Written by Emma Brode

Driven in part by the popularity of K-beauty and the explosive rise of K-pop and K-dramas in recent years, Seoul has emerged as a global trendsetter and influential cultural hub. As the capital of South Korea, the city is steeped in over two thousand years of history, evolving from its origins as an important city in the Joseon Dynasty to today’s dense, chaotic, and dynamic metropolis. As a result, its cityscape offers an architectural blend of old and new: majestic palaces (such as Gyeongbokgung and Changdeokgung), ancient temples, and traditional hanok villages can be found just as easily as futuristic buildings, skyscrapers, and high-tech subways.   

While its mix of culture, style, and architecture makes it a magnet for creatives, its culinary heritage is a huge draw too. While traditional markets like Gwangjang and Namdaemun teem with flavorful street food like tteokbokki and gimbap, neighborhoods like Myeongdong and Hongdae offer diverse dining experiences, from cozy Korean BBQ joints to hip fusion restaurants, and artisanal cafes. There’s a lot to cover and we couldn’t possibly contain it all here—but it’s a great place to start if we do say ourselves. 

Our insider guide will take you beyond the well-trodden paths to ensure you experience the city like a true Seoulite. We’ve worked with Seoul residents and friends of ECT, including EATH Library’s Dongho Lee, Tanzy Lee of PLEATSMAMA, and Jiwoong Justin Han of Kompakt Record Bar, as well as ECT Clubhouse members to curate a list of insider recommendations for eating, drinking, shopping, and sightseeing your way through the city.

Eat

“Onjium is a restaurant that plays a meaningful role in our dining culture by reproducing Korean dishes mentioned in traditional cookbooks and reinterpreting them with contemporary flair,” says EATH Library’s Dongho Lee. “It showcases traditional cooking methods using ingredients that align with Korea's seasons and climate.” Behind the contemporary facade of this fine dining restaurant and research institute—which directly faces the elegant stone walls of Gyeongbokgung Palace—refined and modern riffs on Korean staples like bulgogi and bibimbap are beautifully plated next to dishes like gingko porridge, the recipe for which was adapted from that of early Korean dynasties.

Also included in the guide:

• A noodle dish that’s only found in Korea and is “a must-try” while visiting

• An industrial-chic coffee spot beloved by Seoulites for its delicious pastries and beautiful setting

• An unpretentious noodle shop that’s been in business for three generations and serves North Korean-style cold soup noodles

Shop

PLEATSMAMA is a South Korean eco-friendly bag brand with two flagship stores in Seoul—one in a traditional Samcheong hanok house and the other in an industrial-chic storefront at Gwangjang Market. With the ultimate goal of creating products from waste materials, in 2018 the brand introduced a pleated bag that’s knit from eco-friendly yarns produced by extracting polyester from discarded PET bottles. In addition to their signature shoulder bag—a pleated and softly draped style that comes in a variety of colors, patterns, and knits—they offer crossbody and mini bags, as well as funky knit backpacks with cinched straps.

Also included in the guide:

• Amultishop with South Korean streetwear, independent clothing, accessories, and groceries

• Iconic skincare brands where you can stock up on all your K-beauty essentials

Drink

For incredible views of the Han River, head to NOCT, a swanky jazz bar on the second floor of Seoul’s waterside The River complex. From the floor-to-ceiling glass windows to a striking interior inspired by the starry night sky, it’s the perfect place to linger over a wine or cocktail.  Visitors can listen to live music, especially jazz, at the connected NOCT M, which also includes an outdoor terrace.

Also included in the guide:

• A hidden wine bar in a traditional wooden hanok house serving orange wine and small plates

• A serene teahouse to try traditional Korean tea and desserts

• Where to enjoy crafted cocktails and an exceptional vintage sound system

Join the ECT Clubhouse—our digital community of well-traveled experts and women—to access the full guide. Get a two-week free trial to get inside and start exploring right away.

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