Lié Guides / JULY 2025
Lié Seoul Guide
Jina Erica Han is the founder of Jina Erica, a multidisciplinary creative consulting agency based in Seoul. A longtime friend of ours – and now our trusted PR partner in Korea – Jina brings a wealth of industry experience and a uniquely local perspective.
Born and raised in Seoul, she’s also spent time living in London and has built an impressive career in the fashion industry over the years. We’ve followed her recommendations time and time again – and they never miss. So we’ve invited her to share her curated guide to the city with all of you.
Seoul has become one of our favorite big cities, and we’re excited for you to experience it through Jina’s eyes.
Eat:
Cafe MA
My top recommendation for coffee, seasonal desserts, and sourdough bun sandwiches. Their chocolate cake, jasmine ice-cream, matcha lattes, fig melbas, and pour-over coffees are some of my favourites, but I can guarantee that nothing on the menu will be a miss. Everything tastes as good as it looks!
48-10 Yeonhui-ro 11ga-gil, Seodaemun-gu, Seoul
Nokwon Ssambap
This restaurant has been a favourite amongst all my friends who have visited Seoul. They have a self-service refrigerator packed with different types of fresh Korean vegetables that can be used as "ssam" (wraps) to pair with stir fried pork, mushrooms, and squid. Their cold noodles and buckwheat "jeon" (savoury pancakes) are also to die for. This place is also great for vegetarians and the gluten-intolerant, as there aren't many great options in Seoul when it comes to traditional dining.
22 Yeonhui-ro 25-gil, Seodaemun-gu, Seoul
Arcade TOVE
Cafe MA
Woo Lae Ok
This place has been a KBBQ staple all my life, and was probably be the meal I missed the most whilst living abroad in London. Their "bulgogi" (marinated beef), "galbi (beef ribs) and North Korean style "naeng-meyon" (cold noodles) have to be some of the best in Seoul. Having opened in 1946, the restaurant is one of the oldest in the city, yet the quality and care that goes into the food remains the same, which makes it a popular restaurant across many generations. If you come in the summer, you can expect a long queue around peak lunch or dinner time, so I recommend going at slightly off hours.
62-29 Changgyeonggung-ro, Jung District, Seoul
Dekad Cafeteria & Bar Ryul
This is a cute spot to have casual brunch with friends in the traditional neighbourhood of Seochon, right next to the Gyeongbokgung Palace. I recommend their signature pancake, pasta dishes, and seasonal cocktails. The owner also runs a bar called Bar Ryul in the nearby neighbourhood of Bukchon, which is also a great spot to wind down after a long day of sight-seeing.
43 Jahamun-ro 7-gil, Jongno District, Seoul
Arcade TOVE
This tea cafe just recently opened in the basement of the Seoul Press Centre but has quickly become a favourite. When you walk down the steps of the old building, you'll see a traditional shopping arcade that brings you right back to what Seoul looked like in the 1980s. The whole experience feels like you're walking into a time capsule. The cafe serves a range of Chinese teas, cookies, seasonal "bingsoo" (shaved ice desserts) and lemon-flavoured jelly, which are all delicious. If you come in the evening, you can also sip on their selection of whiskeys while listening to music.
There's also a sculpture by artist Lee Ufan right outside the building, which may be interesting for art enthusiasts. I also think it's the perfect place to escape from the extreme heat or rain, so the weather doesn't interrupt your travels.
The first location of this cafe, Room Tove, is also a fun spot to visit if you're in the nearby Insa-dong neighbourhood!
B1, 25 Taepyeongno 1(il)-ga, Jung District, Seoul
Cafe Sinola, Bukchon
This has been one of my favourite spots to meet up with friends and introduce to guests who are exploring the traditional Bukchon neighbourhood. Inspired by the interior of a boat, this cafe bar is a cozy spot to enjoy vinyl music and pour-over coffees. For those who have a sweet tooth, I can also recommend their delicious french toast!
They have two other locations in Yeonhui-dong and Seochon that are also wonderful. Even more recommended on a rainy day.
82 Gyedong-gil, Jongno District, Seoul
Shop:
Meego Craft
This is my favourite craft and home goods store in a traditional area of Seoul. All of their goods are extemely high-quality, and are all hand-made by Korean artists and craftsmen. You can find beautiful ceramics, woven baskets, metalware, moon jars, and more. Be sure to check their opening days and hours on their Instagram bio, as they change them regularly.
