An all-in-one Korean experience under one roof

HiKR Ground Façade (Photo courtesy of Korea Tourism Organization)

#1. INTRO

Right next to Cheonggyecheon Stream in the heart of Seoul, HiKR Ground is a must-visit cultural complex for anyone traveling to Korea. The name “HiKR” combines Hi and KOREA, symbolizing a warm greeting extended to visitors.

Actually, this is far more than just an exhibition hall. On the 1st floor, you are welcomed with a grand introduction to Korea; on the 2nd floor, you can debut as a K-pop idol; on the 3rd, experience daily Korean life; on the 4th, explore regional destinations; and on the 5th, enjoy desserts with sweeping views of Seoul. It’s truly an “all-in-one” travel course contained in a single building.

#2. HiKR Wall: Korea’s First Greeting

1F HiKR Wall – Giant LED Screen Façade (Photo courtesy of Korea Tourism Organization)

As soon as you step inside, an immense LED screen — the HiKR Wall (5 meters tall and 32.5 meters wide) — greets you.

Cherry blossoms at Gyeongbokgung Palace in spring, the blue waters of Haeundae Beach in summer, autumn foliage at Seoraksan Mountain, and Jeonju’s snow-covered hanok village in winter—the beauty of Korea’s four seasons unfolds like the cinematic opening of a film, captivating visitors from the very first moment.

1F HiKR Wall – Giant LED Screen Capture (Credit: Korea Tourism Organization, Travel Journalist Kim Jeong-heum))

TIPS: Visit at night to see the HiKR Wall shine even more vividly, offering a completely different charm than during the day. Also, don’t miss the special “wish lantern” light installation (“SILO Lab – Breezing Ember,” 2022, kinetic module and controller), which only illuminates after dark.

Sky lantern (nighttime) (Photo courtesy of Korea Tourism Organization)

#3. K-pop Ground: Where You Become the Star

2F K-pop Ground – Subway (Photo courtesy of Korea Tourism Organization)

The second floor is a must-visit for any K-pop fan—K-pop Ground.

Here, XR and AR technology recreate elaborate music video sets where you can choose your own lighting and soundtrack, then film yourself in your favorite idol concept. Stage designs, lighting, and camera angles—all produced in collaboration with real music video studios—are meticulously recreated.

Complete with a live studio and themed photo zones, this is the place where every K-culture fan can live the dream of becoming a “K-pop idol.”

2F K-pop Ground – Coin Laundry (Photo courtesy of Korea Tourism Organization)

2F K-pop Ground – Space Ship (Photo courtesy of Korea Tourism Organization)

TIP: Be sure to choose the lighting and music yourself! The mood of your video changes completely depending on the concept you pick.

#4. HiKR Street: Experience Everyday Korea

3F HiKR Street – Convenience Store (Photo courtesy of Korea Tourism Organization)

The third floor is HiKR Street. Its theme focuses on Dailycation (Daily + Vacation), offering a space where you can immerse yourself in the everyday life of Koreans.

The highlight is the HiKR Express Zone. Scan the barcodes of snack and drink replicas on the shelves, and AI will generate whimsical “fantasy menus” that don’t exist in real life. For example, scan a bungeoppang (fish-shaped bun) and a triangle gimbap together, and you might see a quirky combo like “Bungeoppang Gimbap Set” appear on the screen.

Beyond food, visitors can explore diverse aspects of Korean life—from housing and fashion to leisure—through AR and XR installations, offering travelers a true “local life tour.”

3F HiKR Street – Skateboard XR Experience (Photo courtesy of Korea Tourism Organization)

3F HiKR Street – Art Street Scenery (Photo courtesy of Korea Tourism Organization)

3F HiKR Street – Noraebang Experience (Photo courtesy of Korea Tourism Organization)

3F HiKR Street – Reproduction of Korean Alley Way (Photo courtesy of Korea Tourism Organization)

TIP: In addition to the convenience store, explore AR/XR experiences of everyday life: ride a skateboard through Korean backstreets, belt out songs in a noraebang (singing room), and more.

#5. Local Ground: Regional Charms at a Glance

4F Local Ground – Exhibition Space (Photo courtesy of Korea Tourism Organization)

The fourth floor is a rotating exhibition space showcasing different regions of Korea under various themes.

The current theme is “Hobbies and Travel,” featuring exhibitions that capture the atmosphere of Hadong’s traditional tea fields, the historic Samyang Café in Jeonju (over 70 years old), paragliding adventure, and camping grounds.

Visitors can also take part in hands-on custom souvenir craft making; for example, picking an emblem patch to create a one-of-a-kind pouch or pair of socks. Don’t miss the tiger and magpie patches inspired by the hit movie “KPOP Demon Hunters (2025)”!

4F Local Ground – HitchHiKR’s Custom Station (Photo courtesy of Korea Tourism Organization)

TIP: The souvenir craft activity is free to join with on-site registration. Exhibitions change each season, so every visit offers a new experience of regional culture.

#6. Final Stop: A Bite of Donuts with a View of Seoul

5F Pause Ground – Knotted (Photo courtesy of Korea Tourism Organization)

The fifth and final floor houses the HiKR Lounge and the iconic café Knotted, overlooking the Cheonggyecheon Stream.

Founded in Seoul in 2017, Knotted became a social media sensation with its cream-filled donuts and stylish branding, transforming Korea’s dessert culture and turning donuts into the latest trend.

Here, you can enjoy coffee and donuts while gazing out over Seoul—the perfect way to wrap up your journey.

On the same floor, you’ll also find a Tourist Information Center, where experts are available to provide travel tips, transportation guidance, and recommended regional itineraries. Not sure where to go next? This is the place to ask!

* Travel Information Center operating hours: Monday–Sunday, 10:00–19:00 / Inquiries: +82-2-729-9497~8

5F Pause Ground – HiKR Lounge (Photo courtesy of Korea Tourism Organization)

TIP: This is the only location where you can find an archive of tourism brochures from across the entire country. Browse here for travel inspiration!

HiKR Ground

Address: 40 Cheonggyecheon-ro, Jung-gu, Seoul (서울특별시 중구 청계천로 40)
Closed: Every Monday (except 1F & 5F)
Operating hours
1F & 5F: Monday–Sunday 10:00–20:00
2F–4F: Tuesday–Sunday 10:00–20:00
* Last admission is 20 minutes before closing
Admission: Free
Inquiries: hikr@knto.or.kr / +82-2-729-9497~8

1330 Korea Travel Helpline: +82-2-1330

1330 Text Chat: https://m.site.naver.com/1rEid

(Korean, English, Japanese, Chinese, Russian, Vietnamese, Thai, and Indonesian)

* This column was last updated in September 2025, and therefore information may differ from what is presented here. We advise you to check for updates before visiting.

* For inquiries related to this content, please contact the Tourism Exhibition Hall Management Team (+82-2-729-9422).

www.visitkorea.or.kr

USAG Yongsan