SEOUL CITY GUIDE
Welcome
Welcome to Seoul, a city of Timeless Charm and Modern Wonders, where ancient palaces and cutting-edge innovation blend seamlessly. From its bustling markets and serene temples to high-tech towers and vibrant neighborhoods, Seoul is a must-visit destination for luxury travelers, culture seekers, and food enthusiasts alike. Whether you're wandering through the historic Bukchon Hanok Village, indulging in Michelin-starred cuisine, or exploring K-pop culture in Gangnam, this city is full of surprises. Let Luxperia be your guide to discovering the most iconic and hidden gems of Seoul.
Welcome
to Seoul, a city of Timeless Charm and Modern Wonders, where ancient palaces and cutting-edge innovation blend seamlessly. From its bustling markets and serene temples to high-tech towers and vibrant neighborhoods, Seoul is a must-visit destination for luxury travelers, culture seekers, and food enthusiasts alike. Whether you're wandering through the historic Bukchon Hanok Village, indulging in Michelin-starred cuisine, or exploring K-pop culture in Gangnam, this city is full of surprises. Let Luxperia be your guide to discovering the most iconic and hidden gems of Seoul.
Our favourite neighbourhoods
Choosing the best neighborhood to stay in as a tourist depends on your interests, preferences, and what you want to experience during your visit. Here are some of the most popular and diverse neighborhoods that offer fantastic experiences for tourists:
1. Myeongdong – Shopping Paradise A retail haven for fashion lovers and beauty enthusiasts, Myeongdong is packed with trendy boutiques, global brands, and Korean skincare stores. This district is also a hotspot for street food—try spicy tteokbokki, skewered meats, and Korean fried chicken while you shop the day away.
2. Insadong – Traditional Korean Culture Insadong is where Seoul's old soul lives. This charming area is filled with antique shops, traditional tea houses, art galleries, and calligraphy studios. It's the perfect place to pick up a hanbok or immerse yourself in Korean heritage and craftwork.
3. Hongdae – Youthful & Creative Vibes Home to indie music venues, trendy cafes, and eclectic fashion stores, Hongdae is Seoul's hub for youth culture and street art. Explore its lively night market and watch live street performances that showcase Korea’s dynamic creative spirit.
4. Gangnam – Luxury & Modern Lifestyle Famous from the viral hit "Gangnam Style," this upscale area boasts luxury shopping malls, Michelin-starred dining, and sleek skyscrapers. Gangnam is the place to experience Seoul's modernity and elegance in style.
5. Itaewon – Global Flavours & Diverse Culture Known for its international flair, Itaewon offers a wide range of global cuisines, hip bars, and stylish boutiques. A favourite among expats, it’s also home to unique cultural landmarks like the Seoul Central Mosque.
6. Bukchon Hanok Village – Historic Beauty Wander through narrow alleys lined with preserved hanok houses dating back to the Joseon dynasty. This peaceful neighborhood is perfect for a cultural stroll and offers picturesque views of traditional Korean architecture.
7. Dongdaemun – 24-Hour Fashion District A shopper’s dream come true, Dongdaemun is home to mega fashion malls and wholesale markets that never sleep. Don’t miss the futuristic Dongdaemun Design Plaza (DDP), a landmark of contemporary architecture.
8. Samcheong-dong – Artistic Escape Nestled beside the Gyeongbokgung Palace, this artsy district blends bohemian charm with boutique shopping and galleries. Enjoy a peaceful afternoon in a local cafe after exploring its artistic alleys.
9. Cheongdam-dong – Seoul’s Luxury Row A posh neighborhood known for high-end designer stores, celebrity-owned beauty clinics, and exclusive lounges. If you’re into luxury fashion and K-celeb spotting, Cheongdam-dong is your place.
10. Seongsu-dong – Seoul’s Brooklyn Once an industrial zone, Seongsu has transformed into a trendy cultural spot with indie cafes, art installations, and fashion pop-ups. It’s a cool area to explore for those looking for Seoul’s up-and-coming creative scene.
Our favourite neighbourhoods
Choosing the best neighborhood to stay in as a tourist depends on your interests, preferences, and what you want to experience during your visit. Here are some of the most popular and diverse neighborhoods that offer fantastic experiences for tourists:
1. Myeongdong – Shopping Paradise A retail haven for fashion lovers and beauty enthusiasts, Myeongdong is packed with trendy boutiques, global brands, and Korean skincare stores. This district is also a hotspot for street food—try spicy tteokbokki, skewered meats, and Korean fried chicken while you shop the day away.
