The seventh largest city in the world, the dynamic capital of South Korea is a bewitching mix of ancient and modern.

A cutting-edge cityscape of glass, steel and concrete skyscrapers tower over traditional wooden houses with tiled roofs and a maze of cobbled alleys in distinct, village-like districts. High-tech electronic equipment, neon signs clamouring for attention and glittering designer stores lie around the corner from night markets, ancient palaces and temples.

A tributary of the Han River winds through it all, bisecting the city, cooling the hot summers and offering moments of calm away from the crowds.

Founded 600 years ago by the Joseon dynasty, Seoul has a truly Asian heart (despite American influence and modernisation), which can be seen clearly in its distinctive, aromatic and healthy food, much of it vegetarian. People still visit traditional tea houses, the five elegant palaces host cultural performances, and the extensive museums and hugely successful contemporary Korean cinema with historic, cultural themes keep the ancient past alive.

Although 11 million people live in this city, it’s a safe and friendly place. Its people are one of its best assets; they may be somewhat shy, but Seoulites are kind, helpful and polite.

Although influenced by nearby Japan (Seoul is often dubbed the ‘new Tokyo’), Korea has a unique culture. Korea Sparkling, its new global tourism brand, hints at the nation’s vibrancy, concentrated in its buzzing capital, one of the economic powerhouses of Asia.

And, underneath the pulsing sociability and industriousness that infuse this bustling city, is a strong Buddhist tradition that gives Seoul its soul.