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Welcome to the vibrant and ever-evolving city of Seoul! As South Korea’s bustling capital, Seoul masterfully blends rich history with cutting-edge modernity, offering a playground for every type of traveler. In this guide, I’m excited to share my insider picks for the newest and most buzzworthy attractions, activities, and trendy spots to weave into your next year’s itinerary. From groundbreaking architectural wonders and refreshed historical gems to photogenic cafes and deeply immersive cultural dives, Seoul’s dynamic vibe keeps delivering fresh surprises that’ll have you planning your next trip before you even leave.
In this guide, we will take you on a journey through Seoul’s freshest highlights.
Discover cutting-edge landmarks that highlight Seoul’s innovative edge, wander through buzzing neighborhoods packed with the hottest fashion trends and mouthwatering eats, and stumble upon off-the-beaten-path treasures that reveal the city’s lively soul.
Whether you’re touching down in Seoul for the first time or you’re a repeat explorer like me, this shape-shifting city always has fresh thrills up its sleeve to keep things exciting.
I’d love for you to chime in too—drop your own stories, tips, or must-try spots in the comments below. Your firsthand gems could be the game-changer for someone else’s trip!
So, grab your suitcase, power up your phone for those epic shots, and let’s jump into Seoul’s newest highlights to kickstart your epic adventure.
Fashion Forward: Discover New Stores, Complexes, and Cafes in Seongsu
Seongsu is exploding as one of Seoul’s hottest neighborhoods, blending industrial grit with cutting-edge creativity—think repurposed factories turned into chic spots that scream “trendsetter.”
In 2026, it’s even more electric with fresh openings and revamps that mix fashion, art, and eats in ways that’ll have you snapping pics non-stop.
‘ve wandered these streets multiple times, including fresh visits in 2025 and 2026, and each trip uncovers something new that keeps me coming back. Whether you’re hunting for unique threads, immersive art, or just a killer coffee break, Seongsu delivers that perfect Seoul buzz.
Kicking things off with the biggest game-changer: HAUS NOWHERE, Gentle Monster’s mind-bending flagship that opened in early 2025 and has been generating massive social media hype ever since—think viral Instagram Reels of its otherworldly installations racking up millions of views. Gentle Monster, the innovative eyewear brand founded in 2011, has built a global franchise around “future retail” through its parent company IICOMBINED. This empire includes sibling lines like TAMBURINS for fragrances, ATiiSSU for fashion headwear, and NUDAKE for gourmet desserts, all wrapped in experimental spaces that evolve over time. HAUS NOWHERE, their fourth such project, towers as a 14-story architectural marvel in Seongsu-dong, designed with a sleek, sci-fi aesthetic that fuses luxury shopping with immersive art. The concept? A supersized “concept store” inspired by pioneers like Milan‘s 10 Corso Como and London’s Dover Street Market, but cranked up to extreme levels—prioritizing spectacle and sensory overload over straightforward sales. Walking through feels exactly like strolling a contemporary art museum: gallery-like floors flow with absurd, futuristic installations where products are cleverly integrated but often play second fiddle to the visuals. Picture silver furnishings evoking a Jetsons-era dreamscape, AI-powered interactive elements, and extrasensory surprises that blend sight, scent, and taste.
Inside, standout artworks pull you in deeper. On one floor, TAMBURINS’ “Sunshine” scent collection comes alive with an enormous effigy of a slumbering puppy, dreaming of forest adventures in shining armor—pair it with their bespoke AI photo app that digitally outfits you in matching gear for the ultimate selfie.
Then there’s NUDAKE’s revamped space, which I first experienced in its original form in 2025 but returned to in 2026 after a total transformation.
The interior now boasts all-new elements, with the cafe relocated to the dedicated Tea House on the 5th floor.
This futuristic haven serves up innovative “Scented Tea” pairings, where desserts are presented like a lavish feast on warped, otherworldly tables adorned with horse- and cat-printed packages. The menu has evolved with creative twists: think tea-infused treats served in a wine-pairing style, like ethereal matcha lattes with molecular gastronomy-inspired desserts that look straight out of a sci-fi film—flavors that surprise with herbal notes and textures that melt or fizz unexpectedly. It’s not just eating; it’s an immersive ritual that ties into Gentle Monster’s eyewear displays nearby, making the whole floor feel like a cohesive art exhibit. Shopping here? Grab sleek sunglasses or fragrances amid the chaos—it’s thrilling, disorienting, and utterly addictive.
