Seoul is magnetic—a city with an irresistible allure that has captivated global audiences. Few cultural movements rival the Korean Wave (Hallyu), reshaping fashion, entertainment, technology, cuisine, and literature. Korea’s cultural gravity has made it a global hub for ambassadors bridging East and West.
In 2016, G-Dragon broke barriers as Chanel’s first Korean global ambassador, sparking Korea's ascent in luxury fashion. Today, stars like BLACKPINK’s Jennie redefine chic as Chanel’s global icon, while BTS elevates Louis Vuitton with their innovative influence. In sports, Yuna Kim, a figure skating legend and Omega ambassador, has elegantly showcased Korea’s international excellence.
Frieze Seoul, launched in 2022, signaled Seoul's rise as a global art hub. This momentum peaked in October 2024 when Han Kang became Korea's first Nobel laureate in Literature, an achievement electrifying the nation and reaffirming its global prominence.
Seoul’s magnetic duality shines in its culinary landscape, where timeless recipes meet bold innovation to create a sensory feast. This vibrant duality, a blend of history and modernity, defines Seoul.
From neon-lit streets to centuries-old palaces and bustling markets to serene temples, Seoul’s diverse culture unfolds at every turn. Its culinary scene—spanning MICHELIN-starred restaurants to humble eateries—offers flavors as rich as its history, making it a paradise for food enthusiasts worldwide.
Here's your ultimate two-day itinerary for Seoul, complete with MICHELIN Guide-recommended hotels and restaurants.
Day 1: Start from Myeongdong - Center around Namsan Tower
Morning:
Begin your journey in Myeongdong, a district where shopping and culture intertwine seamlessly. The main street is a sensory delight, lined with flagship stores, pop-ups, and vibrant street food stalls.
Escape the hustle by visiting Namsan Tower, a striking symbol of Seoul’s fusion of tradition and modernity. Perched above the cityscape, it offers panoramic views that anchor Seoul's skyline.
Insider Tip for Namsan Tower: Opt for the scenic walking trail rather than the cable car. The tranquil escape amidst nature adds a magical touch to your evening.
Don’t miss the famous department store’s LED billboard, as it is aiming to be 'Seoul's Times Square' with large-scale displays a hotspot for year-end photos and a shimmering beacon day and night.
Insider Tip: While media art is currently trending in Korea, Shinsegae Department Store stands as its origin and pioneer. Don’t miss the chance to experience this vibrant art during your visit.
Insider Tip 2: If the flagship Olive Young store in Myeongdong is crowded, skip it. Neighborhood branches offer the same selection with a more relaxed shopping experience.
Late Lunch After Shopping:
Myeongdong Kyoja, a Bib Gourmand classic for eight consecutive years, serves some of Seoul’s most beloved dumplings and noodles. Accompany your meal with their famed garlic-laden kimchi for a true flavor explosion.
Insider Tip for Myeongdong Kyoja: Arrive post-lunch rush to skip the crowds, and be sure to ask for extra garlic kimchi—it’s a complimentary flavor explosion that takes their signature dumplings to the next level.
For the adventurous, head to the 120-year-old Gwangjang Market and discover Buchon Yukhoe, a Bib Gourmand gem renowned for its fresh raw beef bibimbap—a dish perfected since 1965. Afterward, indulge in traditional snacks like tteokbokki and hotteok.
Dinner and Nightout:
Unwind at the MICHELIN-selected L’Escape Hotel, a French-inspired sanctuary near Hoehyeon Station, blending Parisian elegance with Belle Époque charm.
Culminate your night at L'Amant Secret, a Michelin one-star restaurant perched on the 26th floor, where chef Son Jong-won showcases modern Korean flavors with exceptional finesse. Highlights include the Lamb Three Ways, a masterful creation featuring premium Korean ingredients, offering a dining experience that’s both innovative and unforgettable.
