Getting Oriented
Seoul, Seoul Capital Area, Republic of Korea
Seoul is a city of controlled contradictions — the ancient Gyeongbokgung Palace sits inside a city of 10 million that invented the world's fastest internet. Bukchon Hanok Village's tiled rooftops face glass skyscrapers in Gangnam; the Han River divides traditional markets from K-pop entertainment districts. Seoul's subway is so efficient that getting lost is almost impossible — which is a shame, because the best discoveries happen when you do.
Culture
What Makes South Korea Distinct
Korea is the only country I know where the food philosophy and the people philosophy are identical: give until you can't, then give a little more.
Eat
What to Eat in South Korea
Shop
What to Bring Back from South Korea
Korea's beauty industry is genuinely the world's most innovative — sheet masks, essence toners, BB creams, ampoules and SPF technology that Western brands have spent years trying to replicate. Olive Young (the Korean beauty chain) is cheaper than any global retailer and stocks brands unavailable internationally.
Official K-pop merchandise — albums, photocards, lightsticks and branded goods — from Hybe Store (BTS), SM Town Coex (Exo/Aespa) and the flagship K-pop megastores in Myeongdong. Albums bought in Korea include region-exclusive photocards that collectors will actually notice.
Buldak fire noodles, Samyang ramyeon packs, Shin Ramyeon black edition and limited-edition flavours unavailable abroad — Korean convenience stores and hypermarkets are paradise for instant food collectors. Jagalchi Market in Busan also has incredible dried seafood and gochujang paste.
Traditional Korean celadon pottery (with its distinctive jade-grey glaze) and hanji paper goods — books, fans and boxes made from mulberry-bark paper — are Korea's finest traditional crafts. The Insa-dong neighbourhood in Seoul is the best district for authentic craft shopping.
FAQs
South Korea Travel Guide — Common Questions
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