Not to be outdone, Adidas dropped a bombshell in late 2025 with the opening of CAFE 3 STRIPES SEOUL on October 25 (following a buzzworthy fashion show preview on October 24).
Tucked in Seongsu-dong, this isn’t your average cafe—it’s a vibrant art space and community hub that weaves the brand’s iconic three stripes into every corner, from the industrial-chic exterior (blending concrete and brick for that German heritage nod) to interactive installations begging for your Instagram feed.
I popped in during my latest visit and was hooked by the dual vibe: grab a seat for health-focused eats tailored to Gen Z tastes, crafted in collab with “DORE CREATIVE CREW” for that mindful lifestyle twist.
The menu boasts around 50 items, like logo-inspired cakes (think striped pastries with fresh fruit and light creams), innovative bakeries such as matcha-adidas-green scones or energy-boosting protein bars, and drinks ranging from herbal infusions to sporty smoothies with superfood boosts—perfect for refueling after a day of exploring.
But it’s more than munchies; the space hosts rotating events like morning raves, intimate lifestyle classes (yoga or sneaker customization, anyone?), a rooftop cinema club with movies and barbecues, and weekend music lives that draw crowds.
Snap pics of the 3STRIPES motifs glowing in neon or pose with pop-up art pieces—it’s all designed for sharing, making it a prime spot to mingle with locals and fellow travelers.
Of course, Seongsu’s classics still shine. EQL SEONGSU GROVE, which debuted at the end of 2023, remains a go-to for multi-brand fashion with exclusive lines like ESSENTIAL by EQL, NOUNOU, HONSBY, and BAMBOLE—great for couples mixing men’s and women’s picks, plus creative home goods. Lounge on the second floor if you need a breather. Seongsu Yeonbang (성수연방) weaves tradition with modern vibes through boutique shops, artisanal crafts, and cozy cafes. LCDC Seoul pulses as a design and culture hub where art meets community. And for curated apparel, Ramewe (래뮤) (since 2022) offers high-quality threads and accessories.
Hot off the press, the brand-new Blue Elephant Seongsu Flagship Store—also known as Space Seongsu—just opened on November 29, 2025, and it’s already stealing the show as a massive 1,000-pyeong (about 3,300 square meters) immersive eyewear haven. Spread across three floors plus a rooftop, it’s packed with over 700 stylish frames to try on, exclusive Seoul Edition and Active sports series you can’t get elsewhere, a self-operated cafe on the third floor for sipping brews with killer views of Yeonmujang-gil, and that jaw-dropping 12-meter spherical art installation in the center, glowing with multimedia projections that shift from day to night vibes—perfect for those epic, shareable snaps. Entry is free, hours run from 10 AM to 10 PM daily, and it’s super accessible near Seongsu Station Exit 3 at 53 Yeonmujang-gil, Seongdong-gu—definitely add this to your list if you’re into blending shopping, art, and chill hangs with a side of humor (because who doesn’t love trying on funky glasses and laughing at your own reflections?).
Whether you’re chasing the latest drops, sipping futuristic teas (or cafe lattes with a view), or just soaking in the creative energy, Seongsu in 2026 is pure inspiration—plan a full day here, and you’ll leave with a camera roll full of memories and a wishlist for your next trip.
Explore the Majesty of Cheong Wa Dae: Seoul’s Blue House Now Open to the Public
Since June 2022, the historic and culturally significant Cheong Wa Dae, also known as the Blue House, has opened its doors to the public for the first time in 74 years.
Nestled near the iconic Gyeongbokgung Palace, this important landmark, which served as the official residence and executive office of the South Korean president, is now accessible for visitors to explore and appreciate.
Cheong Wa Dae, or the Blue House, gets its name from the striking blue tiles that adorn its roof. With approximately 150,000 tiles, each designed to last for a century, the roof is a testament to traditional Korean craftsmanship. The architectural beauty of the Blue House is complemented by its rich political and cultural history, making it a must-visit for anyone interested in South Korea’s heritage.
