Main Image: Worksout
Who’d have thought that the Hallyu wave would still be going strong more than a decade after it first exploded in popularity? Fuelled by the advent of digital platforms such as Youtube and Instagram, there has been a continual demand for its well-packaged exports: Slick K-pop tunes are hogging the airwaves around the world (with boyband BTS leading the charge), while Korean dramas and arthouse flicks continue to enjoy rave reviews from viewers.
The bustling metropolitan city of Seoul has also become a red-hot holiday destination too, thanks to its magnetic energy and old-meets-new dynamism. Besides the colourful storefronts peddling all the latest Korean beauty products, Seoul’s burgeoning fashion scene is also one to keep tabs on, what with Goliathan luxury flagships existing alongside small and independent boutiques. Here are five of the coolest fashion joints the city has to offer: