Seoul, Seoul, Seoul, where do we start? This mega city is so packed with incredible stays, shops, and eats that this guide to traveling off the beaten path in Seoul could have been endless. However, it's our job to do the legwork for you and create a curated list of Seoul’s most fun, unique, and alternative recommendations so that you can spend less time planning and more time enjoying.
In this guide, we tell you about the former North Korean refugee settlement that became a cool underground art, cafe, and fashion favorite. We list the markets and boutiques that will have you in a Korean fashion frenzy. And we send you to a cafe that helps you write a letter to your future self. As a city that’s all about cool designs and unique concepts, you can’t go wrong when following this guide. Read on to find out more about what you could experience when you travel off the beaten path in Seoul, South Korea.
Stay off-the-beaten-path in Seoul
Rakkojae Seoul – Bukchon Hanok Village
Whilst in Korea, take the opportunity to experience the unique art of traditional Korean living in a 130-year-old hanok in Bukchon Hanok Village. The preservation of this historic building is impeccable, allowing guests to authentically step back in time. Each night, guests sleep on floor mattresses which are rolled up and ready for an in-room Korean breakfast in the mornings. Afterward, take part in daily activities ranging from traditional tea ceremonies to kimchi-making classes. Between the calming simplicity of the hanok and its attention to luxury, guests get a top-to-bottom cultural immersion like no other.
Owall Hotel – Gangnam
The Owall is a minimalist hotel in Gangnam designed with sleek natural elements like granite, marble, and wood. Focused on calming color tones, simplistic shapes, and spaciousness, the Owall Hotel is a zen-like sanctuary in the heart of a busy city. By keeping things chic yet simple, the Owall provides one of the more stylish yet affordable stays in Seoul’s coveted Gangnam neighborhood. While many city highlights are on the doorstep, Yeoksam Station is just a few hundred meters away, giving guests quick and easy access to all Seoul has to offer.
L’Escape Hotel – Jung-gu
Imagine stepping into a Parisian’s maximalist Belle-Epoque fever dream where ornate floral wallpapers are layered with matching curtains, rich velvet furnishings, and dark wood furniture. After wandering through the hectic neon-lit streets of Seoul, this luxury boutique stay is an escape from the everyday. The dramatic decor ripples throughout each room of the hotel, from the refined restaurants and bars to the spa and library, each one as unique and chic as the last. One particular highlight is L’Amant Secret, a multi-course tasting menu by chef Jongwon Son.
Explore off-the-beaten path in Seoul
There are so many neighborhoods in Seoul we couldn’t be bothered to count them, to be honest. However, we did spend a lot of time finding the best ones to explore that you probably haven’t heard of, but definitely should. We aren’t telling you not to explore the city’s most popular neighborhoods like Hongdae and Gangnam, but to balance it out with somewhere less well-trodden for a more well-rounded Seoul experience.
Haebangchon (HBC)
Otherwise known as ‘Freedom Village’, Haebangchon was originally a settlement for refugees from North Korea and foreign military. Today, it has blossomed into an eclectic international hub of independent businesses, allowing it to grow a vibrant art, cafe, and fashion scene. There’s nothing commercial about this place; it oozes an authentic, underground vibe that those who know about it can’t get enough of. An ideal day in HBC would start with grabbing a coffee at Dogroom and finding the best thrifted threads at Hunted Vintage, followed by lunch at brunch at O’pato, and an afternoon browsing the cool collection of modern kitchenware in Sinon Shop.
Mangwon-dong
If you’re looking for a more laid-back residential stay in Seoul rather than the dizzying Hongdae area, put a pin in Mangwon-dong. Located beside the Han River and World Cup Park, you can easily find peace in an otherwise bustling city. Take a break from the towering buildings and bright lights by hiring a bike and cycling along the river. Afterwards, head to Mangwon market where you can find everything from classic Korean street food staples to trending desserts. Don’t leave without trying the market’s most famous food: the Mangwon tiramisu. Meanwhile, the charming Mangridangil main street (known for its street cats) runs through the heart of the neighborhood, lined with rows of adorable cafes and boutiques. Enjoy a lazy afternoon browsing the cat-themed boutiques, petting cats, and getting coffee.
Ikseon-dong
Swap the modern high-rise buildings of central Seoul for a traditional hanok village experience in Ikseon-dong. The revitalized village on the northern edge of Seoul offers an endearing mix of impeccable traditional Korean architecture and trendy businesses. Walking through the narrow alleyways where the charming curved roofs of the hanoks overhang, it feels like you’re inside a secret maze where you’re rewarded with cute cafes and boutiques at each turn. Whilst here, be sure to hop along the stepping stones of a lantern-lit pond for coffee in Cheong Su Dang, shop at Teterot Salon, and celebrate your evening with drinks and food at Art Monster. Although Ikseon-dong isn’t central, find many major attractions nearby like the Changdeokgung and Gyeongbokgung palaces and top national museums featuring the best of Korean art, craft, and culture.
