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Unhyeongung Royal Residence
Seoul(Jongno-gu) , Insadong・Jongnon

One of the amazing things about Seoul is that some of the most interesting historical sites are right in the middle of the business districts. Located near the Jongno Police Station and the Japanese Cultural Center, Unhyeongung Royal Residence is one such site. Unhyeongung Royal Residence was the home of young Gojong, who later became Emperor during the Joseon Dynasty. Under order of Queen Mother Jo, Unhyeongung was renovated into a grand, palace-like house with four gates. Gojong’s father, Yi Haeung, or better known as Heungseon Daewongun, continued to live at Unhyeongung for most of his life. Damaged during the Japanese colonial period and the Korean War, the Unhyeongung Royal Residence seen today is a much smaller version of the majestic structure that it used to be. Entering through the front gate, the first noticeable sight is a small row of rooms to the right. This area, called Sujiksa, housed the servants and guards. To the front, left-hand side of Sujiksa is a structure called Norakdang. Many important events, such as birthday parties and ceremonies, as well as the wedding ceremony for Gojong and Myeongseong, were held here. To this day, traditional wedding ceremonies continue to be held at Norakdang. Norakdang also served as one of the two women’s quarters. The most notable structure inside Norakdang is the kitchen, which was used for food preparation when hosting important events. Right outside Norakdang, there are several rock structures along the path to Irodang. The rock structures are said to resemble various animals. To the left of Norakdang lies Irodang, the main building of Unhyeongung. This was where the wife of Heungseon Daewongun resided. Irodang's most prominent feature is its tall steps and square shape. It was built this way in order to help protect the women inside from intruders. Outside Irodang lays an old well on one side of the wide, open yard. To the right of Norakdang lies Noandang. Noandang served as the men’s quarters and was where Heungseon Daewongun received his guests. The word noan means "old man" and carries with it the connotation of comfort and ease. Thus, it served as the leisure quarters for the men. However, Noandang was not just a place of rest and entertainment. As the father of a young Emperor, Heungseon Daewongun carried out all his business from Noandang. Upon exiting Noandang, there lies an Exhibition Hall to the far right. The Exhibition Hall houses a small collection of interesting artifacts and information. Items such as a scale model of Unhyeongung, writing tools, traditional wedding garments, and more, can be seen here. Next to the Exhibition Hall, there is also a small coffee shop and tea room where visitors can enjoy a nice beverage while taking in the sights of Unhyeongung. 

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Some Sevit
Seoul(Seocho-gu) , Gangnam・Samseongdong(COEX)

Some Sevit (also known as Sebitseom), is a floating Island located near the southernmost part of Banpo Bridge, the nation’s first-ever artificial island that floats on the surface of Hangang River. The Island is comprised of three flower-themed islet - solvit, chavit and gavit, each with different functions. The first islet, 'some gavit' takes the form of a flower in full bloom. It is a multi-functional cultural facility which can be used as a venue for performances, international conferences, exhibitions and so forth. The second islet, 'some chavit' looks like a flower bud. A range of cultural experience and event zones including Beat Square, Youth Woods and 3D restaurants will be located here. The third islet, 'some solvit' takes the form of a seed. The islet has water sports facilities and outdoor garden from which you may enjoy the picturesque scenery of Hangang River. Around the floating Island are LED lights that feature a fantastic night view under the theme of ‘gleaming light in the mist.' The floating Island, a prospective venue for a range of artistic performances and exhibitions, is a landmark attraction at Hangang River, along with Jamsu Bridge Pedestrian Square and Banpo Rainbow Fountain.

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Shinsegae Department Store - Gangnam Branch
Seoul(Seocho-gu) , Gangnam・Samseongdong(COEX)

