Seoul isn’t just a city — it’s a vibe. One minute you’re sipping a matcha latte in a glass-walled café straight out of a K-drama, the next you’re weaving through neon-lit alleyways chasing the scent of sizzling tteokbokki. It’s where centuries-old palaces live in harmony with futuristic skyscrapers, and where style, speed, and soul collide. Whether you’re here for the skincare, the K-pop, or the kimchi, Seoul will charm you, energize you, and probably never let you sleep. Ready to dive in? Let’s go.
This week, KHAMSA explores Seoul with Leen Nizameddin (@leen.niz on Instagram) a Dubai-based PR Manager for adidas at Havas Red. Born and raised between Abu Dhabi and Toronto, Leen brings a global perspective to everything she does, with an eye for culture and a passion for storytelling. Over the years, she’s built a dynamic network of artists, musicians, designers, and creatives across the region – and is known for her instinctive ability to connect emerging local talent with global lifestyle brands. Whether she’s orchestrating campaigns for adidas or exploring the latest it-girl hangouts in a new city, Leen is always in pursuit of the next cultural moment, driven by a love for creativity, community, and conversation.
Top must-visit food spots?
Lunch Spots
Oreno Ramen – Gangnam
Tiny ramen spot with MAJOR flavor. Michelin Guide-approved and honestly one of the best bowls of ramen I’ve ever had. The Spicy Tori Paitan is elite and they fill up your bowl with extra noodles or broth whenever you’re done. No reservations so make sure to go for lunch to avoid waiting in a queue.
Grandmother’s Recipe – Seongsu
Cute, cozy, and so comforting. This place serves Korean home-style cooking. Order the bulgogi beef bibimbap and the lamb patties – trust. It’s walk-in only, but the turnover is super quick.
Dinner Spots
Gwangjang Market – Jongno District
Open from 8:30 am until 11PM, but my suggestion is to go late and go hungry. Must-tries:
- Kimbap
- Kalguksu
- Tteokbokki
- Kkwabaegi (twisted donuts)
- Hotteok (pancake stuffed with brown sugar. It will ruin all other desserts for you)
Born & Bred – Seongdong-gu
This Hanwoo beef omakase spot was one of my top rated fine dining spots. The venue has three levels, each with its own experience – the first floor is a la carte, while the basement floor has a speakeasy and private dining room that seats no more than 10. Book via Catch Table app. It’s Michelin-listed and #51 on Asia’s 50 Best.
Cafés for Your Seoul Coffee Run:
Nudake – Apgujeong
Located in Gentle Monster Haus Dosan. It’s modern, edgy, and cool. Grab a latte before shopping Gentle Monster sunglasses upstairs.
Café Onion – Seongsu
The best place for aesthetic rooftop views of the Seongsu district + a wide range of freshly baked flaky pastries for you to choose from. Perfect first stop before an all-day shopping spree in Seongsu.
Soha Salt Pond – Ikseon-dong
Located in Ikseon-dong, a neighborhood best-known for their cafes and pastry shops. Make sure to try a selection of their Salt Bread pastries, but my personal favourite was the cream-filled Salt bread. There’s always a line but everyone’s just doing takeaway, so you’ll be in and out with your pastry.
Bars:
Suzie Q – Hongdae:
A vinyl bar where guests can write a list of song requests and the DJ will play it on vinyl for you all night.
D.still – Hongdae
Small, moody cocktail bar located right next to Suzie Q (how convenient). This bar is on Asias 50 best bars list.
Best places for shopping?
Seongsu aka “The Brooklyn of Seoul“
You’ll find a variety of emerging Korean labels and concept stores located on the main shopping street of Seongsu.
Below are a list of some of my favourite stores:
- siLd
- Empty Musinsa (Korean & intl. labels in one edgy space)
- Tom Greyhound
- Matin Kim
- Rockfish Weatherwear (for the ballet-core girlies)
- Tambourines (beauty brand by Gentle Monster)
- Osoi (bags every Seoul girl owns)
- Olive Young (beauty product haven)
Myeongdong – Skincare heaven. Think beauty flagship stores, hair and beauty salons, and colour analysis tests.
Pro tip: Come prepared with a TikTok wishlist when shopping. Most labels are in Korean and the sales team won’t always speak English, so plan your product haul in advance.
Must-visit cultural spots?
Bukchon Hanok Village
A traditional Hanok Village in the heart of Seoul. Make sure to stop by a traditional tea house while at the village.
Changdeokgung Palace & Secret Garden
Just walking distance from Bukchon Hanok Village is the Palace. Make sure to get tickets for the secret garden located within the palace. I was lucky enough to be able to catch the start of Cherry Blossom season. The palace is a 600 year-old UNESCO world heritage site.
Best boutique hotels to stay in?
Josun Palace – Located in Gangnam
Nostalgia Hanok Hotel – Located in Jongno-gu
Underrated places?
Ikseon-dong
Charming alleys, aesthetic cafés, and hidden boutiques tucked away in a Hanok village. It’s easy to miss on the main road, so make sure to use Naver Maps to help navigate you when walking.
What should you avoid?
Avoid tourist trap restaurants. If a place is filled with tourists, it not authentic.
What to Pack
Pack light, shop heavy. Seoul is a shopping paradise. I literally had to buy an extra carry-on for all my skincare.
Tips to Tackle the City
Download these essential apps:
- Naver Map: Google maps doesn’t work there.
- K.Ride: Best way to order cabs
- Catch Table: Book your fine-dining restaurants on here.
