"There's so much more than PSY, bibimbap and Gangnam," says Jung Bae, 40, of Seoul, her hometown that was recently featured in T's travel issue. It's understandable why Bae, an artist and self-professed "cultural mediator," has grown weary of the global spotlight on one singer, one bowl of food, and one neighborhood. And as someone who's juggled multiple creative professions - writer (the author of two books: "The Devil Wears Cheap Prada" in 2007 and "Shopping and the City" in 2006), the former editor in chief of Nylon Korea, the current creative director of Absolut Vodka Korea and Kiehl's Korea, and the current publisher of the art tabloid Hello, Garosu-gil (translation: tree-lined street) - Bae doesn't mind the mainstream. But what she really loves is seeking out neighborhoods and establishments that lie at popularity's tipping point. Take, for example, Bae's decision to move her office last summer from the bustling, ever-crowded Garosugil in Gangnam to a sleepy back street in Jong-no, Gangbuk. It's an area that's easy for tourists to miss, but impossible to ignore - with its quiet, narrow walkways and charming, historic buildings - once you've stumbled upon it. "My new office neighborhood reminds me a lot of New York City's meatpacking district, before it became crowded and developed," Bae says. Here, Bae opens up her little black book to share her favorite things and places in Seoul. Current home: I live in Sangam-dong, Mapo-gu, near the World Cup Stadium. Current playlist: Pop singer Cho Yong Pil's new album. This is his 19th album, and the title song is called "Bounce." He's 64 years old, but his songs don't sound old at all. He's amazing! Currently reading: "Mom, How Could You Do That ..." by Lee Choong Keol. He's an author who's also the editor in chief of GQ Korea. Bookstores: LA Book (516-12 Sinsa-dong, Gangnam-gu) and Gagarin (122-12 Changseong-dong, Jongno-gu). These are interesting, edgy secondhand shops. Coffee shops: Lay Bricks (555-13 Sinsa-dong, Gangnam-gu) and Gye-dong dabang (133-6 Gye-dong, Jongno-gu) because they roast their beans in-house. Bakeries: Le Alaska (653-9 Sinsa-dong, Gangnam-gu) and Publique (311-1 Sangsu-dong, Mapo-gu) have delicious, French-style baked goods. Bar: For my vodka fix, I head to Encore Monlit (529-6 Sinsa-dong, Gangnam-gu). Restaurant: I love food, and I love drinking. Ikkoi (301-7 Itaewon-dong, Yongsan-gu) is the perfect place to enjoy both. It's very cozy and very private. Nightclub: Glam Lounge (116-1 Itaewon-dong, Yongsan-gu). Clothing boutique: Around the Corner (532-5 Sinsa-dong, Gangnam-gu) is a cool, young Korean designers" multishop (a boutique that showcases multiple brands under one roof). Stationery store: MMMG (153 Anguk-dong, Jongno-gu) has the neatest stationery in the world. It's also a fantastic place to buy quirky gifts. Korean designers people should know about (but might not): Caruso by Jang Kwang Hyo and CY Choi by Choi cheol yong are hip, upcoming men's-wear designers. Women's-wear label Johnny Hates Jazz by Choi Ji-hyung is both chic and casual at the same time. Hair salon: I recently discovered Stay (544-20 Sinsa-dong, Gangnam-gu). It's a very private hair salon, and available only by appointment. Place to buy skin care: Naturally, I like Kiehl's products (142-2 Sogyeok-dong, Jonno-gu). Magazines: CeCi is the top young fashion and culture magazine in Korea, but I also like reading men's magazines, like GQ Korea. Eloquence Magazine is also good! Museum: Culture Station Seoul 284 (1 Tongil-ro, Jung-gu) is a unique and dynamic space, which used to be a city train station. Library: Hyundai Card Design Library (129-1 Gahoe-dong, Jongno-gu) is the largest design book library in the world, making it a must-see for all design fans. Way to relax in Seoul: I love going to jjimjilbangs (Korean bathhouses). My favorite one is Spa Lei (8-22 Jamwon-dong, Seocho-Gu). It's a women's-only bathhouse, and is even open 24 hours! I also like jogging at the Han River Hangang Park (hangang.seoul.go.kr) and camping at Hangang Nanji Camping Park (487-257 Sangam-dongm Mapo-gu).