Bringing Korea’s Hidden Stories to Life
Our journey started from frustration.
Back in the 1990s, I studied Korean history at university, captivated by the depth of its dynasties, folklore, and culture. When I moved to Korea in 2004, I was eager to see it all come to life. But what I found was disappointing.
Historic sites were sterilized—stripped of their soul. The guided tours I took felt like lectures on architecture rather than glimpses into the past. A palace was reduced to measurements of its columns. A fortress wall was a list of old district names. It was accurate information, but it was lifeless.
Worse, the tours treated foreign visitors like children. There was propaganda, rehearsed scripts, and food that lacked any of the bold, unapologetic flavors that define Korea. It was a surface-level experience, and I knew Korea had so much more to offer.
So, I did what I do best—I started telling Korea’s real stories myself.
From a Blog to a Movement
In 2004, I launched Korea’s first food blog, ZenKimchi, to share the incredible food I was discovering. Soon, the world took notice. I was featured in The New York Times in a story about Korean fried chicken, and from there, everything snowballed.
Before long, I found myself consulting and appearing on TV shows like Parts Unknown with Anthony Bourdain, Bizarre Foods with Andrew Zimmern, and John Torode’s Korean Food Tour. Media crews turned to us as fixers and experts, knowing we could take them beyond the surface and into Korea’s hidden layers.
But we didn’t just want to help TV shows tell better stories. We wanted you to experience Korea like we do.
Not Just Tours—Experiences
In 2010, we officially launched our tour business. But let’s be clear: these aren’t tours.
Our food tours don’t follow the well-trodden streets lined with tourists sampling the same predictable dishes. Instead, we take you to hidden haunts where locals gather, places where the grills sizzle, the drinks flow, and the conversation lasts all night. It’s not about checking off a list—it’s about feeling like you’re part of Korea.
Our dark history tours don’t just recount historical facts—they plunge you into the eerie and fascinating folklore that has been whispered through generations. Our hikes aren’t just about the trail—they’re about the shamanic traditions, legends, and hidden spots that most travelers will never hear about.
We create experiences that make you feel like an insider.
Exclusive, Private, and Unforgettable
As we’ve grown, we’ve introduced Black Label private and corporate experiences, designed for those looking for something even more intimate and unique. Whether you’re a business seeking an unforgettable team outing or a group of friends craving a once-in-a-lifetime adventure, we tailor experiences to your interests.
We’ve also expanded into Excursions, road trips that take you beyond Seoul’s tourist traps. Because let’s be honest—why would anyone travel halfway around the world just to visit a fake French village?
Instead, we take you to forgotten treasures—places that even the most well-connected influencers haven’t found. Think secret mountain eateries where grandmothers serve up food passed down for generations. Think eerie, abandoned sites steeped in history. Think landscapes so stunning you’ll wonder why no one has put them on a postcard yet.
Why ZenKimchi?
Because we’re obsessed with showing you the real Korea.
Because we refuse to let history be reduced to measurements and food be watered down for tourists.
Because we believe the best travel experiences don’t happen in a museum—they happen when you’re sitting shoulder-to-shoulder with locals, eating something incredible, and hearing the stories that bring a place to life.
If you’re ready to go beyond the guidebooks, beyond the tourist trails, and into the soul of Korea, you’re in the right place.
Joe McPherson
President
ZenKimchi Experiences