153 Gahoe-dong, Jongno District, Seoul
Umber Postpast Flagship Store
This is the showroom of my favourite Korean designer brand, Umber Postpast. All their pieces are created with traditional natural dyeing techniques, using organic materials like salt, persimmon, mud, and plants. They use beautiful silks, and high-quality fabrics that look as beautiful and luxurious as they feel. Also check out their second store that is just two minutes away that focuses more on accessories (bags & shoes) as well as ceramics, cushions, and other home goods.
205 Gahoe-dong, Jongno District, Seoul
Nothing Written Flagship Store
This spot has to be a favourite not just for me, but also the LIÉ Team, after hosting LIÉ's first pop-up store here this past spring. Located in a quiet corner of Hannam-dong, the Nothing Written flagship store has so much to offer for not only those interested in finding wardrobe staple pieces, but also for those interested in interiors and design. I've found some of the most comfortable and versatile pieces of clothing, bags, and shoes here, and also feel inspired by the space and garden, each time I visit. You can also visit their in-store café, Café Corner, to grab a quick coffee to recharge after shopping.
Hannam-daero 40-gil, 14-5, Yongsan-gu, Seoul
Gallery Mosoon
This is my favourite spot to discover new Korean arts and crafts. There is a new exhibition each month, and everything is also for sale. I've picked up a few ceramic mugs and bowls here that I still really enjoy using. The gallery is also located in the same building as a few other cafes and shops like Soil Baker and La Palma, making it a great overall spot for shopping.
Make sure to check the opening hours, as they close for a few weeks in between exhibitions to prepare for the next one.
203, 33, Jeongdong-gil, Jung-gu, Seoul, Republic of Korea
Nothing Written Flagship Store
Umber Postpast Flagship Store
MONO-HA Hannam
This store offers a beautiful range of ceramics, crafts, and homeware made by both Korean and Japanese artists, as well as their namesake clothing line that features minimalistic pieces.
The space itself is also worth visiting for its design elements, as you'll be able to see paintings by Lee Ufan, furniture by George Nakashima, and noteworthy ceramics by a variety of artists. The lush garden space and light that pours into the space in the afternoon is stunning in itself. Their new store in the Seochon neighbourhood is also equally beautiful, and is worth a visit if you are in that area.
36 Dokseodang-ro, Yongsan District, Seoul
Visit:
Ansan Jarak-gil Trail
For those who are missing a bit of nature, I highly recommend this forest trail in Ansan Mountain. There is a wooden path that covers almost the entire route, so it's great even for beginner hikers! You'll see beautiful plants, flowers, mountain views, and an impressive range of metasequoia trees, all right in the middle of the city. Walking the circumference of the mountain takes about two hours at a leisurely speed, and if you're feeling adventurous you can walk across a bridge to the neighbouring Ingwan-san Mountain, that is a bit more of a challenge. If you go this way, you'll end up closer to Gyeongbokgung palace, and might end up finding the Forest Library that is hidden amongst the trees.
279-22 Tongil-ro, Seodaemun-gu, Seoul
(There are various entry points)
Spa Sage Hill
After long days of walking and shopping, this is my go-to spot for massages in the city. They offer facials, massages, and scalp treatments in a quiet, beautiful and private building that feels it could be someone's home. They also run yoga classes in a separate facility if you're in town for longer, and want to get a few stretches in.
6 Dokseodang-ro 34-gil, Yongsan-gu, Seoul
Buam-dong
If you want to experience a truly local neighbourhood, away from the crowded tourist areas and high-street shops, I recommend visiting Buam-dong.
It's a little off the beaten track, and sits at a high elevation, so I would suggest taking a bus or taxi to the top, where you can then start walking to explore.
It's a residential neighbourhood but there are still lots of places to stop by, like cafe and wine bar Pas Mal, the famous shaved ice dessert shop, Boo-bing, Lazy Burger Club, and hand-made dumpling spot, Jaha Sonmandu.
If you climb up to Huijak Cafe or Baekhwa-mil Cafe, you'll be able to see a stunning mountain view while enjoying a cup of well-deserved coffee.
Buam-dong is one of my favourite neighbourhoods to visit when I want to enjoy a quiet and easygoing, yet fulfilling day out with friends.
Buam-dong
Ansan Jarak-gil Trail