Things to do off the beaten path in Seoul
Between shopping Seoul’s cool boutiques and eating at its weird and wonderful cafes, there isn’t much time left for anything else! Be sure to save some time to see the city’s best landmarks and discover the things you didn’t know you needed to do in the city, until now…
Get a Korean Beauty Glow-Up
From salmon sperm facials to fermented pine needle facials, it might seem like the Korean beauty industry has gone a bit mad, but there is method in it. You could arrive in Seoul with tired, rough skin and leave looking 10 years younger with a face so shiny others can see their reflection in it. While more and more K-beauty fans are traveling to Seoul for their own South Korean glow-up, it’s perhaps an underrated thing to do for most. If you’d like a K-beauty glow-up but don’t know where to start, get a consultation for a customized treatment plan from clinics like Aneue Concierge and K-Beauty Concierge.
Gyeongui Line Book Street (Mapo)
Book lovers unite at Gyeongui Line Book Street, a four-mile-long promenade along the disused Gyeongui Line in the Mapo District filled with — you guessed it! There are 14 bookshops on Book Street, each specializing in a different genre, and several art galleries. And if that wasn’t cool enough, each one is housed in a train-shaped booth. It’s the perfect destination for a leisurely intellectual stroll away from the metropolitan buzz.
Get a color analysis
K-beauty trends have been breaking the internet lately, one of the most popular being color analysis. In case you don’t know, it’s the concept of matching your skin tone, eyes, and hair to the correct color palette to accentuate your facial features and maximize your beauty. Of all the K-beauty trends to try in Korea, this is perhaps the most fun and least invasive. Seoul is at the center of color analysis with options for all tastes and budgets. Those who are serious about discovering their key color palette can book appointments at top studios like the Hybrid Rainbow Studio, Vic’s Lab, and Color Place.
Ihwa Mural Village (Jongno)
Step into the mind of Seoul’s most creative souls on a walk around Ihwa Mural Village, located in north-eastern Seoul near the Dongdaemun metro. A once-unassuming hillside residential village that was due to be demolished in 2006, Ihwa’s walls and steps were transformed by incredible murals, graffiti, and mosaics by local artists in an effort to save it. Walking through Ihwa today is an inspiring reminder of the power of art, beauty, and human spirit.
Seodaemun Prison History Hall (Seodaemun)
Prisons aren’t the first place you’d think to visit when staying in a new city, which is exactly why we recommend going behind the bars of Seodaemun Prison. Originally opened in 1908 and turned into a history museum in 1998, Seodaemun is a key piece of the puzzle in learning about Korea’s modern history. Walking through its harrowing halls, you’ll hear shocking stories of its controversial colonial past as a prison for Korean independent activists including Kim Ku and Yu Gwan-sun.
Sumsei Terrarium (Seongsu)
Take a break from the overwhelming urban sprawl that is Seoul and find presence in nature at the Sumsei Terrarium, a sensory museum in Seongong-gu that blends art and nature. Spanning five floors from an underground candlelit cave to a breezy rooftop, the terrarium is designed to indulge all five human senses. So take your shoes off, walk up the waterfall staircase, brush your hands along a wall of fern, and feel the sand between your toes. The fact it’s oh-so-Instagrammable is a huge bonus.
Where to shop off the beaten path in Seoul
From luxury international brands to in-the-know Korean favorites, this list of where to shop off the beaten path directs you to the shops only the most fashionable know about. In this list, find out where to shop for big brand discounts, the best second-hand finds, and the coolest Korean brands right now.
Dongmyo flea market (Sungin)
Forget malls and high street shopping, Dongmyo Flea Market is bringing retro back with a maze of stalls selling uber-cheap second-hand clothing, music, books, cameras, and more. Whether you’re an 80s soul through and through or deep into Y2K, Dongmyo will come through with epic finds that feed your fashion craving. While some stalls display a curated selection of items, others let you dig through piles to find your treasure. Thrifting is thirsty work, so head to nearby refreshment stands for a sikhye or barley tea between hauls.
Seongsu-dong
Once a working-class industrial neighborhood filled with shoe factories, Seongsu-dong has blossomed into the ‘Brooklyn of Seoul’ over the last decade. Its low rent prices combined with its central location attracted the city’s youth, leading it to become a hub for creativity to thrive. The result is a gentrified yet edgy industrial neighborhood brimming with indie fashion and food. Stop for all things fashion and beauty at Supy, Stand Oil, Fennec, Musinsa standard, Matin Kim, fwee, AderError, emis, and Tamburins and you’ll be the cool kid in South Korea.
Common Ground Shopping Mall (Gwangjin)
If you go to just one of the dozens of malls in Seoul, make it the Common Ground Shopping Mall in the Gwangjin Dsitrict. Built from 200 stacked containers, the architecture is just as cool as what’s inside. The mall is split into four core spaces: the Street Market, the Market Hall, the Terrace Market, and the Market Ground. Between them, you’ll find fashion boutiques, lifestyle stores, bakeries and cafes, restaurants, and even arcade games — the highlight in our opinion!
Munjeong-dong Rodeo Street (Songpa)
Don’t get caught paying full price for your favorite brands in Seoul’s commercial shopping malls; find them for less on Munjeong-dong Rodeo Street which contains over 200 brand-named discount stores. Find Korean favorites as well as international staples including `Mods, K2, Adidas, and North Face.
