2024 Seoul Hallyu Travel Guide

ISSN 3022-2648@bigg_jun©Jeon Jaeho

2024 Seoul Hallyu Travel Guide

Contents

008 EAT, WITH SEOUL.
010	The joy of the gastronomical
journey
016 A foodie tour of Seoul

030 SHOP, WITH SEOUL.
032	Separate experiences of day
and night

The charming city of Seoul

038 I shop, therefore I am

invites you.

052 ENJOY, WITH SEOUL.
054	Walking through and drawing
Seoul
060 Feast for the eyes and ears

Welcome to Seoul!
Seoul, the capital of Korea and a global Hallyu hub, is steepedin 600 years of history. It is also a cutting-edge city that is at theforefront of popular culture and digital technologies.

074 PLAY, WITH SEOUL.
076	Dancing with community
082 How to maximize your trip

Much more than a center of global finance and industry,Seoul is also home to a rich traditional culture as well as anexperimental space where new things are developed every day and a
tourism capital blessed with a diversity of content.
This second edition of Seoul Hallyu Travel Guide: Person:able SEOUL
introduces the travel philosophies of cultural creators who residein the city.
It aims to be a guidebook on Seoul’s Hallyu tourism for visitors
who wish to experience—and, of course, enjoy!—the many facets of Hallyu
as well as Korea in general.
Through the digital map, which reflects user preferences, we hope you
have fun exploring the 100 locations that have been selected as Seoul’s
most captivating spaces for food, shopping, sights, things to do, andattractions.
Enjoy your stay in Seoul!
002

096 TRAVEL, WITH SEOUL.
098 Enjoying Seoul fully
104 A memory for your photo album

2024 Seoul Hallyu Travel Guide

Person:able SEOUL
Seoul, a city whose value lies in its people
Date published December 4, 2023 Publisher Seoul Metropolitan Government
Planning & management Tourism Industry Division, Seoul
Casting & organization Harrie Corp. Editing & production Kaya Media Corp.
Copyrights and portrait rights for all writings and photos in 2024 Seoul Hallyu Travel Guide:
Person:able SEOUL are owned by Seoul Metropolitan Government and other copyrightand portrait right holders. Unauthorized use of this book’s content through any means
or in any format not approved by the copyright or portrait right holder may be subject
to legal sanctions. The content of the interviews and space introductions included in thisbook may differ from the stances or opinions of Seoul Metropolitan Government. The
menu items, contact information, and business hours of the establishments mentioned
in this book may be subject to change. This book was printed with ecofriendly-certified
paper and ink. The PDF version of this book can be downloaded for free at Seoul Tourism
Organization’s Visit Seoul.net website(https://www.visitseoul.net).

관광 321-0027
Government Publications
Registration Number

51-6110000-002790-10003

IndexEat
001Club

Grand Peace Palace, Kyung Hee University

Northwest 067

Northeast 061

104

Innercity 020

Guilty Books

45ID

Southeast 089

Gwanaksan Valley

Southwest 105

Mistagyoza

Haenam Sundaeguk

Innercity 017

Moogeunbon

88 Lawn Field, Olympic Park
A Piece & Peace

Southeast 116

Northeast 025

Innercity 039

Lotte Museum of Art

Haneul Park

Southwest 029

Haus by Konban

Amore Seongsu

Northeast 048

HiKR Ground

Hit Coffee Roasters Hannam

Atelier HermèsSoutheast 071

Homi Art ShopBTS No. 1 Forest
Catnbooks

Northeast 016

IFC MallSouthwest 045

D-cube Link Arts Center
Daeun Sikdang

Jingwansa Temple

Southwest 069

Southeast 017

Dear Dahlia Dosan Flagship StoreSoutheast 043

E-Land Cruise

Southwest 088

Korat

fyi

Koriko Cafe

Northwest 039

Southeast 095

Northwest 018

Noryangjin Fisheries Wholesale Market
Innercity 063

Southeast 021

Parasite Photo Zone

Southwest 044

Northeast 083

Sindorim Culture Space Darak
Sinsa HouseSoutheast 086
Innercity 045

Storage by Hyundai Card
Sutek

Innercity 094

Northwest 029

Innercity 111

The Hyundai Seoul
The Viet Nam

Southeas 024

Torikami

Innercity 027

Platz 2

Northeast 069

UmimatoSouthwest 017

L’hypnose de HJ

Northeast 023

Quarter

Northeast 051

Northwest 090

Southeast 024

Rheehall Music Gallery

Goocan Gallery

Southwest 083

LG Art Center Seoul

Southwest 065

Same Dust

Northeast 061

Northeast 051

Sanwoolim Theatre

Northwest 067

Southeast 042

Southwest 044

Innercity 086

Point of View

Southwest 089

Southeast 060

PiknicLes Amis Honnêtes

004

Northwest 072

Southeast 068

Tamburins Flagship Store Sinsa

Innercity 039

Northeast 082

Northwest 050

Innercity 104

Sosoo Book Store

Kwangya Seoul

Line Friends Flagship Store

Seoul Science Center

Innercity 084

Northeast 090

Innercity 109

Southwest 066

Northwest 067

Innercity 073

Noop Café & Pizza Pub

Gonggan Wadiz

GrandGreenhouse,ChanggyeonggungPalace

Southwest 108

Smurf Magic Forest

Pacino Espresso

Northwest 023

Seoul Botanic Park

Southeast 040

Ofr. Séoul

Southwest 028

Southeast 111

Nice Weather Market

Northeast 061

Southwest 064

Seoraeseom Island

Seoul Olympic Museum of Art

NationalMemorialoftheKoreanProvisionalGovernment

Kansong Art Museum

Kissa Koguma

Etude House Sinchon

Northwest 110

Innercity 042

Namsan Cherry Blossom Road

Northwest 114

Innercity 108

Seoul Museum

Southwest 114

Nam-Seoul Museum of Art

Noudit Ikseon

KBS Hall

Northwest 095

TravelSoutheast 112

Seokpajeong

Northeast 025

My Own Private Cinema

Northeast 105

Northeast 115

Southeast 046

Southeast 107

Seokchon Lake

Northwest 091

Jungnang Rose Park

Dream Forest

Eraebook

Northeast 105

Southwest 047

Jamsil Hangang Park

Northwest 087

ComicZone

Northeast 089

Hwarangdae Railroad Park

Southwest 083

Channel 1969

Northwest 045

Hwagyesa Temple

Northwest 110

Innercity 020

PlaySeodaemun Museum of Natural History

Southeast 092

Mullae Arts Village

Innercity 091

Innercity 073

Movement

Enjoy

Seodaemun Hongje Waterfall

Northwest 022

Mooinn GongbangSouthwest 023

Ara Art Center

Breadypost Seongsu

Lotte World Adventure

Northwest 117

Agoongyi Bingsu

Southeast 064

Shop

Understand Avenue

Northeast 038

Walkerhill Road

Northeast 115

Whanki Museum

Innercity 068

Withmuu AK Plaza Hongdae
Yeouido Mulbit SquareNorthwest 046

Southwest 117005

2024 Seoul Hallyu Travel Guide Person:able SEOULThis second edition of Seoul Hallyu Travel Guide: Person:able SEOUL groups Seoul’s 25 districts into
five areas. Under five themes, it introduces 100 special locations.

Five Areas of Seoul (clockwise from Seoul City Hall)
Innercity
Northeast

Gangbuk-gu, Gwangjin-gu, Nowon-gu, Dobong-gu, Dongdaemungu, Seongdong-gu, Seongbuk-gu, Jungnang-gu

Southeast

Gangnam-gu, Gangdong-gu, Seocho-gu, Songpa-gu

Southwest

Gangseo-gu, Gwanak-gu, Guro-gu, Geumcheon-gu, Dongjak-gu,
Yangcheon-gu, Yeongdeungpo-gu

Northwest

Innercity

Northest

Northwest

Yongsan-gu, Jongno-gu, Jung-gu

Mapo-gu, Seodaemun-gu, Eunpyeong-gu

Destinations in Seoul: Categories
Eat

Restaurants and cafés that are popularwith Seoul residents

Shop

Stores that heighten the joy of travel

Play

Art galleries, theaters, museums, andother places to see and enjoy

Enjoy

Southeast
Southwest

TravelPlaces for diverse experiences
Must-visit tourist attractions of Seoul

Tools and Criteria for the Designation of Locations

The 100 locations introduced in this guidebook were selected using Kakao Map’s digital map service. Based on
one year’s worth of Kakao Map data (July 2022 to June 2023), popular locations, including restaurants, cafés, andculture/art attractions, were selected for each area. Of the candidates selected in this way in each of Seoul’s fiveareas and travel categories, this guidebook presents only those that consented to being featured in it. Kakao Map
offers not only accurate location information but also a navigation function that guarantees convenient travel
to your destination via public transportation, car, bicycle, or on foot. 2024 Seoul Hallyu Travel Guide: Person:able
SEOUL will benefit not only tourists but also residents who wish to gain a better understanding of this global
Hallyu capital.

Learn more about2024 Seoul Hallyu Travel Guide: Person:able SEOUL

006©Jeon Jaeho

See 100 Recommended Hallyu Destinations
via Kakao Map

007

EAT,
WITH SEOUL.

008

009

©Jeon Jaeho

CREATOR INTERVIEW

The joy of the gastronomical journey
We sat down with JungYoon Choi—chef of 26 years, vice chair (China and Korea)of The World’s 50 Best Restaurants Academy, foodie influencer, co-author of an
Amazon bestseller, observer and practitioner of cooking in many countries—to seek
her advice on how to take a gastronomy tour of Seoul.

JungYoon Choi Chef

The Korean Cookbook was recently released by
Phaidon. How can it be helpful for those interested ina foodie tour of Seoul? I co-wrote it with JungHyun Park,
who was named Best Chef of New York State by the 2023
James Beard Awards. The book is much more than justrecipes. There are explanations of how to eat Korean
foods and their origins, master chefs, and foods served atfamous restaurants such as Byeokje Galbi and Yongsusan
and for temple stay programs. The more you know about
Korean food, the better a trip to Seoul will be!
The book became an Amazon bestseller as soon as it
was released and the No. 1 book in the Korean cuisine
category. It’s very satisfying. The most popular type offood right now in NYC, a major foodie capital, is “modern
Korean.” I’m glad that it’s bringing international
attention to Korean food.
“NANRO,” which you held with SeoBo Park at Frieze
Seoul, was impressive. NANRO is an irregular gatheringthat is a modern take on the nanrohoe, a social
gathering in the Joseon dynasty where people enjoyedcomposing poetry and music together along with grilled
meat. Since the first meeting in February 2022, NANRO
has been held 23 times so far. Korean food, which is built
on a culture of eating together, really shines when mixed
010

with the cultures of other countries. I hope NANRO
can keep collaborating through culture and the arts inthe 21st century. This year, we launched NANRO Lab, agathering of those interested in the scientific study offood. We are also planning a one-day class event that
foreign tourists can join.
What gastronomical trend d o you find mostinteresting right now? I’m focusing a lot on grillingmeat. Korean barbeque requires a very sophisticatedskill set and embodies the traits that make Korean
cuisine unique. From 2024, we will be issuing a Grill
Master license as an official recognition of Korean-stylemeat-grilling expertise. Grilling meat is the first thingthat usually comes to mind when thinking about Koreanbarbeque or nanrohoe. But grilling can also be enjoyedby vegetarians. Korea actually has an advanced cultureof vegetarian eating, something that a lot of people areinterested in right now. Ancient Koreans grilled not only
meat and fish but also many kinds of vegetables, anda hallmark of Korean meat-grilling is the inclusion ofvegetables. No one eats just meat (laughs). Foreigners
are fascinated by the use of raw vegetables to wrap
the meat in or side dishes such as kimchi, jangajji(pickled vegetables), and namul (edible plants). Daeji
Sikdang, a restaurant in Eulji-ro (a district of downtown
Seoul) famous for its minari samgyeopsal, is great forvegetarians thanks to its delicious kimchi and namul.
What kind of Seoul foodie tour would you recommend
011©Jeon Jaeho

CREATOR INTERVIEW

Another must-go spot is Seoul’s decades-old restaurants,
called “nopo,” and meat places. There are a lot of nopo
in the Euljiro, Chungmuro, and Myeongdong areas.
Meat restaurants in Majang-dong, a district known for
its many meat shops, are spectacular. Byeokje Galbi,
Born&Bred, Sancheong Sutbul Garden, Mongtan, andGeumdwaeji Sikdang are particularly famous. Meatplaces embody Korea’s unique culinary culture, while
fine dining restaurants show how much gastronomy has
advanced in Korea. I’ve been to good restaurants all over
the world and can say with confidence that it’s not only the“expensive” places that are fine dining. True fine dining isfood that the chef has devoted his or her life to preparing.
What recommendations would you give to tourists
who are in Seoul for the first time versus the third or
fourth time? For a first-time visitor, a tour of dishes that
Seoul residents enjoy is best. The focus should be on
popular dishes: food sold at an outdoor market, nopo,
or meat place. Someone who’s been to Seoul several©Jeon Jaeho©Jeon Jaeho

012

to foreign tourists? It’s best to focus on local foodrestaurants with maybe two fine dining establishments.
And visiting an outdoor market is a cultural experiencethat allows you to see what Seoul’s residents actually
eat. There are many markets in Seoul—all are great.
At Noryangjin Fisheries Wholesale Market, you canchoose fresh seafood on the spot and then take it to
the restaurant upstairs, where they prepare it for you. If
you want to see vegetables, go to Gyeongdong Market,
where there is a separate alley just for mushrooms andanother for whole grilled chickens. It’s such a fun place
to be. There’s a restaurant, Andongjip, in the basementof the dried seafood building that serves excellent
kalguksu, cabbage jeon, suyuk, and bibimbap.

times may want to spend more time on fine dining toexperience modern takes on Korean cuisine. Also, thestreet food is quite diverse in Seoul. Myeongdong is a
popular destination, but visitors should keep in mind
that its street food is not all Korean.
Can you give us some tips on how to choose a goodrestaurant in Seoul? I recommend my Instagram
account @jytour (laughs). Seoul Metropolitan
Government operates several websites that offer upto-date restaurant lists. Taste of Seoul (tasteofseoul.
visitseoul.net) has a lot of good information. If you arestaying at a hotel, ask at the concierge desk for goodrestaurants nearby. When I am in a city for the first time,
I search for ones near an outdoor/traditional market.
Looking online is, of course, helpful because it saves a
lot of time. For upscale restaurants, I go to places thatare included in both the Michelin Guide and The World’s
50 Best Restaurants. When planning a foodie tour, I try
to have a balanced mix of local food and fine dining.

©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

013

CREATOR INTERVIEW

To get an idea of the country’s culinary culture, first visit
places frequented by locals, because fine dining is aninterpretation of the local food. It’s always interesting
chefs’ takes on local dishes based on their uniqueinterpretations. Seoul is full of great restaurants, which
are unfortunately mostly unknown internationally. I
propose that Seoul create a global network to promote
its food and establishments. A lot of gastronomy events
disappeared during the COVID-19 pandemic. Hopefully
Seoul can come up with some of its own.
Are there a lot of good restaurants where you work?
The ssanghwacha (medicinal herb tea) at Eulji
Dabang and braised pomfret at Jinmine (InhyeonMarket) were both wonderful. I started using
Instagram because of the many nopo near Sempio
headquarters. Chungmuro and Euljiro, unlike other
districts in Seoul, still have places you can go for adecent meal for only KRW 6,000 per person. My goalas someone who cooks Korean food is to be useful toothers. I want to inform the next generation of theserestaurants so that they can feel the same joy I did.
This is why our book explains how to read a menu, how
to order, and various other things in the restaurant
introductions. We wanted to introduce nopo to younger
readers and the fun of these districts to those who love
travel. Chungmuro and Euljiro’s printing shops and ironfoundries close at 6 p.m., after which these areas take on
a completely different mood at night.
Is there a place in Seoul where one can experience
Korea’s jang culture? Jang is an integral fermented
food—including things like gochujang, doenjang, andganjang (pepper paste, soybean paste, and soy sauce).
Seoul doesn’t have a space for experiencing jangmaking, but most restaurants have at least one or
two types that you can try. You can also experience
vegetarian dishes made with jang by participating in atemple stay conducted by a place like Jingwansa Temple
that is known for its food. If you’re really interested injang culture, try setting aside one full day for a visit to
Seoil Farm, in Anseong, Gyeonggi-do, or the home of
Korean Food Grand Master SoonDo Ki in Damyang-gun,Jeollanam-do. We recently completed the Sempio Jang
Project and are currently working on the Korean Flavor
Research Project, which aims to make people awareof the fun of Korean food and cooking. The project
offers classes and develops new cooking methods andproducts related to them.
014©Jeon Jaeho

015

EAT, WITH SEOUL.

