[2026 Seoul ] SM ENTERTAINMENT Communication Center Travel Guide & Travel Experiences | Updated Jul

SM Entertainment moved to Seongsu-dong District, Seoul, South Korea in 2021. Take the subway to Exit 5 of Seoul Forest Store and you will arrive as soon as you exit. In addition to several restaurants on the basement floor, there is also KWANGYA, which is loved by star-chasing friends. There are a variety of celebrity products to buy, and there are also 4-frame photo shooting, and the photo backgrounds are also chosen by the stars of each team! Friends who love to chase stars must not miss it! #KoreaAttractions #KoreaTravel #foodie #hkfoodie # SEOUL TRAVEL #Seoul check-in hotspot

For K-pop enthusiasts, this makes for a meaningful stop in Seoul, though it's more of a symbolic visit than a full-blown sightseeing experience. The building has a sleek, modern look, perfectly aligned with the image many associate with SM Entertainment. What struck me most was the feeling of seeing a space in real life that I had previously only encountered through music videos, performances, and online media. While there isn't necessarily a lot to do on-site, the visit holds emotional significance for fans of SM artists. The area surrounding the building is clean and easy to explore, making it a convenient short stop during your time in Seoul. I recommend visiting with realistic expectations—it’s better as a fan landmark or photo op than as a place to spend hours. In summary, while not a must-see for every visitor, it’s definitely worth it for those intrigued by K-pop culture or SM Entertainment’s role in the industry.

Even if you're not a hardcore fan, the atmosphere is still captivating. 📍 Hongdae Dance crews often perform covers of hits here. In the evening, you can just stroll around and accidentally stumble upon a mini-K-pop show right on the street. The energy is always at its peak 🔥 📍 Apgujeong A district of agencies and stylish cafes. Many come here "on a whim" – maybe they'll spot an idol at a company office or at their favorite coffee shop. 📍 HYBE Address: 42 Hangang-daero, Yongsan-gu, Seoul Fans often take photos outside the building, and pop-ups and fan events are sometimes held nearby. 📍 SM Entertainment Address: 83 Wangsimni-ro, Seongdong-gu, Seoul The company has a space with merch and themed areas. A great place to get a feel for the scale of the industry. 📍 K-Star Road Located in the Gangnam district, it features "Gangnam Dol" figurines dedicated to famous groups. You can even go on a photo hunt 📸 📍 Star Avenue Address: 300 Olympic-ro, Songpa-gu, Seoul (inside Lotte World Mall) This is an alley of stars with idol handprints and interactive screens. You can compare your hand with your idol's and take memorable photos ✨ 🎶 Bonus: try to attend a music show taping or a fan meeting. Yes, you need to register in advance through fan clubs, but the experience is worth the effort. K-pop tourism isn't just about concerts. These are walks through "those" neighborhoods, searching for idols' favorite spots, merch, random finds, and the feeling of being inside a world you've only seen in music videos before 💫

This is the agency for groups like SUPER JUNIOR and aespa.

📍SM Entertainment A major Korean entertainment agency, SM Entertainment has produced numerous popular artists, including TVXQ, EXO, Red Velvet, NCT, and aespa. Founded in 1995 by Lee Soo-man, SM Entertainment is known as a pioneer of the Korean Wave. "S.M." stands for "Star Museum," and has produced numerous top stars. Their headquarters and SMTOWN store in Cheongdam-dong are a must-visit for fans. 📸 #SummerCampaign #KoreaTravelGuide8 #Korea #Seoul #SMEntertainment #TVXQ #EXO #NCT #aespa #KPOPHolyGround #KoreaTrip #korea #seoul #trip #vacation #travel

For NCT DREAM fans, this is a must-visit!!! Inside, you'll find a large screen showcasing music videos of SM artists, along with a photo booth for fans to snap pictures. The atmosphere is filled with fan vibes, offering a complete range of merch. The space is packed with OLED screens and exclusive fan goods. 🕰️ Operating Hours: Open daily from 10:30 AM to 8:00 PM 🗓️ Travel Plan: Get off at Seoul Forest Station (Suin–Bundang Line), Exit 4 or 5, and walk about 1 minute to D-Tower Seoul Forest B1.

