KEMA Column

Summer in Korea: A Journey in Search of Cool. From Classic Spots to Quiet, Off-the-Beaten-Path Retreats

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Summer in Korea is hotter than you might imagine. Between July and August, it’s not rare to see temperatures nearing 35°C (95°F), with humidity much like the peak of summer in Japan. Yet, the "closest foreign country"—just two and a half hours from Japan—remains a top choice for summer travel. From bustling classic spots to valleys, bamboo forests, and highlands still little known to Japanese travelers, this guide takes you on a journey through summer in Korea, centered around finding "coolness."

Where did Japanese travelers go in Korea last year?

Let’s start by looking at recent data. In 2025, approximately 3.65 million Japanese people visited Korea, far surpassing pre-COVID levels and setting a new record. The Korea Tourism Organization has set a target for a further 20% increase in 2026, aiming for 4.5 million. Travel across the sea has become so common that it’s no longer seen as something special—it’s now a part of daily life.

The primary purpose for travel is "food and shopping" at about 67%, followed by "beauty and health" at around 16%, highlighting the significant segment of travelers visiting specifically for cosmetics and hair care. Destinations have also shifted: from the one-time dominance of Myeong-dong to the popularity of Seongsu, known for its trendy cafes and refined shops. Furthermore, the focus on Seoul is gradually waning as more Japanese travelers head to local cities like Gangneung, Yeosu, and Gyeongju.

In other words, Korea travel is currently at its most interesting phase, where you can freely combine "where everyone goes" with "places yet to be discovered." In this article, we will introduce both.

Summer Classics Where Everyone Gathers: Evening Cool by the Han and the Beaches of Busan

Let’s start with the basics. On summer evenings in Seoul, the lawns of Han River Park fill with people spreading out leisure mats. Surrounded by delivered fried chicken and cooled by the river breeze while waiting for the city lights—it’s a scene familiar from Korean dramas, and travelers can enjoy it just the same. Parks in Yeouido and Banpo feature convenience stores, and "Han River Ramen" made in dedicated machines is a staple of summer nights. The "Moonlight Rainbow Fountain" on Banpo Bridge lights up in rainbow colors after sunset. Sightseeing during the day should be reserved for air-conditioned museums and department store basements, leaving the riverfront for the evening—this is the correct itinerary for a Seoul summer.

Another classic is Busan. As Korea’s second-largest city, it is also a premier beach resort. Haeundae Beach is lined with colorful parasols, and its shallow waters are perfect for families with children on their first beach outing. At the neighboring Gwangalli Beach, the night view blends the illuminated Gwangandaegyo Bridge with the glow of beachside cafes, showing a different face from the daytime. Just a 55-minute flight from Fukuoka—or reachable by high-speed ferry—it may be the most realistic "overseas beach" for an extended Japanese weekend trip. The ease of connecting the city and the beach via subway is something only Busan can offer.

The Golden Standard for Escaping the Heat: Gangwon-do and the Summer of Seoraksan and Sokcho

When Seoulites are asked, "Where to go in summer?", the first place they mention is Gangwon-do in the east. It takes about two and a half hours from the Seoul Express Bus Terminal to Sokcho. The moment you arrive, you will notice the air has changed. Before you lies the blue East Sea, and behind you stands Seoraksan National Park, often called one of the most beautiful mountains in Korea. With the 1,708-meter Daecheongbong Peak as its centerpiece, it boasts jagged rock peaks and clear, flowing valleys. As noted, the trend of Japanese tourists venturing out to areas like Gangneung in Gangwon-do is growing, making it a high-interest destination for those looking for "what's after Seoul."

You can enjoy the coolness of Seoraksan even without intensive hiking. Take the cable car up to Gwongeumseong Fortress to encounter the mountain breeze and a panoramic view that reaches all the way to the sea without breaking a sweat. The walking path to Sinheungsa Temple at the base is shaded by trees and filled with the sound of mountain streams. After descending, try Sokcho specialties like squid sundae (stuffed squid) or mulhoe (cold raw fish soup). This luxury of having the sea, the mountains, and great food within a few kilometers is unique to Gangwon-do.