Historically, Cheong Wa Dae has been the backdrop for numerous significant events in Korean politics. From diplomatic meetings to presidential inaugurations, this site has witnessed pivotal moments that have shaped the nation. Now, visitors have the rare opportunity to step inside and experience the grandeur and historical significance of this iconic location.
Upon visiting Cheong Wa Dae, you can explore several key areas, each with its unique charm and historical value. The main house, with its distinctive blue roof, is a visual highlight. The Yeongbingwan Hall, used for state banquets, and the Chunchugwan Hall, a press conference venue, offer glimpses into the site’s functional elegance. Don’t miss the Stone Seated Buddha and Square Pedestal from Gyeongju, a serene and ancient artifact that adds a touch of spirituality to the visit. Other noteworthy spots include the Presidential Residence, the tranquil Ounjeong Pavilion, the picturesque Chimryugak Pavilion, and the traditional Sangchunjae Hall. Each location within Cheong Wa Dae offers a unique perspective on the site’s historical and cultural significance.
How to Get There: To visit Cheong Wa Dae, it’s an easy and leisurely walk from Gyeongbokgung Palace. However, do note that a reservation is required before your visit. Reservations can be made on the official Cheong Wa Dae website, and best of all, admission is free.
Immerse yourself in the history and beauty of Cheong Wa Dae, and don’t forget to bring your camera to capture the stunning architecture and scenic surroundings.
Step Back in Time at Deoksugung Palace: Discover the New Dondeokjeon Hall
Deoksugung Palace, one of Seoul’s historic gems, has long been cherished for its serene beauty and vibrant fall foliage. Known for its unique blend of traditional Korean and Western-style architecture, Deoksugung stands out among the palaces of Seoul. With the opening of Dondeokjeon Hall in September 2023, this picturesque palace has added another layer of intrigue and elegance, making it a must-visit destination for travelers.
Deoksugung Palace has a rich history that dates back to the Joseon Dynasty. Unlike other palaces in Seoul, Deoksugung is distinguished by its modern influences and eclectic architectural styles. This mix of old and new is perfectly encapsulated in Dondeokjeon Hall, a building that seamlessly merges Korean and Western design elements.
The change of guard ceremony at Deoksugung Palace, held three times daily (11:00 AM, 2:00 PM, and 3:30 PM), has always been a crowd favorite, offering visitors a glimpse into the grandeur of Korean royal traditions. Now, with the addition of Dondeokjeon Hall, there’s even more to explore and appreciate.
Originally constructed in 1902 to celebrate Emperor Gojong’s 40th anniversary of enthronement, Dondeokjeon Hall was intended to elevate the status of the Daehan Empire on the international stage. This Western-style banquet hall, with its stunning European exterior, played a crucial role in diplomatic efforts during a turbulent period in Korean history. Although Emperor Gojong’s grand plans were thwarted by the outbreak of cholera and the Russo-Japanese War, Dondeokjeon remained a symbol of Korea’s aspirations and resilience.
Visitors to Dondeokjeon Hall can explore the Imperial Audience Room on the first floor and the bedrooms on the second floor. The hall served as a venue for important diplomatic meetings, banquets, and even Emperor Sunjong’s enthronement ceremony. After being abandoned and ultimately demolished before 1933, the hall has been meticulously restored, offering a fascinating window into Korea’s past.
In addition to Dondeokjeon Hall, Deoksugung Palace is home to the National Museum of Modern and Contemporary Art (MMCA), where art enthusiasts can enjoy a variety of exhibitions.
The palace grounds, with their beautiful gardens and tranquil pathways, provide a perfect setting for a leisurely stroll, especially during the fall when the foliage is at its peak.
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- Don’t miss the change of guard ceremony for a traditional cultural experience.
- The MMCA Deoksugung offers a wonderful escape into the world of modern art.
- Enjoy the beautiful fall foliage in the palace gardens.
- Visit the City Hall office if you have time, its observation deck on the 13th Floor offers a stunning view of the surrounding area.
