OWL Magazine Korea

Seoul Jongno, Interactive Korean Promotion Center ‘HiKR Ground’

Located near Cheonggyecheon in Gwanghwamun, Seoul, is the “HiKR Ground,” a Korean promotional center operated by the Korea Tourism Organization.

HiKR Ground, an “Interactive Korean Tourism Promotion Center,” opened its doors on July 22, 2022.

“Interactive Korean Tourism Promotion Center, HiKR Ground”

The name “HiKR Ground” is a combination of “HiKR,” meaning a warm greeting from Korea to visitors worldwide, and “Ground,” which refers to a playground. It embodies the intention to warmly welcome visiting tourists and provide a space for them to enjoy freely.

“Comprising 5 Floors, HiKR Ground”

HiKR Ground is a space that anyone can visit for free. The space consists of a total of five floors, each themed differently:

  • 1st Floor: HiKR Wall – A media art exhibition space featuring Korean culture and tourism.
  • 2nd Floor: K-pop Ground – A themed experiential zone for Hallyu (Korean Wave).
  • 3rd Floor: HiKR Art Museum – A flexible exhibition space utilizing representative Hallyu content.
  • 4th Floor: Festival Experience Hall, HiKR Cave – An area for experiencing local festivals and wellness tourism.
  • 5th Floor: HiKR Lounge and Noted Donut.

Each floor is decorated with a different theme, making it enjoyable to explore each level. Instead of walking from the lower floors to the upper floors, it may be easier to take the elevator to the top floor and then descend one floor at a time for viewing.

“5th Floor: HiKR Lounge and Noted Donut”

The 5th floor provides a lounge space for relaxation, rather than featuring something special. Brochures with tourist information for each region are available on one side of the wall, making it a convenient place for those planning Korean tourism.

Additionally, you can participate in events using AR devices. Most people during my visit were using the space for rest or purchasing snacks from “Noted Donut” on the same floor.

If the weather is nice, you can also take a break while looking down at Cheonggyecheon from the outdoor seating area. However, on the day of our visit, outdoor access was not allowed due to the cold winter weather.

“4th Floor: HiKR Cave”

As the name suggests, the 4th floor, HiKR Cave, is designed like a cave. You can explore spaces created to mimic local attractions, allowing you to experience things like Suncheonman Reed Fields or Jeju Light Shows.

“3rd Floor: Exhibition of Dramas and Movies”

Upon descending to the 3rd floor, there are exhibitions featuring dramas and movies produced in Korea, which are considered the core of Hallyu content. I could see exhibits of popular dramas like ‘Kingdom,’ which gained global popularity through Netflix.

“2nd Floor: K-pop Ground”

On the 2nd floor, another core of Hallyu content, the space is designed to resemble a place where you might see K-pop music videos. I thought it was a great place for taking photos.

If needed, it’s also available for rental, making it a good space for shooting videos or taking photos.

“1st Floor: Souvenir Shop and Large Screen”

The 1st floor, along with the entrance, features a large screen where promotional videos of Korea are shown. It’s of a large scale, visible even from outside the building.

Additionally, on one side, you can find a space selling souvenirs. You can find a variety of souvenirs representing Korea all in one place.

While it’s a place you can visit for free without any pressure, it seems that it hasn’t been open for very long, and there were many empty spaces, as the content was not yet sufficient. It’s a place where I felt it would be great if more interesting content representing Korea could be actively added, providing more attractions for tourists coming from abroad.

“Seoul Jongno, HiKR Ground”

  • Address: 1-5F, 40 Cheonggyecheon-ro, Jung-gu, Seoul
  • Phone: 02-729-9594
  • Operating Hours: (Every day) 10:00 AM – 9:00 PM (2nd, 3rd, 4th Floors: Tue-Sun) 10:00 AM – 7:00 PM
  • Website: http://hikr.visitkorea.or.kr