SEOUL Business Travelers Guide Business Travelers Guide 006 Welcome to Seoul 008 Seoul’s Four Major Zones 010 Explore Seoul through Keywords

012 Gangnam Area 054 City Hall Area 092 Yongsan Area 112 Gangdong Area (Southern Seoul) (Heart of Seoul) (Central Seoul) (Eastern Seoul)

014 Street 056 Street 094 Street 114 Hotel Dining 030 Hotel Dining 072 Hotel Dining 100 Art & Entertainment 116 Art & Entertainment 036 Art & Entertainment 076 Art & Entertainment 102 Museum 118 Museum 040 Museum 080 Museum 104 Sightseeing 120 Sightseeing 042 Traditional Culture 082 Traditional Culture 106 Nightlife 122 Nightlife 044 Sightseeing 084 Sightseeing 108 Shopping 124 Shopping 046 Nightlife 086 Nightlife 110 Storytelling-Hanbok 126 Storytelling-Samulnori 048 Shopping 088 Shopping 052 Storytelling-Korean-style Slow Foods 090 Storytelling-UNESCO World Heritage Sites

128 Best Ways to Enjoy Seoul 135 Major Events in Seoul 136 Essentials for Travelers 138 Useful Information 144 STO Support System

•฀To฀Make฀a฀Call฀to฀Seoul Country Code (82) + Area Code (2) + Phone No. (ex: 82-2-123-4567)

004 005 SEOUL + Welcome to Seoul If you get hungry, visit the trendy an architectural beauty recognized streets of downtown where a wide by UNESCO as well. The Hangang range of restaurants, from small and River is the best place in Seoul to charming to the premium places watch the sunset. Take a cruise or boasting famous chefs, serve the visit an observatory on a bridge best of dishes to indulge Seoulites’ to watch the sunset over the river taste and style. No matter which against the Seoul skyline. For A fascinating city with restaurant you pick or what you dinner, a restaurant with a night eye-catching appeal at choose from the menu, you’ll surely view of Seoul is a must. Seoul offers enjoy the adventure. over 7,000 Italian restaurants and a every turn After you’ve eaten your fill, it’s time glass of wine taken with some rich to start exploring Seoul. If you enjoy cuisine and delightful services is Welcome฀to฀Seoul art and culture, why not take in one sure to harmonize perfectly with the of Seoul’s many museums? sunset. 137 small or large-scale museums After the sun sets, the night life of are repositories for the 600-year Seoul begins. Looking for music history of Seoul and its present- and dancing? Visit one of the clubs day life, while sixty-seven small or where such celebrities as large-scale art galleries showcase Hilton, Beyoncé Knowles Here are some tips for exploring the stylish arts of Seoul. Be sure or David Beckham have gone. Or Seoul, a city full of discoveries! to set aside two hours to watch why not enjoy a midnight snack at a Even the most unstructured of one of Seoul’s amusing nonverbal 24-hour restaurant? itineraries will not leave enough performances. Your cozy, comfortable lodgings time to see everything. You’ll have If you are looking for souvenirs will greet you when you come back to hurry if you want to get a sense and gifts at a reasonable price, a from a night on the town. The wide of Seoul’s vibrant, colorful features duty free shop or a department range of lodging available includes from early morning to late at night. store are excellent places to shop 21 five-star hotels. Rest well for your If you usually start your morning for luxurious designer items while next exciting day in Seoul. with a jog or a walk, the parks a traditional market or small stores scattered around the Seoul area, that line the downtown streets are your make up 39% of the city itself, and best bet for unique, traditional items. are a great place to start. A walk The palaces of Seoul offer the through these green spots will make chance to retreat to serenity and you forget that you are in the big city. calm. Visitors will encounter the quiet stillness of the palace and 006 007 SEOUL + FOUR MAJOR ZONES

Seoul’s The term ‘a global village’ Yongsan Area is the most suitable for Four Major this area. This district is characterized by its unique cultural mixture of not only an American style, but also by European and Middle Zones Eastern influences as well. Yongsan has become the hottest place in Seoul for gourmands looking for exotic international cuisine, fashionistas with strong, unique personalities who want to express their individuality and young people who enjoy a New York-style club culture. One of the most popular shopping areas for foreigners is in this area as well.

