Floral cakes, old houses, idol dramas — a Seoul-themed trio

Seoul is not just the capital of South Korea, but also a stylish city where elements such as shopping, food, design, and technology collide to create a unique vibe. Traveling in such a city, you greedily absorb the colorful information, indulge in richly flavored Korean cuisine, and beyond that, there are actually cafes and teahouses every few steps. When you're tired from exploring, find a favorite spot to sit down, relax, and enjoy a leisurely afternoon tea in the midst of the bustling city.

 

Known as the “Champs-Élysées of Seoul,” Sinsa-dong features tree-lined streets lined with trendy boutiques opened by designers who have returned from studying abroad abroad, making it feel like strolling down Paris’s Champs-Élysées. In addition to shops selling highly fashionable and trend-driven clothing, there are also many uniquely styled restaurants and cafes. In autumn, golden ginkgo trees add a romantic touch to the street, and you can often see people enjoying brunch or afternoon tea at the outdoor seating of cafes, full of stylish relaxation.

It is precisely because of the smiling faces of people at the outdoor seating that, during a solitary afternoon in Seoul, I pushed open the door of bloom and goûté, chose a seat where I could see both the café scene and the street view, and ordered a cup of coffee and a beautiful cake. As I ate, I admired the men and women passing by the window, as if watching a fashion show.

Looking around the shop, vintage wooden tables are adorned with fresh flowers—so are the cakes beside them the main attraction or just an accompaniment? Is this a flower shop or a bakery? In fact, bloom and goûté was co-founded by two good friends—one studied floral art in the UK and the other patisserie in France. As the name suggests, "Bloom" means "flower" in French, while "goûté" means "cake." The space beautifully blends fragrant blooms with freshly baked sweets, allowing visitors to spend a leisurely time in Seoul enveloped in the aromas of flowers, sugar, and coffee.

 

Located near Gyeongbokgung Palace, the royal palace of the Joseon Dynasty, Insadong was once home to many high-ranking officials and nobles during the Joseon period, making it an upscale residential area. During the Japanese occupation, due to war and hardship, fallen nobles were forced to sell their family possessions to make ends meet, which led to the emergence of a unique antique street. This historical backdrop has transformed modern-day Insadong into a hub filled with specialty shops related to Korean culture—not only restaurants, galleries, and art shops, but also numerous traditional teahouses themed around classic Korean aesthetics. Winding through the bustling crowd of Insadong and turning into a quiet alley, you’re instantly drawn in by the faint scent of tea and the traditional charm. Ascending creaky wooden stairs to the second floor, you’re greeted by worn yet quaint wooden furnishings that exude old-world character. Tea drinkers lounge on soft cushions made of traditional Korean fabric, leaning back in wooden chairs as they chat companionably. The entire teahouse seems bathed in a relaxed and laid-back atmosphere, even the sounds around you feel distant.

With a sudden “flap,” the sound of wings beating reaches your ears from behind—it turns out old tea shop has not only traditional teas and desserts, but also an open aviary where birds freely fly about, adding a touch of liveliness and vibrancy to the otherwise classic Korean teahouse. Order a cup of papaya tea—the sweet, mildly tangy aroma fills your mouth, paired with the rice crackers served alongside, delivering a taste of traditional Korean flavor that dances on your tongue, letting you feel the gentle pulse of bygone days through your taste buds.

 

Hongdae refers to Hongik University, but nowadays it’s more commonly understood as the surrounding commercial district. Hongdae is packed with quirky independent shops, bars, and cafés, and hosts an arts market on weekends, making it a hub of youth subculture. Its distinctive vibe has made it a popular filming location for numerous idol dramas. The influence of Korean idol dramas on tourism can be seen in the reactions of female fans at the filming location of the Cafe Prince First Branch in Hongdae. Originally a café favored by veteran professors of Hongik University, it served as a refined spot for enjoying a cup of black tea during a time when resources were scarce. Over time, the once-popular but now declining shop planned to close down, but was instead borrowed by MBC TV to serve as the main set for a new drama. After the drama premiered on MBC in 2007 and became a huge hit, the café reopened under the drama’s title, “Cafe Prince First Branch.” Blending its original history with the allure of the TV series, it quickly turned into one of the hottest tourist spots, attracting fans from Taiwan, Japan, and beyond.