As a cultural strategist, my work takes me across the region as I explore new markets, mine local insights and connect with new consumers. Most recently I was in Seoul, a city voted for four consecutive years by millennial and Gen Z readers of a US-based travel media outlet as their favourite place to visit. Walking the streets of cool-kid neighbourhoods such as Hannam-dong, Seochon and Seongsu-dong on my usual market visits, I noticed something.