A foodie tour of Seoul

Haenam Sundaeguk
Innercity

As the Korean saying goes, “Even the sights of Geumgang Mountain must wait until after a meal.” Indeed, what is the funof travel, wherever you are in the world, without gastronomical joys? As can be seen from a survey conducted by HANSIK
Conference 2023, held at Samcheonggak, that showed food is a major determinant of travel destination, there is a growinginterest in Seoul’s foodie culture.

Haenam provides a complimentary
plate of gan (steamed beef liver) withorders of its signature sundaeguk(blood sausage soup). The sundaeguk
has a mild yet rich bone broth thatcan be flavored with the red broth of
the kkakdugi (radish kimchi). Most
patrons have sundaeguk for lunch anda plate of suyuk (boiled beef slices) for
dinner with a drink. There is usually aline at peak lunch and dinner hours,
so it is recommended that those whoare pressed for time arrange their visit
accordingly. Haenam closes for the day
once it runs out of ingredients.

©Jeon Jaeho

002

Address 8, Dasan-ro
8-gil, Jung-gu, Seoul

Umimato©Jeon Jaeho

Phone
02-2252-1526

Operating hours 10:00 to
21:00 (closed on Saturdays)

Southwest

Omakase (literally, “I leave it up to you”), a sushi dish made with ingredientsavailable on that day, is delicious but usually comes with a price tag that is too highto be enjoyed frequently. Umimato, a sushi restaurant that sells omakase for as low
as KRW 35,000, is here to save the day with its fresh fish and excellent quality. It has
only a few tables that are difficult to reserve even far in advance, but do not fear:
patrons can get their meal to go, eat at one of the outdoor tables, or order delivery.

003©Kim Wantae

Address 219, Gonghang-daero,Gangseo-gu, Seoul

Operating hours 11:30 to 22:00(closed on Tuesdays)

Phone
070-7543-5832

Instagram@umi.mato©Jeon Jaeho

001
Address
5, Sangwon 1-gil, Seongdong-gu, Seoul
Phone
0507-1442-2058
Operating hours
10:00 to 20:00
Instagram@breadypost_bakery©Han Milim

Breadypost Seongsu

Northeast

If you want delicious pretzels, Ttukseom Station, where Breadypost recently opened
its Seongsu store, is the place to go. One unique menu item is the “tomacorn,” which
is a pretzel filled with cream cheese, dried tomato, and corn that is delicious when
paired with the apple milk tea. This autumn, three new flavors (black sesame, butter,and red bean; triple cheese bite; and sausage) were added to the menu. In the colder
months, onion potato soup and tomato soup are popular sides. The café’s cozy,ivory-toned interior makes it as photogenic as delicious food.

016©Han Milim

Daeun Sikdang
Southeast

This is a favorite dongtaetang(pollack stew) restaurant among
Gangnam’s office worker population.
The dongtaetang is favored both asan accompaniment for liquor or asa hangover soup. Solo travelers canvisit without worrying about seating,as there are almost always patrons
eating alone. Adding a side of roe tothe dongtaetang will make your day
instantly better. Daeun Sikdang also
serves several other meat and seafood
dishes. They are especially delicious on achilly, rainy day.

©Jeon Jaeho

004

Address 6, Yeoksam-ro
5-gil, Gangnam-gu, Seoul

Phone
02-564-4559©Jeon Jaeho

Operating hours 10:00 to
22:00 (closed on weekends)

017

EAT, WITH SEOUL.

Koriko Cafe

Northwest

This delightful café nestled in the posh residential district of Yeonhui-dong is a Kiki’s
Delivery Service-themed café authorized by Studio Ghibli that is operated by Daewon
Media. Housed in a renovated private home, the café has devoted its entire first floor
to a shop that sells official Kiki’s Delivery Service merchandise. The Ghibli movieinspired beverages and desserts are popular with visitors of all nationalities andages. There are also photo spots throughout the café where you can pose holding or
riding a broom, just like Kiki.

005

Address 165-7, Seongmisan-ro,
Mapo-gu, Seoul

Operating hours
11:00 to 20:00

Phone
02-338-8865

Instagram@cafe_koriko©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

018©Jeon Jaeho

019

EAT, WITH SEOUL.

Pacino Espresso©Jeon Jaeho

Southeast

This espresso bar’s instantly-recognizable name was inspired by—as most would
expect—Al Pacino, who played one of the leading roles in The Godfather. The Pacino
Double Cheesecake, which is gluten-free, and financier are perfect accompaniments
for coffee. Shaped and packaged like a cigar, with a thin rectangular band wrappedaround one end, the financier is not only delicious but fun too. Patrons can orderwhiskey or a cocktail or browse through the café’s merchandise, including espresso
cups and t-shirts. A second Pacino Espresso is located right across the street, offering
the Pacino Cream Latte as its signature menu item.

008

Address 37, Gangnam-daero
162-gil, Gangnam-gu, Seoul

Operating hours 09:30 to 20:00(until 00:30 on Fridays and Saturdays)

Phone
0507-1430-4450

Instagram@pacinoespresso©Pacino Espresso©Jeon Jaeho

104

Innercity

A small, romantic café in a back alley of Itaewon, 104 is known for its brown flat, asavory, independently-developed beverage brewed from peanuts. The vanilla latteand flat white are also popular. The Levain Bakery-style cookies, made in several
flavors by a trained pâtissier at the café, are delicious with a cup of coffee and makethe perfect gift item thanks to the beautiful packaging.

006

Address B1, 7, Itaewon-ro 54ga-gil,Yongsan-gu, Seoul

Operating hours
12:00 to 20:00 (closed on Mondays)

Phone
0507-1445-1052

Instagram@104seoul©Pacino Espresso Bar©Jeon Jaeho©Pacino Espresso Bar

Hit Coffee Roasters
Hannaml Innercity©Jeon Jaeho

007

020

©Jeon Jaeho

Address
258, Itaewon-ro, Yongsan-gu, Seoul

Operating hours
12:00 to 21:00

Phone
0507-1377-1263

Instagram@hitcoffee_official

This café serves filtered coffee anddelectable desserts and offers patronsa choice of beans from 12 countries.
The coffee, which tastes even better
if you watch the barista brewing it,
is especially popular among coffee
enthusiasts because it is accompanied
by a small card with information on the
bean’s characteristics. There are many
dessert options, including strawberry
cake, custard vanilla pudding, and pie,
and an outdoor terrace that is perfectfor taking scenic photos of Hannamdong on a sunny day.

©Pacino Espresso Bar©Pacino Espresso Bar

021

EAT, WITH SEOUL.

Haus by Konban
Southwest

This is a tonkatsu restaurant in Sadangdong where there is always a line atpeak meal times. The signature menu
items are the “Mixed Katsu,” which offers
both sirloin and tenderloin; “Ross Katsu,”
which showcases sirloin. Any of themain items can be accompanied by the“One-Bite Curry” or potato salad. The
restaurant is not easy to find for a firsttime visitor, owing to its sequesteredlocation and small signboard. If in doubt,
just call the restaurant to get very easyto-follow directions.

©Jeon Jaeho

010

Korat

©Jeon Jaeho

Address 158-2, Sadang-ro 30-gil,Dongjak-gu, Seoul

Operating hours 11:30 to 21:30(break from 15:00 to 17:30)

Phone
070-8880-3903

Instagram@konban_official

Northwest

A bistro in Mangwon-dong that prepares authentic Thai food, Korat serves delicious
dishes such as pu phat phong curry, galbi pho, Tom Yum noodle soup, and corn som
tam made by a chef who hails from Thailand’s Korat district. The elaborately-lit
interior makes it feel as if you are at a resort town. Despite not having a parking lot
or accepting reservations, Korat is always full at lunch and dinner hours. You may
have to write your name on a board at the entrance and wait your turn.

011©Jeon Jaeho

Address 14, World Cup-ro 19-gil,
Mapo-gu, Seoul
Phone
0507-1337-1679

Operating hours 11:30 to 21:00(break from 15:00 to 17:00,
closed on Mondays)
Instagram @koratmangwon©Lee Soyoung

tonkatsu

L’hypnose de HJ©Jeon Jaeho

Mistagyoza

Northwest

There is a small restaurant in thealley behind Hyundai Department
Store Sinchon that looks like it wastransplanted from Tokyo. Adorned
with cheery traditional lanterns at
the entran ce, Mistagyoza ser ves
various types of gyoza, cucumber andmushroom salad, mapo tofu, karaage,s tir-frie d f ish f lavo re d e ggplant ,highballs, and craft beer. It is best to visit
with a group of people and order several
dishes to be shared. On mild days, you
can sit at one of the outdoor tables.

022©Jeon Jaeho

009

Address 46, Yonsei-ro 5da-gil,
Seodaemun-gu, Seoul

Operating hours
17:00 to 02:00

Phone
0507-1334-1847

Websitemistagyoza.com

Northeast

This French dessert café, located near
Gongneung-dong’s Dokkaebi Market,
serves up warm batches of freshlybaked madeleines, scones, Breton cakes,
canelés, and eclairs that are guaranteed
to brighten up your day when enjoyedwith a cup of coffee or tea. You can also
time your visit based on when yourfavorite dessert is available, as thebaking schedule is posted daily on the
café’s Instagram page. The French-style
brunch—the “buckwheat galette andcidre set,” cheese, jambon (French ham),and sunny side-up egg wrapped in athin layer of buckwheat—will make it feel
as if you are in France.

©L’hypnise de HJ

012©L’hypnise de HJ

Address 11-13, Dongil-ro 178-gil,Nowon-gu, Seoul

Operating hours
12:00 to 20:00 (closed on Mondays)

Phone
010-7496-9420

Instagram@hpnshj_official

023

EAT, WITH SEOUL.

The Viet Nam

Moogeunbon

Southeast

If you are on your way to Jamsil, makesure to visit a Vietnamese restaurant
near Seokchon Lake. Ordering is done ata kiosk next to the entrance, after which
you can take a seat at the bar to wait foryour food. The brisket and ox knee pho,which have been modified by young
chefs to match Korean tastes, are thesignature menu items. You can also add
one of the delicious sides (sweet potato/
shrimp cha gio [fried spring roll], friedshumai [dumpling], and buffalo wingsticks) to enhance your Vietnamese
cuisine experience. The restaurant has
recently become more popular.

©Jeon Jaeho

013©Jeon Jaeho

Address 5, Ogeum-ro 18-gil,
Songpa-gu, Seoul

Operating hours 11:00 to 21:00(break from 15:00 to 17:00)

Phone
0507-1371-2495

Instagram@the_viet_nam_

Northeast

Moogeunbon is a casual whiskey bar
located in Seongsu-dong that also
ser ves other beverages, including
cocktails and coffee. The 1980s-inspired
decor is faithful to the bar’s theme(“moogeunbon” literally means “reckless”
or “baseless”). It serves light snack
foods, such as hot wings and candy,
but patrons are also permitted to bringfood from other establishments. Thereis also a karaoke machine with which
the bartender occasionally belts out his
favorite songs, to the great enjoyment ofpatrons. All of this makes Moogeunbon
a perfect “second round” destination.

016
Les Amis HonnêtesSoutheast

Address 40-1, Seongsuil-ro 8-gil,Seongdong-gu, Seoul

Les Amis Honnêtes, a French phrase meaning “honest friends,” is a bakery café inNonhyeon-dong that is famous for its keubungi, a blend of the croissant and Korean
bungeoppang (“goldfish-shaped bread”). All coffee and bread items are available
as take-out, but the café is nevertheless furnished tastefully enough for magazinequality photos. The “yakgwa cookie,” for which a whole yakgwa (deep-fried, wheatbased confection) is pressed onto a Levain Bakery-style cookie, is a popular item at
the moment that is better paired with misutgaru, a beverage made with powdered
mixed grain, than coffee. There is also a large variety of bagels and croissants.

014

Operating hours
17:00 to 01:00
Websitemoogeunbon.com©Jeon Jaeho

Instagram@moogeunbon©Jeon Jaeho

Address 5, Hakdong-ro 5-gil,Gangnam-gu, Seoul

Operating hours
09:00 to 20:00

Phone
0507-1497-1872

Instagram@lesamishonnetes©Les Amis Honnetes©Jeon Jaeho

A Piece & Peace

Northeast

This famous cake café in Seongsu-dong sells cakes both whole andby the slice with a wide range of toppings, including figs and fig jam
on a bed of genoise, vintage Earl Grey, and fresh fruit. The café, whichis generously illuminated by sunlight during the day, is always full ofpeople wanting to try its cakes or placing orders to go. There are also
many interesting beverages, such as the “Camouflage,” or matcha latte
topped with vanilla cream, and “A Piece & Peanut,” which is espresso
topped with peanut cream. It is the perfect place to take a quiet break
while exploring Seongsu.

015©Les Amis Honnetes

024

Address 17, Seongsuil-ro 12-gil,Seongdong-gu, Seoul

Operating hours
11:00 to 21:00

Phone
0507-1338-4375

Instagram@apieceandpeace©Jeon Jaeho©Jeon Jaeho©Les Amis Honnetes025

EAT, WITH SEOUL.

©Jeon Jaeho©Jeon Jaeho

Torikami©Jeon Jaeho

Innercity

Torikami is a grilled chicken restaurant located at the heart of Euljiro’s iron foundry
alley. Patrons can order one or an assorted array of chicken parts without having
to worry about grilling, as this is done for you by the staff. Torikami is so popularthat if you go at peak hours, you may have to enter your mobile phone number
into an unmanned reader at the entrance and then wait over an hour for your turn.
Even if you do have to wait, you will not be disappointed, as Euljiro is one of Seoul’s
trendiest districts.

017

Address 21, Chungmu-ro 5-gil,Jung-gu, Seoul

Operating hours 17:00 to 23:00(closed on Mondays)

Phone
02-6465-3809

Instagram@torikami_toriniku©Jeon Jaeho

026

027

EAT, WITH SEOUL.

Kissa Koguma©Jeon Jaeho

Southwest

This retro Japanese café located on thesecond floor of an apartment plaza
building in Mullae-dong is a true gem.
Operated by the Japanese owner,
everything from the café’s décor to its
beverages and desserts are Japanesestyle. True to its name (literally, “babybear café”), there are bear statues
positioned throughout. The French toast,pudding, musk melon soda, parfaits,and “pizza toast” make visitors feel as if
they have been suddenly transported toJapan. The pudding, which is made dailyby the owner, is both sweet and rich,
while the coffee is fragrant.

018©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

Address 19, Gyeongin-ro 77-gil,Yeongdeungpo-gu, Seoul (#202, 2F,
Namseong Apartment plaza)Phone0507-1498-3123
Operating hours 12:00 to 20:00 (closed
on Tuesdays through Thursdays)
Instagram@Kissa_koguma©Jeon Jaeho

Sutek©Jeon Jaeho

Northwest

Sutek is a Japanese-inspired café that is known for its pudding, omurice, yakisoba,
and strawberry parfait. Visitors can enjoy a light meal, beverage, and/or dessert at
its sun-drenched, first-floor space. The most popular menu items are the bananabrûlée pudding and coffees. It is frequented by young couples due to its location in
Hapjeong-dong. At peak dining hours, you may have to take a number and wait foryour number to be called. The dishes not only delicious but visually pleasing as well.
After receiving their order, everyone takes photos before eating.