If you like SM Entertainment's K-POP artists, don't miss this place in Korea. There will be new MD goods such as shirts, bags, key chains, light sticks, CDs, and music albums from the entire company gathered here in one place. There is also a photo booth for you to take pictures with the artists. It's so cool. Each month or when there is an event of the artists, the shop will be decorated differently. When we buy products here, we can also get a tax refund, which is very worthwhile. In the surrounding area, there are restaurants, cafes, and parks. Come here to get everything you need. ✨ 📍Address: 83-21 Wangsimni-ro, Seongdong-gu, Seoul 🚇 Transportation: Seoul Forest Station Exit 4 🕰️ Opening hours: 10:30 - 20:00 every day #Korea #TravelKorea #kwangya #GetDiscountsWithoutLuck

The legendary K-POP building that fans must visit at least once! 🌟 Concept & Atmosphere: The SM Entertainment building is not just the headquarters, but also a place for fans around the world to visit. 🏢✨ Inside, there is a zone displaying the work of artists in the label, such as EXO, NCT, Red Velvet, aespa, and many more. 🎶 This place is like a small K-POP Museum that includes everything, including history, achievements, and special collectibles. 🎨 Highlights of the building: 1. Exhibition Zone 🖼️ A zone displaying images, behind-the-scenes work, and concepts of various albums of the artists. It's very enjoyable to walk around. 2. Interactive Experience 🎧 There are places to try listening to songs, watch MVs, or even AR Experience that makes you feel like you're really meeting the artists! 3. SMTOWN &STORE 🛍️ A shop selling official merchandise of the artists, with everything from posters, clothes, to rare collectibles. 4. Café & Lounge ☕ Chill out with a special menu inspired by the artists, such as drinks themed after hit songs. Or cute cakes 📍 Location: · The building is located in the Seongsu area, which is very popular in Seoul. · You can visit the cool cafes around this area. 🚇 Travel: Take the subway line 2 (Green Line) and get off at Seongsu Station (성수역), exit 2 and walk for about 5 minutes. The big building looks very prominent. 💡 Tips: Prepare your camera or mobile phone memory because there are many photo spots! If you're lucky, you might see an artist stop by the building that day. 🥰 The SM Entertainment building is not just for fans. Anyone who loves K-POP and Korean culture will have fun in every zone in this building. #WinterTravel

