The Daisybutter Travel Guide to Seoul, South Korea

Nearly eleven years after my first trip to Seoul, I’m finally publishing my travel guide to this incredible city, the capital of South Korea. As a second-generation East Asian immigrant, I grew up listening to K-pop in the 2000s (fittingly, during the 2nd Gen Hallyu wave) and watching K-dramas and using K-beauty in an attempt to feel more connected to my East Asian self. Of course, I’m Chinese, but there was little to no East Asian representation on TV in England. And I’d already grown tired of my pre-teen Hong Kong and Taiwanese dramas! When I was finally earning Big Girl Money, I knew that my first solo trip would be to Seoul.

It’s been over 10 years since my first visit to South Korea, and I’m surprised it’s taken me this long to put a Daisybutter travel guide together. As always, if this is your first time reading one of my travel guides, you’ll find the highlights of my own travels: excellent food and good vibes, neighbourhoods perfect for directionless wanders and slow afternoons, and a cosy place to stay and feel as though you’re at home. Since it’s a Seoul guide, I’ve added a bonus shopping guide, too.

You’ll want to download NAVER Maps and KakaoMap before you go, since Google Maps isn’t very accurate in South Korea. Each are essential for countless other features, too. Their bus and subway systems are excellent – order a Tmoney card to collect when you arrive – but Uber is also available. In terms of accessibility, many districts in Seoul are very steep and hilly, so bear that in mind.

See & Do

Hike up to Namsan Park for sunset

Namsam Park is Seoul’s largest park and is known for its plentiful walking trails up Namsam, the mountain. I hiked up on my first visit to Seoul, and it’s a truly magical way to see the city from above and take in endless nature as well. Once at the top, there are sweeping views of the city, plus the rather touristy N Seoul Tower and Cable Car. Head up there for sunset and enjoy a picnic dinner, before catching a cable car down.

Visit Gyeongbokgung Palace in a hanbok

Of course, you can’t visit Seoul without visiting the first royal palace of the Joseon dynasty. Built in 1395, Gyeongbokgung is the largest of the city’s five royal palaces. Achingly beautiful, it warrants a good few hours of exploring because there’s so much to see. Plus, if you visit in traditional Korean dress (hanbok), you’ll enjoy free entry. Hanbok is widely available for day hire in the streets around the palace. You can also opt for a guided tour, which is adorably hosted by local primary school children practising their English! Midway through the tour, there’s even a café so you can refuel.

Explore the Jongno 3-ga District

Well, since you’re already at Gyeongbokgung, why not stay a while? The Jongno District is a charming neighbourhood filled with centuries-old wooden houses (hanoks), many of which have become coffee shops and pochas. Stop by the National Museum of Modern and Contemporary Art, and then wander through the streets. I loved grabbing a rooftop coffee at Café Teumari (excellent coffee and vibes in a hanok with a view of the Jongmyo Shrine stone wall). Hungry? Enjoy a bite and drink at a pocha, sort of like a pub, with great drinks and super affordable ‘fast’ food.

Drink beer and eat ramyeon by Han River

How could you visit Seoul and not do as the locals do, and enjoy a riverside picnic? Visit Yeouido Hangang Park, and pick up ramyeon and beer from a CU (convenience store chain). Then, hire a picnic mat, and wile a few hours away by the famous river.

Spend a day at Nami Island

This little half moon-shaped island is a K-drama filming location, and makes for a lovely place to spend the day. It’s beautiful year-round with pine, gingko and redwood trees to admire. I visited in the winter, and found the snow-covered Nami Island just stunning!

Wander Yeonnam-dong

Sure, Hongdae is fun, but wander a little further north and you’ll be in Yeonnam-dong, an emerging neighbourhood full of boutique stores, concept cafés and sweet wine bars.

Hang out at Seoul Forest

Seoul is a lot greener than you’d imagine, and an afternoon or evening in Seoul Eco Forest rewards plenty of calmness. Visit the café street, wander beneath gingko trees (or cherry blossom, depending on the season), hire a bike, and soak up the aura right in the middle of the city.

Make a niche perfume at RETTRE

One of my favourite memories from my 2026 visit to Seoul is making my own perfume at RETTRE in Hongdae. I came across this experience by chance and I’m so glad that I booked it! RETTRE is a perfume workshop with a few different concepts, but they ultimately hark back to creating personalised fragrances in guided settings. At Seoulsup and Yeonmujang, you create a perfume from your memories using fNIRS brain measurement technology, while at Seongsu and Hongdae you create a precious memory. I’ve written all about my experience crafting my wedding perfume(!!) in a separate post.

Shoot souvenir photostrips

You couldn’t visit Seoul – or any major East Asian city! – without taking some photobooth photos. I’ve written a separate post all about my favourite spots in the city.

