korea beauty tourism

Seoul's Ultimate K-Beauty Experience: A Guide to Glowing Skin and More

Rachel Havens

https://www.foratravel.com/guides/75ASZP/seouls-ultimate-k-beauty-experience-a-guide-to-glowing-skin-and-more-rachel-havens

South Korea

Wellness Travel

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Arts & Culture

Sightseeing

Local Culture

Curator’s statement

Welcome to Seoul, the beauty capital of the world! In this guide, we will explore the fascinating world of Korean Beauty and take you on a journey to discover the secrets behind K-Beauty's radiant skin. From top-notch skincare shopping to pampering beauty treatments, Seoul offers a complete immersion into the K-Beauty phenomenon. So, let's get ready to uncover the key to that coveted Korean glow!

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Where to stay in Seoul

Conrad seoul.

Upscale hotel with chic rooms in Seoul's Business District.

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Fairmont Ambassador Seoul

Ultra-luxurious in Seoul featuring floor-to-ceiling windows, marble bathrooms, a cocktail bar and a 29th-floor restaurant.

Four Seasons Hotel Seoul

Luxury high-rise hotel with bright, stylish rooms in Seoul's Gwanghwamun district.

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Park Hyatt Seoul

Upscale hotel in Seoul's Gangam financial district with a restaurant, Korean lounge and a Japanese eatery.

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Things to do in Seoul

Beauty Stores

The amount of amazing and unique beauty products that you can find in Korea is no joke. I legitimately bought a suitcase when I was in Seoul to bring home as many items as I could.

Flagship stores like Innisfree , Etude House and The Face Shop can be found all throughout Seoul. I personally recommend going to Myeongdong, a bustling shopping district famous for cosmetics and skincare. You’ll have no problem finding exactly what you are looking for and more!

Don’t miss Olive Young , a popular beauty and health store with a vast selection of products, there are actually over 1,200 stores across Korea and 5 just in the Myeongdong District!

Skin Care Clinics

There are several skin care clinics throughout Seoul, some even geared towards tourists like Lienjang and Muse Clinic , so no worries about a language barrier here!

Travelers come from all over the world to get services in Korea because of the affordability and technology. Medical Tourism is actually huge in Korea from full on plastic surgery procedures to quick facials.

I personally went to Lienjang in Myeongdong (they have several other locations throughout Seoul) and had an amazing experience.

Some other notable and tourist friendly places would be VS Line Clinic , Renovo Skin Clinic and ME Clinic Seoul .

Pro Tip: Most clinics you can message on Instagram for an appointment, that is what I did with Lienjang.

Korean beauty goes beyond skin, hair care is another interesting component of what you can experience in Seoul. You'll find a variety of activities and experiences focused on hair care. From innovative hair treatments to stylish haircuts, here are some activities you can find while on your beauty journey in Korea. You can also purchase unique hair accessories just about anywhere here.

Salons and Styling: Seoul is home to countless hair salons, ranging from traditional to cutting-edge, where visitors can get a fresh haircut, stylish hair color or a trendy hairdo, like a relaxed perm that many visitors get while here. Many hair salons in popular neighborhoods like Gangnam, Hongdae and Itaewon offer services catering to different hair types and styles.

While I was in Seoul I visited Juno Hair , there are several locations throughout the city, for a wash and blow out. It was a fraction of the price you’d pay in the States but such an enjoyable experience. This place came highly recommended for foreign travelers, I was even able to make an appointment the day of! You’ll have no problem finding a tourist friendly place wherever you are staying in Korea.

Hair Spa and Scalp Treatments: Consider trying a luxurious hair spa or scalp treatment at one of Seoul's high-end salons or luxury hotels. These treatments aim to nourish and revitalize the scalp and hair, promoting healthier and shinier locks. You can also get cleansing services that help remove product buildup, excess sebum and impurities, creating a clean foundation for healthier hair growth.

These treatments look amazing and people rave about them. Some recommended places for this would be Top Scalp and Marzia Clinic.

Nail Salons

Seoul is a haven for nail art and nail care enthusiasts, with a vast array of nail salons offering trendy designs, professional services and high-quality products. Whether you are looking for intricate nail art or a simple manicure, Seoul's nail salons have something for everyone. Here are some activities related to nail care that visitors can enjoy in Seoul. Known for its innovative and creative nail art designs, some popular places I found while visiting is Oun Nail Shop and The Nail Bar, you make your appointment through Instagram and are guaranteed to have the best experience.

Personal Color Theory

One last thing I want to mention since it is going viral on social media and you’ve probably heard about it is personal color theory. Also known as color analysis or color draping, is a concept used in the beauty and fashion industry to determine which colors best compliment an individual's natural skin tone, eye color and hair color. The goal is to identify a person's "seasonal color palette," which helps them select clothing, makeup and accessories that enhance their appearance and bring out their natural beauty.

In Seoul, this is very popular, and many beauty advisors and makeup artists use this concept to assist their clients in finding the most flattering colors for their unique features. The four main seasonal color palettes are typically spring, summer, autumn and winter. This is found by one's undertones, skin, hair and eye tones.

Beauty advisors and personal stylists use color draping techniques, which involve placing various colored fabric swatches around the client's face to observe how different colors affect their complexion. Based on the observations, they determine the most harmonious color palette for the individual. This helps make choices when shopping for clothes and makeup, ensuring we wear colors that make us look radiant and enhance natural features.

Here are some highly rated places: Dustmoth Stography, Cocory and Meime Color and Beauty.

Whether you find yourself in Seoul as your final destination or simply enjoying a quick stopover, this vibrant city has an abundance of offerings to captivate your senses. Beyond its rich cultural heritage, bustling markets and tantalizing foodie scene, Seoul stands as a mecca for beauty enthusiasts worldwide with its flourishing K-Beauty industry. Embrace the opportunity to pamper yourself with luxurious beauty treatments, explore charming cosmetic shops on every corner and immerse yourself in the world of K-Beauty, where Seoul's allure knows no bounds.

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This guide is part of our ongoing series on Wellness Travel .

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Dispatch From Korea: These Are the Ultimate Beauty Destinations in Seoul Right Now

Welcome to  dispatch from korea , a series where you’ll get the inside scoop on the latest k-beauty news straight from our friends at soko glam’s seoul office. here, they’re sharing the best stores, spas, and destinations to check out in seoul if you’re skin care-obsessed..

From spas and makeup bars to interactive skin care experiences, Seoul, South Korea is like a playground for K-beauty lovers. Whether you’re in Seoul right now, planning a trip, or just dreaming of going, here are the places to know and go, according to a native.

Where to Go for the Gram

Laneige L-Playground

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Where to Experience Korean-Style Spas

Donginbi Spa 1899 The Korea Ginseng Corporation has been a leading ginseng exporter since 1899. With its 120 years of expertise, it created this spa and a prestige skin care brand with red ginseng as the star ingredient. RELATED: Why Ginseng Is the Natural Ingredient Your Anti-Aging Skin Care Routine Is Missing With a luxurious interior, serene atmosphere, and skilled therapists, the spa should be at the top of your list.  You can choose from three categories of facials and massages for your needs: Single Care, a facial, body or foot-focused massage with antioxidant-rich red ginseng oil, Multi Care, to target various needs for your face and body (I recommend the purifying facial and full body massage that detoxifies and strengthens stressed and damaged skin), and Full Care, treatments that cater to your entire body from head to toe. Yeo Yong Kuk Spa During the Joseon Dynasty (1392-1910), a novel Yeoyong Gook Jeon was introduced by an anonymous writer. “Yeoyong” means a woman’s face and “gook” is country. It compares grooming a woman’s face to governing a country, so many cosmetics and makeup tools of the era appeared in the story. Yeo Yong Kuk spa is inspired by this novel and offers facial and body treatments that were performed on royals during the dynasty.  The most popular program at the spa is “Yeoyong Premium”. The estheticians apply aromatherapy oils and tools depending on the customers’ needs and gently massage the body and face. The treatment is known to strengthen the power of your skin’s natural defenses. We also recommend trying a signature herbal bath treatment too – you can feel the toxins and stresses being released from your body and mind. 

Where to Go for Self-Care and Wellness

Yakdabang Bomdong

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Where to Go for the Culture

Jung Saem Mool PLOPS

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For even more places to visit, check out our last Seoul travel guide here !

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An Expert’s Guide to the Best Korean Beauty Destinations in Seoul, South Korea

Peach and Lily’s founder Alicia Yoon offers her ultimate city guide.

Seoul, South Korea, is quickly becoming the beauty and skincare capital of the world.

Korean beauty , or k-beauty as it’s sometimes called, has become increasingly popular in recent years, and more and more people are flocking to Seoul to buy products and get unique treatments. But the truth is, Seoul can be overwhelming if you don’t know what you’re looking for.

So, we asked K-Beauty expert Alicia Yoon , the Founder & CEO of e-commerce destination Peach & Lily , to share her guide to the city’s best beauty destinations, from Nail Tam2Na, the trendy nail salon adored by nail art lovers and K-pop stars, to Dr. Yoon Ji Soo’s Clinic, for those looking for a more holistic approach to skincare and nutrition.

Dr. Yoon Ji Soo Clinic

“One of the things I love about Korean beauty is that skincare is approached in a holistic manner. Skin is an organ and is affected by everything from what you eat, how you work out, how well you sleep, and of course, what products you’re using. There’s a movement in Korea where skincare clinics take all this into consideration and alongside acne-focused facials and botox treatments, nutrition plans and health checkups are offered. One of the star-studded holistic clinics that’s making a splash is Dr. Yoon Ji Soo Clinic. If in Korea, this place is definitely worth visiting to improve skin health from the inside out for radiance that truly lasts.”

“A facial is mandatory when in Korea, and Skin Lab L guarantees you a glow. You walk in, get your skin analyzed by an imaging device, estheticians and the device help determine the specific ingredients your skin needs, and then the fun begins. You pick up an entire IV bag filled with the specific ingredient — but fear not, there are no injections. Instead the IV bag is hung on a gurney as you lay down in a plush, comfortable reclining chair and a nanospray device sprays the whole bag of goodness into skin. The liquid elixir is especially formulated for skin to drink up. You’re then handed an herbal tea that suits your skin’s needs and walk out with a glow that lasts all week.”

Nail Tam2Na

“If you need your nails done, Nail Tam2Na is a must-visit salon. You may run into a few K-pop stars there, and you’ll leave with nail art that can dress up your entire outfit instantly.”

“For a super-elite experience, head over to Chaum. Here, you’ll be able to have a bevy of both Eastern and Western doctors evaluate your health, and then customize a treatment plan from head-to-toe that includes massages, facials, bone alignment, even stem cell banking, personal training, and a chef who will cook a meal based on your health needs. You can also swim in their gorgeous pool and walk up and down their serene and grand meditation steps. Created by one of the leading health institutions in Korea, this center brings every medical advance to life in a futuristic, chic and luxurious way. We’re also in love with the brand, Saturday Skin ($6-$49, peachandlily.com ), they created with heavy-duty science to support their formulas. Don’t let the pretty pink bottles fool you, inside lay top-notch cutting-edge formulas to really help prevent premature photo-damage.”