The phrase “the 600-year City Hall Area Capital” represents the pride of Seoul. It has been 600 years since Seoul first became the capital of the Dynasty. Five historic palaces from the Joseon Dynasty including Changdeokgung Palace, a UNESCO World Heritage Site, are found in this area. Near these palaces are old Hanok villages, composed of traditional housing which will take you back to the past. The House and Samcheonggak are also excellent places that must Seoul, a metropolitan city be visited to truly experience traditional Korean culture Gangdong Area with over 10 million people, and ways of life. is always a lively, complex and fast-moving city. The Gangdong area, however, is not your typical Seoul and therefore is garnering affection from more and more people. Seoulites relax with a The stylish of Seoul come together in this area, thanks walk through the beautiful Seoul Forest Park, which is our Gangnam Area to a wide range of trendy items and luxurious shopping version of London’s Hyde Park or Central Park in New spots. Department stores showcase luxurious designer York City, or by viewing the Hangang River or lakes of the brands while the shop-lined streets, select boutiques filled with imported items and area. In addition, the Amsadong Artifacts, which trace flagship stores are colorful enough to indulge the trendsetters of fashion. In addition, the back to Seoul’s prehistoric remains, the SOMA Museum Grand Table, which is an association of premium restaurants and clubs where Korean of Art, Seoul’s sculpture park and Garak Market, an celebrities visit frequently, is also located here. People who want to experience the chic extensive traditional farmers market, are also pleasurable and stylish side of Seoul must be sure to visit the Gangnam area. to visitors. 008 009 SEOUL + A-Z of Seoul ourmet onverbal raditional G There are many N Performance T & Trendy foodies in Seoul, a city Various nonverbal Seoul is where tradition Explore Seoul through that is proud of its variety performances from Korea and modernity coexist. of good food, Accordingly, have been praised at the You will feel warmth and a wide range of tempting Edinburgh International comfort in this metropolis. restaurants cater to their Festival. These nonverbal Keywords appetites. Put on your performance theaters are NESCO World gourmet hat and explore located in Seoul. U Heritage Sites Seoul-style, Korean Valuable Korean cultural dishes. alaces heritage: Because of their P Five royal palaces of unique aesthetic beauty, angang River the Joseon Dynasty are Changdeokgung Palace H The Hangang River’s located in Seoul. They and Jongmyo Shrine have wide clean waters flow proudly represent and been designated as World under 26 beautiful bridges. display the elegance and Cultural Heritage sites. It is a representative refined beauty of Korea’s symbol of Seoul. past. B-boy esign Capital D Seoul was designated T oyal Cuisine as World Design Capital of I In Seoul, you can see R The royal cuisine of 2010. Improvement of and experience ‘IT Super orean Wave Korea is created with fresh streets, Mt. Namsan and Power Korea.’ You can K Captivating Korean ingredients brought from the Hangang River are encounter a variety of cinema and dramas all over the nation. You will sure signs that Seoul will brand-new IT products. sparked an interest in be amazed at the beautiful continue to be a trendsetter Korea that is offer referred array of unusual and in creative design. to as the “Korean Wave”. colorful dishes. This sensation started Dongdaemun Market co City here in Seoul and spread hopping E Empowered by throughout Asia. S Seoul is a shopping the restoration of paradise with 24-hour Cheonggyecheon Stream anguage Services shopping towns, many and the development of L A variety of large flagship stores, B -boy World Cup Park, Seoul has interpretation services are brand name shops and Korean b-boys developed into a world- provided for speakers of traditional markets. (breakdancers) have class eco city. other languages. Just call mastered this dance craze. 1588-5644 on any phone. You can watch a powerful ood Your Seoul tour will begin Jongmyo Shrine performance here in F Kimchi, Bulgogi, with ease and comfort. Seoul. Bibimbap, and Galbi represent an integral part edical Tour apital of of the Korean national M Many foreigners visit C identity. Visitors can easily Seoul to experience world- With a population of over learn to make common class Korean medicine. In 10 million, Seoul is the Korean dishes in Seoul, particular, plastic surgery center of Korean politics, which are not only good clinics, eye clinics and economy and culture. but good for you. dentistry are popular. 010 011 GangnamArea Streets full of luxury, trends and culture

The skyscrapers that line the main road in Gangnam are mostly office buildings. If you go inside the narrow streets between them, there is a different world. Premium brand shops, flagship stores, the world’s famous designers’ showrooms and amazing restaurants. It is a paradise of luxurious shopping.

Hotels at Gangnam Area •฀Best฀Western฀Premier฀Gangnam •฀oakwood฀Premier฀Coex฀Center฀Seoul •฀Grand฀InterContinental฀Seoul฀Parnas •฀Park฀Hyatt฀Seoul •฀Hotel฀Prima฀Seoul •฀Ramada฀Seoul •฀Hotel฀Riviera฀Seoul •฀Renaissance฀Seoul฀Hotel •฀Hotel฀Seoul฀KyoYuk฀MunHwa฀HoeKwan •฀Samjung฀Hotel •฀Imperial฀Palace฀Hotel •฀Seoul฀Palace฀Hotel •฀InterContinental฀Seoul฀Coex •฀The฀Hotel฀ellui •฀JW฀Marriott฀Seoul •฀The฀Ritz฀Carlton฀Seoul •฀Novotel฀Ambassador฀Gangnam

