South Korea’s capital keeps leveling up its cool factor. According to Virtuoso’s “Next-Gen Seoul” city guide, the city now draws travelers for everything from the viral Rejuran (salmon DNA) facial and the skincare aisles of Olive Young to filming locations from KPop Demon Hunters and the Coex K-Pop Square. Seoul’s art scene continues to evolve too — Frieze Seoul launched in 2022, the Photography Seoul Museum of Art opened last year, and the highly anticipated Centre Pompidou Hanwha is set to take center stage this summer.

What makes Seoul such a rewarding destination right now is the way it layers all of this newness on top of centuries of tradition. The same neighborhood that houses a futuristic department store might also be home to a quiet shop selling hanji paper goods made the way they were made 500 years ago. Here’s where Virtuoso suggests starting.

Where to Eat

On a scene brimming with award-winning restaurants, Onjium stands out for its Michelin-starred, seasonal interpretations of royal court food from the five-century Joseon Dynasty — dishes like tangpyeongchae (mung bean jelly salad) and Jinju-style galbi-jjim (braised short ribs). Every detail honors Korean culture, from the locally crafted tableware to the views of Gyeongbokgung Palace.

In Itaewon, the convivial gastropub Mr. Ahn’s Craft Makgeolli serves imaginative anju (snacks paired with alcohol) like pine-nut-foam-capped abalone alongside hearty mains such as house-made tofu with steamed pork and salted pollack roe. These pair beautifully with traditional Korean spirits — cheongju, a clear refined rice wine, and the restaurant’s own makgeolli, a milky-white, lightly sparkling rice wine.

For a true Seoul institution, Woo Lae Oak in Euljiro has been serving Pyongyang naengmyeon since 1946 — handmade buckwheat noodles in an icy, crystal-clear beef broth that many locals call the city’s best. Their galbi, salty-sweet marinated short ribs barbecued over inset grills at each table, is the other reason to make the trip.

Where to Drink

Gong Gan (“connected circle” in Korean) takes cues from across Korean culture inside a lovingly restored hanok (traditional Korean house) in historic Bukchon. The signature Si-Jang — a warm blend of bourbon, roasted rice, and house-fermented banana beer — draws on the aromas of fresh fruit and savory snacks from neighborhood markets. It arrives with a small bite of banana bread made from upcycled banana-beer ingredients.

Over in Sindang, one of Seoul’s hippest neighborhoods, Gu offers an intimate drinking experience that feels far removed from the city’s touristy enclaves. Owner-bartender Chris Jang sources many of his ingredients from the nearby Jungang Market. His Ho! Daddy sous-vides hotteok — the brown-sugar-filled pancakes made by a longtime market vendor — with whisky for warm, layered flavors.

Where to Shop

Seongsu’s 14-floor Haus Nowhere Seoul greets visitors with “Sunshine,” a massive animatronic dachshund whose chest heaves and ears twitch — a fitting welcome to a multisensory store designed by IICombined as a headquarters and showcase for its trendsetting labels: Gentle Monster eyewear, Tamburins fragrance, Nudake desserts and tea, Atiissu headwear, and Nuflaat tableware.

On a quieter strip in historic Seochon, gallery and retail shop Ilsangyeoback sells traditional handicrafts that reflect South Korea’s artistic heritage — from dalhangari, the iconic white porcelain moon jars, to fans made of hanji, mulberry paper that’s been treasured for centuries.

Seoul’s department stores are microcosms of everyday life — places where locals browse the latest labels, socialize, and dine. The Hyundai Seoul is the city’s most stylish, with a stark, futuristic design softened by the country’s largest indoor garden. Go for high-profile brands like Loewe and Celine alongside emerging Korean designers.

Where to Stay

Situated in Yeouido directly across from The Hyundai Seoul, the 434-room Conrad Seoul sits close to both of the city’s airports — ideal for post-flight recovery — with some Han River views from its rooms. Don’t skip the made-to-order pho at Zest’s breakfast buffet, one of the best in the city.

Just across the street, the 308-room Fairmont Ambassador Seoul overlooks the skyline and the Han River, with easy access to Yeouido Park’s cherry blossom festival each spring. Mariposa grills surf and turf, and the 29th-floor cocktail bar M29 pours a well-rounded list of vintage Champagnes against sparkling city views.

Source: Virtuoso, The Magazine — “The Best Things to Do in Seoul” by Katie Chang.