The Best Street Style at Seoul Fashion Week Includes Chanel Tweeds and Bold Primary Colors

Street style in Seoul during Seoul Fashion Week Spring/Summer 2018. Photo by Adam Katz Sinding for W Magazine.

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K-Beauty Tour 4N 5D

Embark on an unforgettable 4 Nights 5 Days K Beauty Tour and immerse yourself in the world of Korean beauty and culture. From exploring trendy streets to indulging in luxurious spa experiences, this tour offers a perfect blend of beauty education and sightseeing. Join our expert tour guide and discover the secrets of K Beauty as you visit renowned beauty academies, shop for the latest cosmetic trends, and pamper yourself at top-notch spas. Dive into the vibrant atmosphere of Myeongdong, explore fashionable districts like Sinsadong Garosu-gil, and visit iconic landmarks such as the Presidential Blue House. Experience the perfect balance between beauty, culture, and relaxation on this captivating K Beauty tour.

Tour Highlights:

• K Beauty Academy activities: Learn the secrets of Korean beauty techniques and enhance your beauty knowledge through hands-on experiences at renowned beauty academies.
• Trendy streets and shopping: Explore fashionable districts like Sinsadong Garosu-gil and Itaewon Gyeongridan-gil, where you can shop for the latest cosmetic trends and immerse yourself in the vibrant shopping scene.
• Luxurious spa experiences: Indulge in relaxation and rejuvenation at top-notch spas such as The Spa in Garden Five, where you can pamper yourself with rejuvenating treatments.
• Cultural landmarks: Get a glimpse of the prestigious Presidential Blue House (Outside Only) and delve into the rich history of Deoksugung Stonewall Walkway, showcasing the cultural heritage of Korea.
• Traditional beauty: Visit Hoganbo, known for its traditional Korean beauty products, and explore the Korean Ginseng Centre to discover the benefits of traditional remedies.

Included/Excluded

• ACCOMMODATION AT HOTEL ON TWN/DBL WITH BREAKFAST
• TRANSPORT ON PRIVATE BASIS
• ENG. SPEAKING DRIVING GUIDE ON SIGHTSEEING DAY
• ENTRANCE FEE
• LUNCH AND DINNER.
• INTERNATIONAL AIRFARE
• TRAVEL INSURANCE
• TIPS $ 5 PER PERSON PER DAY
• PERSONAL EXPENSES
• GST & TCS

DAY 1: INCHEON-SEOUL

Arrive at Incheon International Airport and meet your driver for a transfer to Seoul. Start your exploration with a visit to:

• Myeongdong: Dive into the vibrant shopping district and discover the latest trends in K-Beauty. Overnight stay at the hotel.

DAY 2: SEOUL

After breakfast, indulge in the world of K-Beauty with the following experiences:

• K-Beauty Academy: Learn insider tips and tricks from beauty experts.
• Sinsadong Garosu-gil and Korean Wave Street: Stroll along this trendy street lined with boutiques, cafes, and beauty shops.
• Bandi Nail Apgujeong: Get your nails done with unique K-Beauty designs.
• Sebit Floating Island: Enjoy the picturesque views of the Han River and explore the floating cultural complex. Return to the hotel for an overnight stay.

DAY 3: SEOUL

Start your day with breakfast at the hotel and continue your K-Beauty journey with:

• K-Beauty Academy: Deepen your knowledge of Korean skincare and makeup techniques.
• The Spa in Garden Five: Relax and rejuvenate with a luxurious spa experience.
• Korean Ginseng Centre: Learn about the benefits of Korean ginseng and discover various health and beauty products. Return to the hotel for an overnight stay.

DAY 4: SEOUL

After breakfast, explore more of Seoul's beauty and culture with the following attractions:

• Presidential Blue House (outside only): Take a glimpse of the official residence of the South Korean president.
• Grevin Museum: Encounter lifelike wax figures of your favorite K-Pop stars and celebrities.
• Itaewon Gyeongridan-gil: Wander through this trendy neighborhood known for its unique shops and international cuisine.
• Deoksugung Stonewall Walkway: Enjoy a leisurely stroll along this historic pathway surrounded by beautiful scenery. Return to the hotel for an overnight stay.

DAY 5: SEOUL

Have breakfast at the hotel and depart to Incheon Airport for your onward journey.

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Ideas to inspire your world: luxury, culture, food, travel, style, july 22, 2022, experiencing k-beauty in seoul, south korea.

K-beauty (Korean beauty) has become an international phenomenon in recent years. Seoul, in particular, is a center of skincare and K-beauty innovation. For a unique, immersive cultural experience, Artisans of Leisure can arrange customized K-beauty experiences in Seoul as part of our luxury South Korea tours .

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K-Beauty Experiences Surge Among Foreign Tourists in South Korea

Foreign visitors are increasingly seeking out K-beauty experiences, from hair salons to personal color analysis sessions. (Image courtesy of Yonhap)

SEOUL, Jul. 22 (Korea Bizwire) –  As South Korea’s tourism industry rebounds, a new trend is emerging: foreign visitors are increasingly seeking out K-beauty experiences, from hair salons to personal color analysis sessions. 

An American tourist who wished to remain anonymous recently visited a renowned hair salon in Seoul’s trendy Hongdae district.

“They perfectly executed the hairstyle I wanted,” she enthused.

“The staff even provided helpful information about hair styling and scalp health. I appreciated the complimentary snacks and drinks, and the secure storage for my coat and belongings.” 

Meanwhile, a Taiwanese tourist tried a “personal color diagnosis,” a popular service in Korea that helps individuals find their most flattering colors for styling. “They recommended makeup and clothing suited to my skin tone and even analyzed my facial and body structure,” the tourist said. “The interpreter was also very professional.” 

These experiences are part of a growing trend. According to Createtrip, a platform for inbound tourism, hair salon bookings by foreign tourists in the first half of this year increased fivefold compared to the same period last year. The transaction value for these services quadrupled, accounting for about 31% of total transactions. 

The Korea Tourism Organization reported that in the first quarter of this year, hair salon visits by Chinese tourists increased by 266.7% compared to the same period last year. Japanese and Taiwanese visitors showed increases of 78.1% and 106%, respectively. 

Geographically, Chinese and Taiwanese tourists tend to favor the Hongdae area, while Japanese visitors often frequent salons in Apgujeong-dong.

The K-Beauty experience (Image courtesy of Yonhap)

A representative from Soonsiki Hair, a popular salon among foreigners, noted, “Bookings from foreign tourists began to increase significantly last year. Visitors from Western countries, who often have damaged hair from frequent dyeing and bleaching, show high interest in scalp care and head spa treatments.” 

Many salons now offer interpretation services for foreign clients. Soonsiki Hair’s Hongdae branch has even set up private rooms to accommodate visitors who, for religious reasons, cannot show their hair in public spaces. 

Personal color analysis is also emerging as a novel tourist experience. It was even featured in a recent overseas advertisement for Korean tourism, produced by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, starring the K-pop group NewJeans. 

Createtrip reported that both the number of bookings and transaction values for personal color diagnoses increased 130-fold in the first half of this year compared to the same period last year. These services now account for about 63% of all beauty shop transactions. 

Industry analysts attribute this trend to the increasing number of Generation Z and Millennial tourists who value unique experiences.

“We’re seeing more tourists who check social media to find salons visited by their favorite K-pop idols and then visit those establishments for styling,” a Createtrip representative explained.

Lina Jang ([email protected]) 

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• English speaking driver guide
• Private transport with hotel pick up & drop off at Seoul
• Car parking fee
• Admission fees
• Korean full course dinner
• Beauty Secrets Lesson
• Gratuities (optional)
• 12:00 Hotel pick up
• Luxury Lunch
• Beauty Secret Lesson
• Korean cosmetics shopping
• Full course Korean dinner
• 20:00 Drop off at hotel

2 reviews for Luxury Korean Beauty Tour

Terry Won – September 11, 2014

Thank you. One day I hope you see you in Seoul ^^

God’s Mercy – September 11, 2014

I Feel Like Coming To Korea Thanks

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• This tour is recommended for over 11 years old only.
• The menu can be changed depends on the restaurants, please kindly let us know if you have any food requirement or allergy.
• This tour requires reservation at least 2 weeks in advance, please contact us for more information.
• All payment will not be refunded for any cancellation or adjustment related to personal reasons, circumstance of tourist attractions, traffic or weather past 13 days before the tour start.
• Tour can be automatically canceled and get no refund if you are late for more than 1 hour without any notices.
• The itinerary can be adjusted and the facilities and attractions can be suspended depending on the circumstances of the tourist attractions, such as weather or traffic without any prior
• If you arrive late for the designated tour time or appear at the wrong place, the lost time is not supplemented to the total tour time.
• Please note that there may be traffic jam during weekends, holidays or travel high seasons. In these cases, there will be no additional charge.
• Itinerary can be changed upon driver/guide agreement to the guest’s proposal, in this case additional car parking fees will be added.
• If you request to extend your tour time (Not related to traffic), we will charge additional cost.
• OnedayKorea will not be responsible for any injury, illness, damage, loss accident, or expense including their consequential loss or economic loss which are caused from whatever sports or activities.

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Traveling to Korea and want to capture the best sights of Seoul, but not sure where to go, what to see, and when to visit? Want to know the most iconic landscapes, attractions, and structures? Then feast your eyes on these 20 beautiful places in Seoul and find out not only where to go, but also when to visit and how to get around.

This illuminating guide to Seoul’s loveliest spots will whisk you around Seoul, from the mountainous peaks of Bukhansan National Park, to the wooded valleys that surround Seoul Grand Park in southern Seoul. You’ll discover incredible sights from tall towers, peaceful contemplation in ancient Buddhist temples, and secret gardens fit for royalty.

Although beauty is in the eye of the beholder, it would be hard to argue against these 20 beautiful sights in Seoul. They’re not only popular tourist destinations that are must-see places in Seoul, but also fashionable hangouts for locals who want to enjoy natural beauty, architectural wonders, or healing spots that calm the body and mind.

Find out for yourself all the beauty and wonder that Seoul has to offer with these 20 incredible spots. Don’t miss our tips for visiting these beautiful places in Seoul including the best times to travel.

When To Visit These Beautiful Places In Seoul

Some of these beautiful sights in Seoul really shine at certain times of the year, especially the areas with lots of natural surroundings. This list has been created with locations you can enjoy at any time of year, and they’re all timelessly beautiful places you’ll want to visit when in Seoul.

First, here’s a brief overview of what to expect in each different season. Korea certainly is a country with 4 (or even 5) very distinct seasons and knowing what they’re like can really help you plan your journey.

This is arguably the best time of year to travel to Korea. From late March to early April you can see pink cherry blossoms all over Korea, with many festivals dedicated to the delicate flower. April and May are two of the nicest months to be in Korea. The weather is warm, sunny, and nature starts its beautiful display.

For those not used to high temperatures and humidity, summer can be a difficult season to travel to Korea. Temperatures can go over 100 during the day and don’t drop below 75, even at night. The humidity makes it feel even worse. However, if you’re OK with the heat, late July and August are good times to explore Korea’s beaches and coasts. If you’re in Seoul, plan to spend time inside for air conditioned breaks.

