Seoul, riding the Korean wave
Hallyu transformed Seoul into a top global destination; demand for authentic stays (hanok, Bukchon, Hongdae, Seongsu) is exploding.
A demanding framework
Foreign-tourist rentals require an Urban Minbak license: the host must reside in the home and host foreign guests only. Hanok stays have a specific regime. Unlicensed, non-hosted apartment rentals are widespread but legally risky — reform is under discussion. Declare income to NTS.
Rates
KRW 60,000-150,000/night standard; premium Bukchon hanok above 200,000. Peaks: cherry blossom, autumn, K-pop events.
Strategies
Compliance first (urban minbak with host presence), student/tech mid-term as a safe alternative, and direct booking: young international guests find stays via Instagram, TikTok and Google — an English CapDirect mini site captures them commission-free.