Coolness at 700 Meters: Daegwallyeong, Walking Through the Highlands with Sheep

Also in Gangwon-do is another summer retreat still unknown to many Japanese travelers: Daegwallyeong in Pyeongchang. This area, famous as a stage for the Winter Olympics, is a highland plateau at an elevation of about 700 meters, where it is chilly enough to need a jacket in the mornings and evenings even in midsummer. At the "Alps of Korea" sheep farm, flocks of sheep graze across gently rolling green hills, while white wind turbines rotate slowly on the ridges. The walking path that loops around the farm along wooden fences takes about 40 minutes. In the silence broken only by the sound of the wind and the bleating of sheep, the bustle of Seoul feels like a distant memory.

Access is about 90 minutes from Seoul to Jinbu Station or Gangneung Station via KTX, followed by a 30-minute taxi or bus ride. Combining this with the coffee culture of Gangneung (a world-class city for cafes) for a 1-night, 2-day "Highland and Sea Coffee Journey" is a standard course for the younger generation in Korea today.

Cooling Off in a "Hermit's Playground": The Hidden Gem of Mureung Valley

Located in Donghae City, Gangwon-do, Mureung Valley is a hidden retreat rarely found in Japanese guidebooks. Its name comes from "Mureungdowon," meaning a utopia, and it has long been called a "playground for hermits." Clear mountain streams flow smoothly over "Banseok," a flat granite rock face said to be large enough to seat thousands—a sight found nowhere else in Korea. It is a place where Silla scholars and Joseon-era calligraphers once carved poetry into the rock face; a valley that embodies the Korean "original landscape," where coolness and elegance coexist.

The walking path along the valley is shaded, keeping the air cool even in midsummer. A 30-minute walk deeper brings you to the basin of Yongchu Waterfall. While weekends can be busy with local families soaking their feet in the shallows, mornings on weekdays offer an almost private serenity. Donghae City is just one stop from Gangneung via KTX; adding just half a day to your Sokcho-Gangneung trip allows you to encounter an "authentic summer escape" that hasn't been over-commercialized.

Jeju Island: Beyond Just the Sea—Saryeoni Forest and Manjanggul Cave

Just two and a half hours by direct flight from Narita or Kansai, Jeju Island is often called the "Hawaii of Korea." While many think of emerald seas, what is truly refreshing in Jeju during the summer are its "forests" and "caves." Saryeoni Forest, located halfway up Hallasan Mountain in the island's mid-mountain area, is a 10km-long path lined with straight cedar and cypress trees. Being at a higher elevation, it feels several degrees cooler than the coast, and the only sounds are bird calls and your own footsteps in the dappled sunlight. Known by locals as a "healing forest"—so much so that some visit specifically on foggy days—it is a place where even the weather transforms the scenery. Walking just 30 minutes from the entrance and turning back is enough to soak in the tranquility.

For even more cool air, visit the Manjanggul Lava Tube, a UNESCO World Natural Heritage site. As one of the largest lava tubes in the world, spanning over 7km, the public section remains between 11°C and 21°C year-round. It is a natural air conditioner that will make you reach for a jacket even in midsummer. Experience the sensation of your sweat simply vanishing.

Where Bamboo Winds Blow: The Green Shade of Damyang Juknokwon

Damyang in the southern Jeollanam-do province is a small town known as the "Home of Bamboo." Juknokwon, in the heart of the town, is a garden spreading across 310,000 square meters of bamboo forest. The bamboo leaves overhead block the sun, and the perceived temperature inside is said to be 4–7 degrees cooler than outside. The sound of wind passing through the bamboo and the rustling of leaves—this is where you can understand the meaning of "green shade" with your whole body.

To reach Damyang, take the KTX to Gwangju (about 2 hours) and then a 40-minute bus ride. After the bamboo forest, walk the more than 2km-long Metasequoia tree-lined path, and enjoy local specialties like tteok-galbi (Korean-style hamburger patties) and bamboo-steamed rice. Unlike Seoul or Busan, the "summer in the countryside" of Korea is here. With almost no Japanese tourists, the memories of your trip will be uniquely yours.