Fall offers a welcome break from the heat and humidity of summer. From mid-September, the temperatures are pleasant and locals and tourists alike start to travel more across Korea. The highlight of this season is the fall foliage, which slowly emerges from north to south starting in early October and ending in mid-November. Great weather, beautiful blue skies, and colorful fall foliage shine especially bright.

Winter arrives very quickly after the last of the fall foliage drops, with temperatures quickly dropping into the 30s by mid-November. It can even snow in some areas from late November, however, the most common time for snow is in January and February. Winter is cold and dry. That means you’ll see clear blue skies – perfect for sightseeing. Temperatures drop to below 0 at night during January, so be prepared to wrap up warm when you travel.

Rainy Season

Korea’s 5th season, which is known as rainy season, runs from mid-June until mid-July. During this time you can expect to see a lot of rain. It doesn’t rain constantly, but downpours can last anywhere from 5 minutes to 5 days. It’s difficult to predict. Be prepared for the worst. Typhoon season begins around the same time and lasts until the end of fall. However, most of Korea is safe from typhoons. Jeju Island gets the worst of it.

Whenever you’re traveling to Seoul, be aware of the weather as it can change your travel plans. Spring and fall are the best (most temperate) times to travel, but also the busiest. Book ahead if plan to visit in cherry blossom or fall foliage season as tours and hotels get booked up early.

Now, here’s the list of these 20 beautiful places in Seoul that you’ll definitely want to visit whenever you travel.

1: Secret Garden In Changdeokgung Palace

Visitors to Seoul definitely shouldn’t miss the chance to witness the majestic beauty of the Secret Garden in Changdeokgung Palace . This sprawling garden area is tucked away at the back of the palace and features carefully crafted ponds, pagodas, and designs fit for a prince or princess.

The Secret Garden has to be one of the most beautiful places in Seoul and also among the least visited. This isn’t because it’s not a popular spot, quite the opposite. Access to this palace garden was restricted to members of the royal family for centuries and is still restricted to a small number of tour groups each day. Get there early to reserve your tour.

Our Tip: Wear hanbok to gain access to Changdeokgung Palace for free (and look stunning).

Best Time To Visit:

Any time is a good time to visit the Secret Garden. See cherry blossoms in spring, abundant nature in summer, crispy fall foliage in fall, and snowy, frozen ponds in winter.

How To Get There:

Take the subway to Anguk Station and head towards Changdeokgung Palace. To get into the Secret Garden, you’ll need to reserve a guided tour. Tours sell out early, so book as soon as you arrive.

Address In Korean:

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2: Seokcheon Lake & Lotte World Tower

The dazzling waters of Seokchon Lake and the tree-lined pathways that run around this figure-of-eight pond make this the perfect place for a short stroll on a sunny afternoon. As you walk around, you’ll also see the Lotte World Magic Island (very Disney-esque) and Lotte World Tower.

The impressive Lotte World Tower is a marvel of human design and engineering and a must-see spot when you visit Seoul. The world’s 6th tallest building offers views of Seokchon Lake and the whole of Seoul. Feeling brave? Look through the glass floor from Seoul Sky Observatory. If that’s not scary enough, walk outside on top of the tower (541m high) with the Sky Bridge Tour .

Our Tip: Plan a day out and have a Lotte fun at the Lotte World Tower, Seoul Sky, Lotte World Aquarium, and Lotte World Adventure indoor theme park. Get free access to all of these places with the Songpa L Pass and save $50 on entry fees.

Seokchon Lake is one of the best places to see cherry blossoms in early April, with millions of people visiting for a stroll around the wooded lake paths. Weekends are a good time to visit to see performances and food trucks, especially in the summer.

Take the subway to Jamsil Station and go out Exit 2 for Lotte World Tower and Seokchon Lake.

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3: Gyeongbokgung Palace Grounds

For those idyllic postcard views of Seoul, you can’t beat Gyeongbukgung Palace . This beautiful royal palace is one of five in Seoul, but the one that draws the most tourists dressed in hanbok looking for that perfect picture. Wander the grounds and see the historic sights, well-groomed nature, and cultural exhibitions and performances.

There are so many picturesque places to take photos in this palace, including the cherry blossomed-line Gyeonghoeru Pavilion and pond, the newly restored Hyangwonjeong Pavilion, the royal exhibition rooms, or the many traditional rooms scattered throughout the palace grounds.

Our Tip: Visit at 10am or 2pm to see the changing of the guard outside the front gates.

Another place that’s great to visit all year round. If you want to wear hanbok and see the best of Korea’s nature, then visit in early April for cherry blossoms or late October for fall leaves, both of which can be seen in this palace.

Take the subway to Gyeongbokgung Station or walk from Gwanghwamun Station

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4: Yeouido Island & Riverside Parks

Of all these beautiful places in Seoul, this is the one most visited by locals. Seoulites flock to Yeouido Island to enjoy the relaxing riverside parks with a bowl of Korean ramen and can of beer. In summer, you can rent a sunshade here during the day and enjoy fireworks and street performances at night.

This small island is lined with parks, trees, and upmarket malls where you can enjoy fine dining and luxury shopping. Be sure to check out the view from some of the skyscrapers in the area, such as from the Sky Farm in the Federation of Korean Industry building. You can see all over Seoul on a sunny day.

Our Tip: Book a Han River Cruise to enjoy the night sights along the river and the many colorful bridges.

This is the site of one of the biggest cherry blossom spots in Seoul and there are long tree-lined streets of the pink-petalled blossoms in early April. Summer is also great and this is a popular place to cool off by the river and enjoy the cooler evening.

How to get there:

Take the subway to Yeouinaru Station and go out Exit 2 or Exit 3 for the Yeouido Hangang River Park.

Address in Korean:

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5: Cheonggyecheon Stream

The 11km Cheonggyecheon Stream that cuts through the heart of Seoul is a charming place to enjoy a romantic walk. As you walk along the stream, cross the stepping stone bridges and smell the roses and other flowers growing from the walls lining this little oasis.

You can join the stream in many places as you journey across Seoul, but the best place to begin is at Cheonggye Plaza – the beginning section near Gwanghwamun Square. From this start point you can see a gigantic seashell, waterfalls, and regular cultural events.

Our Tip: Grab a coffee from Blue Bottle Coffee and walk along the stream early in the morning when it’s empty.

There’s no bad time to visit Cheonggyecheon Stream. Check out the weekend night markets here during summer. Visit in winter to see the Seoul Lantern Festival and Christmas decorations floating in the stream.

For the start point, take the subway to Gwanghwamun Station and walk 1 block south, or to City Hall Station and walk 1 block north.

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6: Bukchon Hanok Village

Located between Gyeongbokgung Palace and Changdeokgung Palace is the historic Bukchon Hanok Village . This is truly one of the most beautiful places in Seoul and one that’s a popular attraction for tourists. Get dressed up in flowing hanbok and explore the traditional alleys that look out over central Seoul.

See the wooden beams and doors holding up the black slate roofs. Follow the flowing artwork and designs on the tall brick walls outside each house. In some places you can even enter the hanok buildings and enjoy traditional Korean teas, desserts, and snacks. There are also a number of art galleries and workshops in the area you can explore.

Our Tip: Rent hanbok when you visit this area for the best pictures.

This is a residential area so it’s best to visit during the day to not disturb the people living here. Come around 9am in the morning before it gets busy. If you visit in winter, you might get to see the curved rooftops covered in snow.

Take the subway to Anguk Station and walk north from Exit 2.

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7: N Seoul Tower On Namsan Mountain

For couples looking for beautiful places in Seoul to spend a romantic evening, the N Seoul Tower is a great place for a date night. Set in the leafy heights of Namsan Mountain, this old broadcast tower has been converted into a spot for lovers to lock away their feelings forever. Literally, with the help of love locks that you can place on the rails around the lookout points.

Take a trip to the observation deck inside the N Seoul Tower and see the incredible 360 degree views of Seoul, including the royal palaces, hanok villages, the presidential Blue House, and many of these other beautiful places in Seoul. Visit at night and walk along the fortress walls, place a love lock, and enjoy a meal looking out over the city.

Our Tip: Book N Seoul Tower Tickets online to save money on the entrance fee.

The mountain is awash with golden fall foliage in late October. Head up in the early evening, stay for the sunset, then watch as the city switches from day to night.

Take the Namsan Cable Car from near Myeongdong Station or the Namsan Sunhwan Shuttle Bus 01 from Chungmuro Station or Dongguk Univ. Station. You can also walk up a footpath from Myeongdong.

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8: Cheong Wa Dae Presidential Blue House

Until 2022, Cheong Wa Dae , also known as the Blue House for its vivid blue roof tiles, was the presidential residence and could only be visited through an organised tour. However, since the new president took over in 2022, the presidential residence has moved location and the historic palace is now open to the public.

This exquisite house, the Korean version of the White House, is nestled among the forested foothills of Bugaksan Mountain, which provides a stunning backdrop. For the first time in over a century, you can now trek through the mountain paths behind the Blue House and see a side of Seoul few have had the pleasure of witnessing.

Our Tip: Add a stop at Cheong Wa Dae to your central Seoul itinerary after visiting Gyeongbokgung Palace or Bukchon Hanok Village

Visit between spring and fall for the best views of the Blue House contrasting with the rich green lawns and trees that surround it.

Take the subway to Gyeongbokgung Station and walk north past Gyeongbokgung Palace. Cheong Wa Dae is directly behind the palace.

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9: Gyeongui Line Forest Park & Book Street

The 100 year old Gyeongui Line was once a busy train-line through central Seoul, but is now home to one of the most beautiful green spaces in Seoul. You’ll find plenty of urban culture, trendy cafes and restaurants in this long pathway stretching away east and west from Hongik University Station in Hongdae.

The best part of these twin pathways are the delightful green spots where you can sit and enjoy a book, chat with friends over coffee, or enjoy one of the many park-side bars and restaurants. You won’t believe you’re in the middle of Seoul as you walk along the Gyeongui Line.

Our Tip: Walk the Gyeongui Line parks as the sun is setting. The light during dusk is incredible as you watch the sun rays falling slowly through the apartment blocks onto the tracks. Find somewhere cosy and enjoy the free show.

Visit in the evening during summer to see Seoulites enjoying the cooler weather and late nights. Grab a seat in a bar and cafe and enjoy the hot weather that persists all day and night during Korean summer.

Take the subway to Hongik University Station and use Exit 2 for Gyeongui Line Forest Park. Use Exit 6 for Gyeongui Line Book Street.

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10: Naksan Park & Seoul Fortress Walls

Seoul has many fortress walls that offer breathtaking views across the city. Perhaps the most beautiful place in Seoul to explore these fortress walls is from Naksan Park near Dongdaemun. Cutting like a knife through Seoul’s old urban center, the fortress walls offer views in all directions, gazing out over Gyeongbokgung Palace, Cheong Wa Dae, and the iconic N Seoul Tower in the distance.