019

Address 4-13, Yanghwa-ro 7-gil,
Mapo-gu, Seoul

Operating hours
11:30 to 21:00

Phone
0507-1447-7666

Instagram@Sutek_love©SutekAgoongyi Bingsu
Southwest©Jeon Jaeho©Jeon Jaeho

020

028

©Jeon Jaeho

Address 28, Gwanak-ro 14-gil,Gwanak-gu, Seoul

Operating hours
13:00 to 23:00

Phone
02-877-0567

Instagram@abing_snu

This dessert café sells patbingsu (Korean
shaved ice) made with red beans thatare steamed in an iron cauldron over anagunggi, or traditional kitchen fireplace,located next to the entrance. Its biggest
merit is that it serves bingsu year-roundwith diverse toppings that are popularwith younger customers, including redbean, fruit, rice cake, chocolate, andmilk tea. The modest first-floor spaceis supplemented by a much larger
basement floor where customers canchat with friends for hours over bingsu.

029

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WITH SEOUL.

030

031

©Jeon Jaeho

CREATOR INTERVIEW

Separate experiences of day and night
SunYuul Yie is a globally-recognized designer on whom Rizzoli New York, the famed publisherof books on fashion and the arts, recently published a brand art book. We met with Yie, whoreflects the dynamic energy of Seoul in her shoe designs, to hear her recommendations about
traveling in Seoul.

SunYuul Yie Shoe designer

Your office and the showroom for your brand, YUUL
YIE, are both in Seongsu-dong. Is there a reason why
you chose this district? Do you have any favorite
places there? I had wanted to settle in Seongsu-dongever since I started developing YUUL YIE, because it was
the center of handmade shoe manufacturing in Seoul.
There is a high concentration of related companies here
as well, such as leather suppliers and factories. Because
we are a made-to-order company, it’s vital to be locatednear them. If we were ready-made (products madein bulk and kept in storage), there would be no need
to be here. Today, Seongsu-dong has cultural spaces
and cafés, but 15 years ago, you’d be hard-pressedto find even one café. I believed in the merits of thisneighborhood and that, one day, it would become as
famous as it is now. It is also, unfortunately, gentrifying:
the popularity has driven up rent, forcing many small
businesses to move to the outskirts of Seoul.
There’s a chicken place near the office I love: a
HudadakQ that has been here for 15 years. They
make old-style fried chicken, golbaengi (sea snail),corn noodles, and fried squid. I also like Frolla, a small
espresso bar that is on the way to our factory. Both thecoffee and the café’s storefront image are wonderful.
Just passing by it makes me feel better.
032

Is there a Seoul travel itinerary you’d recommend to
the fashion enthusiast? I recommend walking fromSeoul Forest to Ttukseom and then to Seongsu-dong.
Enjoy exploring the small alleys full of shops. One of thebest parts of Seongsu is the fact that cafés and design
shops can be found in unexpected places, so try todeviate from the large roads whenever possible. I also
like Café Street and Yeonmujang-gil.
There are a lot of places to shop in Seongsu, from large
chain stores in high-rise buildings to small shops housedin remodeled traditional Korean buildings. There are
now many designer brand stores near Seoul Forestthat are very tempting! Before, Seongsu had only one
designer brand: YUUL YIE. Today, there are many more,which I actually like, as well as select shops such as
Musinsa, Beaker, and Handsome. There are a lot ofdesign platforms popular with people in their 20s and30s. The alleys are full of not only clothing stores but
also shops selling interior accessories and cosmetics.
I like going to Jane March Maison, which sells home
kitchen appliances, bathroom items, dishes, and otherdecorations. The number of vintage shops in Seongsu
that sell nice souvenirs is growing too.
You must have business partners come to visit. What
destinations do you recommend to them other thanSeongsu-dong? Gwangjang Market is one of theplaces I always take foreign guests. It is among themost dynamic places in Seoul and the perfect place for033©Jeon Jaeho

CREATOR INTERVIEW

families because there’s so much to buy and eat. It has
all of Seoul’s unique streetside dishes, including gimbap,
tteokbokki, hotteok, and nakji tangtangi (live octopus).
I’ve had foreigners ask to go several times because
they love the pojangmacha foods. I also recommend
shopping for vintage clothes at Gwangjang Market andthen walking to Dongdaemun and Cheonggyecheon. I
once took a partner who wanted to see clothing shops
to Cheongdam-dong. MUE, BOONTHESHOP, and 10
Corso Como are always popular.
Where do you go for inspiration for shoe designs orbusiness ideas? I’m inspired by traditional Korea. I’ma regular at the National Museum of Korea and Seoul
Museum of Craft Art, where you can see ornaments fromthe Goryeo and Joseon dynasties. I love seeing binyeo(hair pins) and hanbok made by master artisans andadmiring their handiwork. For modern things, simplicity
is a virtue. Things of the past, on the other hand, aredetailed and beautiful. People today are fascinated by
the act of displaying clothing and shoes. In the past, thefocus was much more on the essence of fashion.
I also like Mullae-dong and Hannam-dong, the former
because, like Hongdae of the past, it has a very youthfulvibe. I used to visit it often to learn pottery. There are a
lot of hardware stores and factory warehouses there,©Jeon Jaeho©Jeon Jaeho

034

but it’s peaceful on the weekends because that’s
when everything closes. The atmosphere is similar to
Seongsu. Mullae-dong is still growing, which is why
it hasn’t yet lost its former “color” as a factory district.
It’s an interesting blend of factory sounds weaving
in and out of espresso bars, pubs, and handmade
burger shops. There aren’t many high-rises, meaningthat you can get plenty of sun and enjoy the blue sky
while walking around. Mullae Arts Village is a groupof small art galleries and studios operated by young
artists. I visit Hannam-dong to see exhibitions at theLeeum Museum of Art. The fashion store Comme desGarcons has a café on the first floor that serves delicious©Jeon Jaeho

035

CREATOR INTERVIEW

Hongdae, Yeonnam-dong, and Yeonhui-dong. Spendthe second day in Hannam-dong and Itaewon and thethird in Cheongdam-dong, Apgujeong-dong, Sinsadong, and Garosu-gil. How about going from Seongsu
to Ttukseom and Seoul Forest on the last day? (Jongno
to Insa-dong and Euljiro is also a good route.)©Jeon Jaeho

cake. It feels like you have stepped into Paris or Tokyo.
Haebangchon also has a lot of nice cafés and places toeat, like the French restaurant Comme Moa. I once went
to D Haebang, an Italian restaurant, with a foreign client
who really enjoyed the view.
Is there a merit or attractive quality that you feel isunique to Seoul? One advantage that Seoul has overother cities is the dramatic differences in mood among
districts. Even the same district is very different by day
and night. This is especially true of Euljiro, which is why I
recommend it. In most cities outside Korea, everythingcloses down after 8 pm, and streets start feeling unsafe,
signaling an end to the day’s sightseeing. But in Seoul,
there are plenty of places to go after dinner, including
clubs, pubs, stores, and markets. You can sightsee atnight because there is such little crime in Seoul, andthere are places that are open until late at night or evendawn. The fact that you can explore Seoul any time of
day is always a surprise to tourists.
One special part of touring Seoul is the early morning
foodie culture. You can have a bowl of udon at apojangmacha or order chicken to be delivered to
Hangang Park, where some stores have set up tables
and chairs to encourage you to enjoy fried chicken
outside amid nature! There are always young buskers at
the Hangang River too. I enjoy Yeouido Hangang Park
(one of the 11 smaller parks that make up Hangang Park)
because it offers a nice view of the Conrad Seoul Hotel.
You can also have some ramyeon at a convenience store
while enjoying the refreshing river breeze.
If you have three nights and four days in Seoul, I
recommend taking one full day (day and night) in
036

Before we finish, can you tell us what you’ve been up
to recently (e.g. design exhibition, Rizzoli art book)?
A staffer at Rizzoli New York said that they saw a YUULYIE shoe at Rinascente Milano that reminded themof a sculpture. They acknowledged the brand value of
YUUL YIE and suggested that I write an art book about
it, which is how Sculpture Shoe Fantasy was born. Thissummer, I was featured in an exhibition at Duarte
Sequeira Seoul that displayed YUUL YIE shoes alongside
paintings, photos, and sculptures. At the moment, I’mbusy making enough shoes for Paris Fashion Week
Spring/Summer 2024.
K-pop stars and foreign celebrities wear your shoes.
What are your plans for the future? Over 90% of YUULYIE shoes are exported. My shoe designs have changed
drastically due to COVID-19-caused WFH (work-fromhome) trend. I’m going to continue with my signature
heel design and “dress-up” mood for now. I prefermaking an emotional connection with the customer
over presenting an emotion “visually.” I also want to
do more with wedding and party shoes. In particular, I
want to make wedding shoes that are tailored to eachcustomer’s preferences.

©Jeon Jaeho

037©Jeon Jaeho

SHOP, WITH SEOUL.

I shop, therefore I am

Ofr. Séoul

Seoul is a shopping capital. You can find almost anything in the city, from domestic products to famous foreign brand products,
craft art created by master artisans and young designers, and trendy items based on cutting-edge technologies and culturalcontent. Travel is just as much about the fun of buying local items as it is about experiencing new cultures. Don’t forget tochoose gifts for loved ones!

Innercity

Ofr. Séoul is an art shop that sells
clothing, books, and sundries imported
from Ofr, a Paris-based bookstore that
doubles as an art space. Housed inwhat used to be a private home next to
LEEAHN Gallery in Seochon, it radiatesa “newtro” vibe that is favored by Gen
MZ customers. The most eye-catchingaspect of this shop is the rows uponrows of books, written in English andFrench, on the arts, design, photography,
and literature, some of which are quitedifficult to find in the mainstream bookmarket. There are also stylish canvas
tote bags, vintage clothing, art posters,
and home accessories.

©Ofr Seoul

022©Ofr Seoul

Address
11-14, Jahamun-ro 12-gil, Jongno-gu, Seoul

Websitemirabelle.shop

Operating hours 11:00 to 20:00 (closed on Mondays,
the last Thursday of the month)

Instagram@ofrSeoul

Etude House Sinchon

Northwest

This is a cosmetics store across the street from Hyundai Department Store Sinchon
whose whimsical pink-and-white exterior makes it easy to see from afar. One (paid)
reservation-only service offered is the Foundation Factory, a space where customers
can find their personal color and create their own foundation to match that color or
receive consultation on other cosmetic products. Among other things, customers canreceive skin tone and/or color draping analyses and experience 100 colors produced
just for them by a robot.

023

Address 16, Yonsei-ro,
Seodaemun-gu, Seoul

Operating hours 10:00 to 22:00(11:00 to 20:00 for Foundation Factory)

Phone
02-313-1916

Websiteetude.com©Lee Soyoung©Jeon Jaeho

Understand Avenue

Northeast

Address 63, Wangsimni-ro,
Seongdong-gu, Seoul

Operating hours
10:00 to 22:00 (vary by store)

Phone
02-725-5526

Websiteunderstandavenue.com

024

Address 2F, 8, Cheongpa-ro
47-gil, Yongsan-gu, Seoul
Phone
0507-1416-1197©Jeon Jaeho

038

Innercity

Goal: to be a gathering place where
people who are tired of the hustle
and bustle of the world can read andinteract with each other. Guilty Books
occasionally hosts talks by up-andcoming authors and lectures on various
areas of the humanities. A workshop
on how to write a picture book was
especially well-received. All programs
are advertised via Instagram in advance.

This is a multipurpose cultural space made up of 116 repurposed cargo containers on
a lot that exceeds 4,100 square meters. Because it is a social ESG platform createdthrough the combined efforts of several companies, Understand Avenue pairscommercial activity with the consistent hiring, mostly by young entrepreneurs, ofsocially-underprivileged people including seniors. It is a landmark of Seongsu-dongthat is livening up the district with its cafés, restaurants, exhibition spaces, pop-up
stores, outdoor markets, and various events. The stylishly arranged cargo containers
are always being photographed by visitors.

021

Guilty Books©Guilty Books

Operating hours 13:00 to 18:00 (Tues.
Thur. Fri.), 15:00 to 20:00 (Wed.),
12:00 to 16:00 (Sat.)
Instagram @guilty_books_©Guilty Books

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SHOP, WITH SEOUL.

©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

Nice Weather Market

Southeast

Nice Weather has been popular since its launch as a “new-style convenience store,”and the recent launch of Nice Weather Market was a response to the limited rangeof products that can be displayed in the typical size of a convenience store. It is aselect shop that sells department store brands as well as coveted independently
developed products, including a fire extinguisher, bath towels, mobile phone cases,
rubber gloves, and socks. Don’t forget to try the ice cream!

025

Address 35, Gangnam-daero
162-gil, Gangnam-gu, Seoul

Operating hours
11:00 to 21:00

Phone
02-547-0073

Instagram@niceweather.seoul©Jeon Jaeho

040

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SHOP, WITH SEOUL.

Dear Dahlia Dosan Flagship StoreSoutheast

This is a rare flagship store of a Korean vegan beauty brand located on Dosan-daero,a street lined with luxury brand stores. The first floor is for customers to try out andpurchase cosmetics, while the second floor is a place for them to enjoy afternoon tea.
While the brand has some overseas locations, the Dosan flagship store is frequented
by foreign tourists due to the relatively low prices that are available only in Korea.
The animal cruelty-free brand is inspired by the dahlia, which is why the store’s décor
is characterized by the flower’s signature white and light pink tones.

028

Address 14, Dosan-daero 45-gil,Gangnam-gu, Seoul

Operating hours
11:30 to 19:30

Phone0507-1397-0502

Instagram@deardahlia_flagship©Jeon Jaeho©Jeon Jaeho

Tamburins Flagship Store Sinsa©Jeon Jaeho©Jeon Jaeho

Southeast

This is a cosmetics store in Garosu-gil that is always bustling with Korean and foreign
customers. Tamburins has been gaining visibility for featuring Jennie of BLACKPINK
as its model. It has a sophisticated décor whose most eye-catching feature is thelarge, statue-like objects that are changed every season and popular as photo spots.
In addition to cosmetics, it sells scented candles, soaps, hand creams, and handwash soaps. The stylish packaging and relatively affordable prices make Tamburins
Flagship Store Sinsa the perfect place to buy souvenirs.

026

Address 44, Apgujeong-ro 10-gil,Gangnam-gu, Seoul

Operating hours
12:00 to 21:00

Phone
02-511-1246

Instagram@tamburinsofficial

My Own Private Cinema
Innercity©Cherish Storage

027

042

©Jeon Jaeho

Address#312, 3F, 160, Cheonggyecheon-ro,
Jung-gu, Seoul

Operating hours
13:00 to 19:00 (closed on Mondays
and for holidays)

Phone 02-2273-0220

Instagram @cherish_storage

This store specializing in film content
has recently become a popular datedestination that sells posters, vinyl
records of movie soundtracks, and books.
My Own Private Cinema is a brandcreated by the Community Cinema
Network Social Coop whose three stores,
in Seoul, Busan, and Jeonju, are operated
by a local film and culture organizationthat offers a monthly subscription
service of the same name. If you everfind yourself enjoying coffee at Sewoon
Cheonggye Shopping Mall, make sure to
visit for a trip down memory lane of yourfavorite films and soundtracks.

©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

043

SHOP, WITH SEOUL.

ComicZone

Southwest

This large comic store, which sells
everything from decades-old classics
to the latest Japanese and Americangraphic novels and even figurines
and CDs of idol groups, is a lot of fun
to browse through. The wide rangeof products and comic books makes
ComicZone an enjoyable destinationeven for those who are unfamiliar
with comics. Located close to Seoul
National University (SNU) Station, itsclientele is mostly SNU students andstudents of nearby high schools. Thereis a long table and chairs where you cansometimes see happy customers tearing
away the plastic covering of the comicbook they just purchased to do somereading before leaving the store.

©Jeon Jaeho

030©Jeon Jaeho

Address
B1, 300, Sillim-ro, Gwanak-gu, Seoul

Operating hours
09:00 to 20:30

Phone
02-872-1717

Websitecomiczone.co.kr

Sosoo Book Store

Innercity

A bookstore located near Geumdwaeji Sikdang (Golden Pig)’s Yaksu Station branchthat specializes in literature, the arts, and philosophy, Sosoo Book Store also sells
coffee, cocoa, beer, and wine so that patrons can enjoy alcoholic or non-alcoholic
beverage while reading. Those who purchase a book can receive a non-alcoholic
beverage free of charge. On weekends, the store sells simple dessert items, such as
brownies and French toast. The owner is also an author who publishes a weekly
online newsletter Sosoo Letter.

