Seoul
You might know Seoul as the home of K-pop and tech giant Samsung – but there is so much more to see and experience here. The South Korean capital, like many of the world’s greatest cities, is a place where innovation shares space with heritage. You’ll find bagel cafés next to centuries-old palace walls, driverless buses motoring alongside an artificially revived stream, kebabs and Michelin-starred dumplings sold on the same block and former industrial neighbourhoods populated with globally renowned brands. Due to its sprawl, there is always something to do and somewhere to be, from morning caffeine stops at fashionable locations to the many alcohol joints where you can drink soju and chat away into the early-morning hours.
Of course, corporate companies, known as chaebols, have been instrumental in the city’s transformation into a 21st-century powerhouse – Samsung Electronics, LG and Hyundai dominate many facets of life and control big business – but a design drive has seen a clutch of first-rate hotels crop up and small but snappy boutiques cater to sharp consumption. Equally, there are quieter parts of Seoul to also explore. While here, enjoy the many mountain trails and leafy patches of green that are available, and take in the busy cityscape on a bike ride along the Han River. Though it is easy to get lost in this metropolis of nine million, a gentle steer will set you on the right path – so let us show you around. As the locals would say, eoseo oseyo: “Come on in.”
Essential information
Taxi from airport to the city: The city offers a variety of reliable public transport options from the airport, but we suggest taking a taxi. The fare is roughly 77,000 won (€44) to get to central areas such as Hongdae, Yongsan and Gangnam.
How much to tip in restaurants: No tipping is required. You won’t have waitstaff checking in on you; instead, many restaurants provide call buttons at every table.
Buy and top up a T-money card at any convenience shop: This reloadable smart card can be used on all forms of public transportation (the subway, buses, Seoul City Bikes).
Dig a little deeper: Behind the main streets and stops, including tourist favourites such as Gangnam and Hongdae Stations, there are hundreds of tiny alleyways where the real action is happening. Don’t be afraid to explore.
The drink to sample: The world of soju is immense. Rather than the cheap green bottles that are sold everywhere, try a boutique label – these come distilled and undiluted (unlike the commercial kinds) and are often mixed with interesting ingredients such as pine leaves and chrysanthemum.
This guide was published on 27 October 2026
(Image: Chris da Canha)