2. Insadong – Traditional Korean Culture Insadong is where Seoul's old soul lives. This charming area is filled with antique shops, traditional tea houses, art galleries, and calligraphy studios. It's the perfect place to pick up a hanbok or immerse yourself in Korean heritage and craftwork.
3. Hongdae – Youthful & Creative Vibes Home to indie music venues, trendy cafes, and eclectic fashion stores, Hongdae is Seoul's hub for youth culture and street art. Explore its lively night market and watch live street performances that showcase Korea’s dynamic creative spirit.
4. Gangnam – Luxury & Modern Lifestyle Famous from the viral hit "Gangnam Style," this upscale area boasts luxury shopping malls, Michelin-starred dining, and sleek skyscrapers. Gangnam is the place to experience Seoul's modernity and elegance in style.
5. Itaewon – Global Flavours & Diverse Culture Known for its international flair, Itaewon offers a wide range of global cuisines, hip bars, and stylish boutiques. A favourite among expats, it’s also home to unique cultural landmarks like the Seoul Central Mosque.
6. Bukchon Hanok Village – Historic Beauty Wander through narrow alleys lined with preserved hanok houses dating back to the Joseon dynasty. This peaceful neighborhood is perfect for a cultural stroll and offers picturesque views of traditional Korean architecture.
7. Dongdaemun – 24-Hour Fashion District A shopper’s dream come true, Dongdaemun is home to mega fashion malls and wholesale markets that never sleep. Don’t miss the futuristic Dongdaemun Design Plaza (DDP), a landmark of contemporary architecture.
8. Samcheong-dong – Artistic Escape Nestled beside the Gyeongbokgung Palace, this artsy district blends bohemian charm with boutique shopping and galleries. Enjoy a peaceful afternoon in a local cafe after exploring its artistic alleys.
9. Cheongdam-dong – Seoul’s Luxury Row A posh neighborhood known for high-end designer stores, celebrity-owned beauty clinics, and exclusive lounges. If you’re into luxury fashion and K-celeb spotting, Cheongdam-dong is your place.
10. Seongsu-dong – Seoul’s Brooklyn Once an industrial zone, Seongsu has transformed into a trendy cultural spot with indie cafes, art installations, and fashion pop-ups. It’s a cool area to explore for those looking for Seoul’s up-and-coming creative scene.
EXPERIENCES THERE WILL FOLLOW YOU HOME
Hanbok Photo Experience at Gyeongbokgung Palace
*Closed on Tuesday*
Wearing a traditional hanbok while strolling through the majestic Gyeongbokgung Palace is a timeless experience. Capture stunning photos against royal architecture, and immerse yourself in Korea’s royal past. It’s a perfect fusion of heritage and Instagram-worthy visuals for luxury travelers and culture lovers alike.
Making Korean Knots (Handcrafts)
Add a personal touch to your Korea travel with a Korean knot-making workshop. Known as Maedeup, this ancient craft uses colorful cords and intricate techniques to create beautiful accessories like bracelets, keychains, or bookmarks. It’s a relaxing, creative way to experience traditional Korean aesthetics up close.
Bukchon Hanok Village Pedicab Tour
Step into Seoul's storied past with a guided pedicab tour of Bukchon Hanok Village. Ride through peaceful alleys lined with 600-year-old traditional homes, or hanoks, and hear stories from your local guide about the city’s dynastic heritage. This is one of the most scenic and authentic ways to explore old Seoul.
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N-Seoul Tower – The Iconic Skyline View
For panoramic views of the city, head to N-Seoul Tower on Namsan Mountain. Whether you hike, take the cable car, or dine at the top, this spot is a must-see for first-time visitors to Seoul. Don't forget to leave a love lock behind—an unforgettable travel moment in South Korea’s capital.
Learn a Traditional Korean Instrument
Experience the rhythm of Korea by learning a traditional Korean musical instrument such as the Gayageum (zither) or Janggu (drum). This interactive cultural lesson is led by professional musicians and gives you a unique window into Korea’s performing arts and heritage.
Lipstick Making Experience
Add color to your Seoul adventure by creating your very own custom lipstick. Guided by beauty experts, you’ll choose the texture, shade, and scent to match your personal style. It’s a perfect blend of K-beauty and creativity—an ideal souvenir and a fun, fashionable memory to take home.
RECOMMENDED SHOPPING
Garosu-gil, Sinsa-dong
A stylish street lined with indie boutiques, local designer brands, and trendy cafés, Garosu-gil is a haven for fashion lovers. Its tree-lined charm makes it a popular Seoul shopping destination for curated, upscale experiences.
Dongdaemun Design Plaza
More than just a shopping complex, Dongdaemun Design Plaza is a futuristic hub for fashion, pop-ups, and night markets. A favorite for young travelers and influencers, it’s also an iconic backdrop for Seoul street-style photography.
