Published & Edited by Seoul Tourism Organization
This newsletter, issued by Seoul Tourism Organization, is intended for Seoul Partner Travel Agencies and related organizations around the world.
Issued on the second Wednesday of every month, the newsletter introduces some of Seoul's best hidden charms and newest attractions.
We look forward to your continued interest and support as we bring you a variety of content in the future!
2025/09/17 |
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T O P I C ❕
‘Journey Around Seoul with Jennie’ |
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What would it feel like to explore Seoul with global artist Jennie?
In 2025, Seoul’s new global tourism campaign, “Absolutely in Seoul,” is capturing worldwide attention. And at the heart of this campaign is none other than Jennie, newly appointed as Seoul’s Honorary Tourism Ambassador!
The first video, Daltokki, unfolds like a stylish short film, following Jennie as she explores hidden corners of Seoul. The second video, Seoul City, uses the track of the same name from Jennie’s first solo studio album as its soundtrack, presenting the city in an even trendier and more sophisticated light.
In this newsletter, we’ll take a closer look at the special places in Seoul that Jennie highlights in these videos.
Experience the unique allure of “Absolutely in Seoul”
the campaign that’s captivating the world!
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※ The above image may not be used without permission from the Seoul Tourism Organization. |
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Contents📑
① Hangang Bus
② Seouldal
③ Euljiro
④ Dongdaemun Design Plaza (DDP) |
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Discover a New Side of Seoul with Hangang Bus
Launching on September 18, the Hangang Bus offers a new tourism experience that lets you enjoy the iconic Hangang River while conveniently traveling to your destination of choice.
This unique journey connects seven stops — Magok, Mangwon, Yeouido, Oksu, Apgujeong, Ttukseom, and Jamsil — linking Seoul’s landmarks against the stunning backdrop of the Hangang River.
Operating from morning until evening, the Hangang Bus reveals both the bright daytime scenery and the dazzling night views of the river. Each stop also brings you close to popular attractions such as Seoul Botanic Park, Seouldal, Seoul Forest, and Lotte World, offering a wide range of experiences to enjoy.
The Hangang Bus website even provides recommended routes for each stop — a perfect resource when planning your Seoul trip!
In addition to nearby attractions, the stops themselves have plenty to enjoy, from relaxing with a Hangang ramyeon to soaking in the riverside view at the Starbucks Reserve
With tickets priced at only KRW 3,000, and convenient payment via the Climate Companion Card or T-money, the Hangang Bus is both affordable and accessible.
You can also spot the Hangang Bus in the Daltokki video created by Jennie and the Seoul Tourism Organization. Follow her unique journey along the Hangang River and discover a new side of Seoul with Hangang Bus!
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📣 Overview
- 📅 Open year-round
- ⏰ Weekdays 6:30–22:30, Weekends and holidays 9:30–22:30
- 📍 Varies by each stop (refer to the official website)
- 💵 Fares: Adults KRW 3,000 / Youth KRW 1,800 / Children (Ages 6–12) KRW 1,100
(Climate Companion Card and T-money accepted)
- 🔗 https://hgbus.co.kr/
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Seouldal Rises High in the Seoul Sky
A must-experience attraction on any trip to Seoul.
Inspired by the beauty of the full moon, Seouldal opened last year as Seoul’s newest landmark. This one-of-a-kind experiential attraction lifts visitors 130 meters above the ground in a gas balloon, offering breathtaking panoramic views of Yeouido and the Hangang River.
From atop Seouldal, the sweeping skyline of Yeouido and the vast stretch of the Hangang River create more than just a sightseeing opportunity — it’s a chance to experience Seoul with all your senses. Have you ever imagined taking a skywalk in the heart of the city?
Safety first!
Seouldal ensures peace of mind with a flawless safety record of over 1,800 accident-free operations in 2024. The balloon uses non-flammable gas and is securely tethered with reinforced cables, eliminating any risk of drifting. Real-time weather monitoring and strict operational control guarantee a safe and reliable experience for every visitor.
Seouldal offers a different kind of magic depending on the time of day.
By day, soak in the vibrant energy of a bustling Seoul. By night, marvel at the romantic sparkle of the city’s skyline. The landmark gained even more fame when it appeared in the climactic moments of Daltokki and Seoul City — videos created with global star Jennie as part of the “Absolutely in Seoul” campaign/
The flight takes about 15 minutes (including boarding and disembarking). A mandatory safety briefing means the full experience lasts roughly 30 minutes.
Located in Yeouido Park, Seouldal is perfectly positioned near popular attractions like The Hyundai Seoul, Yeouido Hangang Park, Hangang Cruise, and the Hangang Bus — ideal for planning a full day in the heart of the city.
Due to its popularity, advance reservations are essential. If you’re ready to create unforgettable memories above Seoul’s skyline, be sure to book your Seouldal experience today!
