Seochon's Best Bites, According to Korean TV
So here's the thing about Seoul β just when you think you've discovered every hidden gem the city has to offer, a TV show comes along and reminds you there's still so much more to eat. This week, SBS's long-running lifestyle program Live Today (μλ°©μ‘ν¬λ°μ΄) β think of it as Korea's answer to a daily food and life discovery show, airing weekday evenings at 6 PM β shone its spotlight on Seochon Village, a charming historic neighborhood tucked just west of Gyeongbokgung Palace in Jongno-gu, Seoul.
The episode, themed "Seochon BEST 3," introduced three restaurants that have quietly become neighborhood staples. And if you know anything about how Korean food culture works, getting featured on Live Today basically means you're about to have a very long line out the front door.
Pure Buckwheat Noodles That Have Stood the Test of Time
First up is a pure buckwheat makguksu (μλ©λ°λ§κ΅μ) restaurant in Tongin-dong, Jongno-gu. Now, makguksu is a cold buckwheat noodle dish that originated in the Gangwon Province region of Korea β it's refreshing, nutty, and deeply beloved, especially in warmer months. What makes this particular spot stand out is that it's been around long enough to have appeared on not just Live Today, but also on other popular Korean TV shows including Live This Morning, 2TV Live Info, and the cult-favorite Master of Living (μνμ λ¬μΈ), a show dedicated to uncovering artisans who have mastered their craft. The signature items here are the classic buckwheat noodles and an abalone makguksu variation β yes, abalone on cold noodles, and apparently it works beautifully.
Sweet Potato Gnocchi in a European-Style Hot Spot
What's really interesting is the second pick β a restaurant in Nusang-dong serving sweet potato gnocchi (κ³ κ΅¬λ§λ¨λΌ). This is the kind of place that feels a little unexpected in a traditional Seoul neighborhood, and that contrast is exactly what makes it exciting. The menu reads like a modern European bistro with a Korean twist: alongside the signature sweet potato gnocchi, you'll find dishes like clam escargot, octopus salad, spinach pesto pasta, Korean Hanwoo sirloin steak, and bisque pasta. It's the sort of spot that's been quietly buzzing on social media before TV officially gave it its crown.
Old-School Dumplings Done Right
Rounding out the trio is a Chinese-style dumpling restaurant in Chebu-dong that the show describes as beloved by everyone who passes through. The star is the gyoza-style pan-fried dumpling (κ΅μλ§λ), but the menu goes well beyond that β steamed bao dumplings, boiled dumplings, Korean-Chinese black bean noodles (μ§μ₯), spicy seafood noodle soup with brisket (μ°¨λ짬λ½), sweet and sour pork, crispy eggplant, and more. It's the kind of no-frills, deeply satisfying menu that keeps neighborhood regulars coming back for years.
Whether you're a local Seoulite looking for your next dining adventure or a visitor wanting to explore beyond the tourist trail, Seochon's combination of history, indie culture, and food makes it one of the most rewarding neighborhoods to wander through.
K-Beauty Goes High-Tech: ASCEplus Pro Launches a Pop-Up in Seongsu
Meanwhile, on the other side of Seoul, something exciting is happening in Seongsu-dong β a neighborhood that has rapidly transformed from an old industrial district into the city's trendiest cultural hub, often described as "Seoul's Brooklyn." And right now, it's hosting a pop-up that's drawing attention from both beauty insiders and curious passersby.
Exosome Skincare Comes Home
ASCEplus Pro, the home-care skincare brand from ExoCoBio β a global leader in exosome biotechnology β has set up shop at KOLLAB KOREA in Seongsu, running through June 9. If you're not familiar with exosome technology, here's a quick breakdown: exosomes are nano-sized extracellular vesicles that have gained significant attention in dermatology for their ability to support skin regeneration. They've been used in high-end aesthetic clinics and dermatology settings for a while now, but ASCEplus Pro's whole concept is bringing that clinic-grade experience into your home β their tagline, fittingly, is "From Clinic to Home."
ExoCoBio developed the brand to translate the kind of skin-conditioning routines typically found in professional aesthetic settings into a premium home-care product line. Think of it as the bridge between your dermatologist's office and your bathroom shelf.
More Than Just Products on a Shelf
The pop-up at KOLLAB KOREA isn't just a retail experience β it's been designed as a full brand immersion. Visitors can try ASCEplus Pro's flagship products firsthand, participate in guided skin-care routine programs, and engage with SNS events set against an aesthetically curated space. It's the kind of experiential marketing that K-beauty brands have become remarkably good at, and Seongsu is the perfect backdrop for it.
"Through this KOLLAB KOREA pop-up, we hope more consumers both domestically and internationally can directly experience the new standard of exosome-based home care," an ASCEplus Pro representative said. "We plan to continue leading the premium home aesthetics market on the foundation of our global exosome technology."
The pop-up runs until June 9 at KOLLAB KOREA in Seongsu-dong, with special on-site promotions available for walk-in visitors. If you're in Seoul between now and then, it's worth adding to the itinerary β especially if you're a K-beauty enthusiast curious about where the industry is heading next.
Two Very Different Sides of Seoul, One Weekend Worth Exploring
So here's the picture this week paints of Seoul: on one end, you have Seochon β a neighborhood where centuries of history live side by side with buckwheat noodle shops and fusion bistros. On the other, Seongsu, where cutting-edge biotech meets lifestyle design in a pop-up that's equal parts science and style. That contrast, honestly, is what makes Seoul one of the most dynamic cities in the world right now. Whether you're there for the food or the beauty, there's always something new to discover.
This article is based on reports from Topstarnews, Megaeconomy, Tbs.