Unleash your shopping desires at Shinsegae Department Store, a shopping paradise that houses over a thousand brands. This 10-story landmark (B1 - 9F) not only offers a vast array of products but is also a hub for transportation and entertainment with direct connections to the Express Bus Terminal, JW Marriot Hotel, a cinema, and an expansive underground shopping mall. Plus, with immediate access to the Express Bus Terminal Subway Station (Subway Line No. 3 and 7), your journey to Shinsegae is always a breeze. Get ready to immerse yourself in a world of beauty on the first floor, where the most sought-after cosmetic brands showcase their finest products. And that's just the beginning. The first and second floors unfold a trove of luxury, housing an impressive selection of designer brands, jewelry stores, and accessory boutiques, guaranteed to cater to every fashion aficionado's taste. But the Shinsegae experience is not just about shopping - it's about embracing a lifestyle of comfort and convenience. Take a break from your retail therapy to enjoy our state-of-the-art facilities. Whether it's catching a movie at the theater, relaxing at the upscale JW Marriot Hotel, or exploring more shopping options at the underground mall, Shinsegae Department Store ensures your experience is as indulgent as it is enjoyable. Come and make the most of your time at Shinsegae Department Store - an intersection of shopping, entertainment, and comfort, all under one roof. Dive into a shopping spree like no other, where every step leads to a new discovery, and every visit is more than just a shopping trip - it's an unforgettable experience.  

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Dongdaemun Gate(Heunginjimun Gate)
Seoul(Jongno-gu) , Dongdaemun

Heunginjimun, designated Treasure No. 1, was built to protect Hanseongbu, which historically housed important government facilities. Heunginjimun was the large gate on the east side of the outer wall of Seoul Fortress. Likewise, the name of Dongdaemun comes from the fact that ‘Dong’ means east and ‘Dae’ means large.

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Museum Kimchikan
Seoul(Jongno-gu) , Insadong・Jongnon

Since its foundation in 1986, the museum has displayed historical relics related to kimchi, different types of kimchi, mock-ups of the kimchi-making process, and information about the efficacy derived from the kimchi fermentation process. The museum now has changed its name to Kimchikan and has relocated to Insa-dong, a center of hallyu. Kimchikan aims to provide visitors with fun hands-on activities and a variety of information on kimchi. Visitors will learn about the origin and history of kimchi through historical books, paintings, and writings. Various types of kimchi containers, along with traditional kitchen utensils that were used to prepare it, will also be introduced. Various models show specific types of kimchi that were developed in regions all over Korea.

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Insa-dong Art Street
Seoul(Jongno-gu) , Insadong・Jongnon

Insa-dong has been situated at the heart of the nation’s capital for over 600 years and was at the center of culture during the Joseon Dynasty (1392-1910). The Insa-dong area usually refers to the areas extending from the Anguk-dong Rotary to Tapgol Park in Jongro 2(i)-ga, past the Insa-dong Intersection. The notable features of Insa-dong are the countless alleys that branch out from the main street. Insa-dong has also become known as ‘Merry’s Area,’ one of the favorite shopping spots among foreigners. Over forty percent of the nation’s antique stores are clustered in the Insa-dong area, and they sell more valuable antiques compared to any other places in Korea. The price of the valuables and souvenirs in this area can range from 10,000 won to some hundred million won. Among the antiques sold there are old pictures, pottery, wooden containers and jewelry. There is a variety of artwork varying from earthenware of the Unified Silla Era to white pottery of the Joseon Era. Foreigners from all over the world including Japan, China, France, and America frequent Insa-dong to witness a truly traditional Korean atmosphere. Prices range greatly depending on the customers and the items. Old books are usually popular among the Japanese and Chinese tourists who can identify Hanja (Chinese characters). Antique books are purchased by many visitors, from history professors to antique collectors, at prices varying from 10,000 won to 30,000 won. Highly valued items are not sold and even if they are displayed in the store, as some shopkeepers do not intend to sell them. Archaeology and history books are the most popular selections. Some items are priceless so shopkeepers often name their own price, but keep in mind that some stores do have price tags to indicate products for sale. Tongmungwan is a representative store selling old books and has been run by a family for three generations. When you enter this small bookstore, you can see old books packed in rows. This bookstore was originally opened by the grandfather of the current shopkeeper, and is living proof of Insa-dong’s long-standing history. This is definitely a place worth visiting even if you do not intend to make a purchase. Traditional Korean ceramic ware is the main artwork Insa-dong has to offer. It is also the most popular item among tourists. Ceramic ware can be used in everyday life and many also consider it an essential decorative item. Ever since Queen Elizabeth I of England visited Insa-dong in April 1999 and praised the beauty of the ceramic art forms, many tourists from all over the world, including Europe, America, and Japan have become interested in them. Prices may start at 10,000 won, but can cost you up to some 10 million won. The most popular ceramic ware are pottery in the shape of a gourd bottle, costing anywhere from 100,000 won to 200,000 won. Keep in mind that the finer ceramic ware boast a clear color and have a clear resonant sound when tapped with the tip of your fingernail. Famous shops include ‘Park Young Suk Yo’ where Queen Elizabeth paid a visit and ‘Haedong Godoja.’ The main artwork offered are the common porcelain ware that have been recrafted, and pots of the Joseon Era. ‘Haedong Godoja’ is known for selling the best quality ceramic ware. ‘Goseohwa’ (old paintings and calligraphic arts) is another main form of artwork offered in Insa-dong. There are shops selling old artwork along with oriental paintings, as well as modern paintings. Shops such as Dongmundang and Gonghwarang display and sell old paintings along with calligraphic works. Antique furniture and other items are available at Naraksil and Gayajae. Naraksil offers great quality antique furniture such as bookshelves and bookstands, while Gayajae sells old pieces of furniture, stone Buddhas, and tiles. Other popular antiques can be found at ‘Toto’s Antiques’ where there are contemporary articles from the period before and after the liberation of Korea from Japanese forces. Even though there isn't any traditional artwork at this store, Korean antiques are displayed picturesquely. Toto’s Antiques seems to arouse nostalgia among its visitors, as it is decorated with old schoolbooks, toys, and ornaments from the 50’s and 60’s. Sunday is designated a pedestrian-friendly day as cars are not permitted in the area for on that day of the week. Instead, a flea market opens on this day to sell various antiques, accessories, artwork, and books. Traditional antiques from different parts of Korea as well as international antiques brought by foreign tourists are displayed throughout Insa-dong, allowing visitors to view many items in one glance. It is highly recommended that you visit Insa-dong on Sundays since you can also view the beautiful street art. When shopping in Insa-dong, make sure you check where the product is made. Recently, cheap Chinese goods such as teacups, wall tapestries, and small accessories have been brought into the Insa-dong markets and there have been cases where merchandise thought to be made in Korea turned out to be marked as ‘Made in China.’ So if you are looking to purchase only authentic Korean products, be sure to check the label. 

