Jeonju Traditional Bibimbap Shop, Seoul
I don't like Insadong: it's touristy and gimmicky AF, and lined with price-gouging souvenir shops galore. Think Singapore's Chinatown, but several times larger and with even more artifice. The fact that foreign visitors outnumber locals wandering around Insadong says a lot about its trite attractions. BUT, we heard (from the wonderful concierge at the Four Seasons ) that there was an awesome bibimbap shop, "the best bibimbap in Seoul" they'd said, so we thought to do our "foodie" rep justice and brave the hordes. Located in the bowels of Ssamzie-gil, a distinctive mall right smack in the heart of Insa-dong, Jeonju Traditional Bibimbap Shop is so hidden away (it's located behind a bunch of children's art workshops), you would have to be looking for it to actually find it. There's hardly any foot traffic, but still the restaurant packs a full crowd, largely locals, during lunch. I suppose that's why Seoulites go to Insadong: just to