Finding Stillness in Seoul: Eunpyeong Hanok Village and Bukhansan Mountain

If you don’t have time for a long trip, you don't have to give up on finding peace. In the northwest of Seoul, Eunpyeong Hanok Village is a beautiful area featuring traditional hanok houses set against the greenery of Bukhansan Mountain. It’s just a 10-minute bus ride from Gupabal Station on Subway Line 3—less than an hour from Myeong-dong or Hongdae. Yet, because it isn't as touristy as the Bukchon Hanok Village, you can practically have the view of tiled roofs and mountain ridges to yourself in the morning.

The best part of this area is the "mountain-view hanok cafes." Spending an afternoon with the jagged peaks of Bukhansan filling the large windows, enjoying a cold traditional tea or patbingsu (Korean shaved ice), offers a level of quiet that makes you forget you're in Seoul. A walk to the adjacent Jingwansa Temple offers even more solitude along the stream-side approach. This is where you can experience how Seoulites skillfully spend their summer: "Taking a deep breath in nature, right in the middle of the city."

When to Go? Summer Travel Tips for Japanese Visitors

Choosing the right time takes a little strategy. Korea’s rainy season (jangma) typically runs from late June to mid-July, slightly later than in Japan. Once it ends, the season of "Sambok"—the hottest time in Korea—begins. Late July to early August overlaps with domestic Korean school holidays, making beaches and resorts at their busiest. The period corresponding to Japan’s Obon holiday is actually a great time to visit, as the peak crowds in Korea have already begun to subside. If you prioritize fewer people, aim for weekdays immediately after the rainy season or a "late summer trip" from late August to early September. The sea still feels like summer, but the waves of people have receded.

For your luggage, along with a parasol and hat, bring a "light cardigan." Air conditioning in Korean subways and cafes is often stronger than in Japan, and spots like the Manjanggul Cave or Daegwallyeong highlands can feel chilly even outdoors. For city strolls, a T-money card and a smartphone map app are all you need. For travel to local regions, booking KTX tickets in advance is recommended.

During the Sambok period, Koreans eat samgyetang (ginseng chicken soup). It is the very Korean summer wisdom of "treating heat with heat" (i-yeol-chi-yeol). Sweating over a hot bowl of samgyetang after cooling off in a valley—such contrasts are part of the joy of summer in this country.

For Hair Traveling Through a Korean Summer

By the way, the thing that may take the most damage during a summer trip to Korea is actually your hair. Intense UV rays, sweating, high humidity, and the stark contrast in dryness from air-conditioned indoors create an environment where frizz, volume, and a sticky scalp all hit at once. In an era where about one in six Japanese visitors to Korea cite "beauty and health" as their travel purpose, if you're walking the home of beauty, you should keep your hair in top shape during your trip.

What Korean women never skip, even while traveling, is "leave-in care." Applying oil or balm before styling your hair in the morning creates a protective film on the hair surface against UV rays and humidity. Resetting your sweaty scalp properly at night is just as important. Following these two steps will change how your hair looks in photos throughout the latter half of your trip. Keep a reliable bottle in your travel pouch.

For Your Travel Pouch: KEMA Popular Items

KEMA Penta S Oil

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Heat-responsive oil that wraps hair thoroughly without stickiness. Maintains elegant shine and smooth texture even under strong sunlight. For your morning finish while traveling.

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KEMA Leave-in Balm

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A leave-in balm that lightly tames frizz and dryness caused by humidity. Does not weigh hair down—a reliable companion for sightseeing on humid days.

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KEMA Scalp Shampoo

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Refreshes a scalp tired from sweat and sebum. With a light mint scent, it turns your night bath after a long day of walking into a treat.

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KEMA: Inheriting Korean Aesthetic Consciousness

Whether it’s the bustling seaside or an empty forest path, both are authentic aspects of a Korean summer. What matters is choosing the balance between heat and stillness yourself. The philosophy of "order, balance, and harmony" that KEMA promotes is based on the same concept. With our moisture-and-heat approach that captures the balance of both, and a formulation that delivers ingredients deep into the hair using advanced liposome technology—hair, too, can maintain its beauty during the unstable summer by staying in "equilibrium." Take along Korean-born hair care as a partner on your journey in search of cool.