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Jongno 3(sam)-ga Jewelry District
Seoul(Jongno-gu) , Insadong・Jongnon

There is an enormous selection of wholesalers and retail jewelry stores in this district, spread throughout Jongno 3(sam)-ga and 4(sa)-ga. The glittering showcases here are especially popular amongst couples and foreign tourists looking to find fine jewelry at affordable prices. Stores in the jewelry district have a selection of designs that are extraordinarily diverse and prices that are 30 to 40% lower than at other jewelry outlets in Korea. - A fabulous selection at wholesale prices The Jongno 3(sam)-ga Jewelry District is located in Jongno, with shops flooding the alleyways all along the main street and stretching for a length of one kilometer. The area holds a total of over 1,000 jewelry stores, some 300 design and manufacturing stores, and 20 licensed evaluators. The Jongno 3(sam)-ga Jewelry District originated in Yeji-dong of Jongno 4(sa)-ga, then expanded to include Bongik-dong near the Danseongsa Theater at Jongno 3(sam)-ga. As the district grew, retail jewelry stores both large and small populated both sides of the main street from Jonggak to Jongno 5(oh)-ga. Most of the stores in Yeji-dong deal in watches and gemstones, giving the area the name Watch Alley. The back alleys of Bongik-dong and Yeji-dong are mostly filled with wholesalers whose clients consist of brokers and jewelers from around the country. Retail sales are possible at these shops, but some of them might hesitate to deal in small quantities. The larger stores along Jong-ro literally glitter with dozens of flashy showcases presenting a great selection of jewelry and other precious metals. Prices are already discounted to begin with, but you may be able to bargain even further. Stores in this district are affiliated with setting factories, so if you have a special design in mind, you can probably get it custom ordered. Thus, if you go in with a brand name jewelry brochure, they will most likely be able to make a similar looking item or even customize it to your preferences. In addition to its grand variety of diamonds, rubies, domestic amethysts, and almost any precious stone you can imagine, gold is also available in 14k, 18k and 24k yellow or white, as well as in platinum. Watches are often discounted at 50-60% off the retail price, and of course this is the very best place to buy fancy wedding jewelry at amazingly low prices. We suggest, however, that you take your time and look around, because prices, not to mention their inventory, will vary significantly from shop to shop. As soon as a new brochure is published by an international brand such as Cartier, TIFFANY or BVLGARI, near-identical designs appear in these stores almost immediately. Furthermore, this area has recently become the home of accessories for famous Korean entertainers. Companies in the district will consult with coordinators, then design and manufacture items, and lend them to stars for them to wear. When entertainers wear this jewelry on television, the coverage serves to promote these designs. Examples of designs that have attracted a lot of attention previously, include Lee Seung-yeon’s earrings, Jeon Ji-hyeon’s necklace, Moon Hee-jun’s necklace, Lee Yeong-ae’s earrings, and much more. Nowadays, many foreign tourists, especially Japanese tourists, make the trip to the Jongno 3(sam)-ga Jewelry District, as prices here are much cheaper than in their home countries. The Jewelry District is conveniently located at the center of Seoul’s major palaces and near the downtown areas. Of these, the closest tourist areas include Myeong-dong, downtown Jong-ro, Dongdaemun Market, and Namdaeumun Market.

