Seoul has so much more to offer than K-pop and kimchi. It's a sprawling, multicultural metropolis. In order to experience the authentic side of the Korean capital, you'll want the inside scoop from a local. The HUNT team has donned their curatorial colored glasses and carefully selected around 100 unique local businesses that range from brand spankina (TM) new to deeply patinated and way off the beaten track, funky and unexpected to chic and shiny. We'll help you navigate and unearth Seoul's hidden gems and local favorites. Over the last decade, our award-winning guides have become the go-to source for a worldwide community of locals and travelers who seek out genuine, intriguing independent businesses.