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A busy street in Seoul, South Korea
A busy street in Seoul, South Korea

Start your Seoul story

Each neighbourhood in Seoul moves to its own rhythm, from Gangnam’s designer-lined boulevards to Bukchon’s quiet hanok rooftops, Myeongdong’s bright city buzz, and the after-dark creativity tucked into its side streets.

Whether you’re drawn to sleek shopping streets, pockets of old Seoul, or somewhere that keeps you out long after dinner, we’ve brought together neighbourhoods that show the city from every angle. Start with the area that suits your mood, then see where Seoul takes you.

A futuristic subway entrance is lit up at night in Gangnam, Seoul

Gangnam

Seoul, dressed up

If you picture Seoul’s high-gloss side - designer storefronts, sculptural skyscrapers and restaurants where the plating is as considered as the flavours - you’re probably thinking of Gangnam. This is modern Seoul in full stride, confident, stylish, and wonderfully indulgent.

 

Stroll Garosu-gil’s leafy boulevard, dip into airy concept stores, find your way to late-night wine bars, or follow the city’s best-dressed crowds through its shopping streets. Gangnam moves fast, but it does it with composure, making it a smart base for travellers who like their city breaks with a little extra gloss.

 

Why stay here

  • Designer shopping, K-style beauty and high-end dining
  • Easy access to Apgujeong, Sinsa and the Han River
  • A sophisticated, contemporary atmosphere day and night

Where to stay: our hotels in Gangnam include Andaz Seoul Gangnam, JW Marriott Hotel Seoul, and Best Western Premier Gangnam

People and market stalls on a colourful street in Myeongdong, Seoul

Myeongdong / Jung-gu

Central, vibrant, and unmistakably Seoul

At the heart of the city, Myeongdong puts you right in the middle of Seoul’s rush. By day, its streets are packed with fashion boutiques and beauty stores. By night, neon lights up the pavements and the scent of sizzling street food drifts between the stalls.

 

Stay here and Seoul becomes refreshingly easy to navigate, with palaces, markets, cafés, and transport links all close by. For first-timers, families, or anyone who wants to be right in the centre of things without giving up comfort, Jung-gu is a classic for a reason.

 

Why stay here

  • A great base for exploring Seoul’s top sights
  • A lively mix of shopping, nightlife and street-food culture
  • Walkable to historic landmarks and major subway lines

Where to stay: our hotels in Myeongdong include Lotte Hotel Seoul, and The Westin Josun Seoul

 

A crowd of visitors are seen on the streets of Bukchon, with a temple in the background

Jongno / Insadong / Bukchon

Tradition, craft and palace-side calm

This trio of neighbourhoods forms the cultural heart of Seoul, where artisan workshops, traditional tea houses, and centuries-old palaces sit within a few steps of each other. It’s a different side of the city: calmer, more historic, and full of small details you'll want to slow down for.

 

Wander through Insadong’s galleries and craft stores, pause for a cup of deep-roasted tea, then follow Bukchon’s hanok lanes past tiled roofs and wooden doorways. Jongno surrounds it all with grand royal architecture, leafy plazas, and everyday Seoul moving at an easier pace. For travellers who want depth, character, and beauty, this is a great place to begin.

 

Why stay here

  • A blend of culture, heritage, and understated luxury
  • Walking distance to Gyeongbokgung & Changdeokgung Palaces
  • Ideal for slow exploration and authentic experiences

Where to stay: Four Seasons Hotel Seoul

 

People admire the architecture of the Dongdaemun Design Plaza, lit up at nighttime with warm lights

Euljiro

Workshop streets and hidden doors

Euljiro blends industrial heritage with a growing creative scene, where print shops, metal workshops, tucked-away cafés, and design spaces share the same narrow streets. Close by, the bold curves of Dongdaemun Design Plaza (DDP) add a striking contrast, making this corner of Seoul a favourite for anyone drawn to the city’s more inventive side.

Come for after-work drinks in converted workshops, tiny cocktail dens behind sliding metal doors, and streets that reward a curious turn. Central, characterful, and full of creative surprises, Euljiro is ideal for travellers who want a more insider take on the city.

 

Why explore here

  • A blend of industrial heritage and modern creative energy
  • Close to Myeongdong, Dongdaemun and Cheonggyecheon Stream
  • Ideal for design-minded travellers and food-lovers looking for something different
  • Easily explored from our Myeongdong and Jongno properties - just a short stroll or subway ride away
A bustling street in Hongdae at twilight, lit up by colourful shop fronts and lights

Hongdae

Street art, live music and late-night cafés

Hongdae is where Seoul’s creative side spills into the street. Around its galleries, fashion markets, cafés, and live music spots, the neighbourhood has a restless energy that carries on long after sunset.

 

It’s young, expressive, and always changing, with stylish coffee shops, boutique stores, and plenty to explore between the murals, music, and late-night food spots. Even if you stay elsewhere, Hongdae is the place to dive into Seoul's expressive - and often unexpected - personality.

 

Why explore here

  • Live music, street art and an electric nightlife scene
  • Independent shops, creative food and trend-setting cafés
  • Easy access to Yeonnam-dong and the Gyeongui Line Forest Park
  • Hongdae is easy to reach from our central and Gangnam hotels

Ready to find your Seoul?

Find the perfect base, and then see where the city takes you.

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