While most will recognise Seoul as the capital of K-pop, I learnt on a recent visit that there is more to the city than meets the ear. After two all-consuming days of business meetings about technology transfer, I was ready to hit the streets and sample (OK, consume) more of the local culture.

It is hard not to be overwhelmed by options in this megacity of 10 million-plus that also happens to have the world’s fastest internet and most engaged users. Indeed, when it comes to retail, virtual navigation is highly recommended before setting out. I say this with the wisdom that comes with hindsight.

Arriving by taxi at Dongdaemun market, recommended by my hotel concierge as a shopping experience that would make me forget all others (how could I resist?), I nearly collapsed from sensory overload. This “market” actually spans 10 city blocks and has 30,000 speciality shops and 26 malls, many open 24 hours a day. In my first hour at the market, I watched a modelling competition, perused plumbing supplies, ogled a wide range of oddly coloured contact lenses, snuggled with tiny furry animals in myriad pet stores, and sampled an array of hyper-sweet street desserts.