Are you ready to make memories in the Seoul sky? Create your own special moments with Seouldal!
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📣 Overview
- 📅 Closed Mondays (Operations subject to change due to weather conditions)
- ⏰ Tuesday–Sunday, 12:00–22:00 (Last flight 21:30)
*Peak Season (April–June, September–November) Weekends 10:00–22:00
- 📍 Yeouido Park Grass Field, 68-1, Yeouigongwon-ro, Yeongdeungpo-gu, Seoul
(next to Yeouido Park Management Office)
- 💵 Adults (Ages 19–64) KRW 25,000 / Children (Ages 3–12) KRW 15,000
Youth (Ages 13–18) KRW 20,000 / Seniors (Over 65) KRW 20,000
*Groups (20 or more) receive a 20% discount
- 🔗 Seoul Dal
- 💗 @seouldal_official
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A Space Where Past and Present Coexist in the City
At the very heart of Seoul, Euljiro stretches from Euljiro 1-ga to 6-ga. Among these, Euljiro 2, 3, and 4-ga are said to hold a particularly unique charm. Want to know why?
Once the bustling center of industrialization in the 1960s and 70s, Euljiro has now transformed into “Hipjiro” (Hip + Euljiro) — a hotspot where Seoul’s rich traditions blend seamlessly with modern culture.
Recently featured in the Seoul X Jennie campaign video, Euljiro has drawn even greater global attention, becoming a must-visit destination not only for K-content fans but also for travelers seeking authentic local experiences.
Wandering through Euljiro, you’ll find old tool shops, printing houses, and lighting stores, creating alleyways that preserve the spirit of craftsmanship and the passage of time. But its true charm lies in the way these historic streets have been reborn.
By day, explore cafés converted from old print shops, quirky design boutiques, and hidden galleries tucked into every corner. By night, the neighborhood transforms into a lively scene where people gather at roadside tables for cold beer and dried pollack, while neon signs bathe the alleys in a hip, vibrant glow.
Whether sipping coffee in a retro-inspired café or soaking in the buzz of neon-lit nightlife, Euljiro is a place where past and present coexist. Why not experience the charm of the neighborhood that captured Jennie’s heart for yourself?
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- 📅 Open year-round (varies by shop)
- ⏰ Varies by shop
- 📍 Area around Euljiro 2, 3, and 4-ga, Jung-gu, Seoul
- 💵 Varies by shop
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Dongdaemun Design Plaza (DDP) |
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A Place Where Art, Exhibitions, and Shopping Come Together
Designed by world-renowned architect Zaha Hadid, the Dongdaemun Design Plaza (DDP) is one of Seoul’s most iconic landmarks. With its striking curvilinear architecture, DDP serves as a multi-cultural complex hosting exhibitions, fashion shows, and conferences. It has become a hub of innovation where design trends and creative ideas converge — a destination beloved by visitors from around the world.
At the DDP Museum, visitors can encounter cutting-edge exhibitions spanning contemporary art, fashion, architecture, and industrial design. As a showcase of global creativity, it’s a must-visit for culture and art enthusiasts.
The DDP Design Store offers stylish works by Korean and international designers, alongside lifestyle goods and souvenirs. Limited-edition products and exclusive DDP originals are especially popular, making it the perfect stop for those seeking unique keepsakes after an exhibition tour.
Featured in the Seoul X Jennie campaign video, DDP captivates visitors not only during the day but also at night. As the plaza is illuminated with LED lights, its futuristic exterior transforms into a dazzling nightscape, ideal for an evening stroll and photo opportunities.
For a deeper experience, DDP offers an architecture tour program that explores both the interior and exterior of the landmark. The tour reveals Zaha Hadid’s design philosophy, details of the architectural structure, and the history of the Dongdaemun area. Running three times daily, with the second session available in English, this program is a must for design lovers. (Reservations required.)
Spend a special day at DDP, where art, design, and culture come together. From world-class exhibitions and exclusive shopping to Seoul’s glittering night views, experience it all — just as Jennie recommends!
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📣 Overview
- 📅 Open daily (Closed on January 1, Lunar New Year’s Day, and Chuseok)
- ⏰ 10:00–20:00
- 📍 281, Eulji-ro, Jung-gu, Seoul (Euljiro 7-ga)
- 💵 Varies by program
- 🔗 https://ddp.or.kr/?menuno=340
- 💗@ddp_seoul
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The “Absolutely in Seoul” campaign took us on a journey with Jennie, discovering Seoul’s special places and unforgettable moments one by one.
As the videos continue to receive enthusiastic responses from around the world, we hope that the locations featured will shine even brighter and attract even more visitors.
Seoul never stops telling new stories. With each season and from every perspective, the city reveals a different charm. We invite you to create your own unique experience with Seoul on your next visit.
Seoul, a city beloved and watched by the world.
May this special city be a part of your journey.
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