Explore Naksan Park during spring and see the wide array of colorful blossoms and flowers here, as well as wooden pagodas and old stony walls. There are a collection of rooftop cafes and bars on the walk from Naksan Park down towards the historic Dongdaemun Gate that are perfect for enjoying Seoul’s sunset and warm summer evenings.

Our Tip: Take the subway to Hyehwa and explore the pretty Ihwa Mural Village as you walk up towards Naksan Park.

You’ll find incredible views here all year round. Winter can be the best as there’s the highest chance of clear, blue skies. The walls are one of the best places to see snow in Seoul, too.

Take the subway to Dongdaemun Station and use Exit 1 to access the start of the fortress wall path. For Naksan Park, take the subway to Hyehwa Station and use Exit 2. Walk up the hill and follow the signposts to Naksan Park.

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11: Bongeunsa Temple & Starfield Library

Mix traditional and modern Korean culture in Seoul’s famous Gangnam district. See the giant statue of Buddha, the centerpiece of Bongeunsa Temple , as it looks out over the modern COEX Mall, home to the Starfield Library and the tallest wall of books you’ll find in Korea.

These contrasting views offer travelers the perfect chance to seek spiritual solace in their preferred form – either from the pages of a book, or from deep contemplation in the surrounds of a Korean Buddhist temple as incense fills the air.

Our Tip: Explore the many attractions of COEX Mall, including the wonderful Starfield Library, during the day, then visit Bongeunsa after the sun goes down for Gangnam night views and a more peaceful temple experience. See all of these with a Tour of Gangnam

Bongeunsa is a Korean Buddhist temple and the best time to visit is right before and during Buddha’s Birthday in spring. You can see thousands of illuminated lanterns streaming along the roads and all around the temple during this time.

Take the subway to Samseong (World Trade Centre Seoul) Station and use Exit 6 to access COEX Mall. Take the subway to Bongeunsa Station and use Exit 1 or walk from COEX Mall to the temple.

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12: Namsangol Hanok Village & Namsangol Park

The second hanok village on this list of beautiful places in Seoul, Namsangol Hanok Village , offers up a contrasting experience from the aforementioned Bukchon Hanok Village. For starters, this village is a showcase of what traditional village life looked like in Korea, with traditional games, open hanok houses, and a window into Korea’s past.

The Namsangol Hanok Village is also different as it’s situated in a lovely park at the foot of Namsan Mountain (home of the N Seoul Tower) and offers open spaces to walk around and enjoy traditional and natural sights. There are ponds and streams with ducks and fish swimming around, an abundance of plants and trees to see, and fortress walls skirting around the corners of the park.

Our Tip: Visit one of the hanok cafes and enjoy some refreshing Korean green tea or herbal teas. They’ll give you energy for the day ahead.

Visit in spring to see the vivid array of colors that the spring blossoms release and enjoy sights of N Seoul Tower from a hanok cafe inside the park during the warm afternoon.

Take the subway to Chungmuro Station and use Exit 4. The entrance to the park is less than 1 minute away.

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13: Dongdaemun Design Plaza (DDP)

The Dongdaemun Design Plaza (DDP) is a building unlike you’ve ever seen before. It’s hard to define the DDP, a mixture of galleries, shops, cafes, and creative spaces, but easy to describe it. Futuristic, stylish, elegant, unique, alienesque. Once you see the DDP for yourself, you’ll understand.

What makes the DDP a must-see beautiful sight in Seoul? The curves of the building, the random outdoor pianos that people practice on, the pop-up shops and markets that bring life to the DDP, and all the fun exhibits and attractions going on inside. The DDP houses bizarre and wonderful experiences throughout the year. From gigantic indoor playgrounds to mind-bending trick art, movie sets, and more.

Our Tip: Take time to explore every corner, including the rooftop lawn that most people miss. There’s so much to see at the DDP and it changes all the time.

Any time is a good time to visit the DDP as the exhibits change regularly and there’s always something going on. There are night markets here during the summer and light displays on the side of the curved buildings during winter.

Take the subway to Dongdaemun History & Culture Park and use Exit 1.

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14: Jogyesa Temple

Jogyesa Temple , located between Gyeongbokgung Palace and Insadong Art Street, is a popular tourist sight in central Seoul. It’s also one you can easily miss as it’s hidden between other buildings. When you do find it, you’ll understand why it’s so popular and marvel at it’s beautiful Buddha statues, intricate woodwork designs, and colorful decorations.

Jogyesa Temple was built in the 14th Century and is one of the most important Buddhist temples in Korea. It’s still an active temple, so you can see people going in to worship and monks carrying out ceremonies inside. Jogyesa offers a glimpse into Korean Buddhism and provides a stunning location to take pictures.

Our Tip: Be respectful when you visit the temple. You’re allowed to take photos and to look into the buildings, but try to observe and not interfere. Enjoy the opportunity to see Buddhist monks performing their rituals.

As with Bongeunsa Temple, the best time to visit is in Spring for Buddha’s Birthday. There’s a large festival called Yeon Deung Hoe Lotus Lantern Festival where massive lanterns are paraded through the city.

Take the subway to Anguk Station and use Exit 6. Jogyesa Temple is a short walk from here.

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15: Haneul Sky Park & Oil Tank Culture Park

You might wonder why an old oil storage site is on a list of beautiful places in Seoul, but once you visit, you’ll understand why the Oil Tank Culture Park is a must-see place in Seoul. This area features delightfully landscaped gardens, open air performance spaces, and renovated oil tanks that have been turned into cafes, galleries, and curved contemplation rooms. A wonderful mix of industrial and natural design, this space makes you consider angles, volumes, and the human impact on nature.

Haneul Sky Park is one of many riverside parks along the Han River, but one that offers a unique view as it’s located atop a small hill. Hike up the walking path and you’ll be treated to an ocean of swaying reeds that form a maze on top of the large, flat hilltop. This park is also one of the best places to see pink muhly in Seoul – a frizzy pink bush that has become very popular in Korea in the last few years.

Our Tip: Enjoy an afternoon at these locations, explore the nooks and crannies of the old oil tanks and the many pathways through the Haneul Sky Park, then jump on the subway to Hapjeong Station for some of the best meals in Seoul.

Visit Haneul Sky Park and the Oil Tank Culture Park in October to see silver reeds swaying in the wind and fall foliage in the nearby riverside parks. There are seasonal markets, performances, and activities as well, such as the Santa Sled Race.

Take the subway to World Cup Stadium Station. The Oil Tank Culture Park and Haneul Sky Park are about 5 minutes away. Walk towards the river to find them.

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16: Deoksugung Stonewall Walkway & Deoksugung Palace

The Deoksugung Stonewall Walkway is a pretty spot near city hall that’s listed as one of the 100 Most Beautiful Roads in Korea. It’s a pedestrian-friendly street that runs around Deoksugung Palace, past Seoul Museum of Art and the Jeongdong Theater. It’s also a popular K-Drama filming location in Seoul for dramas such as Goblin (2016) and Reflection of You (2021).

The area is peaceful and calm and perfect for an afternoon stroll, admiring the statues and pretty buildings on the way. After walking around the palace walls, head into Deoksugung Palace itself and admire the lush trees, fusion of Korean and international architecture, and the gift shop that sells excellent examples of Korean pottery, handicrafts, and traditional goods.

Our Tip: Plan to spend a whole afternoon in this area walking along the wall-lined streets, checking out the backstreets, visiting museums and galleries, and entering Deoksugung Palace . There’s a lot to do in a small area.

Visit the Deoksugung Stonewall Walkway in fall for beautiful fall foliage sights, with large leaves dropping down from the trees, creating a crunchy pathway to walk along. The vibrant colors contrast well with the plain stone walls and black tiles.

Take the subway to City Hall Station and use Exit 12. Follow the walls around the palace for the Stonewall Walkway

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17: Seoul Grand Park, Seoul Zoo, & Seoul Land

Seoul Grand Park is a beautiful place in Seoul for a family day out, packed with attractions, sights, and natural beauty. Set in a wooded valley in southern Seoul, this sprawling park contains Seoul Land theme park, Seoul Zoo, an elephant train to take you between attractions, a pretty lake you can ride over on a sky lift, and hundreds of cherry trees.

Kids will love the wild animals, the roller coasters, the attractions, and the petting zoo with rabbits, sheep, and other animals. There are even alpacas. But even if you’re not traveling in Seoul with children, Seoul Grand Park offers forest paths and lakeside rest spots that allow adults to appreciate nature and get away from the busy city.

Our Tip: Save 40% on Seoul Land tickets and get free entry to Seoul Zoo with a Discover Seoul Pass . You can also use it to get free entry to the palaces and free hanbok rental.

This is another great cherry blossom spot in Seoul that is less crowded than places like Yeouido and Seokchon Lake, which makes it perfect for those who want to enjoy the blossoms in a more relaxed way. Visit in early April for cherry blossoms. The fall foliage is equally beautiful and can be enjoyed from mid-October to early November.

Take the subway to Seoul Grand Park Station. This is the entrance to Seoul Grand Park. You can take the elephant train between locations (Seoul Land, Seoul Zoo) or walk.

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18: Kyung Hee University Campus

The Kyung Hee University Campus is one of the most beautiful places in Seoul for a number of reasons. First, the striking neo-classical architecture really stands out from most other buildings in Seoul. Secondly, the thick foliage that weaves through the campus grounds make it a very pleasant place to explore on a sunny day. You might mistake it for an American college campus.

This university, home to more than 30,000 students and, has picturesque gardens, leafy pathways to walk through, and terrace cafes to sit in and enjoy the views. It’s best visited on the weekend when the students are mostly off campus or not studying.

Our Tip: When it’s open to the public, you can visit the rooftop of the College of Fine Arts building and see the campus from above.

Both spring and fall are perfect times to visit this pretty campus. The cherry trees are light pink and camouflage the stark white buildings while the fall foliage is full of burnt coppers and dark reds, brining the classical architecture to life in contrast to the dying leaves.

Take the subway to Hoegi Station or Hanguk Univ. Of Foreign Studies Station. It’s a short walk to the Seoul Campus from either station.

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19: Bukhansan National Park

Did you know there’s a national park within Seoul itself? Carving its way into northern Seoul is Bukhansan National Park , a rocky set of mountains that are home to mountain temples, dozens of hiking and climbing paths, and wild animals such as boars. This is a great place to hike during the day, offering views of Seoul in all directions.

One of the most beautiful parts of Bukhansan National Park is Jingwansa Temple on the western side of the mountains. This is near the base of the mountain, so you can access it easily. It’s also right next to Eunpyeong Hanok Village , a large hanok village that offers a more traditional experience than Bukchon Hanok Village and has Bukhansan to provide an impressive background.

Our Tip: If you want to hike Bukhansan National Park, it should only take a few hours to reach the top. The main peak is Baekundae, which is 835 meters high. It’s a rewarding introduction to hiking in Korea.

Avoid hiking in the summer (July & August) as the weather is very hot. April to early June or September to early November are perfect times to hike. If you want to see snow in Seoul, the high peaks often get snowed on during winter.