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Myeongdong NOON SQUARE
Seoul(Jung-gu) , Myeongdong

NOON SQUARE is a large shopping complex located at the center of Myeong-dong, known as a Mecca of fashion and culture. It features a wide range of global fashion brands including Mango, Steve Madden, H&M and ZARA, as well as various facilities for leisure, entertainment and dining. In addition, NOON SQUARE is the first venue in Korea to install an outdoor escalator.

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Mario Outlet
Seoul(Geumcheon-gu) , Yeouido・Yeongdeungpo・Mapo

Established in July 2001, Mario Outlet is Korea's first fashion outlet mall. Over the years, it has expanded greatly, and now has over 300 international and domestic fashion brands in three different sections - Mario 1, Mario 2 and Mario 3. In addition to fashion stores, the outlet mall features various convenience and dining facilities for enhanced shopping experience. Mario Outlet (CEO Seung-Ryul Hong) has featured the traditional fashion outlet hall 1, first in South Korea in 2001. In 2004, we opened the factory outlet hall 2, and become a pioneer in outlet business in South Korea in September 2012 by opening the hybrid fashion outlet hall 3. In September 2013, by completing the renewal extension that links hall 1, 2 and 3, we have created the ‘Mario Outlet Fashion Town’ with a wide range of brands and enormous size.  The Mario Outlet Fashion Town is definitely Asia largest city outlet town by featuring around 600 brands in 132,000㎡. We provide a tidy and comfortable shopping environment comparing to department stores. By expanding the MD field from fashion, we prepared a wide range of shopping categories such as domestic and overseas popular fashion brands, designer labels, furniture, household items, living shop, kids theme park, large-sized restaurant, etc where customers can enjoy the shopping and cultural service at one spot.  Main Items : Clothing/Miscellaneous Goods/Accessories

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Korea House
Seoul(Jung-gu) , Euljiro・Chungmuro・Namsan

The Korea House was opened in 1981. It is a traditional Korean building that introduces the culture and lifestyle of Koreans, where you can experience traditional architecture and a classical atmosphere. The building was built in the style of the Joseon Dynasty's Jagyeong-jeon building at the Gyeongbok Palace. It is the only building built in the traditional architectural style. You will feel its antiquity as you enter the building. It is divided into the Haerin-gwan (a space for people to get acquainted with each other), the Traditional Theater, and three annex buildings (Munhyang-ru, Nokeum-jeong and Cheongwu-jeong). At Haerin-gwan, you can enjoy traditional music at Garak-dang and try traditional food at Sohwa-dang. In the square of Garak-dang you can view a traditional wedding (on the weekends) or people playing folk games. Also, at the Traditional Theater, about 156 seats are available, and in the afternoons Human Cultural Assets or members of the National Center for Korean Traditional Performing Arts and the National Corps members present traditional music and dances. Sinayui, Salpuri, Pansori, the Drum Dance and the Bongsan Mask Dance are the most popular programs for foreigners. The programs are all explained in English and Japanese. In the Cultural Gift Shop you can view various crafts made by traditional craftsmen. It is always open and the crafts are for sale as well. There are pottery, ceramics, golden crafts, knots and embroidery etc; approximately 500 pieces of artwork made by craftsmen from 20 different fields. Next to the House of Korea is the Namsan-gol Hanok Village where visitors can explore traditional houses.

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