Seoul: A city leading the charge in modern culture

At the heart of global cultural trends, Seoul is driving the K-Pop and K-Drama phenomenon, with BTS reigning as the world's best-selling band and 'Parasite' claiming the Academy Award for Best Picture.

A unique blend of cutting-edge tech and deep respect for heritage has made Seoul one of the most exciting and influential cities of the 21st century.

Here, K-Pop stars interact with fans in the metaverse, while older generations embrace technology to celebrate and preserve the city's rich history.

A viral sensation on YouTube

As a key figure in Seoul's entertainment scene, Jaejae offers unique insights into the phenomenon of K-Pop and K-Drama. She interviews top stars from Korean music, film, and television on the MMTG YouTube channel, which boasts nearly two million subscribers. Along the way, Jaejae herself has become a household name in Korea.

Her videos feature in-depth conversations with major stars like rapper J-Hope, K-pop group Tomorrow x Together, and Seventeen. Their fame, much like Jaejae’s, has skyrocketed in recent years, driven by Korea’s fascination with new technology and its ability to connect artists with fans worldwide.

Jaejae believes that Koreans' heavy use of the internet and social media has played a crucial role in transforming Seoul into a global cultural powerhouse.

'People are drawn to captivating things,' she says. 'They snap pictures or record videos… everything they capture gets shared online, and that content spreads globally. That’s how K-Pop and K-Drama are making their way around the world.'

Jaejae sees herself as part of the M-Z Generation, bridging the gap between Millennials and Gen Z. She emphasizes that the world she represents embodies a new perspective she calls 'Newtro'—a blend of today’s digital culture with a nostalgia for the 1980s and 1990s.

'Retro plus new: Newtro,' she says. 'This term is gaining traction in Korea.'

It’s on display, she says, in the vibrant and popular gaming arcades, where classic and modern games coexist, and locals spend hours playing new releases in an undeniably retro atmosphere. It’s also clear at Seoul’s historic Gyeongbokgung Palace, where young people wear traditional hanbok dresses to feel more connected to the city’s rich heritage.

Where the old meets the new

Newtro isn’t just for the younger generation. It’s for the young at heart as well, those who embrace Seoul’s timeless traditions while using modern tools to spread the word.

Hyunju Cho, a former graphic designer, goes by the name Pearlysien on her YouTube channel. She describes it as a platform where she showcases how the older generation can still immerse themselves in the world of K-Media and culture, from food to fashion. On her channel, she shares her European fashion finds and offers recommendations on the best places to savor Seoul's most popular dishes.

'Why do YouTube?' she says, strolling through a food market in search of mini sushi she calls 'drug kimbap.' 'Because I’m retired. For Koreans of my generation, retirement often feels like the end of life. It’s hard to start something new. But I wanted a fresh start.'

In addition to food tips and life advice, Pearlysien is eager to use YouTube as a way to teach younger generations. As a fun-loving, adventurous 60-year-old, her main message is simple: the secret to staying K-Cool is always trying something new, whether it’s a spicy sushi roll or an outfit that’s totally different. A lesson worth embracing.

A timeless tradition

Even Seoul’s traditional Korean bathhouses and saunas reflect the city’s blend of old and new. These spots, scattered throughout the city, offer locals a chance to unwind and connect with the community.

Called jjimjilbang, these aren’t luxury spas but communal places where visitors strip down and scrub away the day’s stress after a long workday. The heat is embedded in the very walls and atmosphere, an inescapable part of the experience for everyone who enters.

There are several strict rules. No clothes allowed. Everyone must wash off before entering the baths. Long hair should be tied up while in the bath. Toiletries, aside from basic soap, are typically not provided.

Exfoliation is a major focus at jjimjilbang, with special scrubbers and towels often available for purchase. Some places even offer treatments aimed at leaving visitors scrubbed and refreshed.

This Korean ritual is elemental. It’s all about water and fire, offering a chance to cleanse, exfoliate, and leave the day's stresses behind. In some cases, guests can enjoy spicy, hot meals afterward. Inside the baths, it’s a true sense of escape from everything.

History at your fingertips

While the jjimjilbang baths provide an escape from the everyday, a stark contrast is found just beyond the towering skyscrapers and apartment complexes surrounding Seoul.

The DMZ, marking the border between North and South Korea, lies only a few miles from the heart of Seoul. It serves as a powerful reminder of the region's tense political landscape. The Korean Peninsula has been divided since the mid-20th century and remains a focal point of global tensions. The DMZ spans 160 miles and forms a two-and-a-half-mile-wide no-man’s land.

The DMZ is home to the Joint Security Area (JSA), also known as the Truce Village, where US and South Korean forces maintain a significant presence. It was also the site of the 2019 meeting between former US President Donald Trump and North Korean leader Kim Jong-un. The two Koreas remain technically at war, even after the Korean War (1950-53), making the area highly guarded.

'For me, being up here feels almost unreal,' says Lieutenant John Paul Mulligan of the United States Navy. When asked about the possibility of visitors crossing the border into the JSA, Mulligan emphasizes the importance of training.

'I’d say the soldiers here are thoroughly trained in their PPRs (pre-planned responses), but they’re also skilled in de-escalation and preventing international incidents,' he adds.

The proximity of such a border to Seoul feels, as Mulligan puts it, surreal. In the heart of the city, surrounded by tech-savvy youth and futuristic landscapes, this reality often seems far removed. Yet the tensions it creates remain ever-present, with missile tests and the looming threat of war always just beneath the surface.

All South Korean men between the ages of 18 and 28 are required to serve in the military, with very few exceptions. All seven members of BTS are set to fulfill this duty, with Jin enlisting in December 2022. Soccer star Son Heung Min completed his service in 2020, although he and his teammates were granted a reduced stint after their victory at the 2018 Asian Games.

This sense of patriotism, combined with the pride in K-Pop, K-Drama, and the Newtro movement, makes Seoul a truly unique city. It expertly blends cutting-edge modernity with a deep respect for tradition, a balance that can be felt throughout society.