Thanks to the Korean fever that’s been affecting us all, Seoul has become a coveted destination in recent years. But what do you really expect? Pop stars on every street corner living soap opera lives? Well, get back to reality and concentrate on enjoying a shopper’s paradise which offers everything from cut-price beauty products to hot local designers. By Top Koaysomboon

Buy, Baby, Buy
Like Hong Kong, people come here to shop—but for very different products. Beauty creams and potions at very cheap prices are the order of the day. Get that “Korean Beautiful” look thanks to brands like Etude, Skinfood, The Face Shop and Rojukiss. And the best place to shop for beauty is Myengdong.

Myeongdong (Subway: Myeongdong) has hundreds of tiny shops selling cosmetics along with cool fashion stores such as Uniqlo and Zara and petite cafés. The basement of Aland, a multi-brand store retailing unique clothes and accessories, is also worth checking out if you have a lot of cash. The area is not large so you can cover it in an hour. And if you miss the first Skinfood or Etude store, don’t worry, there’s one on every street corner.

Within walking distance from Myeongdong is Dongdaemun (Subway: Dongdaemun), a place where Korean teens come for bargain fashions. There are three shopping malls  each with its own very distinct personality—Doota!, Miglior and HelloapM.

Doota! (www.doota.com) is the chic one of the three and worth checking out. The eight-floor building is packed with stylish apparel and accessories from young Korean designers. The basement (B1) and the first floor has cutesy feminine clothes, while the fourth floor is for guys. Head up to the seventh floor for some kimchi and bibimbap at the food court or hit the alfresco rest area on the rooftop to recover from it all.

If you feel suitably recharged, then the basement floor of HelloapM
(www.helloapm.com) is where to go to find lesser known local designers while Migliore (www.migliore.co.kr) has cheap, counterfeit offerings but, be warned, the vendors sell rather aggressively.

For more chilled out vibes, head to the Hongdae area. Hongdae literally means the area around Hongik University where uni students and young bachelors shop for street fashion from arrays of clothing shops and hang out at pretty cafés. And if you’re a fan of the Korean TV series “Coffee Prince”—then you’ll find it here.



Alternative Attractions

History lesson
The 600-year-old capital boasts six palaces. Gyeongbokgung (Subway: Gyeongbokgung) is the highlight and not just because it’s the largest. Built in 1394 during the Joseon dynasty, the palace is now Korea’s architectural landmark. It is also home to the National Folk Museum of Korea (www.nfm.go.kr) and the Korea National Museum
(www.museum.go.kr), which offer you a detailed insight into Korea’s culture,
history and traditions.




Play Time
You’ll find plenty of trendy bars and clubs around Itaewon, Hongdae and Gangnam districts. Of the three, we have to say we prefer Gangnam (Subway: Gangnam), as it is less touristy. Try Club NB (www.clubnb.com) and Club Mass (www.clubmass.net), both have dramatic LED-lit fronts that lead to dark, almost industrial, underground dance floors. Once inside a bottle of beer will set you back KRW5,000-7,000, as you listen to standard hip-hop and K-pop tunes.

Show Up
Why not try the touristy, but surprisingly funny, show Jump which is staged daily at Jump Theater (Subway: Jongno 3-ga or Jonghak), and combines martial arts with slapstick comedy. Tickets for the Jump shows are KRW40,000-50,000. Or, see the touring version of Jump at the Hong Kong Academy of Performing Arts from Dec 24-27.



Urban Utopia
Not far from Myeongdong is Cheongaecheon, a small canal that runs through a long row of buildings and an office plaza. It used to be the city’s dirtiest slum but, following a US$900 million investment, the dull, polluted creek has been given a new lease of life as a 6km-long park. Now, you can enjoy the newly cleaned waters of the waterway flanked
by lush gardens.



Fun Park
A popular spot for both locals and travelers who love adrenaline is Lotte World, Korea’s largest indoor theme park (Subway: Jamsil). With an area of 82,650 sq meters, Lotte World includes an amusement park, ice skating rink, shopping center, duty free shops and a fitness center. A pass for tourists is KRW21,000. Visit www.lotteworld.com.

Essentials

Currency
HK$1=KRW149

Getting there
Swire Travel has a five-day Christmas package from $4,690 per person, including return flights and a four-night stay at a hotel of your choice. Book at www.swiretravel.com.
 
Getting around
The easiest way to travel is by taking the subway. Ticket starts from KRW900 for the first 10 kilometers. Taxis are affordable during daytime, but when the subway stops running at midnight,  taxi drivers turn off their meters and hike up their prices.

Where to stay
The Shilla Seoul (202 Jangching-dong 2-ga, Jung Gu, Seoul, +82-2230-3310, www.shilla.net) is located close to Namsan Hill and blends authentic Korean charm with five-star comforts. Currently offering a “Shopping at The Shilla” room promotion featuring daily breakfast, free mobile phone rental and KRW20,000 vouchers to use at The Shilla duty free shops. Rates from KRW280,000.

W Seoul Walkerhill (21 Gwangjang-dong, Gwangjin-gu, Seoul, +82-2465-2222, www.wseoul.com) delivers contemporary design and high-quality service. The promotional room rates start at KRW223,000.