Seoul is the capital city of South Korea, the once war-torn country whose electric path to industrialization made other developing countries pale in comparison. Now home to nearly half of the nation’s population, this intensely populated city was able to quickly absorb a myriad of cultures and radiate an energy all its own. Creativity, in short, is boiling over in what is now one of the world’s hottest “it” cities. In this book, we explored six of Seoul’s various lifestyle scenes. And through those scenes, we were able to look at the city and its inhabitants as a brand.