8 issues to do in Seoul, South Korea

Seoul has emerged in recent years as an in-demand destination. But South Korea’s capital can still feel daunting for first-timers, given its size — it’s one of the world’s biggest and most densely populated cities — and differences in language and culture.

As anyone who’s already taken a trip to Seoul will assure you, there’s no reason to hesitate. Yes, the city is huge, but also easy to get around thanks to extensive public transportation, including a modern subway system (think spotless cars, English signage and heated seats in the winter). And because Seoul is a rare place that experiences four distinct seasons, you can visit when it suits your schedule. (Though we recommend avoiding June to July’s rainy monsoon season.) Most importantly, you’ll feel incredibly safe: The travel insurance company Berkshire Hathaway Travel Protection just released a report that ranked Seoul among the world’s top 15 safest cities for leisure travel in 2025.

Because there’s so much to see, eat and do in this South Korean metropolis, we’ve curated a guide to the 8 best things to do in Seoul to ensure an unforgettable first trip.

1. Dig into street foods

Food is central to Korean culture, and one of the easiest ways to sample some iconic bites — while getting a glimpse into everyday city life — is through Seoul’s street food markets. This way, you can sample an array of items in a single stretch and save money. While Myeongdong Market is the most famous, it’s perpetually packed with tourists and errs on the pricier side. Instead, head to Namdaemun Market for kalguksu (knife-cut noodles) and hotteok (stuffed pancakes), Gwangjang Market for bindaetteok (mung bean pancakes) and Jungang Market for tteokbokki (spicy rice cakes).

South Korea is also renowned for its storied drinking culture with over 1,000 types of sool (Korean alcoholic beverages). To learn more, make a reservation at Oul. Located in the elegant Four Seasons Hotel Seoul — part of American Express Fine Hotels + Resorts — this one-of-a-kind drinking destination focuses solely on Korean-made spirits. Head bartender Ike Ryu whips up imaginative cocktails like the Goosoo Highball, a hauntingly rich blend of barley tea soju, toasted rice syrup and seltzer. Fittingly, the anju (snacks consumed with alcohol) are just as elevated: The lobster tteokbokki arrives bubbling hot and packed with generous chunks of house-made fish cakes and fresh seafood.

3. Rent a hanbok

At Gyeongbokgung Palace, the architectural masterpiece that served as the official royal residence during the Joseon dynasty, you’ll notice people dressed in hanbok (traditional Korean attire). Many nearby shops rent these colorful two-piece outfits dating back to the Goryeo Dynasty (918 to 1392) and offer additional services like makeup, hair styling and photo shoots. The activity is promoted by the Korea Tourism Organization and encouraged by locals as a sign of cultural appreciation, so don’t be shy. Another perk? All five of Seoul’s royal palaces will waive their admission fees if you arrive dressed accordingly.

South Korea champions creativity, as evidenced by the global phenomenons of K-dramas, Korean films and K-pop. No wonder the Western contemporary art world has its eyes squarely on Seoul. Now, the city is home to Asia’s only Frieze Art Fair (debuted in 2022), along with outposts of the world’s most respected galleries, such as New York’s Gladstone Gallery and Berlin’s Konig Galerie. Be sure to support Seoul-based institutions as well; must-stops include Bukchon Hanok Village’s stunning new Futura Seoul (unveiled during Frieze Seoul 2024), Kukje Gallery and Gana Art.

5. Get scrubbed at a bathhouse

One of the easiest ways to reset your body following a long-haul flight or long day of exploration is at a jjimjilbang. These traditional Korean bathhouses, however, are about more than getting clean; they’re accessible hubs — entry fees are typically under $15 — where locals connect with friends and disconnect from everyday life. (Bear in mind that nudity is required for the same-sex bathing areas.) It’s easy to spend hours between the pools, saunas and relaxation zones, but make time for seshin, a deeply invigorating full-body scrub that stimulates circulation and leaves skin silky smooth. Sparex Goodmorning City is tourist-friendly and open 24 hours a day, but if you’re craving more privacy, Four Seasons Hotel Seoul’s Korean sauna and Spa Heum have private rooms.

6. Stock up on K-beauty

Seoul is a bona fide shopping mecca for beauty and skin care lovers. To stock up on cult favorites, from Mediheal’s sheet masks to Beauty of Joseon’s face sunscreen, swing by the country’s premier retailer of affordable K-beauty, Olive Young. There are plenty of options to support independent brands, too. Consider booking a make-your-own-skincare class at Seongsu-dong’s Whipped. Discover an elegant perfume no one else has at Changyong Park’s Written on Water, a charming fragrance studio in Yeonhui-dong. Freshen up the drabbest spaces in your home with Soohyang‘s gorgeously scented candles, diffusers and wax tablets.

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Why sleep in a conventional hotel when you can stay in a hanok, a traditional Korean house? That’s the thinking behind Rakkojae Seoul, a collection of meticulously preserved historic residences outfitted with modern-day comforts. Staying here is about slowing down and embracing quiet luxury: Slumber on healing jade ondol floors; fuel up in the morning with a traditional breakfast of rice, soup and banchan beautifully presented in brassware; or simply bask in the tranquility. Despite being in the heart of the city, Rakkojae Seoul feels far removed from the city’s crowds and traffic.

8. Take in sky-high views

Though South Korea’s capital is rewarding from the city streets, it’s even more memorable from high above. Occupying the 76th through 101st floors of the Lotte World Tower, the world’s sixth-tallest building, Signiel Seoul is a hotel unlike any other in town with jaw-dropping bird’s-eye views of the cityscape, dreamy accommodations and luxurious touches like Bar 81, where’ll you find the country’s biggest Champagne collection. (It’s also part of American Express Fine Hotels + Resorts.) Feeling especially brave? Head up a few floors to Seoul Sky, which holds several records, including the world’s highest glass-floor observatory and fastest elevator.

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