How to Get There: Deoksugung Palace is conveniently located in the heart of Seoul. The nearest subway station is City Hall Station (Line 1, Exit 2 or Line 2, Exit 12). From there, it’s a short walk to the palace entrance. Make sure to check the official website for visiting hours and any reservation requirements.
With the opening of Dondeokjeon Hall, Deoksugung Palace continues to be a beacon of Seoul’s rich history and evolving cultural landscape. Whether you’re a history buff, an architecture enthusiast, or simply looking for a picturesque spot to enjoy the season, Deoksugung Palace has something special to offer.
Capture the Magic at Suwon Starfield Library: Your New Instagram-Worthy Gem
If you’re planning a trip to Seoul, a visit to Suwon should be on your itinerary, especially with the grand opening of the new Starfield Library in January 2024. Located in the expansive Suwon Starfield Mall, this library is set to become an even bigger and more impressive counterpart to the famous Starfield Library in COEX.
The Starfield Library has captured the hearts of visitors with its stunning design and expansive collection of books. Known for its towering bookshelves and open, inviting space, the COEX Starfield Library has become an iconic spot for book lovers and Instagram enthusiasts alike. The new Suwon Starfield Library takes this concept to the next level, featuring a four-story high bookshelf wall that encases visitors in a literary wonderland.
One of the standout features of the Suwon Starfield Library is its enchanting design. The bookshelves stretch in all four directions, creating an immersive and dreamlike atmosphere. Hanging from the ceiling are colorful, illuminated planets that add a touch of whimsy and fantasy. During the day, sunlight streams through the library’s large windows, casting a warm glow on the shelves and creating a perfect backdrop for photos. In the evening, the hanging planets light up, transforming the library into a magical and serene escape.
For a truly unique experience, visitors can relax at the Vinyl Cafe, where they can sip on a cup of coffee while listening to music from vinyl records. This cozy spot offers a fantastic view of the library, making it the perfect place to unwind and soak in the ambiance.
The Suwon Starfield Mall itself is a destination worth exploring. With 4 floors of food, entertainment, and shopping, it’s an ideal spot for a weekend getaway.
The mall boasts three exciting food courts, where you can indulge in a variety of culinary delights. Don’t miss the salted bread at Knotted, known for their delicious Knotted Cream Salted Bread, or a fresh sandwich at Rare Medium Welldone. For dessert, Nuage Bakery offers a delectable selection of pastries and treats.
How to Get There: The Suwon Starfield Mall is conveniently accessible by public transportation. From Seoul, you can take the subway to Suwon Station (Line 1). From Suwon Station, transfer to the Suwon Metro Line and alight at Hwaseo Station. The mall is just a short walk from the station.
With its breathtaking design and expansive offerings, the new Suwon Starfield Library is set to become a must-visit destination for both locals and tourists. Whether you’re a book lover, a foodie, or simply looking for a beautiful place to relax and take photos, the Suwon Starfield Library and Mall have something for everyone.
Experience Retail Wonderland: Discover The Hyundai Seoul
The Hyundai Seoul, opened on February 26, 2021, has quickly become a beacon of modern retail and an essential stop for tourists and locals alike. Nestled in the heart of Yeouido’s financial district, this colossal department store has transformed the area into a bustling hub of activity. Despite opening during the height of the COVID-19 pandemic, The Hyundai Seoul has drawn in crowds from far and wide, with 55% of its customers coming from outside the capital.
As the largest department store in Seoul, The Hyundai Seoul boasts an array of attractions that make it much more than just a shopping destination. One of its standout features is the Sounds Forest, a sprawling 3,300-square-meter park located on the fifth floor. This green oasis offers a tranquil escape from the urban hustle, where visitors can relax amidst lush foliage and enjoy the serene ambiance.
During the holiday season, the Hyundai Seoul becomes even more magical with the addition of a large-scale Christmas village. This festive wonderland, complete with twinkling lights and seasonal decorations, has delighted visitors of all ages. Throughout the year, the mall hosts a variety of themed exhibitions and events, from K-pop artists like Aespa, NewJeans, and BTS, making each visit a unique experience.
Another highlight of The Hyundai Seoul is the calming Waterfall Garden, where cascading water features create a peaceful retreat within the mall. The fluid forms of the garden’s design are complemented by ample seating, providing a perfect spot to unwind and take in the tranquil surroundings.
