Image credit: Lotte Tower official website

From Olive Young, the frontline of K-Beauty, to Seongsu-dong, where analog meets hip, exploring the current state of K-Travel dominating global SNS.


For global tourists planning a trip to Korea, traditional guidebooks are no longer the primary manual. Short-form videos and hashtags pouring into TikTok and Instagram have long taken their place. Where do the smartphone lenses of foreign tourists visiting Korea linger the longest these days? We analyzed the key attractions that boast overwhelming mentions on global platforms and are shifting the paradigm of must-visit places in Seoul.

The first place that overwhelms the eyes is the COEX area, located in the heart of Gangnam. The Starfield Library is consumed as a massive work of art in itself. The grandeur of books packed tightly from floor to ceiling decorates the feeds of countless foreign influencers, frequently praised as a magical, almost cinematic space. Stepping outside the library, the giant COEX billboard also halts the footsteps of global visitors. Featuring everything from K-pop idol birthday advertisements to 3D anamorphic media art that seems to spill out of the screen, it evokes a scene from a cyberpunk movie. Western tourists consistently express awe at the overwhelming technological prowess radiating from this massive digital signage.

Those sensitive to the forefront of trends head to Seongsu-dong without hesitation. A bizarre yet beautiful mix of old factory zones and modern pop-up stores, this area is often called the Brooklyn of Korea and is receiving an explosive response, especially from tourists across the globe. The raw, hip atmosphere exuded by flashy flagship stores of global luxury brands and unique roastery cafes has elevated Seongsu-dong to the ranks of a world-class trendy spot.

Following the modern hipness, the search for Korean aesthetics leads to Ikseon-dong. While Bukchon Hanok Village boasts a tranquil landscape, Ikseon-dong is loved for the unique synergy provided by modern Hanok cafes and restaurants densely packed along narrow alleys. The experience of exploring these labyrinthine streets, tasting traditional desserts, and trying on retro Enlightenment-era clothing is recorded as the most authentically Korean yet sophisticated memory for tourists from Asia, Europe, and the Americas alike.

The dynamic culture of Seoul reaches its peak at Hangang Park. The culture of laying out a picnic mat and enjoying delivery fried chicken and instant convenience store ramen has become a mandatory bucket list item for foreigners. Endlessly featured in Korean dramas and reality shows, this simple gastronomic experience, combined with the night view of the Banpo Bridge Rainbow Fountain, consistently appears in overseas vlogs as the most romantic highlight of a Seoul trip.

Those wanting to appreciate the city's skyline are enthusiastic about the Lotte World Tower night view. Looking down at the night in Seoul from Seoul Sky, an observatory boasting world-class height, reminds one of an endless sea of light. It presents a sense of wonder to foreign visitors as they can take in the dynamism of an Asian megacity at a glance, making it a mecca for high-definition night photography.

Finally, the place where tourists' hands become the heaviest is undoubtedly Olive Young. With the global status of K-Beauty higher than ever, mega-stores in areas like Myeongdong, Hongdae, and Gangnam are mandatory shopping courses. As overseas beauty creators rush to upload Olive Young haul videos, the spectacular sight of foreigners sweeping baskets full of sheet masks and skincare products has become a daily routine. This goes beyond simple consumption; it is a powerful cultural phenomenon of experiencing and possessing the K-lifestyle firsthand.

The places that foreign tourists are so enthusiastic about hold a dynamic narrative of K-Culture beyond mere visual beauty. These spaces, where past and present, daily life and art intersect, are broadcasting the charm of Seoul to the world in real-time through global SNS at this very moment.