Visit Starfield Library

Now, I’ve left this one for the end because I was actually very underwhelmed when I finally got to see Starfield COEX Mall’s ‘Starfield Library’. This iconic library is simply the heart of one of Seoul’s equally iconic malls in Gangnam. Many of the books aren’t real, but it makes for a pretty atmospheric coffee break, since there are four coffee shops tucked up its rafters. The other Starfield Library in Suwon, however, looks so cool!

Shopping Guide

While I don’t really advocate for shopping beyond your needs and means these days, a Seoul travel guide does elicit some ‘need’ for a shopping manual. This city is a shopping haven, and you’ll especially love it if you like my style and taste in makeup, skincare and music.

Don’t forget to take your passport with you wherever you go: tax-free shopping is the name of the game here, and many places offer immediate tax refunds at the counter.

Olive Young

Let’s get Olive Young out of the way first: this beauty and skincare chain is renowned for stocking a huge array of top brands. You’ll find the newest trending products here, as well as AI-powered colour theory and skincare analysis tools at selected branches.

Ready Young Pharmacy

However! For more authentic K-beauty finds that locals actually use and that are dermatologist-approved, head to Seoul’s pharmacies. I found countless incredible products at Ready Young, including lip balms that are winter-proof.

GLOWNY

GLOWNY is South Korea’s ‘it girl’ brand, stocking elevated basics and timeless capsule wardrobe essentials, as well as a few more trendy pieces. I’ve been dying to try their pieces for YEARS, and was thrilled to get to visit their Hannam flagship store. I recommend their Baby Tee and Malissa jeans.

MUSINSA (and all of its offshoots)

MUSINSA is South Korea’s top high street brand, offering casual wear in that inimitable Seoul style. They’ve since branched out with MUSINSA STANDARD and MUSINSA BEAUTY, selling more specialist edits of products.

Tamburins

For niche, androgynous fragrances, Tamburins is your spot. Their stores are architecturally incredible, and the scent experiences even more so. I adored the gorgeous vessels for perfumes, hand creams, body lotions, and beyond.

Kwani

Love minimal bags as much as I do? Then Kwani’s minimal, sculptural style of bags will be right up your street. Their Hannam store is gorgeous.

29CM Home

Lastly, 29CM Home is a wonderful spot to pick up home goods, lighting, stationery and other gifts.

Eat & Drink

Shin Mi Kyung Dakgalbi

31-10, Wausan-ro 21-gil, Mapo-gu 1F, Seoul 04041 South Korea

Nothing says Seoul quite like a traditional dakgalbi restaurant, and this one was just great. Your dakgalbi is grilled on a cast iron griddle, and their cheese fondue is unreal.

Café Pokpo

262-29 Yeonhui-ro Seodaemun-gu, Seoul 03653 South Korea

An un-aesthetic café that sells jujube date tea with a view of a manmade waterfall? Sign me up. This spot is dreamy and, although it’s become a tourist trap, it’s one I’m willing to fall for again and again.

sobb Coffee & Wine House

101, Itaewon-ro 27-gil, Yongsan-gu, Seoul

This wine bar and café is SO worth the hike up. Their food is incredible – I had the shrimp cabbage pancake – and their hot drinks are excellent. Plus, the vibe inside was great: laidback with concrete and light wood interiors.

MOTHER Offline

6, Itaewon-ro 55na-gil, Yongsan-gu, Seoul, South Korea

MOTHER Offline is a hotspot for good reason: a live DJ, delicious drinks (I got an oat hojicha latte), and countless varied seating. It can get quite loud and crowded, so avoid if that isn’t your thing.

SILLY APERITIVO

Seongdong-gu, Seongsui-ro, 18 1층

I was excited to visit a few of Seoul’s wine bars on my recent trip, and SILLY APERITIVO was one of my favourites. This tiny bar in Seongsu shows off an excellent music choice as well as beautifully made drinks. Wander by the river, or Seoul Forest, and then wind up here for a long night of great drinks, cold cuts, and music. The bartender/owner was a delight too! He loved chatting to us – and his regulars – and even sorted me out with an energy drink to counteract my jet lag!

Jayeondo Salt Bread Bakery

Last but certainly not least, you can’t visit Seoul without buying some of its viral salt bread. I was still vegan the last time I visited, so didn’t try any, but I braved the butter and can attest to the fact that Jayeondo Salt Bread Bakery’s salt bread is worth the wild queues. Delicious, pillowy, flavourful, and fresh.

Stay & Relax

Now, I’m trusting you all not to fill up my favourite Seoul-based Airbnbs, because I loved every place I’ve stayed at so far, and think each are great for different types of trip.

Hongdae Sky Apartment

Book your stay.

A stone’s throw from Hongik University Station, this spot is perfect for mixing with other travellers and for being super close to lots of great food and shopping.