Seoul as a destination
Established on the Han River in the north-western part of the country two thousand years ago, South Korea's capital city is the fourth largest metropolis in the world with a population of 11 million within its boundaries. When its urban area and a further 16 million people are added, Seoul becomes home to over half of the population of South Korea.
This 'global city' has always been a pioneer. It was the first city in Eastern Asia to have electricity, running water, the telephone and a streetcar system.
The largest Korean companies - such as Samsung, LG and Hyundai - have their head offices in Seoul, where the standard of living is particularly high. Futuristic architecture, high-tech subways and pop culture sit comfortably alongside Buddhist temples, palaces and outdoor markets, offering a testament to the country's ancient culture.
The city hosts the largest international events, including the Olympic Games (1988), the Football World Cup (2002) and the G20 Summit (2010). It is also a major cultural centre, home to nearly one hundred museums.
The fashionable Gangnam district is the go-to place for discovering local life. In fact, this is where mid-range to high-end wines are becoming increasingly popular among the younger generations and women in particular.