Take the subway to Gupabal Station and use Exit 1 or 2. Walk to the nearby bus stop between the two exits. There are 3 buses that go to Bukhansan: Bus 34, 704, and 720.

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20: Seoul Forest & Seongsu-Dong Cafe Area

Seoul Forest is a breath of fresh air for Seoulites, a reserved corner of Seoul that looks out onto the Han River. This is family-friendly place has several playgrounds, a deer sanctuary, and tree-lined pathways and gardens. The abundant sycamore trees in Seoul Forest, with their giant leaves as big as a football, make this a great place to visit during fall. There are also beds of tall, willowy silver reeds that people climb into for captivating pictures.

The area around Seoul Forest, known as Seonsu-Dong, is a quiet residential area that has become gentrified in recent years and now features boutique bakeries, fine foreign foods, arts and crafts shops, and dozens of unique cafes to relax in. There’s also the Under Stand Avenue – a collection of galleries, cafes, and shops made up from shipping containers that’s a symbol of the eco-friendly attitudes in this area.

Our Tip: Visit on a sunny day and explore the park at your leisure. Afterwards, rent a Seoul Public Bike and ride along the riverside paths before retiring for afternoon snacks and coffee in Seonsu-Dong.

If you want some peace and quiet, visit the Seoul Forest during the week as it gets busy on the weekends with local families enjoying a slice of nature. Spring and fall are extremely pleasant, with clear skies, cherry blossoms, flowers, and then fall foliage later in the year.

Take the subway to Seoul Forest Station for the park. Use Exit 5 to head towards to Seongsu-dong Cafe Area.

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Planning To See Beautiful Places In Seoul?

Has this list of the most beautiful places in Seoul inspired you to visit Korea’s capital? Do you want to know what else the rest of Korea has to offer? Maybe you’ve already got plans to go and want some advice about the current travel restrictions, what else there is to see and do, and other unmissable experiences to be had in Seoul and beyond?

If so, be sure to check out our South Korea Travel Guide for more info about what to see, where to stay, when to visit, and everything else you need to plan your trip to Korea. And be sure to brush up on Korean Etiquette and Culture to avoid making any cultural faux pas. Learn some Korea before you travel with our guide to the Best Ways To Learn Korean and travel more easily.

As mentioned, the best time to visit Seoul is definitely in spring or fall, where you can see cherry blossoms and fall foliage respectively. January and February are good if you want to enjoy winter sports and possibly see snow. Summer is best spent on Korea’s sandy beaches.

Now, here are a few more tips to help you make your trip to Seoul more comfortable and guarantee you a great stay in the Land of Morning Calm. Check out these hotel recommendations and some of our favorite Korea travel essentials.

Where To Stay In Seoul To See Beautiful Places

Want to know where to stay to see these beautiful places in Seoul? Want to be close to the royal palaces and traditional hanok houses, or in the heart of modern Korean culture, street food, and fashion? Not sure of the most convenient places to stay with good subway connections, great nearby restaurants, or lively nightlife?

Whether you’re traveling on a budget, want to spend on the best service available, or want to balance both, we’ve selected 9 of the best Seoul hotels that you’ll love. Click on the name of each hotel to check prices.

Luxury Hotels

If you want the best the Seoul has to offer, then these three hotels are for you. Located in Seoul’s wealthy neighborhoods of Gangnam and Itaewon, these hotels are in walking distance of Michelin-starred restaurants, chic boutiques, galleries and museums, and the finest shopping experiences available.

Signiel Hotel Seoul ★★★★★​ One of the best hotels in Korea, if not the world, the Signiel Hotel Seoul is inside the world’s 6th tallest building – the Lotte World Tower – and will give you an incredible stay in Seoul. Experience unbeatable views from the Seoul Sky Observatory on the 117th floor.

Grand Hyatt Seoul ★★★★★ This sleek hotel is tucked away in a peaceful residential area with trendsetting fashion boutiques, cozy cafes & upmarket restaurants, all within sight of the N Seoul Tower. The views from the hotel are spectacular.​

InterContinental Seoul Parnas ★★★★★​ The hotel is adjacent to COEX Mall with convenient access to one of the topmost shopping, entertainment, and business complexes in Korea. Guest rooms and suites feature floor-to-ceiling windows, offering a sophisticated ambiance to unwind and relax.

Mid-Range Hotels

Families, couples, and other travelers that want to experience the best of Seoul without breaking the bank can sleep easy with these next three hotel recommendations. Discover stylish accommodation in these popular districts, each with fantastic city views. These hotels all conveniently located for sight seeing, shopping, and eating out. Great hotels with reasonable prices.

Mondrian Seoul Itaewon ★★★★★​ Mondrian Seoul Itaewon is an immersive lifestyle destination fueled by bold, captivating designs expressed through a playful mindset–an ideal choice both for forward-thinking locals and for international visitors who are looking for fresh and exciting cultural experiences.

Four Points by Sheraton Seoul ★★★★​ Explore vibrant Gangnam and famous local attractions including Apgujeong and Garosugil, the Han River, museums and the Hyundai Department Store. Immerse yourself in K-pop culture and K-beauty experiences, great shopping, trendy restaurants and famous lounge bars and clubs.

Lotte Hotel Seoul ★★★★★​ Step outside the hotel and you’ll find yourself in Myeongdong, one of Seoul’s most popular district for tourists, with royal palaces, famous markets, street food stalls, and a wealth of shopping all a few footsteps away. This hotel is a great base for busy travelers.

Budget Hotels

Seoul has a wealth of budget accommodation options that will help make your money go further. These hotels are all under $100 but offer comfort and convenience. One hotel even has a beautiful rooftop pool. Although these hotels are cheaper, don’t lower your expectations. You’ll always find great service in Korea. Save on sleeping to spend more on shopping, souvenirs, sights, and all the other fun things there are to do in Seoul.

L7 Hongdae by Lotte ★★★★​ L7 Hongdae is a delightful cultural station, filled with chic and artistic decorations and colorful rooms that resonate with the stylish inhabitants of the neighborhood. Travelers looking for a relaxing place to stay in a trendy area will love this hotel.

Rosana Boutique Hotel ★★★★​ The Rosana Boutique Hotel is a stylish hotel that offers a comfortable night’s stay at budget prices. Located under the shadow of the world’s 6th tallest building – The Lotte World Tower, this is a great hotel for bargain hunters who want beautiful surroundings without 5 star prices.

Mercure Ambassador Hongdae ★★★★​ Well known for urban arts, indie music, clubs, restaurants and various entertainment offerings, Hongdae is where you can experience the beating heart of Seoul’s creativity. Watch local students perform at night and try out cutting-edge youth fashion in the boutiques.

Our Recommended Seoul Travel Essentials

From mobile internet to travel passes that save you time and money getting around, here are some of our top tips for when you visit Seoul.

Flights To Korea: Check prices on flight search sites like Skyscanner and Expedia before booking your flights. You can find some amazing discounts and flights to match your schedule from 100s of different airlines.

Getting To Seoul From Incheon Airport: Ride the Airport Express high-speed train to Seoul Station and connect to the subway system and local taxis. However, if you’re traveling as a group, or have a lot of luggage, an Incheon Airport Private Transfer direct to your hotel is a lot more comfortable.

Transportation: Grab a T-Money Card as soon as you arrive at Incheon Airport. You can use it to ride the subway, buses, and pay for purchases in shops, cafes, convenience stores, and more.

Mobile Internet: Internet access makes traveling so much easier these days. Check the weather, get around, order food, book tickets, and so much more. Best of Korea recommends a Korean Sim Card if you want to use Korean apps (you need a number), or a Portable WiFi Router if you just want Internet access without the number. Preorder online and collect at the airport.

Discover Seoul Pass: If you want to see some of Seoul’s hottest attractions, definitely buy a Discover Seoul Pass . This will get you free entry to the N Seoul Tower, COEX Aquarium, Lotte World, Royal Palaces, and lots more. You even get a free T-Money Card and Airport Express Ride with the card.

Keep checking Best of Korea for all of the latest travel recommendations and travel advice.

Thanks for reading.

Author:  Joel Marrinan

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My Trip to Korea Taught Me the Truth About Skin Care

“ Swellness ” is a monthlong series exploring the health and wellness stuff no one talks about.

I was raised with Korean skin care before it became mainstream and cool and a shiny shelf at Sephora. My Umma, my mom, wore sheet masks religiously before they were sold in the checkout aisle in Urban Outfitters. She also used ginseng and snail cream while everyone else was using pink-grapefruit soap; slugged, moisturized. Her goodnight kiss always left a glossy sheen on my cheek. I clung to my Korean-ness through boxes filled with sheet masks, red-pepper powder, and strawberry-shaped sponges. Living in Maryland for almost all my life, all I wanted to prove was I was Korean enough. Skin care was a way to connect with my culture that was sometimes at odds with my American environment.

I can’t speak Korean. I never wanted to be whitewashed. Having a routine with products rooted in my culture gave me a sense of superiority of being an expert in something Korean, even if it was just skin care. “Not only am I using Korean skin care,” I thought, “but I’m using good Korean skin care, like the crème de la crème of sunscreen, Beauty of Joseon .” Come to find out, I was so wrong.

I went to Korea for the first time when I was 23 years old and paid a visit to Olive Young , Korea’s number-one beauty chain with over 1,000 locations . Think Sephora on steroids. Within my first 24 hours in Seoul, I left with a full heart and heavy bags. By the end of my two-week trip, I had gone over 20 times. I was surprised by what I found on the shelves: Many popular Korean skin-care brands in the United States — like Peach & Lily, Glow Recipe, and Saturday Skin — are not sold at Olive Young. Daisy Pyo , a Korean American who traveled to Korea last November, echoed this shock and “could not recognize anything on the shelves.” Ahead are the most surprising things I learned about Korean skin care during my time there.

Sunscreen Is Different in Korea

When I showed my cousin a picture of the Beauty of Joseon sunscreen , a holy grail in America, she immediately said “I’ve never heard of it,” and it broke my heart. Yejin Cheung, an Olive Young store clerk, had never heard of it. Instead, she suggests the best sunscreens are the following: Etude Soon Jung x Director’s Moisture Sun Cream , Dr.G Green Mild Up Sun , Cell Fusion C Laser Sunscreen , and d’Alba Waterfull Tone-Up Sun Cream .

It’s All About Skin Prep

Sol Han, an Olive Young product manager, explains toner pads are “the first step of skin care to prep your skin for essence and serum.” The cotton pads are conveniently soaked in toners that moisturize, exfoliate, and calm the skin. They can also be used as an impromptu mini-sheet mask on the forehead, cheekbones, under eyes, and more.

Cheung says the most popular COSRX product is actually the One-Step Green Hero Calming Pads . Ramón Pagán , a cosmetic chemist and esthetician who went to Korea in December, suggests any COSRX toner pads for those with acne-prone or oily skin. Some popular Olive Young picks: Anua Heartleaf 77% Clear Pad , Abib Heartleaf Spot Pad Calming Touch , and Skinfood’s Carrot Carotene Calming Water Pads . (The last one is my cousin’s favorite; she has boxes stacked under her vanity.)