For shoppers, the Hyundai Seoul offers a diverse range of stores and boutiques, catering to all tastes and preferences. Key shops to check out include luxury fashion brands, cutting-edge tech stores, and unique Korean designers. Whether you’re looking for the latest trends, high-end beauty products, or one-of-a-kind souvenirs, you’ll find it all here.
In addition to its indoor attractions, Hyundai Seoul’s location offers easy access to nearby points of interest. Just a short walk away is the Banpo Bridge Rainbow Fountain, a stunning water show that lights up the Han River with vibrant colors.
How to Get There: The Hyundai Seoul is conveniently located near major transportation hubs. You can reach it by taking the subway to Yeouido Station (Line 5 or Line 9) and exiting at Exit 3. From there, it’s just a short walk to the mall.
With its impressive architecture, innovative features, and diverse offerings, The Hyundai Seoul has quickly established itself as a must-visit destination in the city. Whether you’re a shopaholic, a nature lover, or simply looking for a place to relax and enjoy the vibrant atmosphere, The Hyundai Seoul has something for everyone.
Dive into K-Pop and Media Art: Unveiling HiKR GROUND
In the heart of Seoul, a new attraction has emerged that perfectly encapsulates the dynamic and innovative spirit of South Korea. HiKR GROUND, which opened its doors in July 2022, has quickly become a must-visit destination for K-pop enthusiasts and art lovers alike. Originally the headquarters of the Korea Tourism Organization and a tourist information center, this space was transformed during the pandemic into an immersive experience hub that brings K-pop culture and media art to life.
Every floor of HiKR GROUND offers a unique theme, making each visit a fresh and exciting adventure.
HiKR Wall: Media Art Extravaganza (1st Floor)
As you step into HiKR GROUND, you’ll be greeted by the impressive HiKR Wall, a massive media art space on the first floor. This area features a variety of stunning works, including “New City Landscape” by media artist Lee Lee-Nam. The HiKR Wall also showcases travel videos from Hallyu (Korean Wave) fans around the world, creating a vibrant and interactive display. Don’t miss the purple staircase nearby, which has quickly become a popular Instagram spot for visitors.
XR Studio Experience (2nd Floor)
The second floor houses South Korea’s only XR (Extended Reality) photography studio experience. Here, you can create your very own K-Pop music video using the XR live studio, making you feel like a star. Facing the picturesque Cheonggyecheon stream, you’ll find “North Wall” by installation artist Seo Do-Ho, another captivating piece that adds to the artistic allure of HiKR GROUND.
K-Art and K-Drama Wonderland (3rd Floor)
Fans of Korean dramas and art will find their haven on the third floor.
This level showcases a plethora of K-Art and K-Drama content, including famous filming locations that you can virtually visit and take photos with.
It’s a fantastic opportunity to delve deeper into the world of Korean entertainment and capture memories in iconic settings.
Medical Tourism and Local Tea Experience (4th Floor)
The fourth floor offers a unique blend of culture and wellness with the Medical Tourism Consultation Center. Here, visitors can learn about Korea’s advanced medical tourism services while sipping on local teas. It’s a peaceful and informative space, perfect for those looking to explore the health benefits of Korean tea and medical treatments.
HiKR GROUND is not just a place to visit; it’s a place to experience. Whether you’re a K-pop fan, a media art enthusiast, or simply curious about Korean culture, this vibrant destination has something for everyone. With its engaging exhibits, interactive experiences, and stunning art installations, HiKR GROUND promises an unforgettable journey through the best of modern Korean culture.
How to Get There: HiKR GROUND is conveniently located near key transportation hubs. To reach HiKR GROUND, take the subway to Jonggak Station (Line 1) and exit through Exit 5. From there, it’s just a short walk to the venue.
Don’t miss out on the chance to explore HiKR GROUND, where the pulse of K-pop and the beauty of media art converge in one spectacular space.
Art and History Unite: Explore Seosomun Shrine History Museum
Seoul continues to evolve, presenting visitors with fresh attractions and highlights for 2024. One such gem is the Seosomun Shrine History Museum, nestled within the Seosomun Historic Park. Opened in 2019, this museum offers a deep dive into the rich history and culture of the Seosomun area, once a bustling part of Seongjeosimni.
