Lifestyle - The Korea Times

KTO teams up with Netflix to promote Korean tourism worldwide

The Ministry of Culture, Sports and Tourism, in partnership with the Korea Tourism Organization (KTO), has joined forces with Netflix to promote Korean tourism on the global stage, the KTO announced Tuesday. The initiative marks the first collaboration between a Korean government agency and the global streaming giant on a comprehensive campaign, featuring co-produced advertising, targeted marketing to Netflix users with an interest in Korean content and interactive events aimed at consumers. Notably, the campaign includes a tourism promotion video inspired by Netflix’s hit original series "Squid Game." A teaser is scheduled for release on June 23, with the full version set to debut in early July. Coinciding with the video’s release, the KTO will launch an interactive event titled “VIP Tour to Korea Escorted by Pink Guards” — a nod to the masked enforcers in Squid Game who maintain order while hiding their identities. Winners will receive a trip to Korea as the grand prize. All campaign content, including the teaser, main video and event details will be available on KTO’s offi

Jun 10, 2025By Lee Hae-rin

KTO teams up with Netflix to promote Korean tourism worldwide

Crowds rush to former South Korean presidential office before public access ends

On June 6, the first day of South Korea’s Memorial Day holiday, massive crowds flooded the grounds of Cheong Wa Dae (the former presidential office) in central Seoul. Families with children, couples and tourists lined up for hundreds of meters under the blazing 30-degree Celsius heat, equipped with parasols, sunglasses, and portable fans. Tour buses came and went in a constant loop, dropping off groups of visitors. The sudden surge of interest appears to be driven by President Lee Jae-myung’s announcement that he plans to move his presidential office back to Cheong Wa Dae. With the return "imminent," many people are eager to experience the iconic site one last time while it remains open to the public. The Cheong Wa Dae Foundation currently allows up to 22,000 reservations per day for four weeks in advance. All weekend and holiday slots for June have already been fully booked. Visitor numbers have jumped dramatically, with 427,780 people visiting in May — a 38.7 percent increase from April’s 261,974. Lee Kyung-hee, 44, who traveled from Yongin with her husband and child, said she

Jun 7, 2025By Hankookilbo

Crowds rush to former South Korean presidential office before public access ends

Why Zara opened a café in Seoul: Fashion brands blend coffee and clothes to attract shoppers

Would you stop for a latte and leave with a new outfit? That’s becoming more likely as fashion brands double down on café culture here. On June 2, office worker Kwon, 36, met a friend at Zacaffé, a new cafe nestled inside a Zara store in Seoul’s bustling Myeong-dong District. “I’ve always liked the Zara brand, so it’s interesting to see a cafe inside,” she said. “It’s nice to browse clothes while waiting for a friend — and then shop together afterward.” Zacafé, Unique, and the rise of fashion cafes Global fashion brand Zara opened the Seoul location of Zacaffé last month — its third globally, following Madrid and Nanjing. The concept of installing cafes inside large fashion stores is no longer surprising. Ralph Lauren launched Ralph’s Coffee in Seoul in September 2024, and sneaker brand Golden Goose opened its fourth cafe Unique in Seoul last July, following Thailand and China. These fashion cafes serve a dual purpose: attracting trend-conscious younger shoppers while doubling as brand promotion tools. “I saw it on social media and wanted to check it out,”

Jun 7, 2025By Hankookilbo

Why Zara opened a café in Seoul: Fashion brands blend coffee and clothes to attract shoppers

6 places to see hydrangeas in full bloom across Korea this summer

As summer unfolds, gardens and forests across Korea transform into a sea of blue, pink and purple. The star of this seasonal spectacle is the hydrangea, a flower known for its globe-like clusters and fascinating, color-changing petals. Native to East Asia and the Americas, hydrangeas captivate flower lovers with their delicate beauty and dramatic hues. Their colors — ranging from soft blues and purples to vibrant pinks — vary depending on soil acidity, adding to their mystique. In Korea, hydrangeas are especially popular during the early summer months, with peak bloom typically occurring between June and early July. Their voluminous blossoms create stunning photo backdrops and attract visitors to gardens, temples and coastal trails where the flowers flourish. Here are some top spots to enjoy hydrangea blossoms and take Instagrammable photos around Korea this summer: 1. Seoul International Garden Show Visitors to the Seoul International Garden Show can find hydrangeas among the diverse floral displays. The 2025 edition, held at Boramae Park in southern Seoul, features 111 themed garden

Jun 6, 2025By Kim Se-jeong

6 places to see hydrangeas in full bloom across Korea this summer

Why Koreans love ‘The Solitary Gourmet’ — even though it’s not popular in Japan

The Japanese drama "The Solitary Gourmet" is only modestly received in Japan — but in Korea, it has a dedicated fanbase. Why does the show resonate so differently between the two cultures? Narukawa Aya, a former cultural reporter for Japan’s Asahi Shimbun who has lived in Korea since 2017, believes the answer lies in cultural differences around dining. In Japan, eating or drinking alone has long been normalized. But in Korea, solo dining still carries social pressure and stigma. That’s why, Narukawa says, Korean audiences connect more deeply with the drama’s protagonist, who confidently enjoys meals alone — a trait that may feel ordinary to Japanese viewers but aspirational to Korean ones. Having traveled back and forth between the two countries since her early 20s, Narukawa now promotes Korean films and culture in Japan. In her new book, the title of which translates to "Extremely Personal Japan," she explores subtle emotional and cultural distances between the two countries. Despite her decades-long experience in both societies, food culture remains one of the areas where sh

