An Afternoon with Seoul My Soul in Kuala Lumpur

Text & Photos by Kerol Izwan

On a slow, overcast Friday afternoon in Kuala Lumpur, I attended the Seoul Tourism Briefing hosted by the Seoul Tourism Organisation (STO) at EQ Kuala Lumpur. With a strong attendance from local travel agencies, the event was primarily a sales mission designed to boost Malaysian outbound travel to Seoul. But for media like myself, the narrative often drifts away from package deals and leans more toward substance, insight, and nuance.

Korea’s capital city has seen an incredible surge in visitors, particularly from Southeast Asia. In 2024 alone, over 300,000 Malaysians visited Korea, driven by the undeniable influence of the Korean Wave (Hallyu). From K-pop and K-dramas to skincare and food, Seoul’s appeal continues to grow, and this event—branded under the “SEOUL MY SOUL” initiative—was the largest of its kind to date.

Eighteen Seoul-based tourism companies came to engage local travel agencies. From DMCs to hotels and experience operators, the lineup was diverse. Names like NSEOUL TOWER, Eland Cruise, Golden Blue Marina, and regional presence from Incheon Tourism Organization brought texture to the event, highlighting Seoul’s intention to expand both its offerings and audience.

During a one-to-one interview with Mr. Ki Yon Kil, President and CEO of the Seoul Tourism Organization, I shifted the conversation toward more niche and premium experiences—a counterpoint to the mass-tourism narrative.

I raised a comparison: how Japan has successfully promoted its lifestyle aesthetics like Japandi and Wabi-Sabi. Could Korea find its own premium cultural export in the same manner? Mr. Ki was thoughtful in his reply. He acknowledged that while Korea is known globally for its pop culture and urban energy, there’s growing effort to focus on nature and landscape tourism—particularly outdoor hiking experiences. Korea’s mountainous geography offers immense potential here, with Seoul Hiking Tourism Centers and trails around Bukhansan, Bugaksan, and Gwanaksan gaining popularity among international visitors.

He also pointed out that Korean food, in all its depth and artistry, is an important tourism asset—and one that deserves greater spotlight. It’s impossible to talk about Seoul without acknowledging its culinary identity. Korean food is not just something to consume; it’s a cultural journey. From street stalls in Myeongdong to Michelin-starred hanjeongsik restaurants, Seoul’s food scene balances tradition and innovation in every dish.

Each element in a meal, whether it’s the ferment of kimchi, the earthy depth of doenjang, or the interactive warmth of samgyeopsal—reflects a philosophy of harmony with nature. There’s balance: between textures, temperatures, and tastes. Korean cuisine often celebrates the seasons and the process, from slow fermentation to the thoughtful art of banchan (side dishes). Even fast-evolving trends like K-beauty cafés, tea houses, and plant-based temple cuisine carry this thread of intentionality.

Another conversation thread I raised was the potential to position Seoul as a pilgrimage for K-beauty enthusiasts—a natural step considering the global demand for Korean skincare and aesthetic clinics. From dermatologist-led facial treatments to plastic surgery centers, Seoul already attracts thousands for these services.

With proper storytelling and ethical curation, K-beauty tourism could become an experiential product: think consultation + cultural immersion + wellness retreat, rather than just “before-and-after” trips. This would help shape a softer, more holistic narrative for Korean soft power.

As I compared Seoul’s strategy to Japan’s premium lifestyle tourism, I couldn’t help but think of wabi-sabi—the Japanese philosophy that finds beauty in imperfection, impermanence, and simplicity. Wabi-sabi teaches us to appreciate weathered textures, quiet moments, and the natural aging of things. In travel, this translates into serene ryokans, slow living, and deep immersion.

While Korea’s rhythm is often fast and vivid, there’s an opportunity to define its own version of tasteful minimalism. From minimalist architecture in Bukchon Hanok Village to modern hanbok tailoring and slow-style cafés, Korea can explore its own aesthetic lane—not by mimicking wabi-sabi, but by reinterpreting its own roots through a similar lens of authenticity and depth.

The Seoul My Soul in Kuala Lumpur was more than just an afternoon networking event—it was a small window into the evolving narrative of Seoul as a destination. Yes, the K-pop tours and cosmetics shops will always draw crowds. But for a new generation of travellers seeking meaning, connection, and taste, Seoul has much more to offer.