Cap off your evening with a visit to the MICHELIN-selected restaurant Mr. Ahn’s Craft Makgeolli in Yongsan, where traditional rice wine is reimagined with a vibrant, modern twist in a stylish, contemporary setting. The restaurant is open daily from 6 PM to 12 AM. However, on Thursdays, Fridays, and Saturdays, it extends its hours, staying open until 2 AM.
The chef Ahn Sang-hyun highly recommends starting with the small-bite mushroom dish, one of the oldest and best-selling items on the menu. Inspired by traditional Korean ssam (wraps), this dish features pine mushrooms, celebrated for their meaty texture and deep umami flavor. To elevate the experience, the mushrooms are delicately infused with a subtle smokiness from burning pine needles, adding an aromatic depth that enhances their natural richness. For the perfect pairing, don’t miss the restaurant's homemade authentic makgeolli, which beautifully complements the dish’s earthy and smoky notes.
Insider Tip for Mr. Ahn’s Craft Makgeolli: Try the seasonal makgeolli flavors, which are made with unique ingredients sourced directly from local farms. Pair them with their pine mushroom dish for a memorable experience.
Morning Hangover:
In the morning, if you’re nursing a hangover or simply feeling lazy, explore the hotel's diverse and reasonably priced breakfast options. A standout is the American-style breakfast, conveniently served in-room and unexpectedly satisfying— a delightful way to ease into your morning. While there are Hong Kong-style dishes, it feels more fitting to the overall ambiance. Once refreshed, check out of the hotel and make your way to one of Seoul’s most iconic districts, where rich history and vibrant culture await.
Day 2: Explore Gangnam – Seoul’s Michelin Star Hub
Noon:
Welcome to Gangnam, the sophisticated core of Seoul's luxury and innovation. Home to more than half of Seoul’s MICHELIN-starred restaurants, its streets burst with creativity and culture.
Cheongdam’s flagship stores captivate with their sleek designs, often drawing inspiration from Korean culture, while Sinsa’s Garosu-gil enchants visitors with its vibrant, artistic energy. Meanwhile, Hannam and Seongsu have emerged as Seoul’s trendiest and most fashionable districts, bursting with creative energy and hosting cutting-edge pop-ups—even taking center stage during Seoul Fashion Week last season, traditionally held at the iconic DDP. Yet, Cheongdam, Sinsa, and Garosu-gil continue to stand as timeless heritage streets, embodying a classic charm that never fades. These areas are home to flagship stores of renowned brands, often accompanied by their headquarters, cementing their legacy in Seoul’s luxury scene. Each neighborhood balances traditional Korean aesthetics with modern branding.
Take a moment to sip coffee on one of the terraces scattered throughout the neighborhood. From these spots, you can people-watch and observe a fascinating mix of locals and international visitors—many of them iconic in their own right—going about their daily lives.
Brunch:
Savor a MICHELIN two-starred brunch at the MICHELIN two-starred restaurant Soigné, where chef Lee Jun transforms seasonal ingredients into exquisite modern dishes. This dining experience promises to be a highlight of your two-day journey.
Insider Tip: Reservations at Soigné are a must, reflecting its well-deserved popularity. The restaurant opens at 12 PM and is closed on Mondays, with a break between 3 PM and 6 PM—making it perfectly suited for a midday indulgence.
Bite and Stroll:
After an indulgent fine dining brunch, make your way to Mandujip, a Bib Gourmand-recognized gem with a 30-year legacy. Celebrated for its iconic dumplings served in a delicate beef broth, this beloved spot offers a timeless taste of tradition that has delighted diners for generations.
Enjoy your meal riverside at the Han River near Banpo Bridge, where the Rainbow Fountain’s vibrant display adds a magical touch.
Insider Tip for Han River: Rent a Ddareungi bike for an active afternoon, exploring scenic trails and soaking in the local culture. Ddareungi is rather simple to use. Download the Ddareungi app in your mobile app store, and register to gain access to available bike counts, rental station locations, and payments. With Ddareungi video manuals available for all ages, anyone can easily use bikes, from installing the app to returning after use.
