TRAVEL GUIDE: Authentically Korean experiences to try in Seoul
Entertainment buffs can easily distinguish any show that’s Korean-produced from, say, those churned out in Hollywood. The color and production already impress in the first seconds, following it with a rich, relatable story that meshes at least three different genres.
The Netflix show Squid Game, for example, combines mystery, action, and drama—a formula that made it a global hit in three seasons. It opened its last one at 103.6 million views within 10 days of streaming, catapulting it to be among the most-watched non-English shows on the platform. In music, bubblegum pop, rap, and techno can all belong in one track and can be sung both in English and Korean, as many world record-breaking K-pop groups like BTS and BLACKPINK have shown. It’s the proven art of mix-and-match.
Indeed, it’s this multi-dimensional, multisensory factor that makes South Korea immensely interesting, which follows in how they develop tourist spots. Fusing old and new, changing up designs, interweaving passion points, and offering more than one, SK attracts different target audiences all in one go by not being restricted in a box.
It’s no wonder that they’ve come to rebound year per year after the pandemic, boasting 16.4 million foreign visitors in 2024. The Ministry of Culture, Sports, and Tourism reports it’s almost the same level as 2019, then at 17.5 million foreigners flying in. Korean Air, its flag carrier, also said that it flew about 1.7 million passengers to and from the Philippines in 2023.
Here, PhilSTAR L!fe lists down some of the most uniquely compelling things to do in SK that will surely tickle more than one or two or three of your fancies.
Chilling in urban parks
Complementing the concrete shell and the fast pace of Seoul, parks found abundantly across the city have been deliberately built to literally provide breathing space—and more. Most are free and located close to subway trains for easier access. Here, family, friends, and peers not only pause amid the chaos, but they can also stay way longer, as some of these parks usually come alive with stores and establishments for a vastly different experience.
Among the city’s lungs designed with intention are the Gyeongui Line Forest Park, a park atop an old railway that spans six kilometers from Mapo-gu to Wonghyo 1-dong; and the Hongjecheon Stream, a 13.9 km-long river built with a manmade waterfall facing a museum, a library, and a handful of cafes.
Stretching along Seoul’s banks, the Han River or Hangang reigns supreme when it comes to natural resources, giving the city a breather. As of 2024, the Seoul Metropolitan Government reports that 90% of the river shorelines have since been restored to their natural form compared to 2007, with flora increasing more than quadruple and species inhabiting the river rapidly growing as well. With 2030 as the projected deadline of the restoration project, expect more exciting things to sprout along the Han River—including floating hotels and waterfront restos.
L!fe’s visit to the Han River Park in Yeouido revealed activities so varied that it will take you at least a day to fully appreciate. For starters, you can tour the banks by either running/walking, or biking. At around KRW 20,000 (~P800), you can rent a bike that can fit a crowd and wheel you around. Stop by and relax on the benches sprawled across the grass. You can also bring your own mat to perfect the picnic experience – not to fret about food, as trucks selling hotteok, tteokbokki, ramyun, and more are neatly lined on the streets when you get hangry!
Stay a little longer for the sunset, and witness landmark bridges like the Mapo Bridge and the Cheongdamdaegyo Bridge glimmering beautifully against the dark waters.
In certain seasons like spring and autumn, the parks next to the Han River become postcard-ready backdrops featuring cherry blossoms and lush foliage. In the drier months, help yourself at night markets located near the banks – complete with food trucks, shopping carts, and even live performances to spice up a random evening altogether.
GETTING THERE: Take Subway Line 5 to Yeouinaru Station. Leave the station via Exit 2 or 3. Walk shortly until you see the park.
PRO TIP: Working on a budget? You can always grab a convenience store meal and head straight to any Han River park for a zero-cost but definitely scenic dinner experience. The park is technically open 24/7, and the major streets are lit until late night, so you’re more often than not safe to hang out.
Shopping… for less
Seoul and shopping are so synonymous that it’s unforgivable to leave SK empty-handed. From clothes and skincare products to snacks and knick-knacks, down to experiences, the city is a much-loved haven of consumerism—and many Filipinos, in fact, know this too well with their pasabuys.
Ever-accessible Myeong-dong is known as Seoul’s central shopping hub, with fashion and beauty goods, food items, and souvenirs brimming here through crisscrossing neon-lit streets. Yet, if you just wander a little farther, there are other meccas with more reasonable prices, sure to make you feel less guilty about your indulgences.
Enter NYUNYU, a relatively new brand that carries all your style must-haves. Its USP that makes it a paradise for shopaholics? It sells items at a wholesale price. It has physical stores found across Seoul with an online page to boot. Some of its locations close at around five in the morning, so there’s more time for you to shop. Plus, NYUNYU’s cool, minimalist aesthetic makes it a sight to behold, especially appealing to the Gen Z in you.
You can also get lost inside OFF BEAUTY, a new outlet-style store of different cosmetic brands and scents, including international ones like Dior, Chanel, and Diptyque. Compared to the more established K-beauty outlet Olive Young, you can find items here discounted for as low as 90% off. You just have to be a little more diligent, though, when double-checking the expiry dates!