Jun 6, 2025By Hankookilbo

Why Koreans love ‘The Solitary Gourmet’ — even though it’s not popular in Japan

How to cook at home for slow aging

In Korea, the "slow aging" movement is showing no signs of slowing down. YouTube shorts, lecture clips and cooking videos focused on slow aging are not only abundant but also hugely popular. Social media is equally saturated with related content. At the forefront of this trend is Jung Hee-won, a geriatric specialist at Asan Medical Center. He virtually coined the Korean term "jeosongnohwa," or "slow aging," authored a book on the topic and runs a YouTube channel dedicated to the concept, guiding people toward healthier aging in an era when living to 100 is becoming more common. His lectures and cooking sessions on YouTube have drawn plenty of interest, but what truly excites viewers are his personal recipes and menus. In one viral video, he shared the types of grains he mixed into his steamed rice. Not long after, instant rice bowls featuring his face and recipe appeared in convenience stores and grain mix products named after him hit major online platforms like Coupang. Jung often criticizes the fast-paced Korean lifestyle for promoting what he calls "accelerated aging" and emphasizes

Jun 5, 2025By Kim Se-jeong

Airbnb CEO launches collaborative experience program with Seventeen in Seoul

Airbnb aims to redefine itself as more than just a home-sharing platform, CEO and co-founder Brian Chesky said Wednesday during a press conference in Seoul, unveiling a one-time experience program that allows fans of K-pop boy group Seventeen to interact directly with the artists while traveling in Korea. Chesky arrived in Seoul on the final leg of a global tour promoting the company's "2025 Summer Upgrade," first announced in Los Angeles last month. The tour also included stops in Paris, Berlin, Milan and Tokyo. He emphasized Airbnb is evolving into a comprehensive travel platform through new offerings, like "Airbnb Services" and "Airbnb Experiences," including a new series called "Airbnb Originals." "Airbnb is now synonymous, for many people, with a place to stay," Chesky said when asked about how the company conceived the idea for the new services. "But we were always wondering what if you could Airbnb more than Airbnb? The biggest asset in people's lives is really not their home — it's their time. What if people could share not only their space but their time with someone else?" Th

Jun 4, 2025By Yonhap

Airbnb CEO launches collaborative experience program with Seventeen in Seoul

K-hiking: Korea’s urban mountains become must-visit tourist destinations

Wearing hanbok (Korean traditional attire) and walking around Gyeongbok Palace, eating street food and shopping for K-pop merchandise and cosmetics used to top to-do lists for people traveling to Korea. Now, a new experience is climbing in popularity — literally. Hiking Korea’s urban mountains, often dubbed “K-hiking,” has quickly become one of the most unexpected yet popular activities among international tourists. Searching hashtags like #seoulhiking, #hikingtourism or #hikinginseoul on Instagram now turns up over 10,000 posts. No matter which mountain in downtown Seoul, it is now common to see foreign tourists exploring mountain paths or taking photos at the summits. Urban hiking, Korean style The unique joy of hiking that Koreans have long known — slurping ramyeon (instant noodles) and eating gimbap (Korean seaweed rice rolls) at the peak and cooling down with makgeolli (Korean rice wine) after a trek — is now catching on among foreigners as well. One key reason behind its growing popularity is the ease and spontaneity it offers — tourists can enjoy a scenic hike surroun

Jun 4, 2025By Park Jin-hai

K-hiking: Korea’s urban mountains become must-visit tourist destinations

Paradise City teams up with Michelin three-star chef to elevate Korean cuisine

Paradise City, an integrated resort complex on Yeongjong Island, Incheon, will host a gala dinner next month in collaboration with Kang Min-goo, the owner and chef of the Michelin three-star restaurant Mingles, the hotel announced Friday. The gala dinner will be held at Art Paradiso, a luxury boutique hotel within the complex, on June 13. The event is themed "Sarasae," a Korean word meaning “new and new.” Lim Byung-jin, bartender at Bar Cham — ranked among Asia’s 50 Best Bars — will also participate. He will act as the event’s owner-bartender of Korean traditional liquor, serving welcome cocktails and curated drink pairings throughout the evening. Limited to just 45 guests, the dinner will feature a 10-course meal curated by Chef Kang, accompanied by six paired drinks selected by Bar Cham. The hotel is offering a special package that includes accommodation for two and tickets to the gala dinner. The package features one night in a suite at Art Paradiso, early check-in, valet service and admission to Cimer, Paradise City’s K-style spa destination that blends European-style s

May 30, 2025By Lee Hae-rin

Paradise City teams up with Michelin three-star chef to elevate Korean cuisine

InterviewFrom travel writer to 'deulgireum' artisan: Okhee Mill reinvents perilla oil for next generation

WONJU, Gangwon Province — Long before it gained recognition as a health food, perilla oil held a place of quiet importance in Korean kitchens and farmlands. Known as "deulgireum" in Korean, the aromatic oil has deep roots in Korean culinary and agricultural history, dating back thousands of years. Despite its longevity, perilla oil saw a decline in popularity in the late 20th century, as processed vegetable oils and imported fats became more common. Moon Ji-yeon didn’t always see perilla oil as her calling. A passionate traveler, she previously wrote for Lonely Planet Magazine Korea, but she lost her job when the COVID-19 pandemic hit. Instead of following other career options, she chose to return to her hometown of Wonju, Gangwon Province, to carry on the family business of oil pressing. "At first, I just wanted to help my mom — the work is physically demanding," Moon, owner of artisanal perilla roastery and cafe Okhee Mill, said in a recent interview with The Korea Times. "Then I saw how much satisfaction my mom got from her work. Customers would bring their own perilla or sesame s

May 29, 2025By Kim Se-jeong

Travel & Food