The article discusses new tourism start-up projects launching in 2018 in Seoul, South Korea. These projects offer unique and personalized experiences for tourists beyond what guidebooks and online resources can provide. One such project is “Seoul Selection,” which offers customized tours with local guides, allowing tourists to experience Seoul like a local. Another start-up, “MyRealTrip,” offers personalized travel itineraries and experiences suggested by local experts. “PlayPlanet” offers unique experiences such as cooking with locals and plastic surgery experience tours. These start-ups aim to enhance tourists’ experiences of Seoul and provide a more personalized touch to their travel plans.