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Five ready-made starting points — first-timer, repeat visitor, food, BTS, or shopping. Pick one, trim it to taste, and it lands in your itinerary.

First-timer12 spotsThe can't-miss Seoul greatest hits Been before13 spotsDeeper cuts for a repeat trip Food-based15 spotsMarkets to riverside ramyeon BTS / idols16 spotsThe K-pop pilgrimage Shopping-based14 spotsK-beauty, fashion, character flagships