CITY

Seoul's unique mix of culture, art and style goes global, thanks to an unstoppable new wave of dynamic creatives

- FIONA BAE

Seoul is set to become one of the most influential style and culture hubs on the planet. It's a brave statement, perhaps. But that's what defines the Korean creators who are shaping Seoul: bold, brave and proud. Visit Seoul and you will instantly encounter keys to the success of contemporary Korean culture. Dynamic energy, speed and a remix of so many things (old and new, Western and Eastern, high fashion and streetwear, industrial and craftsmanship) welcome you - although it might make you feel slightly giddy.

'If love and hate have the same meaning, I love you, Seoul, I hate you, Seoul', sings RM, of South Korean boy band BTS, in his song Seoul, produced by Honne. Growing up and living in Seoul, that's how I felt about the city of over 10 million inhabitants, so intense and full of contradictions. From being one of the poorest countries in the 1960s, South Korea achieved remarkable economic growth, and such rapid social change enforced speed and fierce competition for Koreans to outperform.

A small country squeezed between China and Japan, it had an insatiable desire for external recognition, which fuelled its cultural exports, from music and drama to fashion.

If you ask Korean artists how they did it, they'll tell you that they are great at absorbing diverse cultural influences and remixing them to create something of their own. An extremely hard-working ethos keep us going until we are assured that something original has been created. As Koreans have delved deeper into identity seeking, Korean heritage has become a key influence. Keen to stand out from the crowd, Koreans once devoured foreign trends, but many now value our sense of place, our culture, traditions and the potential to rediscover our identity.