United Is Adding a New Flight to One of Asia’s Most Exciting Cities—Here’s What to Do When You Get There

Despite Seoul’s sprawling size and population of more than 10 million people, the city never feels too overcrowded or rushed. Whether you’re interested in eating your way through the city’s storied food scene or scouring the coolest new K-beauty brands, it’s easy to cover a lot of ground in a single trip. In addition to having four true and very scenic seasons, making it a great destination year-round, South Korea’s capital is regarded as one of the safest cities in the world—and one of the easiest to navigate with an extensive and efficient subway system.

And beginning in September 2026, United Airlines will make traveling to Seoul easier for Americans by becoming the only U.S. carrier to offer nonstop flights—which are available to book now—from the New York City area to the South Korean capital. The new route capitalizes on Seoul’s rising popularity and is part of United’s recently announced summer 2026 schedule, which includes new nonstop service from its Newark hub to other trending destinations, including Bari, Italy, and Split, Croatia. The nonstop daily flights aboard the Boeing 787-9 Dreamliner will begin on September 4, 2026, and complement United’s existing twice-daily flights from San Francisco to Seoul.

Ahead, a handy guide on how to plan a vacation to Seoul.

What to do in Seoul

Courtesy of Terrence Low/Unsplash

Get a beauty treatment

Affordable and technologically advanced, aesthetic treatments are a must in the global beauty capital. For sophisticated cuts, color, and multi-step scalp treatments—think: restorative facials for your scalp—see the easygoing, English-speaking Jin Park at Recoveria Salon. If you’re willing to endure several hundred needles for the viral rejuran (salmon sperm) facial in the name of glass-like skin, make an appointment at Cheongdam Lebelle Clinic, which has a multi-lingual staff and just a few treatment rooms for a more personalized and comfortable experience.

Go shopping

In the posh Apgujeong neighborhood, renowned home fragrance designer Soohyang Kim just opened a new boutique, offering candles, wax tablets, and diffusers inspired by her favorite memories and places—like Itaewon, where she launched her first store. Another exciting addition to Seoul’s shopping scene is Seongsu’s Haus Nowhere Seoul, the 14-story headquarters and boundary-pushing retail space for Iicombined, the parent company of some of South Korea’s coolest lifestyle brands, including Gentle Monster, the edgy eyewear worn by Rihanna and Blackpink’s Jennie, and the playful tableware brand Nuflaat. Then continue bopping around through other shops and cafés in the hip Seongsu-Dong neighborhood, aka the “Brooklyn of Seoul,” on the southeastern side of the city.

Savor the city’s vibrant restaurants and bars

Cozily decorated with travertine tables, wood bistro chairs, and fresh flowers, Mr. Ahn’s Craft Makgeolli in central Itaewon pairs artisanal Korean spirits—like its namesake Makgeolli (effervescent rice wine) and Chungju (clear rice wine)—with inventive twists on traditional Korean bites, such as its kale-wrapped and mushroom-stuffed ssam (a wrap made from leafy greens), gently smoked with pine needles.

No-reservations barbecue spot Geumdwaeji (Gold Pig) Sikdang, in central Seoul’s Sindang neighborhood, almost always has a queue—but is worth the wait. The restaurant is equally famed for its high-quality pork cuts—especially the pork skin, which you dip in roasted soybean flour—and its star-studded clientele, including G-Dragon and BTS’s Jung Kook.

While Seoul is widely recognized as a top-tier culinary city, its bar culture is equally impressive. At Gu, owner and bartender Chris Jang creates cocktails that showcase seasonal ingredients sourced from local markets. The second-floor bar features handsome wood furnishings all designed by Jang himself and overlooks a quiet strip in the up-and-coming Sindang neighborhood. Meanwhile, in Cheongdam’s modern Gangnam district, the subterranean speakeasy Pine & Co. takes an experimental approach to cocktails, employing fine-dining techniques like sous vide and rotovap. One standout drink is the Nuruk, an earthy highball featuring nuruk, a traditional fermentation starter used in Korean rice wine.

Discover Seoul’s thriving art scene

With the launch of Frieze Seoul in 2022 and the opening of buzzy new museums and galleries, Seoul has emerged as a global art hub. The new Photography Seoul Museum of Art—the twisting concrete structure it resides in is also a work of art—and the Seo-Seoul Museum of Art, slated to open in 2026, continue the city’s exciting creative streak. Unveiled last year in a boxy concrete structure tucked away in historic Bukchon, Futura Seoul shows exhibitions from boundary-pushing creatives like Refik Anadol.

Although not new, establishments like Gallery Hyundai, Leeum Museum of Art, and Kukje Gallery have supported South Korean creatives for decades.

Where to stay in Seoul

Courtesy of Four Seasons Hotels

Four Seasons Hotel Seoul

Set in historic Gwanghamun, Four Seasons Hotel Seoul blends tradition with modern luxury. Its 317 rooms and suites offer views of Gyeongbokgung Palace or the city and feature local ceramics, Korean art and books, plus modern conveniences like bedside iPad Minis. In true Four Seasons fashion, the hotel’s restaurants are exemplary—the Michelin-starred Yu Yuan quite possibly serves the best Peking duck in town—and the drinking establishments, like the new H. Bar, a hidden eight-seat lounge serving an imaginative eight-course cocktail tasting menu, are also worth a visit.

JW Marriott Dongdaemun Square Seoul

An ideal home base for first-time visitors, JW Marriott Dongdaemun Square sits near two key attractions: the historic Heunginjimun Gate and Dongdaemun Market, one of South Korea’s largest shopping venues. Its 170 rooms feel cozy and residential with neutral tones, dedicated workspaces, and puffy beds, and the friendly English-speaking staff is always ready to help. The hotel sits atop the Dongdaemun subway station, making it exceptionally easy to get around. Dining is another major draw: Tavolo 24 serves one of Seoul’s most popular buffets, while the Griffin rooftop bar crowns it all with shimmering city views, elegant cocktails, and live jazz.