©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

031

Address 2F, 26, Dasan-ro
20-gil, Jung-gu, Seoul

Operating hours 14:00 to 21:00(closed on Mondays and Tuesdays)

Phone
0507-1303-2439

Instagram@sosoobook©Sosoo Book Store

Homi Art Shop

The Hyundai Seoul
Southwest

The Hyundai Seoul is a department store
decorated with architect Richard Rogers’
signature red installations. Expectations
were running high during the prolonged
construction period of this Yeouido
landmark, which is recognizable evenfrom far away due to its red accents.
The garden on its top floor, a first fora Korean department store in that it
receives all the sunlight it needs throughthe glass ceiling, is especially popular.
The art exhibition space, restaurants,
cafés, and seasonal events keep visitors
coming year-round.

044

029

Address 108, Yeoui-daero,
Yeongdeungpo-gu, Seoul

Operating hours 10:30 to 20:00(until 22:00 for restaurants area)Phone
02-767-2233

Instagram@thehyundai_seoul

Northwest

Homi Art Shop is a fixture of Hongdae’s“culture street” that celebrates its 48th
birthday this year. It sells pencils, erasers,
oil paint, spray paint, busts, canvases,
and anything else an artist could need.
Even if you know nothing about art,
you will want to purchase something(anything!) once you step inside thisfascinating, historic art supply shop, as
it also offers ballpoint pens, diaries, andother things that a non-major, student,
or office worker may need. It has been
popular for decades thanks to its
comprehensive array of Korean brands
and all imported brands that can befound in Korea.

©Jeon Jaeho

032©Jeon Jaeho

Address
20, Hongik-ro 3-gil, Mapo-gu, Seoul

Operating hours
09:00 to 21:00

Phone
0507-1397-8182

Instagram@homi_artshop

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Eraebook

Noryangjin Fisheries
Wholesale Market

Southeast

Eraebook is a bookstore specializing
in foreign books and periodicals. It
sells magazines on fashion, interior
design, and art in addition to books
on diverse practical topics, such as
marriage, cars, and cooking. Everythingis categorized clearly by genre, withmany books and magazines bearing a
Post-it note description written by oneof the Eraebook employees, who arealways prepared to give friendly advice
and assistance to patrons. For bulk
purchases or a subscription purchase,
you may be able to receive a discount.
There is also a parking lot right in frontof the bookstore.

Southwest©Jeon Jaeho

033

Tokyo has the Tsukiji Outer Market,
and Seoul has the always-popular
Noryangjin Fish Market. The market hasa unique “system” in which the customer
purchases seasonal seafood from afirst-floor store and then takes it to arestaurant on the second floor, where itis turned into sashimi, grilled, or used as
the main ingredient for a hearty soup.
There are die-hard fans who only go
to Noryangjin because the sashimi is
chopped thicker there than at other fish
markets. If you are a first-time visitor, asafe bet is to choose a fish store that is fullof customers. In spring, dodari (flounder)
is best, as is mineo (croaker) in summer,
jeoneo (gizzard shad) in autumn, andbangeo (yellow tail) in winter.

©Jeon Jaeho

Address #14, 1F, 843, Seolleung-ro,Gangnam-gu, Seoul

Operating hours
11:00 to 20:30 (closed on Sundays)

Phone
0507-1352-3990

Websiteeraebook.co.kr

Withmuu AK Plaza Hongdae

Northwest

A must-go destination for any K-pop fan, Withmuu is a “K-pop community” that has
been captivating Korean and foreign fans since 2022 by not only selling CDs and idol
products, but also providing spaces for fan communities. Its 400 square meters are
divided into a shop area and a Withmuu Café so that after making their purchases,
customers can congregate at the café and talk about their favorite K-pop stars
over dessert and coffee. Withmuu is located in Hongdae, an area characterized by ayoung floating population.

©Jeon Jaeho

034

Address 2F, 188, Yanghwaro, Mapo-gu, Seoul

Phone
0507-1343-0429

036
Address
674, Nodeul-ro, Dongjak-gu, Seoul©Jeon Jaeho

Operating hours
11:00 to 22:00©Jeon Jaeho

Phone
02-2254-8000
Operating hours
All year roundWebsitesusansijang.co.kr©Jeon Jaeho

IFC MallSouthwest

IFC Mall is a guaranteed pleasant visit because, no matter the dayof the week, its fashion stores and gourmet restaurants are neveruncomfortably full of visitors. The first and second basement floors
house popular fashion brands such as Zara, COS, Mango, H&M, and
MUJI, as well as an Apple store and Youngpoong Bookstore. The thirdbasement floor, which includes a CGV movie theater and various typesof restaurants and cafés, can take at least half a day to explore. The
ground-level spaces are well-lit with sunlight flowing in through theglass ceiling. It is a major shopping destination in Yeouido that is busiest
at Christmas, Chuseok, and Lunar New Year.

035©Jeon Jaeho

046©Jeon Jaeho

Address B1-B3, 10, Gukjegeumyung-ro,
Yeongdeungpo-gu, Seoul

Operating hours
10:00 to 22:00

Phone
02-6137-5000

Websiteifcmallseoul.com©Jeon Jaeho©Jeon Jaeho

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Amore Seongsu

Northeast

Amore Seongsu is housed in what used to be an automobile repair shop. If you apply
for membership upon entering, you will receive a small gift. The exposed concretedécor of the showroom makes the experience of Amorepacific’s many products evenmore interesting. It’s nice to be able to try out a variety of products in the Beauty
Library. The store also has a beautiful, primeval forest-like garden that looks likeit was transplanted from Jeju Island and occasionally hosts mini-exhibitions on
cosmetics-related themes or pop-up stores in collaboration with other brands.

037

Address 7, Achasan-ro 11-gil,Seongdong-gu, Seoul

Operating hours
10:30 to 20:30 (closed on Mondays)

Phone
02-469-8600

Instagram@amore_seongsu©Jeon Jaeho©Jeon Jaeho

048©Jeon Jaeho©Jeon Jaeho

049

SHOP, WITH SEOUL.

©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

Point of View

Northeast

You most likely do not remember the last time you wrote with a pencil. The merits ofthis analog stationery store, which recently underwent an expansion, shine brightly
in today’s digital age. The interior of the store is just as fun to look around as themany types of products. Each of the three floors is organized around a different
theme: Tool, Scene, and Archive. Now that we are reaching the end of 2023, diaries
are a popular gift item, and this is a great place to pick one up.

039

Address 18, Yeonmujang-gil,Seongdong-gu, Seoul

Operating hours 12:00 to 20:00 (closed
on the last Monday of the month)Phone
02-462-0018

Instagrampointofview.seoul©Jeon Jaeho©Jeon Jaeho

Line Friends Flagship Store

Same Dust

Northwest

The Line Friends flagship store is the most visible store along the wide street leading
to Hongik University. The first and second floors are shop spaces filled with goods
related to the Line Friends, the mascots of Naver. The basement floor is a café thatsells desserts and beverages, with kaymak (Turkish dessert made popular by Paik
Jong-won) and sogeumppang (“salt bread”) being the main items. For a recent popup exhibition featuring a character based on the female pop group NewJeans, thearea around the store was gridlocked because of the crowds of fans who came to see
it. On the first floor, there is a photo machine that will take your photo and print it
out on a receipt-like piece of paper free of charge.

038

Address
141, Yanghwa-ro, Mapo-gu, Seoul

Operating hours
11:00 to 22:00

Phone
02-322-9631

Websitebrand.naver.com/linefriends©Jeon Jaeho

040©Jeon Jaeho

050©Jeon Jaeho

Address 2F, 44-1, Seongsuilro, Seongdong-gu, Seoul

Operating hours 11:00 to 19:00 (closed
on Mondays and Tuesdays)

Phone
02-468-2905

Instagram@same_dust

Northeast

A publishing house doubling as ab o ok s tore in Seongsu- dong thatspecializes in photography, Same Dust
presents a wide range of informationt h ro u g h p h o to g ra p h s , t h e m o s t
accessible medium of the modern age,and often showcases projects by Korean
and foreign photography artists. It
also accepts proposals from those whowish to publish a photography book.
A recent event was an author meetand-greet to introduce a new work by
French photographer Letizia Le Fur,
which included a display of limitededition Same Dust books, posters, andpostcard sets.

051

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052

053

©Jeon Jaeho

CREATOR INTERVIEW

Walking through and drawing Seoul
The method favored by DongJu Seol, who is known for his pen drawings, in collecting
stories for his drawings of Seoul is walking. This is because there are scenes that canbe captured only from the pedestrian’s perspective.

DongJu Seol Pen artist

How did you start your City Trekking series? I studied
animation in college. After working at an ad agency fora few years, I quit because I wanted to focus on drawing.
By that point, I’d become familiar with computers.
In 2014, I went to Australia on a working holiday torevive my drawing skills. I worked as a street artist fora year (which requires a license), drawing the faces ofpassersby—basically, relying purely on art for a living.
Whenever business was slow, I drew street scenes with apen. That’s how I returned to pen drawing.
How do you make a pen drawing? Do you draw on thestreet? That’s what I did at first—taking to the streets witha notepad and fountain pen. I could feel the energy of theplaces I was drawing, as if I were a traveler. But because I
couldn’t get all of the details while standing on the street,
I started taking wide-angle photos and then filling in thedetails at my studio. I take several photos of a scene andthen edit them to get the angle and composition I want.
The merits of pen drawing are two-fold: you do not haveto make a base sketch in pencil, and the outcome may
not be an entirely true-to-life depiction. When working ona large project, it’s virtually impossible to avoid mistakes.
054

One or two lines out of place among thousands or tensof thousands doesn’t necessarily make a drawing “bad”:
a depiction of the subject that is slightly different canactually make for better art!
How are you? We understand you’ve been busy lately.
This year, I featured in three consecutive exhibitionsin Seoul, Fukuoka, and Tokyo. I am part of a group,
Complex Seoul, that was formed in 2021 with artists
JaeBum Joo and DongHo Kim and designer DongHoon
Lee. Everyone is either an animation or comic art major,
which gives us a lot in common. “Urban Break” is thefirst of our joint exhibitions in which we showcase thecomplex beauty of Seoul in our own unique ways. The
exhibitions held in Japan were named after the hostcities (e.g. Complex Fukuoka, Complex Tokyo).
Is there a merit or attractive quality that you feel isunique to Seoul? The dense concentration of manydifferent elements. The sheer number of apartments andother buildings is overwhelming at times, but this, too, ispart of Seoul’s blend of the historic and the modern. It ishome to palaces, high-rise buildings, wide streets, and oldalleyways. Euljiro, a district lying at the heart of Seoul, hasa fascinating mix of old hardware stores and trendy cafés.
Which attractions of Seoul would you recommend to055©Jeon Jaeho

CREATOR INTERVIEW©Jeon Jaeho

a first-time traveler versus someone on their secondor third visit? A first-time visitor should go to Jongnogu, the neighborhood I feel is most “Seoul-esque.” It has
everything from historical sites to the latest trends. The
route from Seochon to Gyedong and Seosulla-gil, which
encircles Gwanghwamun, is especially nice. Seosullagil, whose name comes from the fact that it was walked
by patrol soldiers during the Joseon dynasty, is near
Jongmyo Shrine. Surrounded by restaurants and cafés,Jongmyo is a great place to be at any time of day.
For someone who’s been to Seoul several times, I
recommend Mullae-dong. It has hardware stores thathave been transformed into cafés and cultural spaces,
056©Jeon Jaeho

like in Euljiro, as well as cool restaurants. It housesstudios for over 100 artists. Mullae-dong is very trendsetting and favored by young artists. Sindang-dong
and Seongbuk-dong are also becoming popular withyoung people. Sindang-dong has furniture stores andother trendy shops with relatively low prices. It is close to
Hwanghak-dong, which has a large used-goods market.
Seongbuk-dong is home to various themed cafés and ascenic walking trail that runs along a fortress wall.
What is your “philosophy” on travel? As someone wholoves walking, I can say with confidence that there arethings you can see at your destination—especially Seoul—

only on foot. The route from Jongno-gu or Euljiro to
Seoul Station is very walkable. Getting lost is no big deal!
One of the biggest joys of travel is seeing somethingcool because you made a wrong turn somewhere. When
I’m in a new place, I sometimes get off the bus or taxi
early and just walk around in order to experience the funof the unexpected.

©Jeon Jaeho

The “walk drawing” is now your trademark. You
published a book, Euljiro Collection, of drawings ofthis district. I started drawing Euljiro in 2019 because I
wanted to record places in Seoul that are on the vergeof disappearing. Fast-paced change is one of Seoul’s
057

CREATOR INTERVIEW

biggest attractions, but, at the same time, it means that
we are constantly losing much of the city. I like Euljiro’s
decades-old hardware stores, which are being torn downbecause of gentrification. Many of the scenes in the bookno longer exist. The view of Namsan Mountain from
Sewoon Plaza is now blocked by high-rise apartmentbuildings.
We cannot stop the city from changing and growing, but
it would be nice if changes were made in a thoughtful
way. The City Trekking drawings done in Australia, where
the series began, focus on exotic landscapes. Those of
Seoul, however, also reflect my regret about how quickly
the city is changing. I wish I could have done a lot more
drawings of Yeomni-dong, where I grew up. As someone
who photographs alleys in neighborhoods throughout
Seoul every year, I was surprised to see that the house I
used to live in had been torn down. What is just an oldneighborhood street for one person may be a precious
memory for someone else.
Which attractions of Euljiro do you recommend?
Seongsu-dong also has hardware stores, but they are
different from the ones in Euljiro, which has a lot of
printing shops and camera stores. My father worked in
the printing business, so I have a lot of good memoriesof playing in the printing shop. Most of the old hardware
stores are still there. In Euljiro, you can find a hardware
store in the same building as a café or restaurant that
opened yesterday. If you take time to explore the backalleys of Euljiro, you’ll see old buildings without elevatorsand cafés with no signboards. The owners of the newcafés and restaurants seem to have the same passion
for Euljiro as the old-timers, which I find encouraging
because it means that there’s hope for Euljiro’s future.
©Jeon Jaeho©Jeon Jaeho

What are some sights of Huam-dong, the district
where your studio is located? It’s an old neighborhoodat the foot of Namsan Mountain. There are a lot ofJapanese-style houses that date back to the colonial
period. The one I live in, which is near my studio, is 100
years old. Most of the residents have lived there fora long time, and the neighborhood is also pepperedwith hip stores. Walking around Huam Market andthe alleys of Huam-dong is fun. You can walk as far as
Haebangchon, Gyeongnidan-gil, or even Itaewon. It’s agreat place to take a walk or go on a date.
There are foreign tourists staying in Airbnbs in Huamdong who spend all of their time elsewhere and comeback only to sleep. When walking the route from Huamdong to Haebangchon, Gyeongnidan-gil, and Itaewon,
you gradually rise above the surroundings, giving you awonderful view of Seoul. You can see as far as Hannamdong and the nooks and crannies of the city, like
Haebangchon’s trendy cafés and Hannam-dong’s highend boutiques. As the route circles Namsan Mountain, N
Seoul Tower is always visible.
What are your plans, both as a pen artist and traveler?
I hear from a lot of people that a place you see every day
can look very different when presented as a drawing. I
draw things that I’ve seen, but even then, there are times
when the outcome looks different from the original.
There are people who dislike the signboards that line
the alleys of Myeongdong. I think there’s a character andstory behind each that look interesting when combined—a perspective that seems to resonate more with foreign
than domestic viewers. It’s one of the things I love about
pen drawings. I hope to keep adding to City Trekking byvisiting more cities.

058

059

©Jeon Jaeho

ENJOY, WITH SEOUL.

Feast for the eyes and ears

Kansong Art Museum
Northeast

Frieze, a prominent international art fair, is held in London, New York, Los Angeles, and Seoul. This fact alone is proof that Seoul
is gaining recognition as an art hub. Even when not busy with Frieze Seoul and Kiaf SEOUL, major Korean art events, which
are both held every September, Seoul is hosting a variety of other art festivals of varying scale year-round—all of which require
galleries or performance venues.

