The leading Italian daily La Repubblica on May 21 published a three-page feature on Seoul in its weekend edition.
The newspaper called the capital "a symbol of extraordinary culture and economy newly emerging ranging from music and cinema to cutting-edge technology and fashion."
Yonhap News of Korea on May 25 said many foreign media outlets have covered K-pop acts like BTS and BLACKPINK, the hit drama "Squid Game" and film "Parasite," but La Repubblica provided a multifaceted look at the cultural and economic aspects of Seoul.
The writer of the feature Gianluca Modolo, the daily's Beijing correspondent, began by introducing Incheon International Airport and moved on to leading Seoul tourist attractions such as COEX Mall, Gyeongbokgung Palace, the shopping district Myeong-dong, Namdaemun Gate, the traditional arts section Insa-dong, Dongdaemun Design Plaza, Leeum Museum in the city's Hannam-dong neighborhood, and the trendy neighborhoods of Itaewon and Hongdae.
Visitors to Seoul from around the world think of the BTS, BLACKPINK and K-drama characters of the future, Modolo said, and just like in Hollywood in the past, people are now seeking a "life-changing" experience in Seoul.
"Korea within a short time went beyond economy to be reborn as a cultural power," he added. "Hallyu (Korean Wave) has conquered the entire world. Hallyu began 20 years ago and has now spread worldwide."
Mondolo said the world's most famous brands are focusing on Seoul as shown by Gucci's fashion show on May 16 at Gyeongbokgung and one by Louis Vuitton on April 29 at the Jamsugyo Bridge over the Hangang River.
"A country severely damaged by war 70 years ago has been reborn as a world cultural power," he added. "For decades, the nation's image was recognized through cars, cell phones and corporations like Hyundai and LG while those interested in Korean cinema, music and TV programs were limited to a small number of consumers or those in Asia."
"In this situation, the Korean government led the way through its investment and support," he said. "The soft power developed in the culture sector has allowed this small country, whose area is a third of Italy's, to stand tall at the center of Asia and the world."