Letter from the Editor

“Addictive, perhaps. Something like a complicated love story, most certainly. An intense sense of aliveness, for sure.
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Seoul became my new hometown in 2008. Back then, a lot of people in Europe couldn’t even point out Seoul on a map.

In recent years, those of us who have lived our whole lives, or large parts of our lives here, have watched the city’s global fame grow.

I recently rewatched a show about Seoul that I co-produced with a team from SVT, the Swedish national television, in 2012. The way I describe Seoul in that show still stands: A year holds so much more in Seoul than anywhere else; in the middle of the speed, there are temples, markets, and palaces that make time stand still; the city stays up late, office buildings are often lit up after midnight, and bars are open any day of the week.

Addictive, perhaps. Something like a complicated love story, most certainly. An intense sense of aliveness, for sure.

Now, Seoul seems to be on everyone’s travel bucket list.

With Seoul Cult, we want to invite you to our city, our home. Deep into the culture and the society, curate what is beautiful, delicious, cool, interesting, and new. Guide you through the complicated and the speed, far from algorithms and tell you stories from this incredible city.