Kansong Art Museum, Korea’s firstmodern private ar t museum, wasfounded in 1938 during the Japanese
occupation. It is named after the nomde-plume of Chun Hyung-pil, whoinvested all of his financial assets
into preventing Korean ar twork sfrom being taken out of the country.
Today, the museum’s collec tion ismade up of stone statues, metalwork,
pottery, paintings, and books createdbetween the sixth and early 20th
centuries. Hunminjeongeum Haerye, acommentary on Hangeul, the Koreanalphabet, that was published in 1446,
is one of the museum’s most famous
items. Kansong Art Museum will be
reopening in the first half of 2024.

©Kansong Art Museum

042©Kansong Art Museum

Address 102-11, Seongbuk-ro,
Seongbuk-gu, Seoul

Websitekansong.org

Phone02-744-7830

Instagram@kansongart

Grand Peace Palace, Kyung Hee University©Sinsa House©Sinsa House©Kyung Hee University©Sinsa House

Northeast

The most striking feature of Grand Peace Palace, which opened in 1999 for the 50th
anniversary of Kyung Hee University, is the medieval Gothic-style building. The exterior
is decorated with stained glass and granite sculptures, making it a popular photo spot.
Its state-of-the-art stage equipment and sound and lighting facilities make Grand
Peace Palace the venue of choice for not only university events but also concerts of
popular singers, international events, and broadcasting station events. It is a pride of
Kyung Hee University that, with 4,500 seats, can accommodate any type of occasion.

043

Address 26, Kyungheedae-ro,
Dongdaemun-gu, Seoul

Phone
02-961-9250

Websitekhugpp.khu.ac.kr

Rheehall Music Gallery
Northeast

041©Sinsa House

Sinsa HouseSoutheast

Sinsa House is an aging multi-unit house in Garosu-gil, Gangnam-gu, that has beentransformed into a cultural space. The exterior is a meticulous restoration of thebuilding’s appearance as it was at the time of its construction in 1996, which adds anextra layer of context—the lives of the people who lived in the building decades ago—
to the content on display indoors. Last year, it featured an exhibition that spanned
25 rooms that were all furnished differently, making it feel as if you were passing bystores lining a neighborhood street. Sinsa House occasionally hosts a flea market
that is advertised in advance via Instagram.

060

Address 27, Gangnam-daero 162-gil,Gangnam-gu, Seoul
Phone
010-7251-8813
Operating hours
11:00 to 20:00
Instagram@sinsahouse

This is a “secret” place in Seongbukd o n g fo r lis te nin g to m usic t h atoffers the majestic sounds producedby the Western Electric 15A horn, an
American theater speaker created in the
1930s. After choosing from the facility’scollection of 100,000 vinyl records, you
can listen to the record on the speakerthat is best suited for that genre. Songrequests can be made until 8 p.m. forclassical, pop, or jazz but not the latest/
trending music. There is an admission feeof KRW 10,000. Every Tuesday, RheehallMusic Gallery hosts a pop music lecture.

©Rheehall

044©Rheehall

Address 3F, 9, Seongbuk-ro 31-gil,Seongbuk-gu, Seoul

Operating hours
11:30 to 20:50 (closed on Mondays)

Phone
02-745-0202

Instagram@rheehallmusicgallery

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Noudit Ikseon

Innercity

One of the most popular locations in Seoul for pop-up exhibitions and events,
Noudit Ikseon is known not only for its themed exhibitions but also for the landscapeof its neighborhood, Ikseon-dong: namely, the traditional houses and decades-old
restaurants. It is often sought out by corporations as a special event venue. Afterattending an art exhibition or event at Noudit Ikseon, take a walk through Ikseondong to get a feel for Jongno-gu’s unique vibe.

045

Address 28, Samil-daero 28-gil,
Jongno-gu, Seoul

Websitenoudit.com

Phone
070-8806-5856

Instagram@noudit.official©Shin Kyungsub©Shin Kyungsub

062©Shin Kyungsub

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Lotte Museum of Art

LG Arts Center SEOULSouthwest

Originally located in Gangnam-gu, LG Art Center was moved to Magok-dong,
Gangseo-gu, in 2022. Designed by Japanese architect Tadao Ando, the building is so
stunning that tours are conducted on the premises alone. It houses a multipurpose
theater with 1,335 seats, multi-use black box theater, rehearsal rooms, and studios.
Diverse art performances, including musicals, plays, and concerts, are held here yearround. Having opened just last year, the center is equipped with state-of-the-art
lighting and sound facilities. LG Arts Center SEOUL also has a restaurant and caféwith a nice view.

Southeast

This museum is located on the seventh
floor of Lotte World Tower, which, at
555 meters high, is the tallest buildingin Korea and the sixth tallest in theworld. It aims to be a “contemporary
art destination” that “creates newculture through communication anddiversity” and offers a magnificent viewof Seokchon Lake. Lotte Museum of Art
focuses on exhibitions that introduce
new trends in contemporary art andis currently featuring the works ofAmerican visual artist Austin Lee.

048

Address 136, Magokjungang-ro,Gangseo-gu, Seoul

Operating hours
10:00 to 23:00 (closed on Mondays

Phone
1661-0017

Websitelgart.com©Bae Jihun©Jeon Jaeho©Jeon Jaeho©Austin Lee

046

Address 7F, 300, Olympic-ro,
Songpa-gu, Seoul

Operating hours
10:30 to 19:00

Phone
1544-7744

Instagram@lottemuseum©Lotte Museum©Jeon Jaeho©Seoul Tourism Archive

047
064

Address 13, Yeouigongwonro, Yeongdeungpo-gu, Seoul©Seoul Tourism ArchivePhone
02-781-1000

Websiteoffice.kbs.co.kr/kbshallKBS HallSouthwest

If you are a K-pop or K-classical music
fan, chances are that you have alreadyvisited or are planning to visit KBS
Hall, a comprehensive performancevenue of the Korean Broadcasting
System that opened in 1991. With
1,824 seats and an orchestra pit, it isthe venue of choice for TV programs,
musicals, operas, and ballets as well
as KBS-hosted conferences and award
ceremonies. Popular TV programs suchas Open Concert and Golden Oldies
are filmed and broadcast from here.
KBS Hall is the resident concert hall for
the KBS Symphony Orchestra and KBS
Traditional Music Orchestra.

©Jeon Jaeho

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Seodaemun Museum of
Natural History Northwest
Korea’s first public natural history
museum, the Seodaemun Museumof Natural History has been collecting
specimens since opening its doors in
2003. Through its diverse exhibitions
and educational programs, the museum
strives to share its resources on nature,science, and culture in a way that makes
them easily understandable to the generalpublic. To aid such understanding, theexhibition spaces are arranged in temporaland spatial order and incorporate many
three-dimensional dioramas. There is anespecially diverse pool of programs forelementary school-aged students.

©001club

©SMNH

050

©SMNH

Address 51, Yeonhui-ro 32gil, Seodaemun-gu, Seoul

Operating hours 09:00 to 17:00 (until 18:00
on weekends, closed on Mondays)

Phone
02-330-8899

Websitenamu.sdm.go.kr

001Club

Northwest

This is a live performance venue near Hongik University that features both amateurs
and established musicians. Because of the club’s location, most performances are byuniversity students and Gen MZ musicians. It can accommodate 150 people or 120 witha mixture of seats and standing. At 001Club, a sound director and lighting director
are always on-hand, ensuring performances of consistently high quality. The venue
frequently serves as a filming location for TV and movies and is available for rental.

©Jeon Jaeho

051

Address 20, Wausan-ro 18-gil,
Mapo-gu, Seoul

Operating hours
18:00 to 02:00

Phone
010-4764-1822

Website001club.co.kr©Jeon Jaeho

Nam-Seoul Museum of
Art Southwest
The content displayed in NamSeoul Museum of Art is made moremeaningful through the history of
the building, which ser ved as theBelgian Consulate Office during the
Korean Empire (Daehan Jeguk, 18971910). Designated as Historic Site No.
254, the classical-style building is abeautiful blend of red brick walls andstone pillars for the balcony. The firstand second floors are used as galleries,
while the basement floor has meetingrooms and a classroom. The exhibition
currently underway on the first floor,“Kwon Jin Kyu Forever Home,” which
comprises donations from the family oflate sculptor Kwon Jin-kyu, has greatly
increased foot traffic to the museum.

066

Sanwoollim Theatre©Sanwoollim©Sanwoollim

Northwest©Jeon Jaeho

049

Address
2076, Nambusunhwan-ro,
Gwanak-gu, Seoul

Operating hours 10:00 to 20:00(until 18:00 on weekends and holidays,
closed on Mondays)

Phone 02-598-6246

Website sema.seoul.go.kr

Sanwoollim Theatre, which is familiar
to most Koreans for having featured
high-quality dramatic works since 1985,
is the resident theater of Sanwoollim,
a theatrical produc tion company
that was the first in Korea to perform
Waiting for Godot. The theater has also
featured many plays on women’s lives
and identity-related issues, producing
star actors such as Park Jeong-ja, Son
Sook, and Yoon Suk-hwa. Since 2013,
Sanwoollim Theatre has worked with
up-and-coming theater organizations
to feature experimental/unconventional
events, such as Sanwoollim Classics
Theater and Sanwoollim Letter Concert.

052

Address
157, Wausan-ro, Mapo-gu, Seoul

Operating hours 11:00 to 18:00(closed on Tuesdays)

Phone
02-334-5915

Instagram@tcsanwoollim

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Whanki Museum

Platz 2

Whanki Museum was founded tocommemorate the art of Kim Whanki,
whose painting was recently sold ata record-breaking hammer price fora Korean artist at a Christie’s auction,and supported the creative activities ofyoung artists. The museum is housed ina building that received the prestigious
Kim Swoo Geun Prize for its architecturaldesign. The museum’s main building
and two auxiliary buildings often house
exhibitions with very different themes.
Whanki Museum also offers educational
programs for children and adults.

©Whanki Museum

053©Whanki Museum

Address 63, Jahamun-ro 40-gil,
Jongno-gu, Seoul

Operating hours 10:00 to 18:00(closed on Mondays)

Phone
02-391-7701

Instagram@whankimuseum

Northeast

A multipurp ose cultural sp ace inSeongsu-dong that hosts themed
exhibitions and pop-up events andaims to be “a place where different
perspectives come together,” Platz 2’s
most recent event was Seoul Vintage
Fair 2023. It is one of the many facilities
in Seongsu-dong that use a former
fac tor y building for a completely
unrelated purpose. Platz 2 is made up
of two buildings: Building A is an art
gallery, and Building B houses a gallery,gift shop, and café. Don’t confuse it with
Platz S, which is nearby!

Innercity

056
Seoul Olympic Museum of Art

Address 35, Ttukseom-ro 17-gil,Seongdong-gu, Seoul©D-Cube Link Arts Center

Southeast

An art museum specializing in sculpture and drawing with a floor area of 700,000
square meters inside Olympic Park, the Seoul Olympic Museum of Art, often referred
to simply as “SOMA,” houses two exhibition halls. The building was designed tolink nearby cultural attractions, including Peace Square and Mongchontoseong
Fortress, with the surrounding natural environment. Because of this, it is strongly
recommended that a perusal of SOMA’s exhibits be accompanied by a walk aroundthe area outside. Olympic Park features sculptures by 155 artists from 66 countries.

054

Address 51, Wiryeseong-daero,
Songpa-gu, Seoul

Operating hours 10:00 to 18:00(closed on Mondays)

Phone
02-425-1077

Instagram@soma_museum

Phone070-4105-2885
Websiteplatz.kr/25
Instagram@platz_people©Jeon Jaeho©D-Cube Link Arts CenterD-cube Link Arts Center

Southwest

A musical theater that opened in 2011, D-cube Link Arts Center is locatedon the seventh floor of D-cube City, a comprehensive cultural space rightnext to Sindorim Station. Sister Act will be playing here until February
2024. The building’s lower floors are devoted to Hyundai Department
Store D-cube City, while the floors above it house clinics and hospitals.
On the seventh floor is Lotte Cinema’s Sindorim branch. The charm of thisvenue is that it is easy to access and has a variety of facilities.

©Jeon Jaeho

068©Jeon Jaeho

055

Address 662, Gyeongin-ro,
Guro-gu, Seoul

Phone
02-2211-3000©Team Positive Zero

Websited3art.co.kr©Jeon Jaeho

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Atelier HermèsSoutheast

Atelier Hermès is a cultural space in thebasement of Maison Hermès Dosan
Park, a flagship store in Gangnam-gu
that sells fashion and beauty products.
A space that seems to always be hosting
an exhibition of an internationallyrecognized ar tist, Atelier Hermès
supports experimental artistic activity.
It reflects Hermès’ commitment tothe contemporary arts, one example
being the Hermès Creative Awards. The
building’s first-floor show window isitself a mini-gallery that features one
artwork that is changed four times ayear. The basement café serves food andbeverages with Hermès tableware.

057
Address B1, 7, Dosan-daero 45-gil,Gangnam-gu, Seoul
Phone
02-3015-3248
Operating hours
11:00 to 19:00 (closed on Wednesdays)
Websitehermes.com/kr/ko©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

070

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National Memorial of the Korean Provisional
Government Northwest
A memorial opened in 2022 that is a must-visit for Koreans or, even if you are not
Korean, anyone who is interested in Korea and its modern history. Displaying
objects that reflect the spirit and values of the Korean Provisional Government, thememorial strives to secure resources on the Korean Provisional Government andhold exhibitions on government members’ daily lives in Shanghai. It is a popular
weekend destination for families due to its proximity to Seodaemun Prison History
Hall, Seodaemun Independence Park, and a walking trail of Inwangsan Mountain.

058

Address 279-24, Tongil-ro,
Seodaemun-gu, Seoul

Operating hours
10:00 to 18:00 (closed on Mondays)

Phone
02-772-8708

Instagram@imjung0411©NMKPG©Seoul Museum

Seoul Museum©Seoul Museum

Innercity

This private museum is renowned for the breadth of its collection, which includes works
by Korean masters such as Lee Jungseop, Park Sookeun, and Kim Kichang. Physicallyconnected to Seokpajeong, the well-preserved late Joseon villa of Heungseon
Daewongun (father and regent of King Gojong), Seoul Museum is a symbol of Seoul’s
seamless blend of tradition and the modern. The entrance to Seokpajeong, which issurrounded by nature, can be found on the museum’s third floor.

059

Address 4-1, Changuimun-ro 11-gil,
Jongno-gu, Seoul

Operating hours 10:00 to 18:00(closed on Mondays and Tuesdays)

Phone
0507-1446-0100

Instagram@seoulmuseum©Seoul Museum©NMKPG

Ara Art Center©Ara Art Center

060©NMKPG

072©Ara Art Center

Address 26, Insadong 9-gil,
Jongno-gu, Seoul

Operating hours 10:00 to 19:00(closed on the third Monday of the month)Phone
02-733-1981

Instagram@araartcenter

Innercity

Ara Ar t Center is a multipurp ose
cultural space that not only serves as
a museum, but also strives to raise
global awareness of contemporary
Korean art and be an eyewitness of
its development. The art center has 15
gallery spaces and is also used as avenue for cultural performances, parties,
and various events. As it is relatively
large for a building in Insa-dong, aneighborhood whose origins can betraced back to the Joseon dynasty, there
is always a high demand for the rentalof its facilities. Its modern, sun-filtering
design catches the eye from a distancein a neighborhood made up of old
buildings and traditional houses.

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074

075

©Jeon Jaeho

CREATOR INTERVIEWDancing with community
We met Bini (SuBin Son) after the Seoul concert, the last stop of BLACKPINK’s year-long Born
Pink World Tour, to learn what this renowned choreographer who still enjoys being at thefront lines of K-pop recommends in terms of things to do in Seoul.

