Seoul is a strikingly modern Asian metropolis of over 10 million residents. As South Korea’s capital, it is the nation’s economic, political and cultural center. There are splendid palaces, lively nightclubs and an extensive list of shops, cafés and markets.

Seoul is divided by the Han River. On the north side, the Jongno District contains Seoul’s dynastic riches, as well as the souvenir and crafts shops of the Insa-dong neighborhood. Seoul’s top palace is Gyeongbok, for centuries the center of royal rule. The south side of the Han River is modern and business-oriented. Seoul’s business districts are almost as extensive as its shopping districts. Rushing through Seoul’s streets, it soon becomes apparent that this is where Korean culture, from palaces to computers, is fully charged.

Shoppers often prowl the Dongdaemun District near Seoul’s historic East Gate. More old-fashioned and fascinating, especially at night, are the stalls of the venerable Namdaemin Market, near the restored North Gate. Visit the vast COEX Mall, with thousands of shops, a food court, cabaret, its own aquarium and kimchi museum.

2010 marks the start of the official “Visit Korea Year — With Seoul,” a celebration of Korea with special events designed for tourists. Visitors can tour four specially designed parks in Namsan, accessible by environmentally friendly electric buses. The Han River refurbishment includes new wonders for visitors to explore. Eight adorned bridges and Floating Island (three artificial islets) will play host to cultural and sporting events. The Moonlight Rainbow Foundation and Café Rainbow are also new additions to the area.

A variety of cultural events throughout the city will help showcase all that Seoul has to offer. Discover the soul of Seoul at any of these of events: Seoul Design Olympiad, Hi Seoul Festival, Amazing Korean Table, Dongdaemun Fashion Festival, Seoul Grand Sale and the Seoul Lantern Festival.

Info to Know

Incheon International Airport (ICN) is South Korea’s largest. The 30-mile transfer to Seoul can take up to two hours by taxi. Black deluxe taxis from the airport cost about $50–60 and accept credit cards. Airport limousines are no faster but far cheaper, starting at about $7.

The Seoul Metro subway system makes city travel easy, with signage in Korean and English. Metro fares start at about 75 cents. Regular silver taxis start the meter at about $1.40, and deluxe black taxis start at about $3.

Green initiatives have equipped the city with cleaner transportation systems and expanded bicycle paths.

Numbers to Know

Seoul Tourism Organization (100-796) 8th Floor Nara-Keyum Bldg.
1-2 jeo-dong 1-ga, Jung-gu, Seoul tel 82 2 3788 0800
Emergency tel 129
Ambulance/Fire tel 119
Police tel 112

Dining

Koreahouse
Recipes revived from the Joseon Dynasty are served in an elegant old house at the foot of Namsan Mountain. 80–2 Pil-dong, 2–ga, Jung-gu, tel 82 2 2266 9101.

N’Grill
Grilled steaks, fish and lobster head the international set menus prepared as you slowly spin atop the landmark N Seoul Tower. 100–177 Hoehyun-dong, 1–ga, Jung-gu, tel 82 2 753 2563.

Sanchon
Korean temple cuisine (vegetarian) reaches its zenith in this traditional courtyard setting, with set dinners and folk performers. 14 Gwanhun-dong, Jongno-gu, tel 82 2 735 0312.

Lodging

Grand InterContinental
Seoul Spacious rooms, WiFi access and a COEX Mall location make for a top business address. 521 Teheran-no, Gangnam-gu, tel 82 2 555 5656.

JW Marriott Seoul
High style is complemented by freshly renovated rooms and a vast spa complex with pool and running track. 19-3 Banpo-dong, Seocho-gu, tel 82 2 6282 6262.

The Shilla
Modern luxury, attentive service and updated business facilities make this the premier hotel for dignitaries and decision-makers. 202 Jangchung-dong, 2–ga, Jung-gu, tel 82 2 2233 3131.