Head to Seoul to experience fashion, beauty, innovation and a vibrant culture where tradition meets modernity.
Korea’s hunger for constant improvement has bled into every facet of society. The result? A fast-paced epicenter, perfect for travelers to visit, shop, and relax.
Among all the destinations in the Land of Morning Calm, the capital, Seoul, welcomes travelers with its latest innovations in beauty, fashion, and technology. The city is a hotspot for cultural, culinary and shopping experiences, ranging from trendy cafes and K-beauty stores to historical sites.
Planning your next visit to the city? These are the must-see spots to add to your itinerary.
What to See
N Seoul Tower
Nestled in Namsan Park in the historical neighborhood of Jung-gu, N Seoul Tower welcomes travelers to one of the best views in Seoul. The tower (best known as Namsan Tower) sits atop a 262-meter peak. Due to its high vantage point, the structure offers a vast view of the city skyline. However, visitors can pay to enter the observatory for a clear, panoramic vista.
Namsan is accessible via means of transportation catered to different travelers’ needs. Outdoors enthusiasts can hike up the park trails, while cable cars and buses are more convenient for those wishing to squeeze more into their day. Entry into the park is free. Cafes, eateries and a gift shop are available to the public.
Outside the tower, people can find decorative locks hooked on the walkway railings in the park. Traditionally, couples would write on a love padlock and fasten it to fences and railings as a symbol of unbreakable love. However, due to media portrayals, the activity has grown popular amongst locals and tourists, who also partake in the tradition with their friends and families.
Traveler’s Tip: Avoid hiking to the tower in the daytime during summer months. The weather can be extremely hot and humid.
Address: N Seoul Tower – 105, Namsangongwon-gil, Yongsan-gu, Seoul 04340, South Korea.
Instagram: N Seoul Tower
Gyeongbokgung Palace
South Korea experienced rapid industrialization and state-led urban development during the latter half of the twentieth century. Originally impoverished by wartime and colonial rule, the country turned into one of the world’s industrial powerhouses. With unmatched speed, towering skyscrapers replaced traditional buildings. Now, traditional enclaves are scattered throughout the city, seamlessly blending wth modern-day constructions.
A prime example is Gyeongbokgung Palace — the first royal palace established during the Joseon Dynasty. Built in 1395, the palace stands tall amidst the bustling district of Jogno. Unfortunately, the palace looks different in the 21st century due to the deconstruction attempts it underwent. However, countless reconstruction efforts have maintained its integrity over the years.
Gyeongbokgung Palace remains a special spot for an immersive cultural experience. The palace grounds house more than five hundred buildings, spanning over 4.4 million square feet. Despite its sprawling extension, the palace is often packed with visitors enjoying cultural activities. Online, travelers have the option to book food, cultural, and walking tours around the grounds.
The most common activity is the hanbok (traditional Korean dress) rental service. Many shops have stationed themselves within walking distance of the palace entrance. The service commonly includes a hanbok fitting, traditional hairstyling and accessories. Hanbok rental shops are easy to find and book online through social media and the travel website Klook. Visitors wearing traditional clothing get free entry to Gyeongbokgung Palace.
Traveler’s Tip: Opt for comfortable, closed-toe shoes when visiting the palace. Fine dirt covers the grounds so things can get messy, especially during the Monsoon Season.
Address: Gyeongbokgung Palace – 161 Sajik-ro Jongno District Seoul, South Korea.
Instagram: Gyeongbokgung Palace
Where to Shop
Olive Young N Seongsu
South Korean beauty and wellness retailer Olive Young sprang onto the country’s beauty scene in 1999. Throughout the years, it has become the largest beauty and health retailer in South Korea. Earlier this year, The Korea Herald reported that the company’s net profits have grown by 72.2%, resulting in 466 billion won in 2023.
The beauty retailer opened up their newest venture, Olive Young N Seongsu, towards the end of 2024. The “N” stands for their commitment to “offering new and next-level experiences” for their consumers. Meanwhile, Seongsu calls out the location of the brick-and-mortar store. The neighborhood of Seongsu bustles with trendy eateries, pop-up shops, and exhibits. So, Olive Young’s newest installment is right at the heart of the city’s shopping hub.
