In the heart of Seoul, a city that pulses with the energy of the future while whispering the secrets of dynasties past, a unique hospitality philosophy thrives. It is a model that seamlessly integrates the deep-seated Korean concept of Jeong (정) — a profound, empathetic bond and sense of heartfelt connection that is central to Korean culture — with cutting-edge innovation and cultural depth. For the global hospitality professional, Seoul is not just a destination; it is a masterclass in the future of high-touch, high-tech luxury service.