By Nicole Ng – published 18 Sep 2025
If you’ve been scouring TikTok for the best pointers on making the most out of your trip to South Korea, chances are that you’d have seen one of Joanne Yoon’s weather reports. Better known by her handle @jo.inseoul, the content creator’s videos have been popular amongst travellers who want a reliable source on what clothes to pack to prepare for Seoul’s unpredictable weather, which ranges from unbearably sunny summers to frigid winters.
When we asked her how it all began, Yoon explained that it was quite simple—she’d used the rooftop of her previous workplace to film an OOTD for TikTok, and mentioned the weather and the temperature in passing; not knowing that it’d take off and open multiple doors for her. Since then, Yoon has gained a following of over 70,000 on her personal TikTok account.
Photo: Courtesy of Joanne Yoon
Apart from her growing audience, her weather reports also led to her being discovered by K-Beauty brand Glow’s CEO. Glow is another name you’re probably familiar with, thanks to its bestsellers like the Not-Dry Concealer and Breathable BB Cream. Yoon was brought on as a freelancer before being hired as its Global PR Manager, where her duties include running Glow’s TikTok channel, managing global public relations and influencer partnerships.
Safe to say, Yoon knows her way around Seoul, from the top K-beauty trends right now, to up-and-coming neighbourhoods to visit. Below, a list of places to add to your Seoul itinerary, courtesy of the in-the-know local.
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When’s the best season to visit Seoul?
Photo: Courtesy of Joanne Yoon
Spring (March–May): Perfect weather to walk around and see the cherry blossoms, though lately they’ve been blooming later.
Photo: Courtesy of Joanne Yoon
Fall (September–November): Amazing foliage, best experienced in places like Nami Island or Namsan.
I would avoid summer if you hate the sticky humid hot weather where everything is gross. And on top of that, you have to deal with the monsoon and the bugs, YIKES.
What are your bag essentials?
For hot weather: sun umbrella, portable fan, sunglasses and sunscreen. I jumped on the sun umbrella bandwagon this year and it makes a HUGE difference, trust me.
For cold weather: heat packs, scarves, mittens, kimbap puffer (Korean slang for long, bulky puffer coats). Carrying heat packs is a game changer, especially if your hands get cold easily.
What are some beauty items that are actually popular in Korea right now?
This is a tough one because Korea’s beauty trends are constantly changing, but lately, glossy lip products have been making a comeback. They were out for a while but I’m seeing them everywhere again. Light eyebrows are trending as well, and brow bleaching has become popular. Brands like Entropy and Hemeko carry brow bleach kits.
What’s an up-and-coming neighbourhood in Seoul?
Photo: Courtesy of Joanne Yoon
Everyone talks about Seongsu and how lively it is with beauty brands taking over the neighbourhood, but I think there may be a migration to the Anguk/Seochon area, which is more traditional with a lot of culture.
Photo: Courtesy of Joanne Yoon
Several brands are moving there or are even already there! It is less crowded and definitely underrated, but I can see a shift in people visiting this neighbourhood more soon.
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What are the best hotels to stay in Seoul?
Four Seasons Hotel Seoul, Jongno: Near the palaces and Bukchon—perfect for comfort and sightseeing.
The Shilla Seoul, Namsan: Classic luxury.
Park Hyatt Seoul, Gangnam: Ideal for business travellers.
Lotte City Hotel, Myeongdong: Comfortable and tourist-friendly.
What are the best places to shop when in Seoul?
Photo: Courtesy of Joanne Yoon
Seongsu: It’s home to the biggest Olive Young, has tons of K-beauty flagships, Musinsa, and road-shop fashion brands.
Sinsa/Dosan: The famous Jennie Tamburins wall, Glow’s flagship store (come visit me!), plus Tamburins, Nonfiction, Numbering, and amazing food.
Hannam: Independent Korean labels, lively vibes, and very foreigner-friendly.
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Where are the best places to catch pop-ups or music events in Seoul?
Photo: Courtesy of Joanne Yoon
Seongsu is pop-up heaven. If you’re into beauty, lifestyle, fashion, and freebies from pop-up events, this neighborhood is a must-visit.
Korea has festivals year-round—K-pop, hip-hop, jazz, and more. It just depends on which month you’re visiting.
What are your favourite cafes, restaurants or bars?
Photo: Courtesy of Joanne Yoon
MOMO’s is one of my favourite cafes near my work. In Korea, a lot of coffee shops use coffee beans that are more acidic, but the coffee here is more woody and nutty, and the atmosphere is very cosy.
Photo: Courtesy of Joanne Yoon
If you want western fusion dishes, Sentinel is one of my favorites. They serve brunch all day. Get the dutch baby, you won’t be disappointed. There’s also mala pasta! And for dessert, don’t forget to get their homemade tiramisu, I always crave it.
Craving authentic Korean food? Go to Grandma’s Recipe, they have traditional food for when I feel homesick. There are lots of small side dishes and vegan options too!
What are some lesser-known travel hacks that would be useful for tourists to know?
If it’s your first time coming to Korea, definitely download these mobile apps: Naver Map or Kakao Map. Koreans don’t use Google Maps, so these are more used here. You can also go to most places in Korea via subway (even Busan) with SRT or KTX (high-speed trains).
For places to visit or things to see, I definitely recommend you follow these pages on Instagram: @seoultravel, @_seoulhotplace. You can find the latest hot spots, pop-ups and events there!
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10. What’s A Unique Souvenir To Bring Back From Seoul?
Golden Piece Yakgwa, the packaging itself makes it perfect for gifting. Or, apple cider vinegar jellies or the Condition drink. They don’t have either of these in other countries and if you get bad hangovers, these are the holy grails.
Can you give us a preview of what to expect next from Glow?
There’s honestly so much to look forward to from the brand! Here’s a little sneak peek: we have lip tints launching this December, a must-have moisturiser, a cushion foundation, and more blushes.