Hikari (Hongdae)
For incredible quality omakase and sushi, in between shopping in Hongdae. Reasonably priced, and expertly crafted.
Myeongdong or Namdaemun Market
These are the spots to try the famed Korean street food. In no particular order, you will find: dakkochi (chicken skewers), gimbap (seaweed rice rolls), tteokbokki (rice cake rolls), mandu (dumplings), Hotteok (stuffed pancakes) and gamja dog (the upscale hot dog), to list a few.
It’s a city that is not short of Korean barbecue on almost every street but if you find yourself in Gangnam, Sinsa Côte is a top spot for beef. Prepared by a chef, for a hassle-free feed.
A perfect blend of tradition and trend, pin Seoul as the next destination. Each day brings cutting-edge fashion, incredible food, ancient history, and buzzing energy that ignites the city. A visit to Seoul hits all the elements, from chasing nature, street eats, sleek designs, advanced fashion scene, and innovative technologies in a city that offers endless exploring.