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At first glance, Seoul appears to be a sprawling concrete mass of high-rise apartment buildings and modern buildings interspersed with historical treasures. But on closer investigation, the city can be divided into numerous smaller districts with their own distinct character. Your primary landmark is the Han River, which runs east to west and bisects the metropolis. Jongno forms the center to the north, surrounded by five main tourist districts, and there are two other districts of interest to visitors to the south, all of which are easy to access by the convenient and economical subway system. Very few streets have names, however, and buildings are not always numbered, so the easiest way to find a place is by locating the nearest subway station or landmark, or by asking the friendly people you are certain to meet in every part of the city.
Jongno-gu
At the heart of Seoul, the Jongno and Kwanghwamun areas have long been considered the political, economic and cultural center of the city. They cover approximately two square kilometers from City Hall Station and Kwanghwamun in the west to Jongno 5-ga and Ulchiro 4-ga Stations in the east. Here you will find an astonishing contrast of old and new. Ancient royal palaces and cultural inheritances, such as Doksu, Kyongbuk and Changgyong palaces, the National Museum and Chogyesa Temple, surround the downtown area of Jongno, which bustles with people enjoying movie theaters, stores and restaurants. Jongno and Kyobo bookstores, Lotte Department Store and the Millennium Plaza are all within easy reach. Government offices, embassies, and corporate headquarters are located here. Tapkol and Sajik parks provide respite from the hustle and bustle of the busy streets, and Insadong—a street famous for traditional tea houses, art galleries and antiques—runs north of the district’s main street.
Jung-gu
Just south of Jongno is the Namdaemun/Myungdong area, at the Hoehyon and Myungdong Subway stops. Namdaemun—literally “great south gate”—is the name both of the impressive stone and wood structure which still stands at the center of the intersection, and also of the large market nearby. Since 1414, Namdaemun Market has been a lively place where merchants and buyers gather to bargain over a wide variety of goods. Just east of here is the fashion mecca of Myungdong, always full of young people trying on the latest styles. To the south, atop Mt. Namsan, you can enjoy some green space and take a cable car up to N Seoul Tower to take in the beautiful panoramic views of Seoul. The letter N signifies the tower's magnificent new look since it was remodeled in 2005. Also in the Nam-san area, you can take in dinner and traditional Korean music and dance at the Korea House.
Dongdaemun-gu
Dongdaemun (“great east gate”) is the district immediately east of Jongno, famous for the Dongdaemun Market where you can buy discounted brand-name items and outdoor wear/equipment. Dongdaemun Stadium is also located in this area. Dongdaemun once served as the main eastern gate, built in 1397, in the wall surrounding Seoul. The gate that is seen today was rebuilt in 1869. Dongdaemun is also known for its nightlife, as the younger crowd is attracted to the late night shops that feature beer, soju, and pop music that blares from the scene.
Daehangno
Northeast of Jongno at Hyehwa Station is the Daehangno district, also known as College Street. Although Seoul National University has since moved its campus after its establishment in 1946, Daehangno continues to be a place for the young to gather. Come here when you want to enjoy plays, musicals, or concerts at one of the many theaters, such as Dongsoong Arts Center or Munye Theater. Relax in Marronnier Park, where you may see improvised performances for free. Good restaurants and outdoor cafes abound here, and you will even find traditional fortune-teller tents along the street. As the previous site of Seoul National University, this is still a place for youth, as well as those interested in performing arts.
West of Jongno, the lively university district spreads along the Ehwa University, Shinchon and Hong-ik University subway stations. Shinchon is known for its 24-hour bars, cafes and restaurants, where students (and others) go to chat, dance and eat. The nearby Ehwa Women's University area is full of jean shops, hairdressers, and clothing stores. By contrast, Hongik University, with painted murals along its walls, has a slightly different feeling. Clothing shops are few, replaced instead by restaurants, nightclubs, rock bars and live cafes. You can experience the Korean underground music culture at small clubs in this area.
Itaewon
Southwest of Jongno, near Samgakji Station, Itaewon is the most Americanized and tolerant district in Korea, located near the U.S. military base. You can be sure English is spoken here, and you also will find the highest concentration of non-Koreans and Koreans mingling in the street. After shopping for Western-brand clothing and shoes or for local souvenirs, you can relax in one of the many restaurants and cafes here, which serve both Korean and non-Korean food. And to learn more about the country’s military history, be sure to stop by the War Memorial Museum while you are in Itaewon.
Apgujeong-dong
South of the Han River is the Apgujeong district, centered around Apgujeong Station (Line 3) and exuding youth, fashion and wealth. Known as the most expensive place to buy property in Seoul, it is nicknamed the "Beverly Hills" of Korea, home to exotic cafes, unusual bars and unique fashion. The Hard Rock Café and other theme bars are located here. Near at hand is Chongdong, an area popular for food.
Gangnam
A fairly new entertainment and culture center, the Gangnam district—literally “south of the river”—attracts people of all ages. Cafes, restaurants, clubs, music stores and movie theaters flank the wide tree-lined street near Gangnam Station. Don’t come expecting historical sites, but instead come for the stores, fashion and modern atmosphere. Within a few subway stops, you can also visit the COEX Mall, Seoul Sports Complex and the Seoul Arts Center. This affluent metropolitan area is also home to prominent Fortune 500 global companies, attracting international business to Seoul.
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