Within its five stories, Olive Young N Seongsu features twelve specialized areas, including their exclusive Trend Fountain and K-pop Zone, which features pop-up shops for Korean artists’ merchandise. Their interactive skincare and makeup studios, on the other hand, allow customers hands-on experiences with their products. The upper floors also function as meeting spaces for global buyers and marketers. Overall, Olive Young positioned its newest venture as a global hub for Korean beauty and wellness.
Address: Olive Young N Seongsu – 13 Yeonmujang 7-gil, Seongdong-gu, Seoul, South Korea.
Instagram: oliveyoung_global
Blue Elephant
South Korea has a rich history in eyewear manufacturing and, in most recent years, sunglass design. Since the early 2010s, Korean eyewear has become recognizable in the industry for its large, dark frames and modern silhouettes.
However, the well-crafted glasses often presented a substantial price tag. Or at least, that was the case until the Korean eyewear brand Blue Elephant stepped onto the scene. The brand launched through domestic fashion retailers in 2019, taking inspiration from American colorways and 1970s designs — but with a Korean twist.
The best part? A single pair of Blue Elephant glasses runs for approximately a third of their competitor’s products on the market. Blue Elephant now offers optical eyewear and sunglasses across their twelve stores in South Korea. In Seoul, each of their stores boasts distinctive aesthetics, so it’s important to do your research before visiting.
Address: Blue Elephant Space Myeongdong – 1-8, Myeongdong-gil, Jung District, Seoul, South Korea.
Instagram: blueelephant
What to Eat
KyoChon Pilbang (교촌필방)
Due to the Hallyu Wave (Korean Wave), Korean fried chicken has gained global recognition for its airy crunch and distinct soy garlic flavor. Like any culinary experience, nothing tops trying a dish directly from the source.
Korean chicken franchise Kyochon Chicken has been a local favorite since its doors opened in 1991. According to the global data and business intelligence website Statista, in 2020, Kyochon was the most popular Korean fried chicken brand among Millennials and Gen Z in South Korea. They’ve kept their momentum going by creating innovative experiences for their consumers.
Located in the metropolitan neighborhood of Itaewon, KyoChon Pilbang invites customers to a fried chicken speakeasy. Designed by the award-winning firm None Space, the restaurant showcases its history through art and food. KyoChon Pilbang’s minimalist design concept focuses on paint brushes to represent their meticulous seasoning process.
Two of their specialties are the omakase and signature sets. The omakase set features a fixed number of dishes that reinvent Korean classics. The signature sets — fried chicken, sauces, and paint brushes — arrive at the table for a unique experience. After ordering the dish, customers can taste-test the different flavor profiles by hand-painting sauce onto their chicken. It’s no wonder that KyoChon Pilbang coined itself the “Place for Best Chimaek (Korean term for fried chicken and beer).”
Address: KyoChon Pilbang (교촌필방) – 127 Bogwang-ro, Yongsan District, Seoul, South Korea.
Instagram: kyochon_pilbang
Cafe Highwaist Ikseon
One subway ride away from Gyeongbokgung Palace stands the Korean, English-inspired cafe and bakery, Cafe Highwaist Ikseon. Despite the over-saturated cafe scene, the shop has maintained popularity for its vintage aesthetic and Western-influenced baked goods. The self-titled “animal bake shop” has also accrued popularity for its signature animal cookies, biscuits, and cakes — the cafe often shapes their goods in animal forms and decorates them with icing faces.
Korean pop star Jennie Kim is one of the shop’s famous customers. (ICYIM, the star even posted her birthday cake on social media.) Just “like JENNIE,” foreign travelers can order their own custom cake online for on-site pickup on the travel website Creatrip.
Cafe Highwaist Ikseon’s most popular items are the rustic scones, Einspänner Coffee (Viennese coffee) and animal-themed pastries. However, if you want to order like a local, listen up. Choose a baked good of your liking and pair it with an iced Americano.
Traveler’s Tip: If the line is too long, travel to their sister cafe, Cafe Layered, located in the Bukchon Hanok Village and Yeonnam-dong.
Address: Cafe Highwaist Ikseon – 18 Donhwamun-ro 11da-gil, Jongno District, Seoul, South Korea.
Instagram: cafe_highwaist
