HiKR Ground: A New Seoul Hotspot for K-pop, Media Art, and Interactive Travel

One of the places getting the most attention in central Seoul right now is HiKR Ground. If you walk along Cheonggyecheon, it is hard to miss this five-story cultural complex inside the Korea Tourism Organization Seoul Center. Young visitors drawn to K-pop and digital culture are showing up with cameras in hand, and international travelers are increasingly adding it to their itineraries as well. More than a tourist information center, it has built a reputation as a place where people can actively take part, create content, and leave with something memorable.

The name “HiKR” combines “Hi” with “KR,” the country code for Korea, and is meant to feel like a welcoming greeting from Korea to travelers around the world. Added to that is the word “Ground,” suggesting an open, playful space that people can explore freely. The venue opened on July 22, 2022, after the Korea Tourism Organization and the Ministry of Culture, Sports and Tourism spent about a year renovating the former K-Style Hub. It is located at the Korea Tourism Organization Seoul Center on Cheonggyecheon-ro.

What makes HiKR Ground stand out is its focus on participation. Rather than simply displaying K-pop, media art, and regional culture, the space is designed to let visitors step in, interact, and make the experience their own. Admission is free, and the lounge on the fifth floor also offers tourist information, making it an easy stop even for first-time visitors. Because many of the installations are highly visual and camera-friendly, the space has gained traction online as people share music video clips, photos, and immersive art experiences from their visit.

On the first floor, the most striking feature is the giant “HiKR Wall,” a large-scale media screen that immediately sets the tone for the space. It showcases works inspired by Korean travel and culture, including digital pieces such as media artist Lee Yong-nam’s reinterpretations of landscape imagery. Visitors often pause here to watch the visuals unfold or take photos in front of the wall’s dramatic backdrop.

The second floor is known as the K-pop Ground, where the main attraction is an XR studio experience. With sets styled like subway stations, laundromats, outer space scenes, and other imaginative backdrops, visitors can film themselves in a music-video-style setting. A large library of virtual backgrounds gives fans room to experiment, making it easy to imagine yourself stepping into the world of a K-pop performance rather than just watching one.

The third floor includes the HiKR Atrium and Korea Walk, where digital media, game-like experiences, and interactive installations take center stage. There are spaces that encourage movement and play, including zones where shifts in your body weight change what appears on screen. The result feels less like a traditional exhibition and more like a space where art, entertainment, and technology meet in a way that appeals to both younger travelers and families.

On the fourth floor, HiKR Cave and the festival-themed exhibition area offer a more immersive and sensory experience. Video, sound, lighting, and even scent are used together to introduce themes such as wellness travel in Korea. Temporary exhibitions also spotlight local stories and regional culture, giving the floor a quieter, more reflective atmosphere compared with the energy of the K-pop zones below.

The fifth floor serves as the HiKR Lounge, a space designed for rest as much as exploration. With a terrace overlooking Cheonggyecheon, comfortable seating, and an information center, it is a good place to pause, regroup, and plan the rest of the day. Staff can provide guidance in Korean, English, Chinese, and Japanese, which makes the space especially convenient for overseas visitors.

Opening hours vary slightly by floor. The first and fifth floors are open daily from 10:00 a.m. to 7:00 p.m., while the second through fourth floors operate from Tuesday to Sunday during the same hours. Those exhibition floors are closed on Mondays. General admission is free, and some programs can be booked in advance through the official website, with a few special activities offered separately.

Because of the name, some people assume HiKR Ground has something to do with hiking, but that is not the case. “HiKR” is meant as a friendly hello from Korea, not a reference to outdoor trekking. That distinction matters, because the venue is really about introducing Korea through culture, creativity, and hands-on participation. Unlike the older K-Style Hub, it moves beyond passive display and invites people to make memories of their own.

In the end, HiKR Ground captures something essential about how Korean culture is being presented to the world today. It brings together media art, K-pop-inspired experiences, and regional storytelling in a way that feels lively, social, and accessible. For travelers planning a day in Seoul, it makes an easy pairing with a walk along Cheonggyecheon and offers a fun, contemporary way to experience Korean pop culture up close.