Seoul’s lifestyle,
culture, and creativity
MAGAZINE LAUNCHING FEBRUARY 2026Your Monthly Seoul
Seoul Calling is a digital-first magazine that covers life, culture, and the creative economy. Expect neighbourhood guides, fashion and K-beauty, deep dives into Korean business strategies, new tech, and much more. Always with the eye of a local.
A magazine for the Seoul-curious, Seoul-adventurous, and Seoul-addicted.
What to Expect
City
LivingCurated guides and stories on life in Seoul — from neighbourhoods and coffee shops to retail, products, and the rhythms that shape everyday life in the city. We will bring you with us to both trendy, up-and-coming, and unexpected locations.
CULTURE & ContextStories that explore Korean traditions, aesthetics, history, fashion, and colour — and how these cultural foundations shape the way Korea works today. We look at how Seoul has become a global icon of style, innovation, and contemporary culture.
Creative
SeoulFeatures on the artists, filmmakers, designers, makers, architects, brands, and spaces shaping Seoul’s creative landscape — from independent studios and emerging cultural movements to K-pop and cinema.
K-beauty insightsA closer look at the strategies behind Korea’s global beauty industry: marketing, product design, brand building, innovation, and the ideas that define the world’s most influential beauty market.
ideas & innovationPerspectives on the new technologies, creative industries, and shifts redefining Seoul — from retail concepts to cultural trends to the future-facing ideas shaping the city.
Letter from the Editor
Hello from Seoul.
Seoul became my new hometown in 2008. Back then, a lot of people in Europe couldn’t even point out Seoul on a map.
In recent years, those of us who have lived our whole lives, or large parts of our lives here, have watched the city’s global fame grow.
“Seoul moves at a different speed. Addictive, complicated, vibrantly alive.”
I recently rewatched a show about Seoul that I co-produced with a team from SVT, the Swedish national television, in 2012. The way I describe Seoul in that show still stands: A year holds so much more in Seoul than anywhere else; in the middle of the speed, there are temples, markets, and palaces that make time stand still; the city stays up late, office buildings are often lit up after midnight, and bars are open any day of the week.
Addictive, perhaps. Something like a complicated love story, most certainly. An intense sense of aliveness, for sure.
Now, Seoul seem to be on everyone’s travel bucket list.
With Seoul Calling, we want to invite you to our city, our home. Deep into the culture and the society, curate what is beautiful, delicious, cool, interesting, and new. Guide you through the complicated and the speed, far from algorithms and tell you stories from this incredible city.
— Ida Kymmer, Editor, Seoul Calling
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