Bini Choreographer

There’s a growing fascination with the role of thechoreographer, which is so central to K-pop. How did
you enter this profession? I loved dancing as a child.
I was especially enamored with YG Entertainment’s
unique, sophisticated style and brand of music. When I
was 20, I got a chance to audition for YG’s choreography
team. I first stepped into the dancer-choreographer
world after being hired by YGX, which does dance
management and operates a dance academy. It’s
satisfying to listen to a great song, mentally map out adance for it, record it, and then see fans enjoy it.
You’ve choreographed for G-DRAGON, Taeyang, P
sy, iKON, and SECHSKIES and accompanied Winnerand BLACKPINK’s world tours. Which dance is mostpopular with foreign fans? All songs by YG’s artists are
popular for the choreography. It’s hard to choose one.
But, if I had to, I would pick the songs from BLACKPINK’s
recent concerts. My choreography style is characterized
by powerful motions that do not lose sight of femininity.
076

I don’t have a song yet that I can call my “signature.”
Hopefully I’ll come up with one soon!
Where do you get ideas for dances? I get a lot of
inspiration from the music of global pop stars andwatching their music and stage videos. I also gain ideas
from the dance videos of foreign choreographers andeven from the emotions I feel while working with K-pop
artists. It’s important to feel a lot and enjoy a lot.
YGX offers dance classes. Can tourists who are notconfident in their dance skills participate? Of course.
YGX’s doors are open to anyone from anywhere in theworld who loves dance. We teach, in a very step-bystep way, tourists who are learning for the first time. I
offer private and group lessons for foreign tourists whowish to experience K-pop dance. Earlier today, I had aclass that was attended by tourists and an actor fromThailand. I chose a solo song by BLACKPINK’s Lisa, which
was great because everyone enjoyed it so much. There’s
definitely a spike in classes for foreign tourists now that
the COVID-19 pandemic is over, and I sometimes holddance classes overseas. Recently, a French woman who
attended a K-pop dance class I held in Paris came to077©Jeon Jaeho

CREATOR INTERVIEW

the audience enjoys the performance so much (or yells so
loudly!). Every time I come back to Seoul from overseas,
I am grateful for how beautiful this city is, with its clean
air, blue skies, and nicely-arranged public spaces.
What itinerary would you recommend to a foreigner
t ravelin g in Seoul? Whic h places would you
recommend to a K-pop enthusiast? I recommend
Insa-dong, the neighborhood where I spent my school
years. It is one of Seoul’s most “Korean” spaces. Once
you get off at Anguk Station and walk off the main roada little bit, you will reach Samcheong-dong, which has
tons of hidden restaurants and cute cafés in every alley.
There are shops in the vicinity of Gyeongbokgung andChangdeokgung palaces, which are nearby, that rentout not only hanbok but also hair accessories and bags.
I recommend taking photos at Gyeongbokgung and its
surrounding streets while wearing a hanbok.
You can then go to Jongno-gu, first to its hanok(traditional Korean building) street, which is in Ikseondong, and then the “pocha street” later in the evening,where you can get a taste of Seoul’s pojangmacha©Jeon Jaeho(tented street food stall) culture while eating various
dishes on a plastic chair. “Escape room” cafés are alsofun, especially the ones that have life-like replicas ofactual alleys or places in Seoul. I once went to one with
my friends where you could climb ladders or take the“subway”—it was all very realistic. It’s a fun activity forforeigners.
Hongdae is close to the YGX headquarters. What doyou usually do there? Hongdae is, of course, a goodplace to visit even if it is far away from the office! I likespending time there. There’s always a lot of young
people because it is close to Hongik University, Yonsei
University, and Ewha Womans University. There are also
many cafés, restaurants, places to shop, and, these days,“four-cut” photo booths, which have everything fromsunglasses and headbands to brushes, hair curlers, andaccessories. It’s a great way to make a lasting memoryof your trip. I visit them a lot with my friends.
Hangang Park, which crisscrosses Seoul, is anothermust-see attraction. Divided into 11 parts, it is perfectfor walking, jogging, or biking along the river. There are©Jeon Jaeho©Jeon Jaeho

a YGX dance class in Seoul. I meet people from manydifferent countries through these classes and am
grateful that, despite the language barrier, we can havea good time together through the medium of dance.
There’s always at least one class underway. Everyone iswelcome!
You’ve been away from Seoul for quite some time
because of the world tour and have visited cities all
078

over the world. Is there a merit or attractive qualitythat you feel is unique to Seoul? Like you said, I’ve been
to cities, quite literally all over the world, through world
tours, including three in Paris. France has a very special,exotic mood and historic buildings. I realized that every
city has a different face. Seoul, the first and last stop of
BLACKPINK’s Born Pink World Tour, has an attractive
blend of modern urban spaces and people who love theconcert culture. There’s nowhere else in the world that079

CREATOR INTERVIEW©Jeon Jaeho

also “duck boats.” Each of the 12 parks has cafés and aperformance stage. Some even have a wedding facility.
The best part, by far, is having ramyeon and a cool beer
at a convenience store. It’s something that can only bedone in Seoul.
As someone in show business, you are probably
constantly exposed to fashion, dieting, and skincare
trends. What is your skincare routine (or tips) of
choice? I get this question a lot from tourists in mydance classes and friends who live overseas. Everyone isinterested in Seoul’s cosmetics, clothing styles, and food.
When I’m really busy with TV appearances, I take careof my skin on my own at home. I drink lots of water anduse hair treatment products because I dye my hair a lot.
I work out in addition to practicing dance. Eating healthy
is also important. I started learning tennis recently.
I recommend it because I feel healthier and that mystamina has improved. Finally, and most importantly,
sleeping regularly and deeply—which, I know, is very
difficult.
How would you define “travel?” What does it mean toyou? Everything we experience is, in a sense, a trip. The
path you are on may be smooth or rocky and uphill. If
you don’t give up and keep walking, even if slowly, while
not forgetting to look at the sky or dip your feet into a
cool stream, you may be able to take the journey thatis life without regrets and learn something (or manythings) along the way. I do my best to fully experienceand enjoy everything that comes my way.
I believe I’ll be spending 2024, as I did in 2023, doing
dance classes and appearing on music TV programs.
There’s a project that the YGX choreographers will befeaturing in the spring that I think is really cool.
080©Jeon Jaeho

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How to maximize your trip

Seoul Science Center

Travel is an experience. We set out for sites unseen in order to experience different cultures and, hopefully, grow through such
experiences. With its blend of tradition and the modern, Seoul is the ideal place for a wide range of interactive experiences. The
city is full of visitors year-round because of its wealth of content that can be enjoyed by all ages and genders. Experiences thatinvolve all five senses bring out the best that Seoul has to offer.

Northeast

Korea’s first municipal science museum, the Seoul Science Center was built in 2017
to improve public understanding of the sciences. It offers easy-to-understand,interactive experiences of scientific principles that can be found in our daily lives
and strives to make science “fun for everyone” through collaborations with science
YouTubers and events related to its individual exhibits. There are several exhibition
halls and interactive facilities with educational programs, such as solar observatoryand Hall Y and Yy which help young learners gain a sense of time and space.

062
Address 160, Hangeulbiseok-ro,
Nowon-gu, Seoul
Phone 02-970-4500
Operating hours
09:30 to 17:30 (closed on Mondays)
Instagram@seoul_sciencecenter_official

Catnbooks

Southwest

Strongly recommended for those who wish to become a cat owner for a day,
Catnbooks is an unconventional blend of study café and cats. It is the second branchof the original store, Book Reading Cat. None of the cats have a permanent owner, but
all are adorable and strong-willed. Visitors must be middle school-aged or older. While
it is technically not allowed to touch the cats, visitors may grab a cat that has left thepremises. On any given day, you can see multiple adorable “chases” in progress.

063

Address 2F, 1843, Nambusunhwanro, Gwanak-gu, Seoul

Operating hours
12:00 to 23:00

Phone
0507-1360-5397

Instagram@catnbooks©Jeon Jaeho©Jeon Jaeho

Kwangya Seoul

082

Address B1, 83-21, Wangsimniro, Seongdong-gu, Seoul

Operating hours
10:30 to 20:00

Southwest

Goocan Gallery is gallery-café near Sindorim Station that features exhibitions of
Korean and foreign illustrators. The recently-held “Characters in Fine Art” exhibition
was well-received for its adorable renditions of paintings by Van Gogh, Manet, andBotticelli with animal characters standing in for the human subjects. Visitors are free
to browse the exhibits with a beverage in hand, the most popular option being themilk tea. The art workshop offers one-day classes.

Northeast

Kwangya Seoul is a great destination for K-pop fans. It sells albums of and goods
related to SM Entertainment’s artists, such as NCT, EXO, and SHINee, and there isalways a long line of people waiting to get in. Because of its location near Seoul
Forest, many visit after a jog or walk in search of a café or restaurant. Kwangya Seoul
is connected directly to Seoul Forest Station on the Suin-Bundang Line and can bevisited on the same day as the nearby Understand Avenue and D Museum.

061

Goocan Gallery

064

Instagram@kwangya_seoul©Jeon Jaeho

Address #306, Building 101, 661,
Gyeongin-ro, Guro-gu, Seoul

Operating hours
10:00 to 19:00 (closed on Mondays)

Phone
0507-1405-0037

Instagram@goocan_official©Goocan083

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Noop Café & Pizza Pub©Jeon Jaeho

Innercity

This a place that offers a rare view of Namsan Mountain, N Seoul Tower, and a large
section of Seoul. By day, Noop Café & Pizza Pub is bathed in sunlight, while at dusk,
it never fails to amaze visitors with one of the best views of Seoul. It occupies the top
two floors of the building, adding up to over 1,600 square meters of floor space thathouse, among other things, several full-sized pool tables. Its extensive menu includes
coffee, pizza, beer, and pasta, making it a good destination for a family outing. The
rooftop terrace is furnished with not only tables and chairs but also a large area ofartificial grass for those who wish to sit on the ground, a swing bed, sun beds, andbeanbags.

065

Address 5F-6F, 20, Sinheung-ro
26-gil, Yongsan-gu, Seoul

Operating hours
11:30 to 23:50

Phone
02-790-0789

Instagram@noopcafe©Jeon Jaeho©Jeon Jaeho

084

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Channel 1969

Northwest

A club featuring live performancesby young musicians, Channel 1969
serves alcohol and light snacks andfrequently hosts pop-up events, which
are announced, usually on the day of, via
Instagram. The club’s biggest asset is its
live music, which patrons tend to enjoy
on weekends while dancing on the floor
in the center of the club. If the owner isin a particularly good mood, all patrons
are given a drink on the house. This issignaled by a bell, so be sure to keep yourears open! The club, which also features
top-notch deejaying, is a nice place to go
if you are looking for a young vibe.

©Jeon Jaeho

068
Address
B1, 35, Yeonhui-ro, Mapo-gu, Seoul©Piknic

Piknic©Piknic

Innercity

Operating hours 20:00 to 01:00(closed on Mondays and Tuesdays)

Piknic is a multipurpose cultural space at the foot of Namsan Mountain. The skillful
renovation of the old building in which it is housed gives it an elegant air whilereminding visitors of its history from the exterior and gardens. Piknic is comprised ofthree areas: Kafe Piknic, Shop Piknic, and an exhibition space. Don’t forget to go to therooftop, where you can take in the beautiful view of Huam-dong. Serving coffee, wine,and seasonal foods, the café offers a view of the thickly-grown trees of Piknic’s garden.

066

Address 30, Toegye-ro 6ga-gil,Jung-gu, Seoul

Operating hours
10:00 to 18:00 (closed on Mondays)

Phone
02-318-3233

Instagram@piknic.kr

Phone010-9343-1969

Instagram@channel1969.seoul©Jeon Jaeho©Jeon Jaeho©Piknic

Smurf Magic Forest
Southeast©Smurf Magic Forest

067

086

©Smurf Magic Forest

Address B1, 29, Gangnam-daero
106-gil, Gangnam-gu, Seoul

Operating hours
10:00 to 23:00

Phone
02-564-1114

Instagram@smurfmagicforest_official

This is a mini urban theme park/room
escape café that has licensed comicseries The Smurfs. The “Papa Smurf’s
Magic Lab” takes place in the iconic
mushroom houses. There may not be
any locks, but the situation is maderealistic entirely through devices andmedia art technologies that create“magic” effects. There is also a shop thatsells 200 kinds of Smurf merchandise
and a takeout-only café serving ice
cream and desserts.

©Jeon Jaeho

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Sindorim Culture Space Darak

Southwest

This place is an oasis-like rest area that was recently opened next to Sindorim
Station. Darak is located on the second floor of the bicycle parking lot. To ensure that
visitors can truly enjoy their break, there are many tables with chairs and Starbucks
coffee capsules available at low prices. If you are looking for something to do, you
can apply to make cotton candy or grill sweet potatoes, for a fee. The books in themini-library can be borrowed.

070
Address
2F, 121-15, Saemal-ro, Guro-gu, Seoul
Phone 0507-1328-3414
Operating hours 13:00 to 20:00 (until
21:00 in summer, break from 17:00 to
18:00, closed on Mondays)©Jeon Jaeho

45ID©Jeon Jaeho

Southeast

45ID is an instant photo studio that has taken over Darkroom Photomatic’s services
and, interestingly, does not provide any retouching. The reason for this unorthodox
decision is the idea that excessive photo retouching/editing detracts from what
people truly want: to create lasting memories. Here, visitors can photograph one
another in an inviting, comfortable setting. 45ID offers friend, family, and wedding
photo services as well.

©E Cruise

071

Address 3F-4F, 32, Dosan-daero
15-gil, Gangnam-gu, Seoul

Website45idstudio.com

Phone
010-5088-4505

Instagram@45id_official©45ID©E Cruise

E-Land Cruise

Southwest

No trip to Seoul is complete without
checking out the Hangang River. Even
better than viewing the cityscapefrom the riverbank is to do so from aboat gliding over the river, which cutshorizontally across Seoul. The moststandard Hangang cruise package is the“Hangang Tour Cruise.” There is also theSunset Cruise for those who wish to see
the sunset, and Moonlight Music Cruise,
which offers a view of Seoul by nightwith jazz music in the background. The
cruise boat is equipped with a café andrestaurant.

088

Hwagyesa Temple©Seoul Tourism Archive©Seoul Tourism Archive

Northeast©E Cruise069

Address 280, Yeouidong-ro,
Yeongdeungpo-gu, Seoul

Operating hours 11:00 to 22:00(closed on Mondays)

Phone
0507-1349-6900

Instagram@eland_cruise

As much as Seoul is a flashy metropolis,
it also has spaces for enjoying natureand practicing spiritual meditation.
Hwagyesa is a Buddhist temple built in
1523 that, after multiple re-buildings andrenovations, is still popular with tourists.
Located at the end of a mountain rangethat includes Bukhansan, the temple isblessed with a breathtaking view. Those
who are interested in temple-stay canbook a variety of programs, including
a walking meditation of Bukhansan’s
Dulle-gil Trail, temple food experience,and tea meeting with a monk.

072

Address 117, Hwagyesa-gil,Gangbuk-gu, Seoul

Phone
02-902-2663

Websitehwagyesa.org

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QuarterMovement

Northwest

Quarter is a music café operated by aguitarist who is also a drummer. Thereis an entry fee, but you can just listen tomusic or make a song request without
having to order a beverage, which aresold separately. Despite the café’s small
size, its top-notch audio system makes
the experience of immersing yourself
in music all the more enjoyable. Mostof the music is classical or jazz, and live
performances will start being held in
the near future. The deconstructed/barewall décor, which the owner designed
on his own, complements the café’smusic beautifully.

©Jeon Jaeho

073©Jeon Jaeho

Address
43-1, Poeun-ro, Mapo-gu, Seoul
Phone
0507-1321-2874

Northwest

If you are tired of instant photo booths
and want a unique mood for yourphotos, Movement is the place to go.
It is already popular among Gen MZ
customers for its unconventional angles,
such as the High Angle, which has thecamera on the ceiling. The Low Angle,
in which the camera is on the ground,makes the experience even more funbecause the result looks like a photoshoot of an idol star, while the Eye Level
angle offers a different mood for eachphoto by allowing the customer tochoose from several frame colors or use
the store’s accessories.

Operating hours 15:00 to 22:00 (from13:00 on weeekends, break from 18:00
to 19:00, closed on Mondays)
Instagram quarter_official_account076©Jeon Jaeho

Gonggan Wadiz

Northeast©Jeon Jaeho

Gonggan Wadiz is an offline space where you can try out or purchase products on
Wadiz, Korea’s largest crowdfunding platform. At the first-floor showroom/shop,
customers can look at or purchase products currently being crowdfunded throughWadiz. Those who apply for membership receive a complimentary beverage from thecafé on the second floor. The rooftop, offering a nice view of the city, is full of people
on clear days. Gonggan Wadiz occasionally hosts pop-up events indoors or outdoors.
Most recently, it held an event celebrating the eighth anniversary of Twice’s debutthat included a participatory program and the sale of Twice merchandise.