The Masking Method Is Important

Mediheal is the bread and butter of sheet masks in Korea — classic, versatile, and always good. These ingredients are favorites for their soothing and moisturizing properties. Collagen, tea tree, watermide, placenta, vita, and madecassoside masks are particularly popular and always top shelf, which is where the best products are at Olive Young, according to Cheung.

Cheung explained how to mask quite simply. There are daily masks, every few day masks, and once-a-week masks. She does not recommend the Mediheal tension flex masks. If the mask isn’t fitting to your face well snip between the eyes and upper lip to help contour it to your face. The leftover serum can be used the following day or slathered over your body.

Abib , a brand you may have never heard of, is Cheung’s favorite. Its sheet masks are what she describes as some of the best in Korea. From the Mild Acidic pH Sheet Mask Heartleaf Fit to the Mild acidic pH sheet mask Aqua fit , Abib has a mask for every skin type. Dr. Jart’s sheet masks, especially the Cicapair Tiger Grass Calming Mask , are popular in Korea and extremely accessible in the U.S. from retailers like Sephora.

Dr. Jenny Liu , a board-certified dermatologist, has Mediheal sheet masks in her weekly rotation because of their hydration: “In the West, I feel like there’s always going to be exfoliating versus Asian skin care that keeps your skin healthy, hydrated, and dewy. So by doing [sheet masks], you’re actually able to tackle a lot of the skin-care concerns.”

Calming the Skin Is Key

While snail mucin is currently all the rage in the States, “it was about ten years ago that it was popular [in Korea],” says Hongji Shin, Olive Young global marketing manager. Instead, ingredients like artemisia, heartleaf, bee propolis, and cica are trending due to their calming moisturizing effect.

Instead of the COSRX Advanced Snail 96 Mucin Power Essence, Cheung recommends the COSRX Propolis Light Ampoule and the Full Fit Propolis Synergy Tone . Dr.G Red Blemish , AESTURA Atobarrier 365 , COSRX Cica , Dr. Jart Cicapair Tiger Grass , and Physiogel Daily Moisture Therapy ​​ are extremely well-vetted lines that calm the skin and protect the skin barrier. Cosmetic chemist Pagán highly suggests the AESTURA Atobarrier 365 cream out of the skin-care line because of the perfect balance of emollient and occlusives that help reduce water loss and richly moisturizes the skin. “I’m very blown away by how silky and smooth it feels when you apply it,” he says.

Artemisia, heartleaf, bee propolis, and cica in essence, and serums can also be used to make impromptu mask packs. Soak cotton pads with the product and place them on your problem areas. Leave them on for five to ten minutes to effectively soothe. While thinner pads absorb the product better, many Koreans swear by SKINFOOD cotton pads due to their thickness and ability to be split into two pads.

Gentle cleansers like numbuzin No.1 Easy Peasy Cleansing Oil , Banila Co. Clean It Zero Cleansing Balm , Easy Peasy cleansing oil are the pecking order. Not a single medicine cabinet at my family’s house did not have Senka Perfect Whip face wash .

However, retinol is slowly making its way into the market but in a more gentle form such as the C-K-D Retino Collagen Small Molecule 300 First Essence . The liquid toner formulation of retinal is a particularly impressive chemical-inducing feat.

Misting Is the Best Way to Use Serum

Korean Air flight attendants look refreshed getting off a flight. How? A misting serum.

My cousin pointed to one product, the d’Alba Italian White Truffle First Spray Serum. (This has been my first step after washing my face and an instant favorite of mine. Being in a spray form really ensures you are getting your money’s worth and not wasting any product.) Sol Han, Olive Young global product manager, says, “in the airplane, your skin gets really dry and dehydrated but on top of this mist serum has the oil layer so it’s super hydrating compared to the other mist.”

Think Consciously, Buy Intentionally.

Happy shopping! Olive Young Global is your best bet. They offer free international shipping for purchases over $60. Asian beauty retailers Yessstyle and Stylevana are a mixed bag with some suspicious of the authenticity of the products. The more reputable Sokoglam has some products from more well-known brands like COSRX and Sephora has Dr. Jart’s but that’s about it. While Amazon has Korean skin care be careful as they also sell counterfeits, so make sure you buy directly from the brand page.

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• South Korea
• 21 Stunningly Beautiful Places To...

Stunningly Beautiful Places To Visit In South Korea

Internationally known for rapid, modern technological advances and urbanization, South Korea preserves a large amount of tradition as well as natural beauty. As a result, it is a country full of spectacular sights of both industrialized, urban cities as well as cultural, suburban and rural areas. It is a diverse country for both city tourists and wild adventurers. Here’s our guide to some of South Korea’s best places.

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Namhansanseong Fortress

2,000 years ago Namhansanseong Fortress served as one of the four largest fortresses that protected the country’s capital, back then called Silla, from Tang China. Today, it currently stands as a historic monument for tourists in the Namhansanseong Provincial Park on top of Mount Namhan.

Gobungun, Changyeong

Gobungun, Changyeong is a green grassy field that has the appearance of many small hills. It is actually a site of over 180 ancient tombs that date to the fifth and sixth centuries. The majority of the tombs were built for those of royalty or high governmental status.

Gyeonbokgung Palace

Established in 1395, Gyeonbokgung Palace houses the Throne Hall, which stands as one of the most, if not the most, iconic structures of the Joseon Dynasty. It was the center for essential state affairs as well as storage for ancient Korean royal books that were looted by the French military.

Changgyeonggung Palace

Located in the heart of Seoul, Changgyeonggung Palace served as the residential palace for queens and concubines of the Jeoson dynasty. During the Japanese colonial rule, the building became a zoo and a botanical garden, but later returned to its former refined status.

Inwangsan is a 338-meter high mountain that hosts numerous castles built on the outskirts of Seoul to protect the city from foreign invasions. Today it serves as a popular tourist spot to view of Seoul’s features, including the palaces, N Seoul tower, and the Korean president’s residence, the Blue House .

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Seoul Seonggwak Fortress Wall

An 18.2-kilometer long stone wall that served to protect Seoul from foreigners during the Joseon dynasty, the Seoul Seonggwak Fortress Wall is a historic site that is part of a walking tour program. Starting from Dongdaemun, tourists walk along the fortress wall and continue on to Naksan’s park and museum.

Upo Wetlands

Known as South Korea’s largest natural swamp, which covers 5,500 square kilometers, Upo Wetlands is home of over 1,000 species. The government enlisted it to become a part of the Ramsar List of Wetlands of International Importance to protect it from environmental degradation, and has been protecting it since 1998.

Andong Hahoe Village

Known for its preservation of most of its original structures, Andong Hahoe Village is South Korea’s most iconic folk village that has been a birthplace for scholars and nobles of the Yu clan since the 16th century. Today, it remains as a one-clan community that has conserved many of its traditions.

For centuries, Samhwasa has been a scenic point for inspiration. Poets, as well as painters, sought out the Samhwasa Temple to view the West peak of Dutasan Mountain, which was said to look like a phoenix and a crane, and the East peak like a dragon and a tiger.

Yonghwa Beach

Yonghwa Beach is unique in that both seawater and freshwater are available due to the Hwacheon stream. Thanks to its accessibility to both salt and freshwater, it is one of South Korea’s most valued sources for fresh seafood. In fact, many travellers visit Yonghwa Beach solely for the seafood.

Cheonjiyeon Falls

Known as the connection of the sky with the land, Cheonjiyeon Falls is a legendary site where seven divine beings descended from heaven to bathe in the pond: the name means ‘the pond of the gods.’ To respect the holy space, a Seven Fairies Festival is held every May.

Miryang Maneosa

According to legends, the temple Miryang Maneosa was once home of the son of the dragon king, who was turned into the five-meter-long rock that is on the temple. Rumors claim that any woman who could not conceive sons would be able to after wishing on the five-meter tall rock.

Darangee Village

A small ecological village in Namhae-gun, Darangee Village maintains its cultural and traditional efforts to preserve over 100 steps on farmlands on a 45-degree mountain slope. Due to the village’s dedication to its maintenance efforts, it produces a large amount of the nation’s rich natural resources such as crabs.

Yangdong Folk Village

A traditional village that maintains its Neo-Confucian culture and architectural style of the early Joseon Dynasty, Yangdong Folk Village stands as the most valuable among South Korea’s six folk villages. It is one of the largest villages in South Korea that preserves ancient aristocratic lifestyles as well as folklore materials.

Bomun Pavilion, Gyoengju

Located in Gyeongju, a city nicknamed ‘a museum with no walls,’ Bomun Pavilion is South Korea’s prized gazebo that is adjacent to a pond, where one could see cherry blossoms during spring, luxuriant green leaves during summer, ruby and mustard flora during autumn, and soft white snow during winter.

Haeinsa Temple, Hapcheon

Haeinsa Temple is a significant milestone that houses some of the country’s most precious religious artifacts. These include the world’s oldest intact Buddhist canon, the Tripitaka Koreana, the oldest wooden Buddha statue in South Korea, and UNESCO world heritage storage hall of Buddhist Sutras called Janggyeong Panjeon.

Boseong Green Tea Field

An enormous field full of green tea leaves alongside the slopes of several hills, the Goseong Green Tea Field produces over 40 percent of South Korea’s tea leaves. To celebrate the flourishing fields, the neighboring residents hold a festival every May and decorate the fields with small colorful light bulbs every winter.

Anapji (Anap Pond)

The Anapji or Anap Pond is an artificial pond man-made around 1,500 years ago during the Silla dynasty as part of the palace where flowers and birds flourished. To this day, three structures still stand on three separate artificial islands with patches of lotus flowers framing the pond.

Cheongsando Island

Despite its nomenclature meaning ‘Blue Mountain Island’ for its panoramic green mountains and deep blue sea, Cheongsando Island was once part of a military base to prevent foreigners from invading. Today, however, it is famed for its residents pursuing a slow life, making it Asia’s first ‘Slow City’.

Sankwang Temple

An emblem of traditional Korean architecture and culture in the southernmost part of South Korea, the Sankwang Temple is where the largest annual Lotus Lantern Festival in the country is held. During the festivities, the temple is decorated with numerous lanterns with geometric as well as lotus shapes.

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The 11 Best Korean Skincare Products to Try Now, According to Experts

From makeup-melting cleansers to pimple-zapping patches

"Korean beauty has revolutionized the global skincare industry over the past decade," Charlotte Cho , esthetician and Soko Glam co-founder tells Bazaar . "It has elevated expectations for what skincare products should deliver in terms of affordability, quality, innovation, and even delivery systems."

Shop the Best Korean Skincare Products

Neogen Day-Light Protection Airy Sunscreen

Best Spot Treatment

Cosrx master patch hydrocolloid patches set.

Best Eye Cream

Acwell licorice ph balancing intensive eye cream.

Despite leading in product innovation, Korean skincare isn't about solely setting trends. It also prioritizes skin health by incorporating age-old beauty practices that effectively deliver results. "The trends, rituals, and cutting-edge delivery systems that originate from Korea are more than just passing fads," Cho adds. "They are grounded in centuries of knowledge and are continually refined through advanced research and development."

