Walking down the streets of Myeondong – Seoul’s main shopping district – can be a dizzying experience, even for a seasoned shopper. Massive LCD screens mounted on buildings show the latest Hyundai ads and brightly-lit shops blast the latest K-pop hits, while harried people brushed past you, wearied from the weight of their shopping bags. 

Samsung may be the epicentre of innovation and the engine of the South Korean economy (it contributes more than 20 per cent to the GDP), but Korean skincare products could potentially be the republic’s most popular export. The number of skincare shops found in Myeondong is mind-numbing. There is at least one every 50 metres away and the face masks are discounted at 50 per cent if you buy more than 10 packets. How’s that for value for money?

SHOP TILL YOU DROP

While most Korean beauty brands are readily available in Singapore, the types of products available in Seoul is nothing short of amazing - and at a fraction of the price too. Take for example the Innisfree Jeju Volcanic clay mask: A tube in Seoul costs only less than S$20.

Dongdaemum, on the other hand, feels like Pratunum Market on steroids. Packed with locals, wholesalers as well as buyers from China who had clearly submitted pre-orders and are just waiting to collect their goods, the scene here is rowdy, chaotic but oddly charming.

If you’re looking for trendy clothes for women, don’t miss the U:US Fashion Mall. The offerings here are flashier, look “designer” and are of higher quality. But they are also pricier than other places in Dongdaemum. The wholesalers in this mall deal with large volumes of business with retailers so they have little time for customers who only want to buy one or two items. Having said that, the wares on display are on-trend and quite frankly, dazzling.

For men, hop on over to Nuzzon, where there is a large selection of menswear options available. You can get a suit tailored for under S$200, shirt for S$20 and trousers for S$30 a pop. But you might have to dig a little harder to find trendy pieces.

FOOD GLORIOUS FOOD

Eating out in Seoul can be an exhilarating experience. One of the most popular eateries now is a Korean hof, a restaurant or bar that serves beer, soju and magoli together with Korean chicken wings. And not just any chicken wings. The Koreans have come up with a wide array of recipes to season the wings, whether with their own version of teriyaki or sweet and sour soya sauce.  A crowd favourite? Chicken wings with garlic, onion and spicy red sauce.

WHERE BUDDING PERFORMERS GATHER

Hongdae is a district that houses four universities and is, unsurprisingly, where most young South Koreans hang out.

OPEN SPACES AND CALM WATERWAYS

No visit to Seoul is complete without visiting Ewha Womans University. Founded in 1886, the campus cleverly integrates green space with modern architecture. The area is so spacious and beautiful that it’s not uncommon to see kids running freely, or friends and family enjoying a picnic, watching the sun set in the horizon.

Besides the gorgeous space, the areas around Ewha Womans University also have some charming dining and shopping spots. Think hipster cafes, street food as well as quaint boutiques, a welcome respite from the hustle and bustle of Myeongdong and Dongdaemun.

A few subway stations away, the Cheonggyecheon stream runs through historical sites such as the Gyeonbokgung Palace and the City Hall, providing a calm waterway for families and city dwellers to stroll through. 

On weekdays, office executives have their lunch by the stream. On weekends, it gets especially busy – families having a picnic while youths hang out by the stream in the evenings

The waterway reportedly cost the Seoul government close to US$1 billion to develop and had initially been greeted with sharp criticism because of the expensive price tag. Since then, it has gained positive reception among locals and visitors.

In a city where dining out costs you at least 8,000 won or S$10, this outlet offers you a serving of instant noodles for a quarter of that price, with an egg and a gorgeous view by the riverside. There are of course heartier options: A chicken cutlet costs less than S$5 and a seasonal cherry blossom-flavoured beer sets you back only S$2. No wonder many Koreans spend their weekends here taking in the view with their loved ones. More importantly, this location speaks volumes of the nation’s priority in making life pleasant for low- and middle- income families in Seoul.