074

Address 7-1, Yeonmujang
1-gil, Seongdong-gu, Seoul
Phone
0507-1334-3604

Phone0507-1486-2583
Operating hours
12:00 to 22:00
Instagram@movement.seoul

Operating hours 11:00 to 20:00(until 21:00 on Fridays and Saturdays,
closed every other Monday)
Instagram @gonggan_wadiz©Jeon Jaeho

HiKR Ground©Jeon Jaeho

Innercity

A space for tourists that overlooks Cheonggyecheon Stream, HiKR Groundis operated by the Korea Tourism Organization (KTO) and can be enjoyedfree of charge. The first floor houses a wide media art wall, while thesecond, third, and fourth floors offer diverse tourism content. As some floors
are reservation-only, please check the KTO website for further information.
Visitors can play a game to win a prize or learn how to take photos or doa K-pop dance. The tourist information center on the fifth floor, which also
has a café with a sweeping view of Seoul, is open year-round.

075©Jeon Jaeho

090

Address 19-11, Wausan-ro 17-gil,
Mapo-gu, Seoul©Jeon Jaeho

Address 1F-5F, 40,
Cheonggyecheon-ro,
Jung-gu, Seoul

Operating hours
10:00 to 19:00(closed on Mondays)

Phone 02-729-9498

Instagram @hikrground_official©Lee Soyoung©Lee Soyoung091

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Lotte World Adventure

Southeast

Amusement parks have virtually universal appeal. Lotte World has the additional
advantage of being mostly located indoors, making it especially popular in the cold
winter and hot summer months. Visitors are ushered into a world of childhood fun
through the frequent parades and performances that Lotte World is famous for. At
the same time, it cultivates a growing body of new content, such as “Dark Moon
Boat” and “Haunted House.” The outdoor rides, which include the Gyro Spin, offer agreat view of Seokchon Lake.

077

Address
240, Olympic-ro, Songpa-gu, Seoul

Operating hours
10:00 to 21:00

Phone
1661-2000

Websiteadventure.lotteworld.com©Lotte World©Lotte World©Lotte World

092©Jeon Jaeho

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©Jeon Jaeho©Jeon Jaeho©Andy Warhol/Hyundai Card Newsroom

©fyi

fyi

Storage by Hyundai
Card Innercity©Lee Hunchung/Hyundai Card Newsroom

Located in the basement of a building
next to Itaewon’s Hyundai Card Music
Librar y, Storage by Hyundai Cardhosts exhibitions and events on an
irregular basis. Recently, it hosted a
pop-up exhibition in conjunction with
Frieze Seoul with Christie’s, the global
art auction house, of two American
artists—Jean-Michel Basquiat and Andy
Warhol—of the legendary 1980s New
York art scene. If you happen to bein Itaewon, make sure to check SHC’s
Instagram account: you may be able tocatch an interesting themed exhibition!

Southeast

Fyi is a café with the lofty goal of serving as “a creative lounge for people who enjoy
their work” that provides inspiration and stimulates the senses. As many would
guess, the café’s name is the abbreviation of “for your information.” In addition toregularly hosting programs and exhibitions in collaboration with diverse brands, fyi
serves delicious financiers, croffles, and jambon sandwiches, against the backdrop of
the lush garden behind the building. Due to its location in the office-rich Yeoksamdong, the café is usually full of people hard at work on their laptops.

079

Address 180, Yeoksam-ro,
Gangnam-gu, Seoul

Operating hours 09:00 to 19:00 (11:00 to
18:00 for weekends and holydays)

Phone
0507-1486-1384

Instagram@fyi_lounge©fyi

Mooinn Gongbang
Northwest

078
Address
B2, 248, Itaewon-ro, Yongsan-gu, Seoul

Instagram@hyundaicard

094©Mooinn Gongbang©Mooinn Gongbang

Phone
02-2014-7850
Operating hours
vary by exhibition

©fyi

080

Address 3F, 42, Yanghwa-ro 23-gil,
Mapo-gu, Seoul

Operating hours 13:00 to 19:00(closed on Mondays and Tuesdays)

Phone
0507-1486-0803

Instagram@_mooinnThis craft liquor studio hosts one-day
classes on liquor brewing. As the studio
is located in the hip district of Yeonnamdong, many of the students are young
couples, but there are also quite a few
people who come alone. Once you
arrive, via reservation, you will find theingredients already set out for you. All
you have to do is use the tablet PC tofollow the instructor’s directions. Don’t
worry about not being able to keep up: if
you are having trouble, an employee will
come immediately to your aid. Group
reservations accepted.

095

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096©Jeon Jaeho

097

TRAVEL, WITH
CREATOR
INTERVIEWSEOUL.

Enjoying Seoul fully
It is no overstatement to say that the majority of Korean content today originated from asuggestion made by TaeYoung Kim about a filming location. Kim’s top recommendation for
Seoul—as a 21-year industry veteran who’s traveled 800,000 kilometers all across Korea andtaken three million stills—is Hangang Park.

TaeYoung Kim Location manager

movies and dramas—and am still having fun to this day.
Now that I have some experience, when I read a script, I
can map out the scene in my head like a 3D printer.

You explore Korea’s nooks and crannies for a living.
How have you been? What have you been working on?
Today, I helped film a PR video on Korea for the Korean
Culture and Information Service in Gwanghwamun. It
involves transcending time by bringing a woman who
lived a century ago together with a man living in 2023—
it’s an interesting concept. I’m also doing locations for
the Netflix entertainment show Zombieverse, which
is doing well because it’s the first of its kind. Filming isdone not in a studio but “on site,” like a movie. Becauseof this, I’ve worked extra hard on choosing locations.
With Korean content’s power increasing alongside its
global visibility, the role of the location manager is also
gaining attention.

You’re probably busier now that the pandemic is over.
Can you explain the responsibilities of a location
manager? COVID-19, for me, was like a large rock in a
stream. Although the rock blocks the water, it makes
the sound of the gurgling water clearer. Korean content
found its (now very large) niche in the platform market,
specifically Netflix, thanks to COVID-19. Today, foreign
as well as Korean content is filmed in Korea. It’s mademe very busy! I’m currently helping with the Hollywood
sci-fi film The Last Ticket. It’s about the moon becoming
an Earth colony 350 years in the future. Filming was
originally planned to be done in Spain, but the decision
was made to do all filming in Korea.
Unlike what most people think, the location manager
does a lot more than recommend locations. We call in
extras, check everyone’s line of movement, check forsafety, and keep an ambulance on hand just in case. My
company has contracts with several attractions in Seoul,
including Namsan Seoultower. If a foreign filmmakerwants to shoot at Namsan’s N Seoul Tower, we can help
with getting permits, hiring actors, and other issues.
Unlike in Korea, the location manager has long been
an important job overseas. Hollywood has the Location
Managers Guild International Awards and location-

How did you become a location manager, which, formost people, is an unusual occupation? I used to workin the ad business. The first film I did—which happened
by chance—was the movie Tazza: The High Rollers. It
wasn’t easy for a novice, but I had a lot of fun because
the script was so good. I would laugh to myself in thecar, reading it over and over again. Doing locations iscompletely different for an ad, film, and TV drama. I,
being the fearless person I am, have tried everything—
098

099

©Jeon Jaeho

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©Jeon Jaeho

related exhibitions, which are often attended by stars
such as Brad Pitt.
Which film locations have you tended to recommend
thus far? Is there a film shot in Seoul that stood out?
There’s darker pieces, like The Chaser, Inside Men, Jeon
Woochi, and The Outlaws, but also ones like #Iamhere, aFrench movie that was shot in Seoul and screened as a
World Cinema film at BIFF 2019. It’s about a French chef
in his 50s who goes to Seoul to meet a Korean woman
he met on Instagram. The woman, uncomfortable withthe fact that a divorced foreign man is coming to see her,hides. While waiting for her, the chef visits Jongno Tower,
Gwangjang Market, a tteokbokki street, and otherplaces in Seoul. I liked the scene where he has a bowl of
kalguksu with makgeolli at the market. The movie has
100

a happy ending: the chef reconciles with his ex-wife andsons and returns to France.
I also remember the first foreign film I worked on:
Hello Stranger, a Thai romantic comedy released in2010. The movie, which was shot at N Seoul Tower,
Cheonggyecheon Stream, Myeongdong, and otherplaces in Seoul and Korea, swept that year’s film
festivals in Thailand, one of which I was invited to. The
budget was tight, meaning I spent two months shooting
while eating only gimbap. But it was worth it because
the movie was a success. It was also good PR for Seoul.
There are still Thai tourists who plan their visit to Korea
around the locations in that movie.
Do you travel a lot (for fun, not for work)? You’d think I’d
get sick of traveling, but I actually like going places. For©Jeon Jaeho

me, the same place can look very different dependingon the time or perspective. I like being in the streetsat night. Seoul feels, at times, like the back alleys ofHong Kong or New York. Jongno, Dongdaemun, andGwanghwamun are completely different at different
times of the day. Older Koreans remember going toGyeongju on school field trips. That, of course, doesn’tmean you know the city. The same is true of Seoulites
and Seoul. Try experiencing Seoul from a different
perspective. Depending on how you are traveling, you
can discover new, unexpected things even at famousplaces like the DDP.
How would you plan a three-night, four-day tour of
Seoul for a tourist? For the first day, Hangang River. I
like biking along the river on the weekends. One of thebest views there is at Ttukseom Hangang Park. On thesecond day, explore culture. The National Museum ofModern and Contemporary Art, Seoul Museum of Art,and Leeahn Gallery always have good exhibitions.
On the third day, enjoy some music and shopping. A
lot of people go to Myeongdong or Jongno. Now thatthe pandemic is over, foreigners have started visiting
Myeongdong again. The range of nationalities has
become truly diverse.
The palaces of Gyeongbokgung, Deoksugung,
Changgyeonggung, and Gyeonghuigung are also amust. Changgyeonggung has a beautiful greenhouseand is quieter than Deoksugung and Gyeongbokgung.
When you see high-rises in the distance, it feels like you
own the view. Red Sleeve was shot at Changdeokgung
Palace. The drama’s popularity abroad has made Seoul’s
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CREATOR
INTERVIEWSEOUL.

©Jeon Jaeho

palaces very much in-demand. There’s also a lot of cool
filming locations for idol music videos. I’m working on
casting Layer57 and Peaches D8NE of Seongsu-dong fora music video for LE SSERAFIM.

stressed out. To avoid being scarred too easily andstrengthen your emotional resilience, you need a nice,quiet spot of your own. Find a beautiful place near yourwork or home to enjoy some downtime.

Why is the Hangang River your first pick? It’s one of
the most captivating places in Korea and an invaluable
tourism resource. Ttukseom has a beautiful view, while
Yeouido Cascade Plaza is nice for families. But not many
tourists know about them. Everyone, not only tourists,needs a special space like this. People today are very

How do you recommend that foreigners travelin Seoul, based on your travel philosophy? Try tothink that you are a work of art, in and of itself. I likeplaces that are full of light. I search for places thatare good to tell a story in—the tennis courts along the
Hangang River, Seoul Forest at sunset, riding a bike102

down Gangbyeonbukro. Yeouido as seen from the roadheading toward Ilsan is quite beautiful. What’s much
more important than finding a “special place” is to havea unique perspective. There are a lot of places that can’t
be found with a simple Google search. That’s why you
have to try to see things differently. If you are persistent,
you will find that visiting the same place two or threetimes will bring to light a different story each time. I do
my best to maintain a strong curiosity about everything.
To use a metaphor, I think the engine’s horsepoweris more important than the size of the boat you arenavigating the world in. Over time, I find that the way inwhich my mind’s eye sees changes. Another factor that
influences your perspective is who you are with at thetime.
Another good way to travel is to experience thecountry’s people and lifestyle from up-close. You cango to Tongin Market and, as Seoul residents do, havelunch for KRW 5,000. Convert your money into themarket’s currency, yeopjeon, to fill your plate with side
dishes from whichever shops you want. For the younger
traveler, I recommend Hongdae. There, you can get asense of the culture, music, shopping, and clubs thatyoung Koreans enjoy.
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TRAVEL, WITH SEOUL.

A memory for your photo album

Hwarangdae Railroad
Park Northeast

What is the first place that comes to mind when you think of Seoul? For some, it will be symbols of Seoul’s 600-year history,
the city’s beautiful mountains and river, and its status as an economic leader of the 21st century. For others, it will be locations
that appear in their favorite Korean TV dramas or movies. What is the “right” answer? Anywhere in Korea’s historic capital thatinspires you or gives you a lasting memory is an attraction worth visiting.

Hwarangdae Railroad Park is locatedat the end of the 6-kilometer-longGyeongchun Line Forest Park on theformer site of Hwarangdae Station,
Seoul’s last whistle stop. There is a
train car on display that is popular withchildren, and the park’s other facilities
include a light garden, the Railroad &Time Museum, and a train-themed café.
The park is open year-round, excluding
Mondays, with the light garden opened
a 30 minutes before sunset and thelights turned off at 10 p.m. Every autumn,
Gyeongchun Line Forest Park hosts theNowon Moonlight Walk to encourage
citizens to visit at night.

©Seoul Tourism Archive

082

Address 608, Hwarangro, Nowon-gu, Seoul

Jungnang Rose Park

©Seoul Tourism ArchivePhone
02-2116-0545

Websitekorean.visitseoul.net

Northeast

If you believe the rose is the queen of all flowers, make sure to visit the large rosepark situated along Jungnangcheon Stream, which flows from Suraksan Mountain
into the Hangang River. Each May, Jungnang Rose Park hosts the Seoul Rose Festival,featuring millions of roses in full bloom. The park is planted with diverse types andcolors of roses, and there is also a rose tunnel, Korea’s largest, that is popular asboth a photo and walking spot. The observatory deck, rose arch, and rose benches
throughout the park are also worth a look.

083©Lee Bumsoo/KTO

Address
243, Jungnangcheon-ro,
Jungnang-gu, Seoul

Phone
02-120 (Dasan
Call Center)

Websiteseoulrose.jnfac.or.kr(Seoul Rose Festival)©Seoul Tourism Archive

081
Address
109, Sowol-ro, Yongsan-gu, Seoul
Phone
02-120 (Dasan Call Center)
Websitekorean.visitseoul.net©Seoul Tourism Archive

Namsan Cherry Blossom Road

Innercity

Namsan Mountain, standing at the heart of Seoul, is beautiful year-round but isespecially scenic in the spring for its cherry blossoms and in autumn for its foliage. At
the height of spring, the petals falling from the cherry trees’ branches in a light breeze
look like snow. The walking trail, which passes by Namsan’s N Seoul Tower, Namsan
Cable Car, Namsan Public Library, Namsangol Hanok Village, and Grand Hyatt Seoul,
is a great way to see the city in any season, as it extends as far as Itaewon, Hannamdong, and Seoul Station.

104©Seoul Tourism Archive

Gwanaksan Valley
Southwest

The recent opening of the Sillim subway
line has made it much easier to reachGwanaksan Mountain. Since antiquity,
Gwanaksan Mountain has been
compared to Geumgangsan Mountainfor its beautiful shape, peaks, andwealth of rocks and trees. The best time
to visit is, of course, summer. Gwanaksan
Trail, which follows Dorimcheon Stream,is an easy 3.2-kilometer-long path that
ends where the much more arduous
hiking trail begins.

©Seoul Tourism Archive

084

Address 808-126, Sillim-dong,Gwanak-gu, Seoul©GettyImagesKorea

Phone
02-879-6521

Websitekorean.visitseoul.net

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TRAVEL, WITH SEOUL.

©Jeon Jaeho©Jeon Jaeho

Jamsil Hangang Park

©Jeon Jaeho

Southeast

One of the 11 parks that line both sides of the Hangang River, Jamsil Hangang Parkis known for its diverse sports and leisure facilities, which include a swimming pool,
inline skating rink, bicycle rental center, ecological learning center, and basketball,badminton, and beach volleyball courts. The beautiful night view of Jamsildaegyo
Bridge that can be seen from the park is best enjoyed on a summer evening. Nearby
attractions include Olympic Park, Seoul Olympic Museum of Art, Museum Hanmi,
and Mongchontoseong Fortress, a relic of the Baekje Kingdom.