Whether you're dipping your toes into K-Beauty for the first time or looking to try a new product you've had bookmarked for months, we rounded up some of the best Korean skincare products that skincare experts love. Keep scrolling to discover CosRX's versatile hydrocolloid patches to help you zap zits, Neogen's top-rated and featherweight SPF 50 sunscreen , and more.

No routine is complete without sun protection . This popular K-Beauty formula has thousands of rave reviews from shoppers for its fast-absorbing, light-as-air texture—and Cho can vouch for the hype. "I love how lightweight and truly 'airy' it feels on the skin," she says. Its chemical formula offers SPF 50 protection from UV rays and is infused with plant extracts, like aloe, hibiscus, and avocado, to calm and nourish skin.

One satisfied customer writes: "This is my 5th bottle and I recommend to my friends as well. It’s the perfect sunscreen. Best protection, wonderful moisturizer, zero white cast." — Marcella

Looking to quickly shrink zits down to size? Tack on one of CosRx's handy pimple patches to set it and forget it. Not only will these waterproof hydrocolloid dressings guard against pimple picking, but they also create a sterile environment that keeps out bacteria and speeds up their healing process.

This beauty writer prefers using a few of these patches to minimize pimples that randomly pop up on my chin. And on top of their ability to absorb excess oil, I appreciate that each sheet comes with patches in a range of sizes to accommodate my needs.

One satisfied customer writes: "These are simply the best. They are effective, stay on even through water and sweat—and one of the most translucent! By the morning you can see how much was pulled from the blemishes." — sherylnyc

A suitable choice for all skin types, this coveted eye cream from Acwell is packed with peptides and antioxidants to address signs of aging. It also uses caffeine to deflate under-eye bags and lingering puffiness .

"Licorice is my favorite natural brightener , so having it be the main ingredient in this creamy eye cream has given me great brightening and hydrating results for my sensitive eye area," Cho says.

One satisfied customer writes: "I have been using this for about a year now and have definitely noticed some brightening under the eye. Also the skin appears smoother and moisturized. Would recommend." — Jole

Aestura Atobarrier 365 Cream

Board-certified dermatologist David Kim says this gentle moisturizer pick is a great option for those with dry or eczematous skin, especially in fall and winter. "It's a simple formula packed with ceramide and fatty acids, and the texture is amazing—it just melts on your skin," he explains.

One satisfied customer writes: "I absolutely love this moisturizer for my sensitive skin, acne-prone skin! It's not too heavy and leaves my skin so soft and moisturized. The texture is very creamy, but spreads so easily on the skin without that greasy feeling!" — Alanis

Laneige Lip Sleeping Mask

Dry, flaky lips are no match for this highly popular and fast-acting lip mask. Available in several delectable scents (including gummy bear!), the mask deeply hydrates dry lips with its blend of coconut oil, shea butter, and murumuru seed butter. It also features a blend of antioxidants to protect against environmental aggressors and nicely includes a mini spatula for mess-free application.

One satisfied customer writes: "This lip mask provides immediate hydration and makes my lips feel so much softer and smoother! I actually use it both during day (as a lip balm) and at night as well. If you have dry, flaky lips this is the one you definitely need. So glad I got this during the Prime day deal and can't wait to try the other flavors!" — LR

Then I Met You Rosé Resurfacing Facial Mask

If you're looking for an exfoliator that tackles clogged pores and dullness, Charlotte Cho points to Then I Met You's Rosé Resurfacing Facial Mask. "I use this for 10 minutes a week, once a week, and it gets me softer skin and reduced pores," she explains.

The wash-off mask is formulated with a six percent AHA blend of glycolic and lactic acids, plus a BHA rose complex, that sloughs off dead skin cells, smooths uneven texture, and boosts overall radiance in minutes.

One satisfied customer writes: "It does tingle when you put it on, but it leaves my skin so soft and refreshed! My pores look so much better after I use the mask. Just overall it leaves my skin looking so much better and fresh." — Christine K.

Beauty of Joseon Ginseng Essence Water

If you're not already using an essence in your K-Beauty routine, Alicia Yoon, esthetician and the founder and CEO of Peach & Lily, suggests adding this one from Beauty of Joseon to boost your skin's hydration levels. "When skin is well hydrated, so many other skin issues can be improved," she says. The Beauty of Joseon Ginseng Essence Water combines ginseng water and niacinamide to balance oil production and tighten pores in one easy step.

One satisfied customer writes: "Love the whole range. My skin is glowing and never been smoother." — Prasan

House of Dohwa Rice Korean Face Mask

Packaged in a convenient and resealable pouch, this creamy, rinse-off face mask is another K-Beauty favorite of Kim's. He notes that using it just once a week can "keep your skin hydrated and supple." Its star ingredient is rice bran extract that helps soothe and moisturize your. Fans of the formula claim it leaves their skin looking smoother, softer, and refreshed.

One satisfied customer writes: "The best moisturizing and purifying mask I have ever used. So grateful for this" — Fanni M

Peach & Lily Ginger Melt Oil Cleanser

While the total number of steps in a Korean skincare routine can vary, Yoon says the first step typically involves using an oil-based cleanser. This one from Peach & Lily, "Massages easily over skin and effortlessly melts oil-based impurities away with zero residue and grease without clogging pores or causing breakouts," she adds.

One satisfied customer writes: "I’ve used a lot of oil cleansers and this one is my absolute favorite. Nice thick texture but not sticky or overwhelming. Goes on so smooth and lightweight!" — Samantha

Mizz Korea Seoul In Love Peptide Boosting Serum

You'll only need two to three pumps of Mizz Korea's peptide-boosting serum to cover your entire face in your day and night routines. Along with a hydrolyzed lupine protein, the essence combines radiance-boosting adenosine, and skin barrier-strengthening niacinamide to keep your face feeling hydrated.

Sulwhasoo First Care Activating Serum

Korean skincare brand Sulwhasoo is well-known for its signature use of ginseng, which is found in this beloved serum from the brand. Yoon also gives this essential her stamp of approval, noting that the serum "brings instant vitality and glow to the skin." Its formula has a lightweight, fast-absorbing texture that supports the skin barrier and quickly boosts hydration.

One satisfied customer writes: "This is my little secret in my skincare routine. When I use this consistently for a few days my skin is softer and looks brighter. I use it directly after washing and it feels like it helps everything else I layer over it to work better." — Libby G.

Meet the experts

• Alicia Yoon is an esthetician and the founder and CEO of Peach & Lily.
• Charlotte Cho is an esthetician, co-founder of Soko Glam, and skincare brand, Then I Met You.
• David Kim, M.D., is a board-certified dermatologist at Idriss Dermatology in New York City and the founder of Lightsaver .
• Caroline Choi is the founder and CEO of Mizz Korea.

What are the steps of a traditional Korean skincare routine?

It's easy to become overwhelmed by product options if you've never shopped for Korean skincare before, In fact, according to Yoon , there are over 20,000 verified Korean skincare brands to choose from.

"Narrowing down what Korean skincare product is right for you is much like approaching any other skincare decision," she says. "Start with your skin type, your specific skin priority, and keep track of what ingredients work well for you and which don't."

A classic Korean skincare routine is often described as having 10 steps, but that's not a hard-and-fast rule. "Korean beauty routines can range in the number of steps, but the hallmark of a Korean beauty routine is centered on being gentle, delivering ample hydration, and personalizing a skincare routine," Yoon continues.

If you do want to follow all 10 steps, Yoon says they typically follow the order below.

• Oil-based cleanser
• Water-based cleanser
• Serums/Ampoules
• Moisturizer
• Masks (weekly bonus product)

What should I look for in the best Korean skincare products?

Instead of following every buzzy K-Beauty trend, Kim recommends shopping for products that cater to your specific skin type and concerns. "You can make your skin worse by trying products for the sake of following trends," he says.

And just because a product is gaining traction on social media, doesn't mean it's the best formula out there. "Keep in mind that not everything that is the most hyped up on TikTok is necessarily the best product for your unique skin needs," says Yoon. "A tiny fraction of a fraction of Korean beauty products are TikTok-famous—and many of the most loved products are not discussed much on TikTok." Instead, Yoon recommends browsing reputable Korean skincare shopping sites and reading non-incentivized reviews that detail others' experiences with the formula.

Another important factor to consider? Cost doesn't necessarily equal value or efficacy. "When it comes to shopping for Korean beauty products, it’s important to keep in mind that the most expensive isn’t always the best," Caroline Choi, founder and CEO of skincare brand Mizz Korea explains. "There can be companies that spend so much money on glass bottles and branding that it eats into the cost of the consumer without necessarily delivering the most effective product."

Looking for more Bazaar -approved skincare?

• The Best Korean Sunscreens for Ultimate UV Protection
• The Best Skincare Brands Worth Adding to Your Beauty Lineup
• The Best Gentle Retinols for Sensitive Skin
• The Best Pore Vacuums, According to Experts
• The Best Under-Eye Patches to Minimize Puffiness, Dryness, and More

Why trust Harper’s Bazaar ?

For more than 150 years, Harper’s Bazaar has been the preeminent fashion and beauty resource for women of every age. We cover what’s new and what’s next in beauty by working with the world’s leading authorities in dermatology, plastic surgery, cosmetics, skincare, haircare, and fragrance. Every story we publish has been thoroughly researched and vetted by our team of beauty editors and industry experts.

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How Korean beauty paved the way for Japanese skin care

Double cleansing, toners, serums, masks, eye creams — and that’s just the half of it. While 10-step skin care regimens have become a mainstay of Korean beauty trends popularized in the U.S., simplified beauty routines from Japan are now also gaining attention, promising clear skin in as few as four steps.

K-beauty’s elaborate routines and fun, effervescent packaging are still wildly popular, but they’ve also paved the way for consumers to seek out Japanese skin care, with its focus on pared-down routines and simpler ingredients.

Japanese beauty uses traditional methods for a hydration-focused four-step routine that begins with cleansing and ends with moisturizer. K-beauty routines typically involve two rounds of cleansing, a sheet mask and exfoliation. Skin care experts told NBC News that J-beauty, as K-beauty’s minimalist counterpart, may be what American consumers are looking for.

K-beauty’s mainstream success in the U.S., from sheet masks to laser facials, has led Americans to associate the country’s beauty exports with innovation and “glass skin.” Key products in Korean skin care routines, like hyaluronic acid and oil-based cleansers, and brands like Laneige and Tonymoly have become staples.

Audrey Depraeter-Montacel, the global beauty lead for consulting firm Accenture, says the popularity of Korean skin care in the U.S. has made way for a Japanese beauty resurgence. “I think Korean and Japanese beauty have always been there,” Depraeter-Montacel told NBC News. “But now with the rise of that in a market like the U.S., I think it puts those brands under the spotlight maybe more than ever, and gives the opportunity of some brands to come back.”

Indeed, Japanese brands like Shiseido have been in the U.S. since 1965, known for their minimalist packaging and formulas rooted in traditional Japanese beauty practices.

Recently, however, more Japanese beauty ventures have cropped up in the U.S. market, from the brick-and-mortar expansion of Tarte’s parent company the Kosé Corp. to the development of the Shikō collective, a digital beauty hub of Japanese brands. 