GETTING THERE: Many NYUYU stores are located across Seoul, but one spacious branch is the flagship found in Seongsu (89 Yeonmujang-gil, Seongdong-gu). Take Subway Line 2 to Seongsu Station, then leave via Exit 3. Walk straight until you arrive at the store.
For OFFBEAUTY, one rather compact store with fewer shoppers—given the obscure location—is in Mangwon (1st Floor, 23 World Cup-ro 13-gil, Mapo-gu). Take Subway Line 6 to Mangwon Station. Go out via Exit 2. Walk toward the store for about seven minutes.
PRO TIP: If you prefer shopping sans the hassle of crowds, try dropping by these stores mid-week (Tuesday-Thursday). During the day, it’s best to sneak in right when it opens around 10:30 a.m. In the evening, you can come in after dinnertime as the throngs of tourists disperse for the night.
Consulting for your own glow-up
The Koreans’ influence on Pinoys when it came to beauty didn’t stop at pimple patches and snail mucin serums. It also covered color theory, on which certified analysts worked on finding the best palettes for clients through swatching of multi-colored fabrics. The practice has since become trending online, with a few Filipinos now adopting it as a service in the Philippines.
Looking to know everything behind the fuss and perhaps discover more as you work on your glow-up? Go ahead and book an appointment with Dianna of Glimmer Studios in Seoul. She is a certified analyst who specializes not just in color analysis, but also in body styling and personal shopping. Meaning, for around KRW 90,000 (~P3,600), she does more than identifying if you’re “warm autumn,” “cool winter,” or such—she also recommends the scents, hairstyles, and colors for your contact lenses (if at all) she thinks are best for you. In a separate session for a separate fee, she can also deep dive into clothing styles that best complement the shape of your body.
You won’t have to worry about any language barrier with Dianna, a Baguio City-born and raised Korean who can definitely converse in English and Filipino. She will totally get you—and vice versa!
GETTING THERE: Dianna’s studio is located inside an apartment building next to the Parasite Museum (Korea Association for Health Promotion / KAHF), so pinning such a location may help. When commuting via train, take Subway Line 2 to Seoul National University Station. Head out through Exit 2. Walk or ride the bus to reach the Parasite Museum.
PRO TIP: With Glimmer Studios, it’s best to get an appointment right before your trip, as Dianna’s schedule gets pretty full fast. Message her on Instagram ahead to know what and what not to wear (especially on your face) before a consultation! Also, heads up: she only accepts cash, so use your GoTyme Bank card to withdraw since it has zero ATM fees.
Spending an entire day or night at a traditional spa
In SK, a spa isn’t exactly a place for you to relax your mind with the sound of wind chimes soothing you as you fall into a nap. The typical spa experience here is offered at a jjimjilbang, which is basically a 24/7 bathhouse and sauna complex. The word literally means “heated rooms” in Korean, hence the rooms with varied temperatures and materials—charcoal, jade, clay, ice—for the ultimate relaxation.
You can enter the aforementioned rooms with friends and folks from both sexes safely as they are found in the common area. You can chat and stay for however long you want—all while in full spa clothing. Hungry and exhausted? Help yourself with instant ramen, chips, and soda at the cafeteria and then rest on the mats or in the sleeping area.
In more modern jjimjilbangs like SPAREX (Dongmyo branch), you can check out other amenities like a living area with a TV and comfy couches for your entertainment fix and a fitness center for your workout of the day. You can also play, yes, virtual golf at the Golf Zone!
Once ready to cleanse, head straight to the gender-separated shower rooms. As jjimjilbangs remain traditionally Korean, don’t be surprised to see fellow spa-goers fully naked. Inside the shower room, you can still find more areas to detoxify and relax—with a steam room-sauna combo and small pools of varying temperatures for some water therapy.
To rid of dead cells, end your night with seshin—wherein the spa attendant will perform a traditional Korean body scrub using exfoliating gloves and rinse you off right inside the shower room. Don’t get awkward now—it’s authentic Korean at its finest!
You can get inside SPAREX at around KRW 13,000 (~P527) via Klook, with separate fees for the gym and the Golf Zones.
GETTING THERE: Ride the subway Line 1 or Line 6 to Dongmyo Station. Use Exit 3 to get out of the station. You will see SPAREX Dongmyo at the 13th floor of the CIZN Building (19 Jibong-ro, Jongno-gu, Seoul).
PRO TIP: You can bring your own toiletries inside the shower rooms, but trust that most jjimjilbangs have ones readily available for sale.
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Disclaimer: The trip was made possible through the support of our partners GoTyme Bank, Korean Air, and Conrad Seoul.
To let you start experiencing beautiful travels and banking, use this special referral code: GOTYMEPHILSTAR. It will give you 50 Go Rewards points when you sign up for a GoTyme Bank account and make your first physical debit card purchase of at least P50.
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