Hannam-dong
Despite being one of Seoul’s best shopping spots for the city’s most fashionable souls, it has remained under the tourist radar. If you’ve seen Seoul’s design-led influencers posting pictures in sleek concept stores and restaurants, chances are they were here. Must-visit stores include RolaRola, Platform Place, Musee, Marithe, Rockfish, Anoetic, Hince, and Sienne. Come, shop, and post about it before Hannam inevitably becomes the new tourist favorite.
Where to eat and drink off the beaten path in Seoul
One of the best things about Seoul is the myriad markets, cafes, restaurants, and bars everywhere from the upmarket streets of Gangnam to the hidden alleys of Hongdae and the hanoks of Ikseon. Honestly, there are so many worth seeing that our list hardly scratches the surface, but the places that made our list promise an unforgettable Korean experience that have yet to be discovered by mainstream tourism.
Best markets in Seoul for travel tastemakers
Gwangjang Market (Changgyeonggung-ro)
Gwangjang market is one of the oldest and largest in South Korea, offering a traditional and authentic take on the South Korean street food scene. There’s over 5000 shops to choose from, so to help you overcome the inevitable choice paralysis, we encourage you to find ones selling Bindaetteok (mung bean pancakes), mayak gimbap (mini rice rolls), yukhoe (Korean steak tartare), and hand-cut noodles. Go hungry so you have plenty of room in your stomach to try its best dishes!
Tongin Market (Jahamun-ro)
If you hate to pick just one dish for dinner, take some cash to Tongin Market in Seochon Village for a lunchbox market experience. Here’s how it works: grab yourself a lunch tray and purchase traditional yeopjeon coins which can then be exchanged for tapas-style dishes from the market’s vendors. The result is a tray full of delicious hand-picked bites that all take your fancy. Unlike most Seoul food markets, it’s refined and relaxed.
The best cafes in Seoul for travel tastemakers:
Jean Frigo (Jung)
Walk through the refrigerator door of a staged fruit shop in Gwanghui-dong to find yourself inside Jean Frigo, a cool minimalist speakeasy cafe selling delectable food and drinks. Order a platter of seasonal fruits from the fixed fruit menu, one of the beautifully presented fruit teas, or go for a main dish which, while savory, obviously has a fruity element too!
Nuldam Space (Gyeongbok Palace)
Nuldam Space is much more than a cafe, it’s a place to sit and think about what you’d say to your future self. That’s right, Nuldam Space serves a pen and paper along with your delicious roasted coffee so that you can write a letter to your future self whilst sipping slowly and thoughtfully. When you’ve finished, tell the cafe where you want the letter sent and on what date, and sure enough, it will arrive.
The best restaurants in Seoul for travel tastemakers:
Sancheong Charcoal Garden (Euljiro)
The Sancheong Charcoal Garden in Euljiro is one of the best local spots for authentic Korean BBQ. It specializes in black pork sourced from the Jirisan Mountain, a must-try while in Seoul. The top-tier food is complemented by a top-tier atmosphere created by a spacious canteen-style dining area with a neon-lit butcher’s counter. If you can’t decide what to choose, we recommend gochujang-glazed pork belly with kimchi fried rice.
Myeon Seoul (Gangnam)
If you fancy getting a bit fancy with a Bib Gourmand dinner in Gangnam, check out the new restaurant Myeon Seoul. Specializing in housemade noodles made with only whole wheat, mung bean, and dried pollack for a healthy, natural dish, it’s safe to say they’re some of the best you’ll try in the city. Order the nutty perilla oil noodles or the spicy noodles glazed with piquant sauce.
The best bars in Seoul for travel tastemakers:
Vinyl (Hongdae)
Vinyl is a kitschy bar with a retro aesthetic featuring a rainbow of neon lights. Its fun, laid-back atmosphere is best represented by its choice of cocktails which are served in re-used ziplock bags that look more like an IV drip. Vinyl is a small and cozy establishment hidden in the youthful Hongdae neighborhood, found only by those who know their way around.
Pine & Co. (Gangnam)
For creative cocktails infused with traditional Korean ingredients, stop by Pine & Co. in Gangname. The dimly lit modern speakeasy serves some of the city’s most Instagram-worthy cocktails. We recommend the Halmang (Glenmorangie 10y, sikhye, hop, buckwheat, orange, malic acid), the Kimchi (kimchi, water parsley, tequila, lemon, honey, milk pepper tincture), and the Kim (seaweed vodka, cherry tomato, Tobasco, celery salt, soy sauce).
Plan your off the beaten path trip to Seoul, South Korea
Start planning your off the beaten path trip to Seoul with Tripsby.ai today. Tell our intelligent travel planner what kind of trip you’re looking for, whether it’s cultural, family-friendly, or for solo travel, and watch it plan a detailed itinerary personalized to your travel taste within the time it takes you to make a coffee. Don’t forget to ask it to include the suggested off the beaten path recommendations you liked most in this guide.
