Seoul’s current status as a global cultural force is so major – K–pop, K–beauty, K–dramas – there’s a word for it: hallyu (Korean Wave). But these blockbuster exports only scratch the surface: On the ground, explore the city’s exciting contemporary art, trend–making street style and food and drink scene (hipster design cafés included).

Where to stay

  • The Shilla Seoul
    For the fine dining
  • Rakkojae Seoul
    For the tradition
  • JW Marriott Dongdaemun Square Seoul
    For the architecture
  • Four Seasons Hotel Seoul
    For the central location
  • Grand Hyatt Seoul
    For a resort getaway