©Jeon Jaeho

106

085

Address 65, Hangaram-ro,
Songpa-gu, Seoul

Phone
02-3780-0511

Websitehangang.seoul.go.kr

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TRAVEL, WITH SEOUL.

Grand Greenhouse,
Changgyeonggung
Palace Innercity©Jeon Jaeho©Jeon Jaeho

Seoul Botanic Park

©Jeon Jaeho

088

Southwest

Seoul Botanic Park is located inside a park that is divided into four sections: Forest
Field, Botanic Garden, Lake Garden, and Wetland. The Botanic Garden’s greenhouse,
the only one in the world shaped like a cylinder with a concave top, houses plantsthat are native to tropical and Mediterranean climates. If you crave greenery in thewinter, visit the Garden Research Center, which occasionally offers gardening classes
at both the beginner and expert levels. The park’s outdoor areas—Forest Field, Lake
Garden, and Wetland—are open year-round on a 24-hour basis.

086

Address 161, Magokdong-ro,Gangseo-gu, Seoul
Phone
02-2104-9716

The Grand Greenhouse is one of Seoul’s
most beautiful relics of the early 20th
century. Completed in 1909, it is Korea’s
first Western greenhouse, standing 10.5
meters high, built with an iron-andwood framework, and made up of glass
panels. After the 1986 restoration of
Changgyeonggung Palace, the Grand
Greenhouse began featuring native
Korean plants and was designated as
a Registered Cultural Heritage in 2004.
The interesting pairing of a Joseon
palace and Western architectural format
is amplified by the small yet beautiful
plants that fill the Grand Greenhouse.

Address 185, Changgyeonggung-ro,
Jongno-gu, Seoul
Phone
02-762-9515
Operating hours
09:00 to 21:00 (closed on Mondays)
Instagram@changgyeonggung_palace

Operating hours
Botanic Garden 09:30 to 18:00 (until
17:00 in winter, closed on Mondays)©Jeon Jaeho©Jeon Jaeho

Instagram @seoulbotanicpark_official©Jeon Jaeho

Seokpajeong©Seoul Tourism Archive

087

108

©Seoul Tourism Archive

Address 4-1, Changuimun-ro 11-gil,
Jongno-gu, Seoul

Operating hours 11:00 to 17:00(closed on Mondays and Tuesdays)

Phone
0507-1446-0100

Instagram@seoulmuseum

Innercity

A garden that was established in late
Joseon, Seokpajeong is located at
the northeastern foot of Inwangsan
Mountain, featuring a stream, pavilion,
pristinely-preserved house, and threestory stone pagoda from the Silladynasty. Seokpajeong can only beentered through the museum, meaningthat visitors can take in Seoul Museum’s
exhibits before enjoying the view fromthe house or pavilion that upperclass citizens of late Joseon would
have seen while composing poetry ormusic together. The thick forest, which
undergoes drastic changes in appearance
each season, is especially beautiful.

©Jeon Jaeho

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TRAVEL, WITH SEOUL.

Jingwansa Temple
Northwest

If you are searching for peace of mind,
a visit to a Buddhist temple may
be helpful. Jingwansa Temple is agood destination if you want pristinenatural scenery or are interested intemple cuisine. Built in the Goryeo
dynasty, the temple has a view thatwill make you feel as if you are deep
inside a mountainous area instead of a
metropolis. It is famous for its Buddhist
foods and visited by many prominent
figures, including First Lady Jill Bidenand Mrs. Yuko Kishida, wife of JapanesePrime Minister Fumio Kishida. There isalso a temple stay program and a caféthat serves traditional teas.

090©Jeon Jaeho©Seoul Tourism Archive

Seoraeseom Island

Address73, Jingwan-gil, Eunpyeong-gu, Seoul©Jeon Jaeho

Phone
02-359-8410
Websitejinkwansa.org©Seoul Tourism Archive

Southeast

Located between the Dongjakdaegyo and Banpodaegyo bridges at the southernend of the Hangang River, which cuts horizontally across Seoul, Seoraeseom Island is
an artificial island that was formed in the 1980s during the construction of Olympicdaero (Olympic Highway). It is connected to Banpo Hangang Park through threepedestrian bridges and features a walking trail that encircles the island, which is
beautifully landscaped with willow trees, canola flowers, and reed fields. There is alsoa migratory bird habitat, flower garden, and water ski station. Offering a rare lowaltitude view of the Seoul sunset, Seoraeseom Island can be reached from Exit 1 ofSinbanpo Station (Line 9).

©Seoul Tourism Archive

091

Address 40, Sinbanpo-ro
11-gil, Seocho-gu, Seoul

Phone
02-3780-0541

Websitehangang.seoul.go.kr©Seoul Tourism Archive©Jeon Jaeho©Jeon Jaeho©Jeon Jaeho

Parasite Photo Zone
Innercity

BTS No. 1 Forest

Northwest

BTS No. 1 Forest is a great stop to make on the way from Haneul Park to
the grassy field of Nanji Hangang Park. Completed in April 2023, this small
forest, although not easy to find because of its very small signboard, ismeaningful in that it is the outcome of fan donations from Korea andoverseas. Hangang Park is gaining more similarly-funded “celebrity
forests,” including ones that bear the name of each BTS member (RM,
Jungkook, Taehyung, Jimin, and Seokjin) as well as Youngtak, Ha Sungwoon, and Seventeen.

089

Address482-222, Sangam-dong,
Mapo-gu, Seoul

092

Website hangang.seoul.go.kr
Phone 02-3780-0611©Seoul Tourism Archive

110

Location A tunnel connecting
Cheongun-dong and Buam-dong,
Jongno-gu, Seoul

Phone 02-120 (Dasan Call Center)
Operating hours All year roundTo u ris t s w h o e nj oye d t h e m ov ie
Parasite will find it fun to take photos
in front of the steps of Jahamun
Tunnel—where Song Kang-ho and hischildren run from their employer’s
house after enjoying an elicit party thatwas interrupted when the employer
and his family unexpectedly returned
from a camping trip due to heav yrain. Across from the Jahamun Tunnel
stairwell, there is a “Parasite Photo
Zone” installed with a description of
the location. Nearby attractions include
the Seokpajeong, Seoul Museum andWhanki Museum.

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Seokchon LakeSoutheast

An artificial lake that is full of domestic and foreign visitors year-round, Seokchon Lakeis frequented by joggers and people out for a stroll, especially for the beautiful view
when the sun sets under Lotte World Tower. It is popular with all ages but mostly asa romantic date destination. Every spring, it hosts the Seokchon Lake Cherry Blossom
Festival, and in autumn, the lake is graced with red and yellow leaves. Occasionally,
Lotte Museum of Art displays floating artworks and figurines in the lake.

093

Address 136, Samhaksaro, Songpa-gu, Seoul©Jeon Jaeho

Phone
02-412-0190

Websitekorean.visitseoul.net©Jeon Jaeho©Jeon Jaeho

112©Jeon Jaeho

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Mullae Arts Village

Walkerhill Road

©Jeon Jaeho

Southwest

Northeast

In the 2000s, young artists in need ofaffordable studio space began settlingin empty lots left behind by factories in
Mullae-dong. With the addition of cafésand restaurants, the area has become
one of Seoul’s hippest cultural centers.
Seoul Art Space Mullae, which is operated
by the Seoul Foundation for Arts andCulture, has contributed significantly
to the area’s development through its
exhibition hall and theater. Anotherdefining trait of the neighborhood isthe colorful, uniquely-designed wall
paintings that can be seen throughout
the area, including on the shutters offactories and old buildings.

©Jeon Jaeho

094

Address 13-8, Dorim-ro 128ga-gil,Yeongdeungpo-gu, Seoul

Phone 02-120(Dasan Call Center)

Websiteydp.go.kr/tour©Seoul Tourism Archive©Jeon Jaeho

Seodaemun Hongje Waterfall

Northwest

This artificial waterfall is a new attraction of Seodaemun-gu whose water gushes
down a craggy rock wall just as beautifully as a waterfall deep inside the mountains.
Standing 25 meters high and 60 meters wide, the waterfall faces an outdoor terrace,
café, and library, giving visitors plenty of opportunities to enjoy the view. It can bereached by a short bus ride from Exit 3 of Hongje Station on Line 3. If arriving by car,there is a parking lot of Seodaemun-gu Office behind the café.

095

Address 170-181, Yeonhui-dong,
Seodaemun-gu, Seoul

Operating hours 09:00 to 20:00(vary by season)

Phone
02-330-1114

Websitesdm.go.kr/culture

The walking trail that starts from theentrance of Grand Walkerhill Seoul, thebeauty of which transforms with eachseason, is one of Seoul’s best-loved
cherry blossom destinations. Each year,
when the flowers start blooming, Grand
Walkerhill Seoul hosts a cherry blossom
festival and other outdoor events.
Walkerhill Road, which curves along thebase of Achasan Mountain, is lined on
both sides with cherry blossom trees.
One of the best things about it is thatthe road is never too full, meaning thatyou can enjoy the view without bumping
into too many other people. The section
between Douglas House and Pizza Hill
is a nice place to walk in any season. If
you have a few hours to spare, hike up
Achasan Mountain for a sweeping viewof the Hangang River or take a tour ofAchasan Ecological Park.

097
Address177, Walkerhill-ro, Gwangjin-gu, Seoul
Phone
02-1670-0005
Websitewalkerhill.com
Instagram@walkerhillhotelsandresorts©Seoul Tourism Archive

Dream Forest

Northeast

A massive park spanning six districts, including Gangbuk-gu and Dobonggu, and the third largest park in Seoul after World Cup Park and Olympic
Park, Dream Forest offers a wide range of facilities, including a cherry
blossom trail, Fall Forest, pond, waterfall, grassy square, and Culture Plaza.
The Dream Forest Art Center is popular with families for its combinationof a performance venue, gallery, restaurant, and café. There is also a49.7-meter-high observatory that offers a view of Bukhansan, Dobongsan,and Suraksan mountains.

096©Jeon Jaeho

114©Jeon Jaeho

Address 173, Wolgye-ro,Gangbuk-gu, Seoul

Operating hours
All year roundPhone
02-2289-4000

Websiteparks.seoul.go.kr©Walkerhill Hotels & Resorts©Walkerhill Hotels & Resorts

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TRAVEL, WITH SEOUL.

88 Lawn Field, Olympic
Park Southeast©Jeon Jaeho

Located in the eastern part of Olympic
Park, 88 Lawn Courtyard is a wide grassypark that is perfect for picnics or walks. It
is the venue for various sporting events
and, due to its proximity to stadiums
and Olympic Hall, visited by spectatorsof tournaments or cultural events whowish to keep enjoying the day after
those events are over. You can spend
an entire day touring the “nine sights ofOlympic Park,” including 88 Lake, One
Tree Hill, a music fountain, and World
Peace Gate.

098©Jeon Jaeho©Jeon Jaeho

Address
424, Olympic-ro, Songpa-gu, Seoul

Yeouido Mulbit SquarePhone
02-410-1114
Websiteksponco.or.kr/olympicpark/©Jeon Jaeho©Jeon Jaeho

Southwest

Yeouido Mulbit Square is located between the Mapodaegyo and Seogangdaegyo
bridges of Yeouido Hangang Park. The 40-meter-wide, 196-meter-long square is filledwith water in the warmer months for the enjoyment of all ages and is safe at just 15
centimeters deep. At night, the lights on the floor are lit to create a lovely view, anda fountain is operated from April through October. In winter, when the water freezes,
the square is converted into a performance venue. It not only offers a sweeping
view of Seoul, but also serves a practical purpose as a water recycling center for thesubterranean water that is produced at Yeouinaru Station (Line 5).

099

Address1451, Hangangnamjajeongeo-gil,Yeongdeungpo-gu, Seoul

Phone 02-3780-0561
Website hangang.seoul.go.kr©Jeon Jaeho

100©Jeon Jaeho

116©Jeon Jaeho©Jeon Jaeho

Address 95, Haneulgongwon-ro,
Mapo-gu, Seoul

Operating hours
05:00 to 20:00 (vary by season)

Phone
02-300-5501

Websiteparks.seoul.go.kr

Haneul Park

Northwest

Haneul Park is one of the five smaller
theme-based parks that comprise World
Cup Park, which was established as alarge ecological park in commemorationof the 2002 FIFA World Cup. Befitting
its name (haneul is Korean for “sky”),
the park is located at a high enoughelevation that it can offer a broad viewof Seoul. It is made up of a silver grassfield, rock garden, and sunflower field
and hosts the Seoul Silver Grass Festival,
an event best attended at night, every
October. There is a (paid) shuttle busthat brings visitors to Haneul Park fromthe public parking lot at the intersection
in front of World Cup Stadium.

117

Want to see more MVP thematic tours?

MVP Thematic Tours : Seoul

Hallyu in Seoul : Interactive programs

The following tours are organized by theme and preference for those who are not part of a group tour andwish to see must-visit places (MVPs) in Seoul.

“I want to enjoy Seoul on my
own without a group tour.
Where should I begin?”

Want to see more interactive Hallyu programs?

The following programs are recommended especially for Hallyu fans. The 2024 Hallyu Experience Programs arescheduled to resume in March 2024.

The following 30 tours were developed based ondata from surveys of foreign tourists conductedby the Korea Tourism Organization and Seoul
Metropolitan Government (SMG), travel platform
reviews, social media travelogues, and the SMG’s
analyses of travelers’ interests and preferences.

K-Beauty Makeup Class

K-Pop Dance ClassThis cosmetics class, taught by a makeup artist, offers
beauty-related tips on everything from stage makeup
used by K-pop idols to everyday makeup styles of
popular female celebrities.   

Take this special opportunity to receive instruction
from a YGX-affiliated choreographer! Try learning thepowerful, intricate dance routines for your favorite
K-pop songs.

K-Food Cooking ClassK-Liquor Making Class

Learn how to make Korean food! And experience theflavors of Seoul through dishes made with seasonal
local ingredients.

Learn about the regional diversity of traditional
Korean liquors and, with the help of a traditional
liquor sommelier, try brewing your own Koreainspired alcoholic beverages.

K-Crafts Making Class

Kimchi Museum Tour

Enjoy an up-close experience of Korea’s history andtraditions through a handicraft class taught by a craftartist.

Learn about Korea’s rich culinary tradition of
fermented foods. You can even make kimchi with thehelp of a kimchi expert and take it home with you
when you’re done!

Preference tour : examples● If you are a cultural traveler

Bukchon /Insa-dong

National Museumof Korea / National
Hangeul Museum

Culture Station
Seoul 284 /Seoullo 7017

Sewoon Plaza● If you are an activity lover

Myeongdong

Cheonggyecheon
Stream
Dongdaemun Design
Plaza (DDP)

Coex Mall

Bongeunsa
TempleHanbokExperience at
Palaces

Hongdae Street
Performance

Seoul Sky / Lotte World Mall

Lotte World

Riding at Hangang River

One-day Traditional
Culture Experience

Food Delivery at
Hangang River

Themed tour : examples● Lively Seoul Travel Course, HIGHTEEN SEOUL
Mangwon Station● Retro is Back! Seoul Travel Course , CLASSIC SEOUL

Dongmyo Station

Mangwon Market

Dongmyo Flea Market

Mangwon Hangang Park

Watch a K-POP performance

Changsin-dong Cliff Village

Digital Media City

Daehak-ro

Naksan Park

Recommended tour : examples● 2 nights 3 days course for novices

Myeongdong

Coex Mall

118

Gwanghwamun
Square /Gyeongbokgung
PalaceGangnam Station

Insa-dong /Samcheong-dong● 3 nights 4 days course for those who have visited Seoul alreadyGwangjangMarketGyeongui Line
Forest Park

Yongma Land

Dongdaemun Design
Plaza (DDP)

Hangang
Parks

Namsan Cable
Car / N Seoul
Tower

Hangang Parks / Seoul Festivals
Bukhansan Caravan & Glamping

Bongeunsa
TempleCoex Mall

Naksan Park City Wall Trail

119

©Kim Sangjun @bigg_jun