The brief going into this trip was simple: don't treat it like a list of places to tick off. Go in with a loose plan, follow what catches your eye and see where it takes us. That's the kind of travel that ends up meaning the most to us and Korea delivered.
We based ourselves in Seongsu to start. Seongsu is dense and full of energy in a way that's hard to explain until you're there. Cafes, food, flagship stores, independent labels, all packed into the same streets. An area where there's always something worth stopping for. It's become the natural home for Korean brands doing something genuinely interesting and you feel that energy just walking the streets.
Space as a design choice
One of the things we kept coming back to in Seoul was how seriously brands take their physical spaces. Everything felt architecturally thought out with nothing just for show. The Coor flagship was the one that stuck with us most. Raw concrete, suspended rails and art installations. A space that makes you slow down and actually look at each piece rather than flicking through a rack. Coor was founded in Seoul in 2017 and they focus on material, quality and clean tailoring above everything else, and you feel that when you're in the space. We left thinking a lot about what it means to let space do the work, rather than filling it.
The Hyundai Seoul is a shopping centre but not in the way you'd expect. Bigger, busier and more of a destination in itself. The basement floor is where it gets interesting, filled entirely with Korean brands. That's where we found Dunst and we've remembered it since. Started by a collective of young creatives in Seoul, and you can feel that in the clothes. The silhouettes are great and the quality backs it up. Definitely a brand we'll be keeping an eye on.
SEOUL
The way we actually like to shop
Yongsan was a highlight we didn't fully anticipate. There's something about the energy there that reminded us of Harajuku in Tokyo, chaotic, vibrant, the kind of area where you don't know what you'll find around the corner. Great cafes, clothing stores and the sense that you're moving through somewhere with its own identity rather than a curated retail experience designed for visitors.
That's honestly how we prefer to do it. A loose route, good coffee, somewhere to eat and stores you actually want to spend time in rather than rush through. There's no version of a shopping centre that gives you that. The streets do and Seoul understood that assignment.
We did of course make time for Bukchon Hanok Village and Gwangjang Market, the places that are on every list for a reason. But a lot of what we found came from just following something that looked interesting, or had been quietly recommended beforehand. That balance felt right for the whole trip.
BUSAN
A city built around the water
Busan had a completely different energy. Where Seoul is dense and relentless, Busan is open, shaped by the ocean and spread across the hills. We stayed on Haeundae Beach and woke up to the sea every morning, which set the tone for the day.
The evenings around Gwangalli Beach were something else. The bridge lit up at night, the bars lining the waterfront. We stumbled across a cosy wine bar tucked into one of the side streets, allowing for a beautiful escape back home, and the sort of find that becomes the memory of the whole trip.
Gamcheon Culture Village was the other moment that stayed with us. The cliffside setting, the colour, the way it's been built into the hillside over time. There's nothing quite like it and it's a good reminder that the most visually striking things are often built organically.
Korea gave us a lot to think about, in terms of how brands occupy space, how a city can reward you for moving through it slowly, and how the best discoveries tend to come from being open rather than scheduled. More to come.
Best Wishes,
Found Team