Travel

The morning ritual at the Conrad Seoul begins at Zest, the main dining room. Stepping through the entrance, the team greets you with warmth and grace — that light, perfectly calibrated hospitality that marks a hotel of genuine quality. Settled in, a cappuccino ordered. And in the live kitchen, a made-to-order omelette — the benchmark I use to measure every hotel I stay at.

Stepping away from the city, into the quiet rhythm of the seaside. This time: & Moon Noa, a vacation rental in Hayama just two minutes on foot from the beach. The entire three-story house, yours alone — a true hideaway for adults. Each floor designed around a different kind of rest.

Day 3 in Seoul. Today we ventured to Hongdae — the epicenter of youth culture. One step outside and you're immersed in the energy of young people dressed in the latest fashion and trends. First, lunch — pasta in a refined space. The city's culinary level continues to impress. And then, walking these streets through the lens of a business owner, I noticed something important about today's Korean market.

Walking the streets of Seoul, there is one brand that is almost impossible to miss: Compose Coffee. The density is remarkable — turn a corner and there it is again. What catches the eye is the promotional scale: a larger-than-life billboard featuring BTS's V overlooking the city. A kind of marketing we simply don't see in Japan.

For the final chapter of my Seoul stay, I chose the Conrad Seoul. At check-in, I was fortunate enough to be upgraded to a suite on the 34th floor. Opening the door revealed a sweeping spatial beauty unlike anything I had experienced before. Standing in this space, stepping back outside felt almost wasteful.

From the quiet streets of Seongsu-dong, we jumped on the subway to Seoul's biggest commercial hub, Myeong-dong. The Seoul Metro — remarkably affordable and clean — never fails to impress. With Korea in the middle of a public holiday, the streets were packed with extraordinary energy, especially from the younger generation.

On the first night of a three-night stay in Seoul, Dongdaemun proved its reputation as the city that never sleeps. A relentless stream of cars and blazing neon stretched in every direction. JW Marriott Dongdaemun Square Seoul — an island of quiet luxury beside the energy — became the perfect base for the days ahead.

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