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British woman who shows tourists around North Korea explains what people have ‘wrong’ about the country

Home> Lifestyle> Travel

Updated 09:40 31 Mar 2025 GMT+1Published 09:38 31 Mar 2025 GMT+1

British woman who shows tourists around North Korea explains what people have ‘wrong’ about the country

Her tours include a one-hour safety meeting with three strict rules

James Moorhouse

James Moorhouse

A British woman who shows tourists around North Korea says she wants to tackle 'misunderstandings' about the country and wants to highlight how 'amazing' is it.

Zoe Stephens has visited the East Asian country more than 30 times in the past nine years and suggests that it's a very 'normal' place to live.

A man who escaped from North Korea and has shared the tough restrictions the government imposes if you buy a TV might just disagree.

For citizens, 'crimes' such as having the wrong haircut or not gaining the correct travel permissions when visiting cities could easily land you in jail.

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But Zoe wants to show people across the world the 'human side' of the country with her viral videos on TikTok (which will probably have to be posted when she gets home due to the restricted internet access over there).

Brits were only recently allowed back into the country, which is ruled by supreme leader Kim Jong-un, following a five-year hiatus thanks to the coronavirus pandemic.

Zoe loves the people in North Korea (SWNS)
Zoe loves the people in North Korea (SWNS)

And now Zoe is seemingly looking forward to leading more tours around the country after her return, so long as the tourists listen carefully to the many strict rules they have to abide by.

The 31-year-old said: "I want to show people the human side of North Korea - a lot of foreigners think people there are starving and trying to escape.

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"But in reality, people just go about their everyday life there. I love going for hikes in rural North Korea - and in Pyongyang, my favourite things to do are literally just grabbing coffee and getting my hair done."

There are three main rules which travellers must follow in North Korea if they want to stay safe.

Zoe outlines them in a one-hour safety briefing on her tours: be 'respectful' when taking pictures of statues depicting Kim Jong-un, no snaps of military sites, and stick together as solo travellers are not allowed in the country.

She insists her videos are not propaganda (SWNS)
She insists her videos are not propaganda (SWNS)

Zoe added: "I totally see how my content could be seen as propaganda.

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"But, I think it’s because people aren’t comfortable with seeing a non-negative side of North Korea. I’m not trying to promote the country.

"I have to say, my favourite thing about visiting is the people - over the food and the sights.”

As much as the international tour and marketing manager loves meeting 'normal humans doing normal things', it's just a shame she has literally no way of contacting the people she meets in the country whenever she leaves.

Featured Image Credit: SWNS

Topics: Travel, Kim Jong-un, TikTok, World News

James Moorhouse
James Moorhouse

James is a NCTJ Gold Standard journalist covering a wide range of topics and news stories for LADbible. After two years in football writing, James switched to covering news with Newsquest in Cumbria, before joining the LAD team in 2025. In his spare time, James is a long-suffering Rochdale fan and loves reading, running and music. Contact him via [email protected]

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@JimmyMoorhouse

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