Immerse yourself in Seoul’s vibrant blend of tradition and contemporary culture with this guide to the must-see sights, eats and experiences in the Korean capital.
Modernity reigns in the Korean capital, a city of sleek skyscrapers, LED-clad buildings and pioneering technology. But while this may be a city with its mind firmly on the future, pockets of Seoul’s past remain in the form of beautifully restored ancient architecture and artfully reimagined traditional cuisine.
As Seoul prepares to host the 2025 edition of Asia’s 50 Best Restaurants awards in March, here’s how to explore this captivating city’s culture in myriad forms.
Futuristic architecture
Thanks to its sea of glass, steel and sci-fi architecture, Seoul often feels like a city from the future. The pinnacle of Seoul’s neo-futurism is the mushroom-shaped Dongdaemun Design Plaza, a masterpiece of aluminium and concrete curves designed by the late Iraqi-British architect, Zara Hadid.
Dongdaemun Design Plaza is the centrepiece of South Korea's fashion hub
Still strikingly modern despite being built in 1969, N Seoul Tower is a broadcasting tower on the summit of Mount Namsan. Home to multiple restaurants and observation decks affording hard-to-beat views of the city, this is one of the city’s top attractions. Below ground, in the expansive atrium of Starfield Coex Mall, Starfield Library’s towering, curved bookshelves have become a social media sensation; weave through the crowds snapping photos to seek out the (slightly) quieter seating on the upper level.
Cutting-edge K-beauty
When it comes to beauty and skincare, Korea is ahead of the curve. Seoul is the best place to try some of the buzziest K-beauty trends, like glass skin and 7-step skincare. Browse an overwhelming array of products at the iconic Olive Young chain stores, or have a bespoke foundation mixed by a robot at Laneige. For the ultimate indulgence, jump on the latest social media trend and try the 15-Step Scalp Treatment at Park Jun Beauty Lab – a heavenly mix of deep cleansing and soothing massage.
Next-level nightlife
There are 21 bars in Seoul on 50 Best Discovery, so whether you want a laid-back dive bar like Kissk, a sophisticated speakeasy like Charles H or to sip zero-waste cocktails at uber-chic Zest (No.9 on The World's 50 Best Bars 2024 list), the nightlife in Seoul is as varied as the city itself. The student neighbourhood of Hongdae is electric after dark: think lots of neon, late-night bars, and buskers surrounded by crowds of revellers. Immerse yourself in the Korean craze for karaoke at a noraebang (rent-by-the-hour karaoke rooms) or embrace the analogue at an LP bar: retro music shops where vinyl and paper-based request systems reign supreme.
Known for its zero-waste cocktails, Zest has been in the top five of Asia's 50 Best Bars since 2023
In a city obsessed with themed establishments, it’s no surprise that there are plenty of concept bars. Step into a vintage first-class train carriage at Pussyfoot Saloon or sip tea-infused spirits at Bar Tea Scent, a unique reimagining of a classic tearoom.
Concept cafés
With over 24,000 cafés dotted across the city, Seoul’s coffee culture is one of its most vibrant and varied scenes. In Korea, the café is as much a part of the experience as the beverage itself, which explains the almost dizzying array of concepts. There are cat and dog cafés, others themed around beloved cartoon characters, even an unofficial (and invariably crowded) Harry Potter café, 943 Kings Cross.
Snack on vegan pastries while writing a ‘letter to the future’ at Nuldam Space – the café will post it in one year’s time. Get cosy with a coffee and croissant at Rain Report, where it rains 365 days a year. Or visit one of the world’s most unique Starbucks at Seoul Wave Art Center, on a floating barge in the River Han.
Contemporary Korean cuisine
For the latest in contemporary Korean cuisine, head to Kwonsooksoo, where time-honoured techniques feed a creative take on classic Korean cooking. At Mingles (No.44 on The World's 50 Best Restaurants 2024 list), discover the concept of jang, the trio of fermented sauces that form the very basis of Korean cooking and which are integral to chef Mingoo Kang’s menu.
A dish from Mingles, which was named The Best Restaurant in Korea 2024
Jang also forms the backbone of Cho Eun-hee’s menu at the light-filled, industrial-chic Onjium. Cho trained in Korean royal court cuisine; her delicate dishes expertly marry the old with the new. Other hotspots worthy of a mention are the fermentation-focused 7th Door, Born and Bred, where top-quality Korean beef is the star of the show, and – re-opening in 2025 – the highly lauded Mosu.
Shopping in Seoul’s ‘Brooklyn’
Seoul has plenty to entice shopaholics, from chaotic markets to glittering malls. Myeongdong is the primary shopping and tourist hub, where international brands, independent shops and street vendors vie for space.
Alternatively, there’s the grittily industrial, newly trendy district of Seongsu. Nicknamed the ‘Brooklyn of Seoul’, it’s bursting with independent boutiques and art galleries – don’t miss the pop-up shops at Common Ground, built from stacked shipping containers.
For designer delights, head for the gleaming skyscrapers of Gangnam, where you’ll find Starfield Coex Mall, Asia’s largest underground mall. Gangnam’s Apgujeong-ro is lined with high-end luxury brands, so keep your eyes peeled for K-pop stars while you browse.
From palaces to hanoks
Long before it was the sprawling metropolis we know today, Seoul was the main seat of political power for the Joseon dynasty (1392–1910). Visiting at least one of the Five Grand Palaces in the city is a must: Changdeokgung Palace is the best preserved, but the largest and most famous is Gyeongbokgung Palace, which dates from 1395. It's worth battling the crowds to explore the complex of exquisitely restored Joseon architecture, landscaped parks and the charming Hyangwonji pond with its island pavilion.
A visit to at least one of the city's Five Grand Palaces is a must on any trip to Seoul
Nearby, Bukchon Hanok Village is a cluster of sloping alleyways lined with restored hanoks, traditional wooden houses, many of which now contain boutique shops, eateries and several small museums. If you want to learn more, head to the National Museum of Korea for a comprehensive overview of the country’s history, art and culture.
Savouring simplicity
Sample two classic Korean dishes at Woo Lae Oak, a cosy family-run restaurant that frequently draws block-long queues for its pyeongyang naengmyeon (cold buckwheat noodles) and bulgogi (thin strips of marinated beef).
Some of Korea’s best dishes are the simplest, often available cheaply at street food stalls. Look out for hotteok (doughy pancakes stuffed with nuts, honey and cinnamon), gyeran-ppang (sweet, steamed bread with a whole egg inside), and tteokbokki (chewy rice cakes in a spicy sauce).
Popular as an appetiser or a pre-drink snack, Korean fried chicken is a must: crispy, tender, and usually eaten with pickled radishes and beer. KyoChon and BHC are two of the most popular chains. And of course, you can’t forget about Korean BBQ (generally a communal, self-cook affair) or bibimbap – a classic rice bowl dish with seemingly endless variations.
The next edition of Asia’s 50 Best Restaurants, sponsored by S.Pellegrino & Acqua Panna, will be announced on 25 March 2025 from Seoul.
