Built in 1395, Gyeongbokgung Palace is also commonly referred to as the Northern Palace because its location is furthest north when compared to the neighboring palaces of Changdeokgung (Eastern Palace) and Gyeonghuigung (Western Palace) Palace. Gyeongbokgung Palace is arguably the most beautiful, and remains the largest of all five palaces. Remarkably, the most representative edifices of the Joseon Dynasty, Gyeonghoeru Pavilion and Hyangwonjeong Pond have remained relatively intact. Woldae and the sculptures of Geunjeongjeon (The Royal Audience Chamber) represent past sculptures of contemporary art.

Surrounded by Gyeongbokgung Palace, Changdeokgung Palace and Jongmyo Shrine, Bukchon Hanok Village is home to hundreds of traditional houses, called hanok, that date back to the Joseon dynasty. The name Bukchon, which literally translates to "northern village," came about as the neighborhood lies north of two significant Seoul landmarks, Cheonggyecheon Stream and Jongno. Today, many of these hanoks operate as cultural centers, guesthouses, restaurants and tea houses, providing visitors with an opportunity to experience, learn and immerse themselves in traditional Korean culture. As Bukchon Hanok Village is an actual neighborhood with people's homes, visitors are advised to be respectful at all times while looking around.

Myeong-dong is a popular destination for shopping, culture, arts and fashion. Major shopping malls such as Lotte Department Store, Shinsegae Department Store, Myeong-dong Migliore and Samik Fashion Town are located here. Shoppers can find a variety of products here from high-end items to relatively inexpensive clothes. There’s also no shortage of street food, traditional restaurants, coffee shops and fancy cafes. Namdaemun Market is the biggest traditional market in Korea. Visitors can purchase souvenirs and local produce at an affordable price in the shopping complex crowded with stores and street stalls. The market sells a variety of clothes, kitchenware, toys, accessories, food, flowers and imported goods. Bukchang-dong and Sogong-dong have high-end accommodations including Lotte Hotel Seoul and Westin Chosun Seoul, duty-free shops, and restaurants serving traditional dishes.

The focal point of lively Insadong is its pedestrianized main street, which is crammed with teahouses and Korean eateries, plus shops selling traditional goods like pottery, tea and handmade hanji paper.