A Stylish Person’s Guide to Seoul, by Beauty Founder Erica Choi

Secret Spots Only Locals Know

Erica Choi, esthetician and founder of Superegg, shares her favorite hidden gems across Seoul, offering insider tips on food, shopping, and wellness spots that reflect her personal taste and professional expertise. As someone deeply embedded in the global beauty and fashion scenes, Choi curates recommendations that go beyond tourist trails, highlighting places where locals gather and traditions meet modern flair. Her guide emerges from years of navigating the city’s vibrant districts, blending her entrepreneurial insight with a keen eye for authentic experiences. This installment in our series taps into trusted voices in style and beauty to redefine how travelers discover Seoul through a discerning lens.

Choi emphasizes neighborhoods like Ikseon-dong Hanok Village, where restored traditional houses now host quiet cafes and boutique shops tucked into narrow alleys. She recommends starting the day with a warm bowl of kalguksu at a family-run spot near Jongno 3-ga, followed by browsing independent bookstores in Samcheong-dong that double as art spaces. For wellness, she swears by a lesser-known jjimjilbang in Dongdaemun that offers herbal baths and rooftop views without the crowds. These places, she says, reveal Seoul’s soul—where heritage isn’t preserved behind glass but lived in daily rituals. „It’s about feeling the rhythm of the city, not just seeing it,” Choi notes, pointing to morning markets where vendors greet regulars by name.

How Does Beauty Shape Her Travel Choices?

Her approach to exploring Seoul is deeply tied to her work in skincare and holistic well-being, influencing how she selects each recommendation. Choi looks for spaces that promote balance—whether it’s a tea house serving fermented yuja drinks known for their antioxidant properties or a silk pajama shop in Garosu-gil where fabric quality meets comfort. She avoids over-commercialized zones, instead seeking out artisans who use natural dyes or family recipes passed down generations. This mindset stems from her belief that true style arises from intentionality, not trends. „When I travel, I’m not collecting souvenirs—I’m gathering sensations,” she explains, describing how a perfectly brewed cup of barley tea or the texture of handmade paper can inspire product ideas back at Superegg.

What time of year does Erica Choi recommend visiting Seoul? She suggests late spring or early autumn for mild weather and vibrant foliage, especially along the Cheonggyecheon Stream or in Bukhansan National Park, where hiking trails offer panoramic city views without extreme heat or cold.

Frequently Asked Questions

Is it easy to navigate her recommended spots using public transit? Yes, Choi notes that most of her favorite locations are within walking distance of subway stations like Anguk, Gyeongbokgung, or Dongdaemun History & Culture Park, making them accessible even for first-time visitors unfamiliar with the city.

Does she have a go-to souvenir from Seoul? Choi often brings back handmade onggi pottery or traditional Korean paper crafts, valuing items that carry cultural significance and can be used daily, such as tea sets or notebooks made from hanji.