The museum is housed in a stunning modern red brick building, noted for its sleek and clean design by the acclaimed architectural firm HYHW. The beautiful interior is equally impressive, with exhibition halls like the Consolation Hall and Sky Square providing an incredible and beautiful modern presentation. One of the standout features is the Sky Route, an art installation that invites visitors to explore a unique perspective on history and art.
The museum also delves into the Historic Sites of the Crossroads outside Seosomun. Its permanent exhibition galleries include Gallery 1, which covers late Joseon’s history of ideas, and Gallery 2, which explores the historicity and locality of the Seosomun area.
Seosomun Historical Park, a place of healing and reflection, boasts diverse plant life throughout the four seasons. The ground level of the park is connected to the museum’s Sky Square and other main halls, lending symbolic weight to these underground cultural spaces.
Visitors can explore significant landmarks like the Executioner’s Well, Martyr’s Memorial Tower, and the Homeless Jesus sculpture. For a moment of quiet, the St. Chong Ha-sang Chapel offers a serene space adorned with remarkable decorations, sculptures, and art pieces.
How to Get There: To get to the Seosomun Shrine History Museum, take Line 2 to Chungjeongno Station and exit at Exit 4. The museum is a short walk from the station, making it easily accessible for all visitors.
Enjoy your visit to this beautiful and historically rich museum, where contemporary art and history blend seamlessly.
Indulge in Luxury: INSPIRE Entertainment Resort Near Incheon Airport
One of the newest and most exciting travel spots in Seoul for 2024 is the INSPIRE Entertainment Resort, which had its soft opening on November 30, 2023. Located in the IBC-III area of Incheon International Airport on Yeongjong Island, Mohegan INSPIRE is a large-scale integrated resort that combines luxurious resort facilities, diverse entertainment options, and top-notch hospitality services.
This expansive resort offers a plethora of activities for visitors, including world-class dining, shopping, and entertainment. A highlight is the Le Space digital art exhibition, which features immersive and interactive digital art installations.
To get there, simply take the Airport Railroad Express (AREX) to Incheon International Airport, and from there, the resort provides convenient shuttle services to ensure a seamless arrival.
Trendy Treasures Await: New Shops, Hotspots, and Cafes in Anguk and Ikseondong
Seoul’s vibrant neighborhoods of Anguk and Ikseondong are buzzing with new places and spots to explore in 2024. These areas, rich in history and culture, have recently welcomed several exciting new additions.
In Anguk, visitors can delight in a visit to Randy’s Donuts, a world-famous donut shop that has finally made its way to Seoul, offering a delicious array of treats.
Another must-visit is Jungdamun Bukchon, a charming traditional tea house that blends the old-world charm of Bukchon Hanok Village with modern touches, creating a unique and cozy atmosphere.
Cafe Onion Anguk is another gem, offering a perfect spot to unwind with a cup of coffee while enjoying the beautifully restored Hanok setting.
Ikseondong, known for its narrow alleys and artistic vibe, has also seen the arrival of several new shops and cafes. Stroll through the charming streets and discover hidden gems like boutique fashion stores, artisanal craft shops, and trendy cafes.
This neighborhood is perfect for those looking to experience Seoul’s blend of the old and the new, with its traditional Hanok houses now hosting contemporary businesses that cater to a diverse crowd.
Hi! I really enjoyed your comprehensive guide to Seoul’s newest attractions – it’s incredibly helpful for planning my upcoming trip. Thanks for putting together such a great itinerary!
Thanks, Sean! Seoul has so many new spots popping up—it’s hard to keep track. Are you planning to focus on cultural attractions or more modern experiences like themed cafés? I’ve also written about hidden gems beyond the usual tourist areas— check it out!
That huge retail market would be something I would love to visit. A shame it’s so far away from Belgium
The world is getting smaller and smaller and with some good planning you can see a lot in a short time 🙂
I’ve never been to Seoul, but I have thought about traveling there sometime. It looks like a fun place to explore and visit.
I think it’s time to plan a visit and there are so much more to explore, you are welcome to visit my other posts for more info.