For many visitors, K-pop is the reason they first wanted to see Korea. Seoul does not have a single K-pop theme park, but it has plenty for fans: stores full of albums and photocards, the buildings where your favourite groups train, chances to sit in a music-show audience, and cafés decorated for idols' birthdays. This guide covers what is worth your time and what has closed.
Albums and merch
- Myeongdong: several large K-pop stores sell albums, lightsticks, photocards and posters, with staff used to foreign shoppers.
- COEX, Gangnam: the mall has a large music store and the giant curved media screen outside, a popular spot for photos. It sits on the Samseong Station side of the mall.
- Hongdae: smaller shops for albums and second-hand photocards, plus plenty of busking. See our Seoul neighbourhoods guide.
- KWANGYA@SEOUL, Seongsu: SM Entertainment's flagship store for its groups, near Seoul Forest Station. Entry is free.
Albums in Korea often cost less than abroad, and buying in person counts towards the Korean charts. Most stores take cards; some smaller ones give a better price for cash.
Agency buildings
Fans like to photograph the headquarters of the big agencies, but these are working offices, not attractions. You can take a photo outside; you cannot go in.
- HYBE: in Yongsan, a short walk from Sinyongsan Station. The HYBE Insight museum that used to be there has closed.
- SM Entertainment: in Seongsu, in the same building as KWANGYA@SEOUL.
- JYP Entertainment: in Gangdong, east Seoul.
- YG Entertainment: in Hapjeong, near Hongdae.
Older guides still list the SMTOWN museum at COEX and HYBE Insight; both have closed. Check addresses on Naver Map or KakaoMap before you set out, as companies move.
Seeing a music show
The weekly TV music shows (Music Bank, Inkigayo, Show! Music Core, M Countdown and others) let a small audience watch the live broadcast or pre-recordings. Places usually go to members of a group's official fan club who apply through the fan app or fan café, and pre-recordings can start very early in the morning. A few shows occasionally offer places for foreign visitors through tour companies. It is worth trying, but do not count on it.
Concerts are easier to plan: follow ticket sites such as Interpark Global, Yes24 Global and Melon Ticket for international sales, which open weeks or months ahead and sell out in minutes for big groups.
Fan cafés and birthday events
Fans hire cafés across Seoul, especially in Hongdae and Sinchon, to celebrate idols' birthdays and anniversaries. For a few days the café is decorated with posters, and buying a drink gets you free cups, stickers or photocards. Fans announce these "cupsleeve events" on social media, so follow the hashtags for your group. Our café etiquette guide explains how ordering works.
Fan etiquette
- Do not wait outside agency buildings, dorms or airports to catch idols. It is unsafe, it is discouraged by the agencies, and Korean fans see it as rude.
- Never follow idols or take photos of their private lives. Korean "sasaeng" behaviour is widely condemned.
- Keep noise down near offices and homes: these are ordinary streets with neighbours.
- Respect staff and other fans in queues at stores and pop-up shops; Korean fans are well organised and queue strictly.
FAQ
Can I visit the HYBE building in Seoul?
You can take photos outside, but it is an office and you cannot go in. The HYBE Insight museum has closed.
Where can I buy K-pop albums in Seoul?
Myeongdong, COEX in Gangnam, Hongdae and SM's KWANGYA@SEOUL store in Seongsu have the biggest choice.
Can tourists watch a Korean music show?
Sometimes. Places mostly go to official fan club members, and a few tour companies offer places for visitors, but nothing is guaranteed.
