Seoul City Guide; North of the River
Hongdae is abounding with subterranean clubs and bustling venues, such as the renowned 'Hongdae Playground'.
Insadong has a rich heritage dating back to the Joseon Dynasty (1392-1910). At present, the labyrinthine streets of Insadong offer a captivating experience for first-time visitors, with its predominantly traditional shops and restaurants charmingly enthralling any who venture through.
Ancient structures house the sale of traditional art products, while modern galleries and traditional Korean houses line both sides of the street. The ambiance of Insadong undergoes three transformations over the course of a day. In the early morning, it is a serene and tranquil street; in the afternoon, it hums with activity as groups of overseas tourists flock to its cultural allure; and at night, Insadong emanates an atmosphere where both Koreans and foreigners alike relish in leisurely strolls and convivial interactions amidst its peaceful environs. The main street is replete with shops that boast antiques, old books, paintings, ceramics, and hanbok, the epitome of traditional Korean attire.
Local Tip!
Upon arrival at Insadong street, the sheer abundance of shops selling traditional Korean souvenirs may overwhelm you. We recommend exercising caution with your wallet until you reach Ssamziegil and the National Souvenir Center, located a little further down the street. These establishments offer the best selection of Korean souvenirs.
Image: Ssamziegil Outdoor Shopping Complex, Insadong
The street stretching nearly 3 kilometers between Gyeongbokgung Palace and Cheongwadae (Blue House) represents a unique cultural enclave. This area showcases numerous captivating venues, including traditional Korean house-style cafes, wine bars, art shops, and designer showrooms. Notably, the Seolseo Tea House serves as an iconic landmark.
Contrary to typical city streets characterized by mass-produced merchandise, shops in Samcheongdong offer distinctive items created by local artists and designers. This serene neighborhood exudes tranquility and houses art galleries that showcase remarkable architectural designs. Each boutique exudes stylish allure and temptation, as they specialize in quirky accessories and fashionable clothing, primarily catering to the tastes of women. Here, visitors can relish in the conjunction of art, architecture, shopping, dining, and the quintessential traditional tea experience found in this charming and antique Korean neighborhood.
Local Tip!
Indulge in a break from your Samcheongdong exploration at 5Ci Jung Café. This oasis beckons with delightful afternoon snacks, particularly the freshly squeezed lemonade. Served in a generous jug alongside complimentary homemade scones and jam, this refreshing beverage tantalizes your taste buds. As you enjoy your delicious treat, secure a seat by the window, where you can observe the world outside while partaking in this delightful culinary experience. Don't forget your camera!
Image: Samcheongdong Main Street
For 600 years, City Hall has stood as the epitome of Seoul's central hub. Located in the bustling downtown area, directly across from the Plaza Hotel, it exudes an aura of being the heart of the city. This area houses the majority of landmarks that symbolize both the past and present of Korea.
Adorning either side of Sejong Street, which cuts through the area, are City Hall, The U.S Embassy, Sejong Arts Center, and Seoul Finance Center. At the end of the street stands a beacon representing Seoul's history as the capital city during the Joseon Dynasty, Gwanghwamun Gate.
The downtown area is also home to numerous exclusive hotels. Within a short walking distance, one can explore the newly restored Cheonggycheon Stream and ancient palaces. Additionally, a multitude of department stores, arcades, and boutiques lie within close proximity.
Local Tip!
Head to Gwanghwamun Square shortly before sunrise or sunset for the opportunity to capture breathtaking photographs. One side offers majestic vistas of the mountains in the background, while the opposite direction reveals stunning glimpses of the downtown skyline. This magical blue light hour, the first and last hour of sunlight during the day, makes for an unforgettable experience. Check our weather page to ascertain the sunrise and sunset times in Seoul.
Image: Admiral Yi Sun-sin, Gwanghwamun Square.
Myeongdong serves as the vibrant commercial heart of Seoul, pulsating with electricity. Often likened to Tokyo's Shinjuku district, this lively area is bedecked with dazzling neon lights, top-tier retail destinations, mouthwatering culinary options, and a myriad of people.
On any given day, a staggering 1.5 million individuals traverse through Myeongdong, especially Japanese tourists who flock to this area to immerse themselves in the settings of numerous Korean dramas and film scenes. The shopping options range from affordable to exclusive, showcasing a wide array of local and international brands that line the streets of Myeongdong. Throughout the year, high-street fashion stores, restaurants, and cafés abound in this bustling neighborhood.
Local Tip!