Lotte Duty Free Myeongdong
An essential stop for international travelers, Lotte Duty Free in Myeongdong offers tax-free luxury goods, skincare, and K-beauty favorites. Expect exclusive deals and Korean celebrity endorsements — perfect for retail therapy and souvenir hunting.
Starfield Library at COEX Mall
Located in Gangnam, Starfield COEX Mall is Asia’s largest underground shopping complex. From luxury brands to Korean skincare and K-fashion labels, it’s a retail paradise. At its heart lies the Starfield Library, a serene space with towering bookshelves — perfect for photos and a break between shopping sprees.
TOP DINNING IN SEOUL
A Taste of North Korea
Pyeongyang Cold Noodle & Dumplings
Experience a rare North Korean dish right in Seoul. The delicate cold buckwheat noodles (Naengmyeon), served in icy broth, pair beautifully with soft dumplings. This dish offers a unique culinary window into Korea’s northern roots—refreshing, minimalist, and deeply cultural.
Korean-Chinese Fusion
Black Noodles with Tangsuyuk
Craving bold fusion? Try Jajangmyeon (black bean noodles) with Tangsuyuk (crispy pork in sweet and sour sauce), crafted by a chef from Netflix’s Culinary Class Wars (2024). This stylish chain offers the perfect mix of Korean street comfort and Chinese flavors with gourmet flair.
Seoul’s Freshest Seafood
Noryangjin Fishery Market
No visit to Seoul is complete without exploring Noryangjin, Korea’s largest seafood market. Select live seafood—from abalone to king crab—and enjoy it cooked fresh at on-site restaurants. It’s a hands-on culinary adventure for those who love freshness, flavor, and local tradition.
Jongno 3 Stalls Alley
Iconic Pojangmacha Street Eats
Get a taste of Seoul’s vibrant street food scene at Jongno 3-ga’s alleyway of pojangmacha. These old-school tent bars serve up spicy tteokbokki, grilled skewers, and soju under neon lights—perfect for an authentic and atmospheric night out in the heart of Seoul.
We start in Seoul
Check out 3 of our handmade itineraries that all begin in Seoul, each promising a unique and thrilling journey. Discover distinct adventures that unfold beyond the city's boundaries, each one offering its own blend of experiences and memories waiting to be made. Your Seoul starting point is just the beginning of these unforgettable escapades.
FAMILY TRAVEL
DISCOVERY TRAVEL
PRIVATE TRAVEL
LUXPERIA APPROVED HOTELS
We've carefully curated a diverse range of options to cater to all preferences, from luxurious 5 star city-center choices to charming 3 star boutique hotels in unique neighborhoods.
Our selection ensures top-notch quality and service, guaranteeing a memorable stay. Benefit from insider knowledge to make the most of your Seoul visit. Whether you're a business traveler, a family, or a couple, Luxperia Approved hotels are the perfect choice for a comfortable and enjoyable experience, backed by trusted hoteliers.
Four Seasons Hotel Seoul
Located steps from Gyeongbokgung Palace and the bustling city center, Four Seasons Seoul is a luxury icon. It offers spacious rooms with panoramic city views, a serene spa, an indoor pool, and seven acclaimed restaurants. Book through Luxperia for exclusive extras like in-room breakfast, spa credits, and late check-out.
Lotte Hotel Seoul – Main Tower
This centrally located hotel connects directly to Seoul’s top shopping and cultural hubs. Elegant rooms with classic Korean touches and exceptional service await. Guests enjoy access to a Michelin-starred restaurant and Club Lounge. Enjoy Luxperia perks like early check-in and priority dining reservations.
Park Hyatt Busan
Though located in Busan, this luxury escape is just a short KTX ride from Seoul. Park Hyatt Busan offers sea-view suites, a glass-walled infinity pool, and award-winning design. Perfect for those combining Seoul with a coastal retreat. Book with Luxperia to receive suite upgrades and a private city transfer.
Novotel Ambassador Seoul Dongdaemun
Perfect for families and smart travelers, this modern hotel offers apartment-style rooms, a rooftop infinity pool, and direct access to Dongdaemun shopping. Enjoy seasonal promotions, kids’ amenities, and business-friendly features. Great value in a prime location, with added Luxperia travel concierge support.
Lotte Hotel Executive Tower – Seoul’s Business & Luxury Hub
Luxury reaches new heights at the Executive Tower, part of the prestigious Lotte brand. Ideal for business travelers and discerning guests, it features personal concierge services, exclusive lounge access, and designer interiors. Luxperia guests receive welcome amenities, complimentary breakfasts, and private airport pickup.
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