It may be called the Land of the Morning Calm, but Seoul s address system can literally drive a person crazy. Add a language barrier, and a highly challenging traffic problem and it s no wonder visitors can feel overwhelmed. Persevere and this city yields copious fascinating and super-smart hidden treats and treasures. Go on, be brave you re going to love it heart and Seoul. Want to find Seoul s master couturiers, hippest fashion designers and best tailors? Want to savour the city s finest traditional, modern or temply-style Korean cuisine? Want to learn the delicate art of Korean sauna, or find the most luxurious spas? Want to find shoe and jewellery designers selling glamorous, made-to-order creations? Want an invaluable 24-hour, 17 language telephone interpreter service? Want the best of the best and avoid the rest?"