A Moment for Seoul
“The rapidly evolving South Korean capital of Seoul is a melting pot of contrasts, where serene Buddhist temples compete with karaoke bars, neon-lit cities vie with mountain views and popular Korean K-Pop and K-Drama culture sit alongside centuries of history.”
Words by Louise Longman
For the luxury traveller, there’s plenty to see and do, with no less than five Unesco World Heritage Sites to visit including Changdeok Palace and Hwaseong Fortress; major modern landmarks such as the Lotte World Tower, the tallest building in South Korea; plus a host of exclusive culinary experiences, designer shopping and time to relax in Korea’s jjimjilbang – traditional bathhouses.
High-end shopping
Something of an institution in Seoul, shopping is as important here as art and culture, with Koreans the world’s biggest spenders on luxury goods.
The best places to shop in Seoul are not limited to shopping malls but spill out across districts, while family-friendly attractions include aquariums, museums, art galleries, theatres and theme parks.
Myeongdong is one of the city’s most famous neighbourhoods, where colourful boutiques showcase Korean fashion at its brightest. With more than 1,000 shops selling Korean cosmetics, in Myeongdong you’ll be able to stock up on your K-Beauty products.
Myeongdong’s Lotte Department Store offers a duty‑free outlet, an art gallery and food court, as well as an impressive range of clothing and beauty products. You can even request that your shopping be delivered to the airport for collection.
Elsewhere, Gangnam is one of the wealthiest districts in South Korea and is home to department stores, underground shopping centres and malls. Here you’ll find international designer brands such as Dior, Miu Miu and Cartier.
Luxury dining
Chef Yim Jungsik has been touted as the pioneer of modern Korean fine dining and is credited for introducing Korean cuisine to the world with his Seoul and New York restaurants.
His Gangnam restaurant Jungsik consistently tops the best restaurant polls, so it’s worth reserving your place before you travel so you can try some of his molecular mastery. Expect artful, playful plates rooted in traditional Korean cooking.
Michelin-starred restaurants Soigné, Gaon and Mingles, also in Gangnam, offer fine-dining takes on traditional Korean staples.
Luxury accommodation
Expect to find hotels with floor-to-ceiling windows offering sensational views over Seoul’s dazzling skyline and the Han River.
Seoul’s luxury hotels boast Michelin-starred restaurants, top spas and contemporary styling from natural minimalist to timeless Korean motifs that pay homage to the city’s century-long legacy in hospitality.
Outside the bustle of the city, hotels offer views of the handsome Gyeongbokgung Palace, the verdant green hills of Samcheong, Bukhansan parks and the tranquil Cheonggyecheon Stream.
A mainstay for Korean celebrities, Seoul’s oldest luxury hotel is set on the slopes of Mount Namsan, offering privacy and unmatched panoramic views of the city. Stay here and you’ll want to indulge in the Guerlain Spa, which combines cosmetic technology from France with grand service from Seoul – prepare to be pampered like royalty.
Experiences
Attractions on a must-see list of any visit to Seoul include the Gyeongbokgung Palace, the main royal palace of the Joseon dynasty, and Jogyesa Temple, the chief temple of the Jogye Order of Korean Buddhism which dates back to the late-14th century.
There are also many after-dark tours that allow visitors to experience the exciting buzz of Seoul with the chance to eat a traditional Korean barbecue and take in one of the many karaoke bars, jazz lounges and clubs.
Beyond Seoul lie castle towns, seaside resorts, national parks and islands. Jeju Island makes for a popular day trip. It is known for its unique cuisine, most notably the seafood caught by Jeju’s famed female deep‑sea divers (haenyeo), all of whom are aged 60-plus.
