today within the traditional inner district of the Chosen dynasty’s (1392–1897) capital, Hanseong – modern Seoul. From a bespoke eight-metre wet bar set in Italian terrazzo tile, J Hidden House offers curated coffees, teas and refreshments, as well as a tailored menu of bakeries and spirits cultivated by Korean food and beverage companies. J Hidden House’s proprietor Grace Jun said Seoul has become a destination for the world to visit and Korea’s rich culture has so much to offer.   “This establishment is a fusion of our country’s traditional heritage and dynamic modernisation by coupling a cutting-edge modernity within the protected, mindful walls of a ‘hidden’ hanok that was built before the Korean war and has stood the test of time. Our aim is to provide locals and tourists from around the world with a location and a curated food and beverage offering on calibre with any destination cafe in the world, while offering what is uniquely and proudly Korean.” Located in an exclusive “hidden” but immediately accessible location in downtown Seoul, the destination offers a vision of an earlier and more tranquil age despite being centrally situated in Dongdaemun, one of city’s busiest commercial districts and a major tourist destination for shopping and historical sightseeing. According to the Korea Tourism Organization, visitors to Korea in the first half of this year increased by 6.9 per cent year on year to 7.22 million. When excluding Chinese visitors, the number of tourists increased 12.2 per cent year on year to 5.05 million people, the largest-ever recorded number of inbound tourists to date.