South Korea’s influence on popular culture has permeated far and wide, from kimchi to K-Pop, skincare to Squid Game, and if recent figures are to be believed — its cultural exports are creating a tourism boom for its capital, Seoul. According to the Korean Tourism Organisation, some 7.7 million foreign visitors came in the first half of 2024, 73% up on the same period in 2023. It is hoping to attract 30 million annual visitors by 2030.
The blueprint is one that was created by its neighbouring country Japan, which experienced a boom in popularity in the early 2000s in the wake of Sofia Coppola’s love-letter to Tokyo Lost in Translation, and Studio Ghibli’s Spirited Away. The K-wave, also known as hallyu — a Chinese term that translates to ‘Korean wave’ — has rippled across the world, as K-pop, K-dramas and K-beauty have all become commonplace. In 2021, 26 Korean words were added to the Oxford English Dictionary. In 2024, seven more were added. Make no mistake — this is a county on its ascent to the apex of popularity.
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It's little wonder that the capital of South Korea has undergone something of a cultural revolution, and it's that propulsion that is the heartbeat of Seoul. From the food to the fashion, Seoul is one of the world's most palpably alive and energetic cities. This is how to do it in style like an ELLE UK editor.
Where to stay
Mondrian Seoul Itaewon
Nestled in the heart of Itaewon, which is Seoul's cosmopolitan international district, is the Mondrian. Despite being the first Mondrian hotel in Asia, the 295-room offering has all of the prowess of a well-established debut.
The Mondrian in Seoul feels cosmopolitan, and the hotel's offerings reflect that (if a hotel can be judged by its breakfast offering, then the Mondrian's Itaewon space is a ready-made success story, offering traditional Korean breakfast staples as well as continental breakfast options.) Think plush beds, modern bathrooms and an expansive gym, sauna and indoor pool.
Once you've indulged your wellness senses until your inner fitness guru is content, take the elevator to the rooftop of the hotel, where you'll find the Privilege bar, which offers 360 views of the bustling city. Order a glass of something fizzy, and try and snag a table at sunset so you can watch as the sun dips its waist below the Seoul — there are few sunset spots that are better in the city.
RYSE, Autograph Collection
Located in the heart of Hongdae, RYSE is in the heart of Seoul's most glittering shopping destinations. Expect city views, pillowy-soft beds and a beating location in the heart of the city where you're just a stone's throw away from all of the cultural excursions that Seoul has to offer.
Where to eat
Kyochon Pilbang
Tucked away behind a heavy cast-iron door, Kyochon Pilbang is a must-visit if heading to Seaoul. The Korean fried chicken speakeasy came recommended by several friends, and for obvious reason, too. The concept is simple: while nibbling on free bowls of popcorn and sipping on an ice-cold Korean beer, you can scroll through the restaurant's chicken offerings, which then are brushed with a sauce of your choice. If you're a lover of spicy chicken, this one's worth a pitstop.
Gwangjang Market
Gwangjang Market is one of the oldest and largest traditional markets in South Korea, with more than 5000 shops, and it's well worth a visit for anybody staying in the city. I came for the experience but stayed for the endless stalls selling steaming plates of freshly-made tteokbokki (Korean rice dumplings), miniature novelty doughnuts and freshly-squeezed fruit juices.
Myeondong Kyoja
A restaurant that has only four things on the menu might not sound like much of a bookmark-worthy restaurant, but Myeondong Kyoja, which is a family-run restaurant that first opened its doors in 1966, is the exception to the rule. The dumplings truly have the power to rewire brain chemistry, and its Kalguksu, Mandu and Bibimguksu. Oh, and did we mention that it has a spot on the Michelin Guide too?
What to do
Starfield Library
Boasting bookshelves that are 13 metres tall, Starfield Library, which is located in the heart of Gangnam's COEX Central Plaza, is a bibliophile's dream come true.
It is open to the public, free to enter and houses more than 50,000 books as well as over 400 types of magazines, making it a must-visit for any word obsessive.
National Museum of Korean Contemporary History
South Korea has developed into one of Asia's most affluent countries since partition in 1948, while its Northern counterpart has slipped into totalitarianism and poverty. History buffs and novices alike agree that the National Museum of Korean Contemporary History is a must-visit for anybody visiting Seoul as it offers the most unbiased and well-rounded depiction of Korea's storied history.
DMZ
The highlight of my trip to Seoul was my trip to the Korean Demilitarised Zone (DMZ), which is the four-kilometre buffer zone that separates North and South Korea. Described as 'the scariest place on earth' by Bill Clinton when he visited as president in 1993, the DMZ has served as a buffer between the two Koreas since their three-year conflict ended in 1953 with a ceasefire but not a peace treaty – meaning that the two are still technically at war. A short drive from Seoul city centre, the way to visit the zone is to travel with a tour group, which will include a translated tour, a bus transfer and visits to the Freedom Bridge, the 3rd Infiltration Tunnel, Dora Observatory, and Unification Village, all of which sit within the buffer zone.
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Naomi May is a seasoned culture journalist and editor with over ten years’ worth of experience in shaping stories and building digital communities. After graduating with a First Class Honours from City University's prestigious Journalism course, Naomi joined the Evening Standard, where she worked across both the newspaper and website. She is now the Digital Editor at ELLE Magazine and has written features for the likes of The Guardian, Vogue, Vice and Refinery29, among many others. Naomi is also the host of the ELLE Collective book club.
