When in Seoul
Explore Seoul like a local and journey beyond its contemporary architecture and historical landmarks to experience authentic shopping, dining, and opportunities to
Seoul is a city brimming with life and culture, a diverse tapestry of neighborhoods where grand palaces and lively food markets stand side-by-side with bustling shopping streets and luxury malls. With so much to choose from, the discerning traveler may find themselves spoiled for choice. However, the key to unlocking the essence of Seoul is simple: do as the locals do.
To gain a deeper insight into the current local trends, the Seoul Tourism Organization partnered with Kyung Hee University to analyze online search data focusing on shopping, dining, and outdoor activities. The research shed light on emerging trends that closely align with the objectives of Seoul Edition 23, a tourism campaign featuring V of K-pop group BTS as an Honorary Tourism Ambassador for the city. Under the theme of Seoul Edition 23, the Seoul Tourism Organization’s campaign reimagines the city’s rich heritage in the context of its rapidly evolving contemporary culture, inviting visitors to experience Seoul 2023 during this limited time before the city evolves again.
Newtro: Modern Twists on Classic Fashion
Seoul’s approach to shopping focuses on fun and experimentation, which has helped transform South Korea into a global trendsetter. From vintage to retro, fashionistas across the world have long enjoyed digging up bygone styles here. In Seoul, a new trend dubbed ‘newtro’ has taken center stage. This style, which has seen a surge in keyword searches, pays homage to the aesthetics of the 1990s and 2000s, blending them with contemporary trends.
The Seongsu-dong neighborhood, often likened to Brooklyn, is a great spot for those seeking to expand their wardrobe. Embodying the newtro ethos of harmonizing vintage and contemporary, this district has transformed repurposed warehouses and dye workshops into trendy craft coffee shops, artisanal cafes, and fashion boutiques that have captured the hearts of savvy locals. Seongsu-dong is also known for its pop-up stores—temporary commercial spaces that appear in unlikely places and utilize colorful artwork and interior design to give shoppers a unique and often photo-worthy experience.
Dongmyo Flea Market, located in the historic Jongno neighborhood, is another area popular among fashion enthusiasts. The stalls here offer the chance to browse antiques and get great deals on vintage, second-hand clothes. Following a day of shopping, visitors can immerse themselves further in contemporary Korean culture at the Sejong Center for the Performing Arts in Gwanghwamun, renowned for its theaters, galleries, and photo-worthy video exhibitions.
Gourmet Flavors, Local Style
Seoul presents one of Asia’s most eclectic food scenes, blending traditional eateries with modern restaurants. While offering cuisines and flavors from across the world, Korean food reigns supreme, evidenced by the popularity of traditional food stalls and locally owned bistros.
For a traditional food stall experience, head to Gwangjang Market. The stalls here are often run by older women affectionately known as ‘aunties’, and offer local favorites, including gimbap (seaweed-wrapped rice rolls featuring various fillings), hotteok (a sweet pancake filled with sugar and nuts), and tteokbokki (rice cakes in a spicy sauce). The artsy neighborhood of Yeonnam-dong, located near Hongik University district, is packed with lively music, bars, and street art, and visitors can find a wealth of international and Korean fusion food here.
For a more off-beat experience, the neighborhood around Euljiro 3-ga—playfully referred to as ‘Hipjiro’ due to its popularity among Seoul’s young and hip—has been the city’s historic manufacturing hub since the 1960s. As manufacturing modernized, space was made for hidden speakeasies, artisanal cafes, and creative new restaurants. Research from the Seoul Tourism Organization and Kyung Hee University shows that Euljiro has seen an uptick in online searches and is becoming an increasingly popular place for locals.
Escape into Nature
Seoul’s charm extends beyond its culinary wonders and vibrant shopping scenes. Uniquely located and surrounded by nature, Seoul hosts a number of accessible escapes. Visitors can enjoy hiking routes and urban camping sites dotted throughout the city. What’s more, the ubiquity of delivery apps ensures that local campground delicacies, from savory ramen to crispy fried chicken, are just a tap away.
Seoul’s nature also caters to various skill levels. Bukhansan and Gwanaksan both host numerous hiking trails, ranging from beginner to advanced, while Inwangsan’s main trail along the Seoul City Wall—originally constructed in 1396—suits intermediate hikers. For a relaxing nature experience, rent a tent, chairs, and even board games for a sunset picnic at Noeul Campground, Nanji Campground or across the river at Yeouido Hangang Park.
Life and Seoul
In Seoul, the allure of incredible shopping, food, nature, and rich traditions is undeniable. But venture beyond the well-trodden path and visit the city like a local for a truly memorable experience. Whether shopping for funky newtro outfits, snacking on traditional gimbap, or hunting out the perfect campsite, follow the locals. At the end of the day, it’s them who give this vibrant city