No visit to Myeongdong would be complete without indulging in the delectable street food offerings. Do not miss the opportunity to savor the delicious dried squid and egg cakes. For a more substantial meal, venture to the food court at Lotte Department Store, which boasts a delightful variety of authentic dishes. Be sure to ride the sushi train that winds through the food court, allowing you to savor your preferred plates or sample fresh sushi. The price per plate typically ranges between 1,000 KRW and 3,500 KRW, depending on the type of fish. The seared beef nigiri is an absolute must-try!
Image: Japanese tourists in front of the 'Forever 21' store, Myengdong.
Dongdaemun represents an enthralling and immersive experience that ought not to be overlooked. Enter this captivating shopping district, and the concept of time becomes irrelevant as you find yourself shopping into the early hours of the morning.
Regarded as one of the largest fashion retail and wholesale areas worldwide, Dongdaemun pulsates with people, impressions, and a constant turnover of goods. Thousands of small shops nestled within modern facilities remain open until daybreak, attracting fashion-savvy night shoppers. Here, you can find anything from second-hand treasures to vintage Chanel.
Independent designers flock to Dongdaemun to purchase fabrics and auxiliary materials for their garments, lending the area a similar importance to Manhattan's 'Meatpacking District.' If you seek insight into upcoming trends or simply crave inspiration, Dongdaemun stands as an ideal starting point. However, make sure to wear comfortable shoes and arm yourself with patience, as this area teems with crowds, especially on weekends and around midnight.
Local Tip!
One unique aspect of Korean culture is midnight shopping, which may strike some as peculiar and perhaps exhausting. Yet, this activity proves incredibly enjoyable. Numerous shopping malls and street vendors remain open until 5 am, offering replenishments at all-night restaurants and street food stalls.
Image: Shop till you drop, Dongdaemun
The Hongik University neighborhood represents the epicenter of Korea's indie culture. It stands as one of the few places in Seoul where you can witness street art, prominently illustrating the artistic spirit pervading every corner of Hongdae. A visit to this neighborhood promises a unique assortment of specialty shops, affordable restaurants, cafés, and street art.
Hongdae also teems with underground clubs and public spaces, such as the famed 'Hongdae Playground,' beloved by locals, international travelers, and students alike. During weekends, this vibrant area attracts young people seeking entertainment, with its multitude of clubs and bars often hosting performances by local, unsigned bands held in playgrounds or vacant lots.
For an extraordinary and flamboyant shopping experience, Hongdae provides the answer. Its streets abound with quirky fashion accessories, and its shops exude charisma, offering eccentric fashion items.
Local Tip!
While Hongdae boasts numerous entertainment spots, we recommend embarking on a slightly different adventure by visiting the 'Prince Edward Noraebang,' a renowned karaoke establishment located in the heart of Hongdae. Despite its somewhat ostentatious name, this venue is remarkably captivating, renowned for its rooftop terrace and sprawling patio area. From these vantage points, you can savor amazing views of the Hongik University area and its urban surroundings!
Image: Club Cocoon and Club Street, Hongdae.
Itaewon is adorned with shops and restaurants influenced by European, Indian, Pakistani, Egyptian, Turkish, Malaysian, Thai, and Mexican cultures, painting its streets with a vivacious and colorful tapestry of language and appearance. The dining scene in Itaewon stands at the forefront of Seoul's culinary progressiveness, as local residents gradually discover the myriad of excellent culinary opportunities that lie within and around Itaewon's streets.
While it is true that many locals and visitors in Itaewon hail from American backgrounds, both military and civilian, the district's character is gradually evolving to encompass an increasingly diverse range of language and culture.
At night, Itaewon truly comes alive. This area possesses a well-deserved reputation for its vibrant nightlife. It remains an unparalleled entertainment and nightlife district, although young Seoulites are beginning to recognize its growing fashion and dining scenes. Itaewon's inviting streets offer an array of options, including world-class clubs, numerous smaller clubs, bars, lounges, Irish pubs, craft beer tap houses, sports bars, upscale hotel bars, cigar lounges, martini bars, hostess bars, and Russian karaoke bars. As such, Itaewon caters to a diverse range of individuals, both locals and tourists, seeking unforgettable nightlife experiences.
Local Tip!
Choosing one local tip to recommend when visiting Itaewon is an arduous task given the multitude of options available. For shoppers, we suggest exploring the small alleyways and side streets tucked away behind the main road, particularly those located behind McDonald's. Here, you will discover an assortment of smaller, unique shops. If you are a fan of Western cuisine, make your way to the side street behind Hamilton Hotel, which teems with restaurants representing every corner of the world. Lastly, if you are seeking a vibrant party scene, simply stroll down Itaewon's main road on a Friday or Saturday night. You will be met with an abundance of mobile bars and soju tents ready to satiate your appetite for revelry.
Image: My Chelsea, Itaewon
