Seoul has emerged in recent years as a highly sought-after destination. But South Korea’s capital can still feel overwhelming for first-timers, given its size — it’s one of the world’s largest and most populous cities — and its linguistic and cultural differences.
As anyone who has already taken a trip to Seoul will confirm, there is no reason to doubt. Yes, the city is big, but it’s also easy to get around thanks to extensive public transportation, including a modern subway system (think spotless cars, English signs and heated seats in winter). And because Seoul is a rare place that experiences four different seasons, you can visit when it suits your schedule. (Although we recommend avoiding the June to July rainy season.) Most importantly, you’ll feel incredibly safe: Travel insurance company Berkshire Hathaway Travel Protection recently released a report ranking Seoul among the world’s 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 chosen a guide to the 8 best things to do in Seoul to ensure an unforgettable first trip.
1. Indulge in street food
Food is at the heart of Korean culture, and one of the easiest ways to sample a bite — while getting a glimpse into the city’s daily life — is through Seoul’s street food markets. This way, you can sample many things at once and save money. While Myeongdong Market is very popular, it is always full of tourists and errs on the side of prices. Instead, head to Namdaemun Market for kalguksu (knife-cut noodles) and hotteok (stuffed pancakes), Gwangjang Market for bindaetteok (mung bean cakes) and Jungang Market for tteokbokki (spicy rice cakes ).
2. Drink local spirits
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Inside the Oul bar at the Four Seasons Hotel Seoul. FOUR SEASONS HOTEL SEOUL
South Korea is also known for its storied drinking culture with over 1,000 varieties of sool (Korean alcoholic beverage). To learn more, book at Oul. Located in the elegant Four Seasons Hotel Seoul – part of American Express Fine Hotels + Resorts – this one-of-a-kind bar specializes exclusively in Korean-made spirits. Tea bartender Ike Ryu whips up cocktails like the Goosoo Highball, an insanely rich blend of barley tea soju, roasted rice syrup and seltzer. Fittingly, the anjus (alcoholic snacks) are equally sublime: Lobster tteokbokki arrives piping hot and topped with homemade fish cakes and fresh seafood.
3. Rent a hanbok
At Gyeongbokgung Palace, an architectural masterpiece that served as an official royal residence during the Joseon Dynasty, you will notice people wearing hanbok (traditional Korean clothing). Many shops nearby rent these colorful two-piece costumes dating back to the Goryeo Dynasty (918 to 1392) and offer additional services such as makeup, hair styling and photography. This activity is promoted by the Korea Tourism Organization and encouraged by local people as a sign of cultural appreciation, so don’t be shy. Another benefit? All five of Seoul’s royal palaces will waive their entrance fees if you arrive dressed appropriately.
4. Discover Seoul’s vibrant art scene
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Visitors walk past the artwork called “Who are the Flowers?, 2023” by artist Simon Fujiwara during the Frieze Seoul 2023 art exhibition. JUNG YEON-JE/GETTY IMAGES
South Korea conquers the arts, as evidenced by the worldwide phenomenon of K-dramas, Korean films and K-pop. It’s no wonder that the modern Western art world is looking directly at Seoul. Now, the city is home to Asia’s only Frieze Art Fair (released in 2022), as well as outposts of the world’s most prestigious galleries, such as New York’s Gladstone Gallery and Berlin’s Konig Galerie. Be sure to support Seoul-based institutions; must-stops include Bukchon Hanok Village’s stunning new Futura Seoul (unveiled during Frieze Seoul 2024), Kukje Gallery and Gana Art.
5. Scrub in the bathroom
One of the easiest ways to reset your body after a long flight or a long day of exploring is jjimjilbang. These traditional Korean baths, however, are about more than cleanliness; they are accessible places – entry costs are usually less than $15 – where locals connect with friends and disconnect from everyday life. (Remember that nudity is required in same-sex bathrooms.) It’s easy to while away the hours between the pools, saunas and spas, but make time for a seshin, a deeply rejuvenating full-body scrub that stimulates circulation and leaves skin feeling refreshed. silky smooth. Sparex Goodmorning City welcomes visitors and is open 24 hours a day, but if you desire more privacy, the Four Seasons Hotel Seoul’s Korean sauna and Spa Heum have private rooms.
6. Shop with K-beauty
Seoul is a bona fide shopping mecca for beauty lovers and skin lovers. Collecting cult favorites, from Mediheal sheet masks to Beauty of Joseon’s facescreen, the sale of the country’s premier of affordable K beauty, Olive Young. There are many options to support independent types, too. Consider booking a do-it-yourself skincare class at Seongsu-dong’s Whipped. Discover a fragrance that no one else has at Changyong Park’s Written on Water, a fragrance studio in Yeonhui-dong. Revitalize the most beautiful spaces in your home with Soohyang’s scented candles, diffusers and wax tablets.
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7. Sleep in a hanok
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RAKKOJAE HANOK COLLECTION
Why sleep in a regular hotel when you can stay in a hanok, a traditional Korean house? That’s the thinking behind Rakkojae Seoul, a collection of carefully preserved residences decorated with modern luxury. Staying here is all about slowing down and embracing quiet comfort: Sleeping on a healing jade ondol floor; refuel in the morning with a traditional breakfast of rice, soup and banchan beautifully presented in brassware; or they simply enjoy the peace. Despite being in the heart of the city, Rakkojae Seoul feels far away from the crowds and traffic of the city.
8. Look at the top view of the sky
Although South Korea’s capital is rewarding from the city streets, it’s even more memorable from above. Occupying floors 76 to 101 of the Lotte World Tower, the sixth tallest building in the world, Signiel Seoul is a hotel unlike any other in the city with jaw-dropping bird’s-eye views of the cityscape, dreamy accommodations and luxurious touches like Bar 81, where you will find the country’s largest collection of Champagne. (Also part of American Express Fine Hotels + Resorts.) Feeling particularly daring? Climb a few floors to Seoul Sky, which holds several records, including the world’s tallest glass-floor observation deck and fastest elevator.
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