Hangang River

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Garosu-Gil in Sinsa-dong Shopping

Thanks to densely planted ginkgo trees, this 700m-long street has been Bookbinders Design Karel A Swedish stationary A beautiful and cute designated as ‘one of the most attractive streets to walk along.’ Here, you can store that specializes in Japanese interior find a variety of vintage items as well as unique places that are as modern as handmade bookbinders, accessory shop New York’s Soho district. Luxurious stores and restaurants line both sides of diaries, photo albums and O 11:00-19:00 (Mon.-Fri.), address books 13:00-18:00 (Sat.) T 02-3446-5093 the street. With so many designers’ showrooms, antique stores and furniture O 11:00-21:00 (Mon.-Sat.), and interior shops, this place has been popular among trendsetters. 12:00-20:00 (Sun.) Kobalt T 02-516-1155 U www.visitseoul.net S Line #3 Sinsa Station, Exit 8 The flagship store with a Hanmi Publication variety of Jordi Labanda A publication company collections available Line #3 that offers a variety of T 02-3446-1510 Apgujeong Station genres O 10:00-20:00 T 02-548-8084 Hanmi Publication

ILMO outlets (Brldge) This shopping mall has Hannamdaegyo a variety of designer ELBON the table Pain de Papa products and a comfortable café. Starbucks O 11:00-21:00 Jazzy’s M.A.S. T 02-515-0970

Garosu-Gil in Sinsa-dong G533 This eclectic shop offers Deux Cremes G533 an assortment of designer products and unique Karel fashion items in one space. O 11:00-21:00 (Mon.-Sat.), 11:30-20:00 (Sun.) Bookbinders Design T 02-544-5338 Buccella

Kobalt Oriental Spoon

ILMO outlets El plato

Blooming Garden Dosan Park

Deux Cremes Line #3 Sinsa Station 014 015 G a n g n a m A r e a Food

Buccella ELBON the table Famous for ciabattas A restaurant specializing in (Italian baguettes) and tasty steak, with five kinds of salt sandwiches with fresh used in its preparation vegetables O Lunch 12:00-15:00 (Mon.-Fri.), O 11:00-22:00 T 02-517-7339 Dinner 18:00-24:00 (Mon.-Fri.) / 12:00-24:00 (Sat., Sun.) Pain de Papa T 02-547-4100, 4102 This bakery is famous for its Blooming Garden tasty organic bread made with only flour, salt and yeast An Italian bistro & café, O 09:00-21:00 T 02-543-5232 its crisp dough pizza is particularly popular Deux Cremes O 11:30-23:00 T 02-518-1962 A tart shop O 11:00-23:40 T 02-545-7931 Oriental Spoon A restaurant specializing in Jazzy’s M.A.S. Asian cuisine that serves A multifunctional art venue pan-fried rice, soup and that includes a gallery, deep-fried dishes terrace and café & bar O 11:30-23:00 T 02-547-3577 O 10:00-02:00AM the following day T 02-3445-8067~9 El plato A restaurant serving grilled shoulder of Spanish black pigs and grilled vegetables together with a varied tapas menu, all washed ELBON the table down with Spanish wine O 17:30-24:30 T 02-325-3515

Blooming Garden Blooming Garden

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Seorae Village Food

This French town in Seoul formed around the school set up by the French STOVE Tour du Vin Gran Piatti Embassy in Korea. Since nearly 50% of all in Korea live here, A brunch buffet restaurant A wine shop & bar in which An Italian restaurant famous that offers light and an extensive collection of for its seafood Risotto and this village is known as Korea’s “Little ”. The French-named streets, refreshing menus wines from ordinary wine to pasta parks and restaurants such as Montmartre Street and Montmartre Park will O 10:00-01:00AM the following the best and finest French O 12:00-01:00AM the following day T 02-518-7596 wine are available day (Mon.-Fri.), 17:00-24:00 remind you of France. In particular, French restaurants in this village have (Sat., Sun.) T 02-595-5767 PARIS CROISSANT O 12:00-01:00AM the following day (Mon.-Sat.) become very popular. A bakery famous for T 02-533-1846 U www.visitseoul.net S Line #2 Seocho Station, Exit 5 its sweet and savory croissants O 07:00-23:00 T 02-3478-9139

Banpo Seoul st.Mary's hospital

Isu-dong Tombola Hansin Seorae Apartment PARIS CROISSANT Kitchen flo Gran Piatti Paolo De Maria Seorae Park

Sicily La Saveur La Trouville Tour du Vin

STOVE Cheongryong Park The French School of Seoul

Montmartre Street

Line #2 Seocho Station STOVE

018 019