A British tourist guide showing groups of tourists around North Korea says that everyone is “wrong” about the country, and is just a “normal” place to live.
Zoe Stephens, 31, has visited North Korea 30 times since March 2016, taking the innumerable “foreigners” of the United Kingdom, Germany, the Netherlands and Australia with it.
She says that there are established rules that the group must follow to avoid problems, such as traveling in a tourist proportion guides one, and never taking silly photos of art that resembles the dictator Kim Jong un.
The tourist guide publishes videos of normal life in Pyongyang, North Korea, in Tiktok, and says that people in the comments accuse her of spreading propaganda.
But Zoe wants people to see the “incredible” side of the country, from walks with incredible views to the “lovely humans” living there.
Zoe, an international tour manager and marketing, originally from Liverpool, said: “I want to show people the human side of North Korea, many foreigners think that people are hungry there and try to escape.
“But in reality, people simply make their daily lives there.
“I love going to walk in the rural area of North Korea, and in Pyongyang, my favorite things are literally just drinking coffee and combing me.”
Before North Korea closed its borders due to Covid-19 pandemic in January 2020, Zoe used to visit the country once a month.
But in March 2025, he returned for the first time in five years.
Their tours generally start in Beijing, China, and are heading towards Pyongyang, North Korea, and every time he takes out his group, he needs to undergo an an hourly session on the rules.
“I want to ensure everyone’s safety and help them challenge cultural wrong concepts,” he said.
“There are three general rules that follow as a traveler; when taking photos of any image of the leader, he must remain respectful.
“You cannot take photos of the military or construction sites.
“They remain united as a group, solo travelers are not allowed in the country, and there must be two guides with you at all times.”
Even on their tours, Zoe hopes to encourage people to challenge their “misunderstandings” of culture in North Korea.
She wants people to see how “normal” can be the country, and believes that it is not an insecure country to stay, if you follow the rules.
The tour guide says that there are even beautiful rural hiking places that often enjoy.
Zoe added: “There are many misunderstandings between North Koreans and foreigners.
“As, in Pyongyang, North Koreans do not understand why foreigners do not want to get the bus.
“In his mind, it is something that they have provided and built, so why would anyone want to use it?
“But in reality, only tourists want to walk, leave and get the atmosphere of the city.”
Despite the trolls of social networks that tell him that he is spreading propaganda, Zoe says he has never felt insecure in the city and has made many friends over the years.
She fights to keep in touch with friends from North Korea due to restrictions on international calls and social networks.
But Zoe says that people are the best part of the country, and loves to know “normal humans who do normal things.”
“I see totally how my content could be seen as propaganda,” he said.
“But I think it’s because people don’t feel comfortable to see a non -negative side of North Korea.
“I am not trying to promote the country.
“I have to say that what I like most about visiting is people, about food and views.”