Japanese beauty brands and products have grown in the U.S. in the wake of K-beauty’s popularity and with Japan’s reputation for high-quality products. In its 2023 report, Shiseido identified “strong double-digit growth” in the Americas.

The Shikō collective, a U.S.-based company that sells Japanese beauty products from 13 brands in one online store, has tripled its sales over the past year, according to Midori McGivern, the marketing director of Shikō.

In the competitive American beauty landscape, Depraeter-Montacel says, the diversity of the market, where products target specific concerns from anti-aging to pigmentation, has made room for new brands. The industry is also rapidly growing — health, personal care and beauty is set to be Amazon’s fastest-growing product category in 2024, according to Accenture.

That same diversity of products, however, might be overwhelming consumers. Dr. Hadley King, a New York City-based dermatologist, calls Japanese beauty a “refreshing alternative” for American consumers navigating the growing marketplace of beauty products. “The whole 10- to 15- step regimen was a breakout star, but I feel like people always kind of saw that with cynicism,” she told NBC News.

Skin care experts at the Shikō collective say Japanese beauty offers consumers more simplified, nurturing beauty routines.

Kyoko Getz, Shikō’s in-house aesthetician, says Japanese skin care routines typically involve four steps and focus not on stripping the skin through alcohol-based products but rather on “time-honored and time-proven” methods, like using antioxidants from green tea and fermented ingredients.

“Japanese beauty brands, they focus on honoring your skin, honoring yourself,” Getz said. It’s really big in our culture, you know — honor and respect.”

The simplicity of Japanese products is communicated to customers even in their packaging — where Korean beauty products frequently feature cartoon characters and bright colors, Japanese beauty products are packaged in more minimalistic lettering and colors.

McGivern says this is because Japanese consumers have grown up with more of a familiarity with skin care products, and therefore require less signaling on packages.

“Japanese manufacturers really didn’t have that in mind that package appeal is one of the aspects,” she said. “So we sometimes advise our partners to be more, you know, playful or colorful, because that is an important aspect, particularly in retail in the American market.”

Korean beauty and Japanese beauty, which McGivern calls “cousins,” diverge in their approach to trendy skin care. Where K-beauty is all about finding the next hot thing (most recently, snail mucin), Japanese beauty hearkens back to a traditional past.

Industry experts told NBC News that the Covid pandemic brought about a revolution in interest in skin care routines. King said her clients are more interested in the health of their skin and aware that previously they may have been “doing too much.” “I’ve had patients specifically say to me, ‘Oh, I was using a salicylic acid too much, and so it damaged my skin barrier.’ That would’ve never come out of a person’s mouth like five years ago,” she said.

Nevertheless, experts say K-beauty still reigns supreme in skin care, particularly because of the products’ online appeal. As of 2020, South Korea ranked third in the world , following France and the U.S., in exports of cosmetic products.

A new report by Spate analyzing 60 million TikTok videos indicated that six of the top 10 skin care brands measured by growth in quarterly TikTok views are K-beauty brands.

Indeed, K-beauty has become a skin care mainstay from in-person retailers to social media. While beauty companies have consistently sent social media influencers to Bora Bora and Mexico for “brand trips,” this year, a troop of influencers traveled to South Korea to explore the country’s innovative beauty market.

Influencers returned to the U.S. armed with K-beauty products that they then incorporated into their multistep routines — using products like a four-piece overnight sheet mask that promises “glass skin” in their “Get ready with me” videos.

While consumers seem eager to find more simplified skin care routines, Depraeter-Montacel noted the tension between more “discreet” Japanese brands and the celebrity-focused American market of viral skin care. “That’s a question: Can you be successful as a beauty brand if you are not playing the trendy card?”

Isabel Yip is an intern for NBC News. 

10-day tour of inter-Korean border area to expose reclusive North from afar

I t hasn't been this difficult to get a glimpse of North Korea in a long time. Between travel restrictions to the reclusive country itself and fraying relations with its neighbors China and Russia, it's nearly impossible to visit or even come close. A group of North Korea experts working together with NK News aims to provide the next best thing by leading a 10-day group tour of the south side of the inter-Korean border area from Sept. 21 to 30.

"If you're interested in North Korea, this is the best you can realistically get for a long period of time," said Andrei Lankov, a renowned Russian scholar and expert on North Korea. "Such a trip gives visitors a sense of how close yet profoundly different the two countries are. It explains why the South is so concerned about the situation, shows how truly impenetrable and tightly sealed the North-South border is, and, of course, presents many opportunities to discuss North Korea, its past and its future."

"The tour is designed both for those who might normally wish to visit North Korea but can't right now due to the DPRK's ongoing border closure to most Western countries," added Chad O'Carroll, founder and CEO of NK News, who will be along on the tour throughout. "Secondly, it's designed for those with research, professional or academic interests in the DPRK."

Currently, North Korean tourism is open only to Russian nationals, following years of total closures during the pandemic. Additionally, the U.S. government has forbidden its citizens from visiting for even longer.

"It is somewhat peculiar because the Russian potential as a source of tourists is quite limited. Before 2019, only a few thousand Russians visited North Korea annually. I believe that now, even with the most active promotional efforts, this number is likely to remain in the low tens of thousands," Lankov said.

He noted that even Chinese tourists, once the majority of the North's tourist market, have not returned.

"This probably reflects the current North Korean policy. Among others, the DPRK government is trying to play Russia and China against one another, just as they did so brilliantly back in the 1960s and 1970s," Lankov said.

He said he doesn't expect North Korea to welcome back Western tourists in the foreseeable future.

"From the North Korean point of view, every Western tourist is a potential source of problems. She can see too much, hear what she is not supposed to hear, and even her presence, her dress and her gadgets send highly undesirable visual signals to the common North Koreans — signals about the prosperity of the supposedly 'evil and suffering' capitalist West," he said. "In the past, North Korean authorities tolerated Western tourists because they needed the money paid by these tourists and some exposure to the Western world. Now, the situation has changed. The amount of money that can be earned by accepting Western tourists is quite small, almost negligible, by their current standards. So, I believe that it will take quite a few years — yes, years, not months — before the first Western tourists reappear on the streets of Pyongyang."

• Pyongyang, Moscow boost tourism exchanges as more Russians set to visit
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Lankov has visited the North many times over the years, starting in the 1980s when he studied at Pyongyang's Kim Il Sung University in the 1980s. His last trip was in spring 2018.

He speaks supportively of tourism to North Korea, although he urges caution regarding the messages being presented.

"Tours there, even in the best of times (say, around 2010), were highly scripted and carefully controlled," he said.

Meanwhile, from the South side of the border area, the North may attempt to manipulate what observers can see, but O'Carroll stresses that there is much to glean from the remote glimpses.

"You'll still see very developing conditions and lots of evidence of the huge economic disparities between the two nations," he said. "Further, on the East Coast guests can get a taste of the former inter-Korean tourism zone and all that came and went in that area. And on the West Sea islands, you can get a taste of really remote life in South Korea and the risks and dangers that come with being so close to the DPRK."

The first stop of the tour is Yeonpyeong Island, South Korea's remote northwestern territory located just 12 kilometers from the North. It is reachable only by ferry. Lankov will join this leg of the tour, giving a briefing of the island's history, including the many clashes with the North in the area, such as the deadly 2010 shelling of the island.

The next stop is the Joint Security Area in Paju, Gyeonggi Province, with the iconic Truce Village where North and South confront each other in a decades-long stalemate. The JSA itself is currently inaccessible to tour groups due to current security restrictions, although O'Carroll stated that they have applied for an exception and are waiting for an answer.

Having toured the same area from both sides, Lankov pointed out how different an experience each side offers.

"The South Korean government and USFK have turned the DMZ trip, especially the Panmunjom visit (when such visits were allowed), into a sort of patriotic/security consciousness show for South Korean citizens, as well as a sort of James Bond theme park for Western tourists," Lankov explained.

In contrast, he described the North side's version of the tour as "strangely enough, far more relaxed."

"North Korean tourists are not allowed inside the DMZ; they are not present on these tours, and for their visiting foreigners, it's necessary to project not the image of sanctions but rather the image of a relaxed, peace-loving country," he said. "So, basically, they have no reason to worry that much since no potential troublemaker is allowed to approach the DMZ from the northern side, and they are delivering a different propaganda message."

• [Holiday in North Korea] Touring both sides of Korea's DMZ

On day 5, the tour arrives in Cheorwon County in northwestern Gangwon Province, a region that was originally wholly in the North but now is divided in half between the two Koreas. There are many relics to see, including the ruins of the Workers' Party headquarters.

The next day, they'll reach Sokcho, Gangwon Province, a coastal city with heavily fortified beaches against North Korean incursions. For this part of the trip, the group will be joined by NK News podcaster Jacco Zwetsloot and editorial director Jeongmin Kim.

The day after that, they'll drive north up the coast to the border county of Goseong. There, guests can shop at a gift shop selling North Korean products, visit Kim Il-sung's former beach house and go on a "treasure hunt" for North Korean artifacts washed up on the shore.

After returning to Seoul, the group will later make one final stop in Gimpo, Gyeonggi Province, and Incheon's Ganghwa Island. Stops include Gyodong Island and Daeryong Market, originally founded by North Korean refugees.

"There is a lot which can be learned about the two Koreas by visiting the inter-Korean border, especially when you're accompanied by experts like on our special itinerary," O'Carroll said.

There are only 20 spots available, and it's cheaper to buy in earlier. The deadline for registration is Sept. 1. Visit signup.nknews.org/north-korea-from-a-near-distance-tour for more information including a full itinerary and to register.

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Popular “Single’s Inferno” Contestant Faces Backlash After Promoting Beauty Product

A popular contestant from  Single’s Inferno 3 has disappointed fans with her recent ad.

One of the most popular contestants was Choi Hye Seon , who captured the hearts of netizens with her beauty and personality.

After the show, Hye Seon was unsurprisingly contacted by many companies to promote products, and one brand that was recently showcased was the Korean makeup brand  Ifnery . The company has many products, but the one Hye Seon was promoting has disappointed fans.

The video showed Hye Seon’s face as being a different shade from her body, seemingly much lighter. As Hye Seon put the product on her neck, it changed from the “darker” tone to match her face.

[Video could not be displayed]

The video then continued to show examples of how the cream works, whether on Hye Seon’s arms or legs. While it seems shocking to Western fans, the idea of “light skin” being a standard of beauty is something common not only in Korea but many Asian countries.

According to the caption, the product was the “All-in-One Tone-Up Cream” and was advertised to allow your body to “return to their original, bright skin tone” after being tanned. When the video was posted, while many netizens might not have understood what was being said, they could see the purpose of the product and what it seemingly entailed.

Hye Seon had always been a fan-favorite, and netizens loved her self-confidence, so they were disappointed to see her promote something that seemingly made “tanned” skin seem negative. One fan defended Hye Seon, adding that she wasn’t forcing netizens to buy it and was promoting the product, not the idea behind it.

It was disappointing for many Western fans, but this kind of product isn’t uncommon.

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