Places to visit

Gyeongbokgung Palace

No visit to Seoul would be complete without a visit to Gyeongbokgung Palace. Built in 1395, this sprawling palace complex was the main residence of the Joseon dynasty and is the largest of the city's five royal palaces. In the midst of the historic buildings lies an idyllic pond that invites visitors to linger. After severe destruction in the 16th century, the palace was carefully reconstructed. Today, the western part houses the National Palace Museum of Korea, while the eastern part around the Hyangwonjeong Pavilion is home to the National Folk Museum of South Korea.

Bukchon Hanok Village

In Bukchon Hanok Village, visitors can immerse themselves in Korean history. More than 900 traditional hanok houses from the Joseon Dynasty characterize the neighborhood. Once inhabited by nobles and high-ranking officials, some of the houses still serve as living quarters today, while others house restaurants, art galleries, or traditional workshops. Bukchon thus charmingly combines historical heritage with modern life.

Namsan Seoul Tower

One of Seoul's most famous landmarks is Namsan Seoul Tower. The cable car takes you comfortably up Namsan Mountain. Once at the top, visitors can enjoy a panoramic view of the city. The surrounding Namsan Park is also worth a stroll and offers a green oasis in the middle of the metropolis. If you're feeling sporty, you can also hike up Samsan Seoul Mountain.

Dongdaemun Design Plaza (DDP)

One of the city's architectural highlights is the Dongdaemun Design Plaza (DDP). The futuristic building by British-Iraqi star architect Zaha Hadid captivates with its organic design language. The building is eye-catching from the outside, but inside, changing exhibitions, shops, and concept stores invite visitors to explore. Particularly impressive is the façade, made up of around 45,000 individually manufactured aluminum panels, which give the DDP a different look depending on the lighting conditions.

Head up high to the Seoul Sky Observatory in the Lotte World Tower. From here, you can enjoy a spectacular panoramic view of the city – the perfect place for unforgettable photos.

Gannam Style at the COEX Center

In 2012, rapper PSY conquered the international charts with his global hit and iconic “horse dance,” making K-pop famous outside South Korea. In the Gangnam district, right next to the COEX Convention & Exhibition Center, a five-meter-high gold-colored sculpture in the typical “horse ride” pose commemorates this pop culture moment. It symbolizes Seoul's self-image as a modern, digital, and creative metropolis.

Directly below the COEX Center is the Starfield COEX Mall, the largest underground shopping mall in Asia – as big as around 15 soccer fields. A special highlight is the impressive Starfield Library, which combines shopping and culture in a unique way.

Itaewon nightlife district

The multicultural district of Itaewon is considered Seoul's nightlife district. Restaurants, karaoke bars, and small souvenir shops line the street. Rather quiet during the day, the district only comes to life after dark, attracting night owls from all over the world.

Shopping for young people

The younger generation in Korea is considered extremely trend-conscious – whether in fashion, design or accessories. As a result, new trendy districts are constantly emerging. Seongsu, a creative district in a former industrial zone that is often compared to Brooklyn, is particularly popular at the moment. Here you will find pop-up stores with original products, individually designed cell phone cases, anime key rings, and colorful plush creations. In addition, fashion stores with limited collections attract visitors, as do traditional shops sell items such as Korean calligraphy.

Food tips

All the senses are touched

Gwangjang Market, founded in 1905, is one of the oldest traditional markets in Korea. The name means “to come together from afar and stay together.” What once began as a small trading post is now a lively wholesale market with a huge food hall. The variety of aromas and dishes is overwhelming. A guided food tour with a local guide is highly recommended. Be sure to try: Mayak Gimbap, the “addictive” rice balls, Bindaetteok, a crispy mung bean pancake, and Tteokbokki, spicy rice cake. The brave can also try Sundae, Korean blood sausage, or raw beef with egg.

Sweet temptation

Sweets play an important role in Korea and should not only taste good, but also look good. The so-called “Instagrammability factor” is crucial. A micro-bakery in the Seongsu district exclusively produces small, lovingly designed dough bears with vanilla or milk cream. Demand is high, and the queues are correspondingly long.

Sizzling pork loin

Korean barbecue is a culinary classic. We recommend the JD BBQ restaurant in Itaewon, for example. Small round tables are set up with charcoal grills right at your seat. The staff prepare tender pork loin and cut it into bite-sized pieces with scissors. Kimchi, rice, and spicy sauces are served on the side. In the glass: Korean beer, soju, or makgeolli, a milky, slightly sparkling rice wine.

Dos and Don’ts in South Korea

Do: Greet with style

A slight bow is the customary way of showing respect in Korea – whether to greet someone, express gratitude, or say goodbye. It does not have to be a deep bow; a slight nod of the head is sufficient. Handshakes are acceptable but tend to be formal.

Do: Present items with both hands

Whether gifts, credit cards or business cards – in Korea, the rule is: always hand things over with both hands or use your right hand and place your left hand on your arm for support. This is polite and shows respect.

Do: Take your shoes off

Please take your shoes off when entering a private home, traditional restaurant, or accommodation. Slippers are usually provided. Anyone who simply walks in with their street shoes on is considered careless or even disrespectful.

Don’t: Ignore reserved seats

On public transport, you should never sit in seats reserved for people with disabilities or pregnant women. Even if the subway or bus is full.

Don’t: Be loud in public

Speaking loudly, laughing or even swearing in public is quickly perceived as rude. In Korea, restraint is considered a virtue – especially on public transportation or when waiting in line.

Don’t: Disregard table manners

Don’t start eating before the oldest person is at the table. And avoid sticking your chopsticks vertically into the rice at all costs. This is reminiscent of rituals for the deceased and is considered a major taboo.