Diego Ferrari

ITA|ENG

Known to many through the global success of K-dramas — which have captivated fans worldwide, including my wife — and the hit Netflix series Squid Game, South Korea and its capital, Seoul, have become some of Asia’s most sought-after destinations.

Rapidly evolving into one of the world’s most vibrant metropolises, Seoul serves as a premier gateway to the East, especially for its world-class food scene and cutting-edge bar culture. The city offers visitors dozens of cultural and architectural landmarks, blending ancient art with sleek modernity at every street corner. With over 9 million inhabitants, Seoul is also incredibly safe, boasting an extremely low crime rate.

The Pulse of Gangnam

During our stay, we opted for the Gangnam district, famously immortalized by PSY’s pop hit Gangnam Style. This neighborhood is the city’s wealthiest and most exclusive hub, packed with high-end boutiques, luxury hotels, chic cocktail bars, and fine-dining restaurants. Walking through its streets at night feels like stepping onto a Korean movie set. The nightlife is electric, and the streets are filled with trendsetting locals. Don’t be surprised by the high-fashion outfits worn by teenagers or the parade of supercars circling the district — a constant display of the local concept of luxury.

Skincare and Curiosities

Seoul is a world-renowned destination for cosmetic surgery. The culture of facial refinement (cheekbones, nose, and eyes) is deeply ingrained, and Gangnam is teeming with specialized clinics. Also, if you’re traveling with your significant other, be prepared: the world of Korean skincare is a massive trend. Arm yourself with patience and make your partner happy — the products are second to none!

Not far from Gangnam, you’ll find the Coex Mall, a massive underground shopping center. It houses the stunning Starfield Library, which spans two stories in height. At the entrance, you can’t miss the giant statue of PSY’s hands dedicated to his iconic song.

Captivating Contrasts

What I love most about Seoul is the contrast: the ultra-modern facing the ancient. Bongeunsa, an incredible Buddhist temple, is a perfect example. Amidst the scent of incense, lotus flowers, and golden shrines, you can experience a sense of peace while the ever-evolving city towers in the background.

For another unforgettable contrast, cross the Han River to Gyeongbokgung Palace. Here, you can breathe in the history of Old Seoul. Right next to the palace, explore the Bukchon Hanok Village in the Jongno-gu district. It’s a pedestrian-friendly area where you’ll see men and women dressed in traditional Hanbok attire taking photos against the backdrop of historic wooden houses.

At sunset, head to the Banpo Bridge (Banpodaegyo). The view is breathtaking as the moonlight rainbow fountains dance to music, illuminated by the city lights.

A Culinary Journey

Seoul is a food lover’s paradise. I highly recommend visiting the local markets for authentic street food. We visited Gwangjang Market, home to the famous stall of Chef Cho Yonsoon (from Netflix’s Street Food), who serves incredible knife-cut noodles and mung bean pancakes. For the adventurous eaters, try the “live” octopus tentacles ( click here for the video )… it was an incredible experience!

Of course, Korean BBQ in Seoul is unmatched. The meat is exceptional—perfectly marbled and melts in your mouth. Grilled right at your table and served with the ever-present kimchi (which I am absolutely obsessed with), it’s a must-try. The city is also home to countless Michelin-starred restaurants and spots featured on the World’s 50 Best lists.

The Bar Scene

The mixology scene in Seoul is world-class. If you find yourself in the city, you must visit these spots:

• Zest (Gangnam): A minimalist bar featuring light wood and a counter that blends seamlessly with the guest area. Demie and the team will welcome you with smiles and extraordinary cocktails.
• Bar Cham (Seochon): Located in a traditional hanok house, this bar focuses on modern Korean spirits and local herbs. Hwi Yun is the expert to trust here.
• Charles H (Four Seasons Hotel): A legendary institution located inside one of the world’s most iconic hotels. Odd serves a selection of mini Martinis and, new for this year, a “speakeasy within a speakeasy.”
• Alice Cheongdam: A stunning bar where wood and leather create a sophisticated atmosphere. Terry Kim and his team offer high-profile, experimental cocktails.
• Gong Gang: Tucked into an ancient structure between the village and the palace, this minimalist bar features a tree growing through the center of the roof. Willy and his team serve delicious drinks and mouth-watering bar food.

Where to Stay

Seoul is massive, so location is key. We stayed at the Four Points by Sheraton Gangnam, which was a strategic base for exploring the city. To get around, taxis are very affordable and convenient, though be prepared for some “spirited” driving! LOL.

Salute!