A cultural guide to Seoul

Seoul might not boast a long list of obvious landmarks to tick off on a sightseeing bus tour, but that’s the beauty of this city—it’s all about embracing the lifestyle, one that has been uniquely influenced by cultural and technological developments from Hollywood and Tokyo, as well as its own rich heritage.

Today Seoul is a young and energetic city, a patchwork of ultramodern architecture and ornate 600-year-old wooden buildings that yield contrasting scenes all over town. From an exciting traditional-meets-modern food scene to futuristic fashion and beauty shopping, and of course K-pop mania, Seoul is a place you’ll want to immerse yourself in.  

Art & architecture

Learn more about the dynastic history of South Korea with a visit to Changdeokgung Palace, with its elegant pavilions of brightly painted, intricately carved wood details and tiled roofs; the perfectly preserved UNESCO World Heritage Site, which dates back to the 15th century, served as a royal residence for more than 200 years. Consider renting a hanbok for the day; Changdeokgung, and the city’s other four palaces, offer free admission to anyone wearing the traditional Korean dress. 

For examples of traditional Korean housing, often constructed of wood and earth with tile roofs, the picturesque Bukchon Hanok Village should be on any itinerary. But for a detailed look at how those in the formative Joseon era (1392-1897) really lived, you need to book tickets to The Furniture Museum, where around 2,500 objects are curated into living room scenes (the museum was temporarily closed for maintenance at the time of writing).  

Meanwhile, the Leeum Museum of Art is also thought-provoking, displaying Goryeo dynasty works contrasted with contemporary Western pieces, such as Louise Bourgeois’s 30-foot steel Maman spider sculpture, which greets visitors on arrival. 

Music

The origins of K-pop date back to the 1950s, but Seoul’s own musical genre has been having its global moment in the last six or so years, with bands like BTS and Blackpink cracking the American and European markets. Seoul’s poster girls and boys, known as K-idols, can be spotted on billboards everywhere, but catch them in concert at one of the city’s enormous venues (KSPO Dome or Jamsil Arena) to fully appreciate the hysteria in their homeland. 

At the very least, in Seoul you must try noraebang (karaoke). The city is full of “singing rooms” but serious singers should book Helicon at the Grand Hyatt Seoul, with its private suites and world-class sound system. If you’re a tourist just looking for a taste of the action, try a “coin noraebang” venue that allows you to pay per song (Su Noraebang has outposts all over town). Need courage? Down a little soju (Korean rice spirit) first—extra points if it’s from one of the idols’ stylish soju brands.

South Korea is also home to some of the most innovative skincare brands on the planet—it’s the birthplace of trends like BB creams—so many visitors opt to go big on beauty. A visit to health and beauty chain Olive Young is a must (its flagship is in Myeong-dong): Marvel at what’s on the shelves, and bring back a suitcase full of samples to slather on when you get home. Sheet masks make great gifts. 

Watch before you go

Suddenly, K-pop is no longer the only Korean entertainment export that’s exciting audiences around the world. Enter K-dramas: Korean-made films and TV programs generally recognized for their high production value, and intense, captivating storylines. Netflix’s brutal thriller Squid Game and zombie period piece Kingdom, as well as psychological horror film Parasite, are just a few worth checking out.