Growing up with Taiwanese parents, the allure of other Asian countries as cities has always been dominated by Japan. I suppose that can be said of most of the rest of the world as well. Considering how similar East Asian cultures are (after all, they once were all together), it’s strange how much more foreign Korea feels compared to Japan.

It is crazy to think about how in my lifetime Korea went from being shadowed by the reality of war to a global power with so much cultural influence. It’s crazy to think that as a child, K-pop and K-beauty and K-dramas meant nothing outside of Asian communities (and carried no more weight than C-pop or J-beauty). It’s crazy to think about how we went from a domination of Honda and Sony and Panasonic to the rise of Samsung and LG and Hyundai. The rise of Korean culture will be studied for generations.

But to understand the Korean exports is to understand Korean culture. The strong identity and tenacity of a society unwilling to fail. The intense need to put on your best face, to show a polished exterior, to dangle the shiny objects, to present the best to the world with a level of sophistication unmatched. And Seoul feels like the epitome of this all. In the streets, in the buildings, moving through the city you feel the pulse of this energy, pumping out what the world will consume, as efficient as it is flashy, alluring, dominating.

To enjoy Seoul you have to do two things: first, download Kakao or Naver or both and give in to the controlled ways of life in Korea. And second, check your bank account to make sure you can participate fully in the Korean brand of consumerism. Because you don’t understand the power of retail therapy until you have shopped in Seoul. This city has perfected experiential retail, surprise and delight, the behavioral economics that get people to spend more and more without thought. And it is a joyous experience. Different neighborhoods deliver different vibes. From the polished department stores in Gangnam to the curated shopping streets in Itaewon, from the chaos of Myeongdong to the more industrial turned pop up central of Seongsu to the student friendly shopping in Hongdae, there are endless opportunities to buy things. And at some point, you will lose the plot, but that is ok. That’s how you enjoy Seoul.

Seoul is the perfect city trip. There’s a few landmarks to see, sure, but most of your days can be spent shopping and eating and drinking and partaking in city activities without too much planning. The transportation network is efficient. The wifi is strong. The coffee shops are everywhere. It’s a city written for the internet, and so us children of the internet thrive here, whether it is the first time or tenth time, it is a city that feels like the perfect FYP, an algorithm that continues to deliver to anyone who seeks it.