About

Every week Seoul does something the rest of the world hasn't caught yet. A dessert gets a 5 a.m. line. An old market alley becomes the place everyone is posting from. A pop-up shows up for ten days and disappears. Locals know within days. Most visitors never hear about it, because it lives in Korean, on Korean blogs, Instagram and local news.

And some of it isn't a trend at all. It's just very Korean: the everyday things that still make us stop and stare, even though we grew up with them, and that we'd want any friend visiting Seoul to try at least once.

Seoul of the Moment brings both to you in English, as close to how they really are as we can: what's happening, why people here care, and what it actually looks like, unpolished. When it's something you can go and see, we add where it is, how long you'll wait and what it costs.

How we work

We read Korean news coverage, Korean reviews and the shops' own announcements, then check them against each other. When we haven't been somewhere ourselves, we say so and tell you where the information comes from. When details change, and they often do, we update the post and the date at the top.

We use AI tools to help research Korean sources and draft posts. A person checks the facts, edits every post and decides what gets published.

Videos and photos in our posts are embedded from their original YouTube and Instagram accounts, so the credit and views go to the people who made them. We don't use AI-generated images.

Spotted something out of date, or a line we should know about? hello@seoulofthemoment.com