Nowadays, Seongsu is a fashionable town full of trends that is no exaggeration to say is an essential tourist spot for a trip to Korea 🤩💖💖 Here are 4 recommended spots in the Seongsu area 🎶 ====①📍happiermart Seongsoo-seong, Seongdong-gu, Seoul 3 1st floor 해피어마트 🚃Nearest station: Seongsu Station, Ttukseom Station 🚶♀️Access: 9 minutes on foot from Exit 4 of Seongsu Station, 5 minutes on foot from Exit 5 of Ttukseom Station ⏱Opening hours: 11:30-20:00 🗓Closed on the first Monday of every month 🌷Recommended points: A cute and pop general store with the concept of "happy" in Seongsu, a fashionable town in Korea😍🌈💖 There are various items such as household goods, stationery, apparel, and accessories, and the colorful and lively interior of the store is truly happy. Space 🤍🤍🤍 The original character designs are very cute and American-style 🤭💞 The stickers and key chains are so appealing that you'll want to wear them all the time 🧡 If you put a rug in the entrance or bedside, it's sure to brighten up the atmosphere of the room 🥳💓💓 They have a wide lineup of products and new products are added frequently 🫶 It seems like you'll find something new every time you go, so you'll want to stop by all the time 🎶 What did you think? 💛 We've introduced a cute miscellaneous goods store on the hot street of Seongsu 🥰 If you like miscellaneous goods, it's worth a look! ! If you go to Seongsu, please come and visit us🤩🌈 · ---②📍Seongsu-dong 1-ga, Seongdong-gu, Seongseo-dong, Seongseo-dong, Seoul 656-89 🚃Nearest station: Ttukseom Station 🚶♀️Access: 5 minutes walk from Exit 5 ⏱Business hours: 11:00-18:00 🗓Closed on Sundays ⚠️Notes:・The store is quite narrow, so you can leave your luggage on the chairs right after you enter🛍️・There are many fragile items, so be careful not to catch your clothes on them💡 🌷Recommended points: JANE, a cute French girly goods store located in Seongsu, a hot spot in Seoul, Korea MARCH🫣🇫🇷🎀 A lovely blue exterior that suddenly appears in a back alley, reminiscent of Paris🎪💙 From the entrance, it's full of cuteness and photo spots😍💓 No matter where you take a photo, it's sure to look great🎶 The exterior and entrance change every quarter, so the atmosphere changes completely, so no matter how many times you come, you'll find new excitement🥳✨ The store is small, with a calm, chic design and antique atmosphere🩰🌷 Everywhere is cute☺️💖💖 The main products are tableware such as glasses and plates, but they also have miscellaneous goods such as T-shirts, aprons, and postcards🫶 Most of the tableware was in the 5,000 yen price range🍽🇫🇷 The simple design has a French feel, so you'll be able to find your favorite tableware🧡 What did you think? 🥰 If you are looking for cute tableware that no one else has, please come and visit us when you come to Korea✈️💎 · ---③ 📍Seoul Gift Center2nd floor, 16-40 Seongsu-dong 1-ga, Seongdong-gu, Seoul 🚃Nearest station: Seongsu Station 🚶♀️Access: 6 minutes walk from Exit 4 ⏱Opening hours: 11:00-19:00 ✍️Closed on Tuesdays and Wednesdays 🗓Period: 2024/07/20~2024/09/22 🌷Recommended points: A huge collection of trendy Korean souvenirs and miscellaneous goods! ! The popular pop-up is reopening for a limited time🫣💛💛 It ended in June this year, but due to popular demand, it is now open until September🎶 There are lots of cute designs that you can't find in Japan, such as mugs, tableware, bags, hair accessories, and candles🥺💞 The store is small, but everything is tasteful and I was very excited to look at it🙈✨✨ There are also cute glasses for Chamisul, which I recommend purchasing to accompany Chamisul at home🫶 There are also pins with the same design as those worn by the popular idol Hyerin of NewJeans, and they are affordable at 10,000 won for 3 pieces, so they are perfect as souvenirs for female friends🤭💓💓 What did you think? 🧡 You can only find souvenirs during your trip here! ! We introduced the souvenir shop "Seoul Gift Center" with such a great lineup 🥳 There are new brands that were not available at the last pop-up, so please visit if you are in Korea by 9/22💖💖💖 · ---④📍KWANGYA 광야 685-700, B1F, Seongsu-dong 1-ga, Seongdong-gu, Seoul [Road name address] 83-21 B1F, Wangsimni-ro, Seongdong-gu, Seoul 🚃Nearest station Suin/Bundang line Seoul Forest Station Line 2, Ttukseom Station 🚶♀️Access Direct underground connection from Seoul Forest Station Exit 4, about 8 minutes walk from Ttukseom Station Exit 8 ⏱Business hours 10:30-20:00 🗓No fixed holidays 🎫No admission fee 🛒Products sold Mainly miscellaneous goods, CDs, books, souvenirs, etc. 🌷Recommended points It's like a spaceship?! This space has a futuristic feel like the inside of a space shuttle...🫣🪐🚀 In fact, it's a goods shop located inside SM Entertainment, a major agency that has many popular Korean idol groups😍💖💖 When it comes to idols belonging to SM Entertainment, there are BOA, TVXQ, Girls' Generation, SUPER JUNIOR, SHINee, EXO, Red Velvet, aespa, RIIZE, etc. 🫶✨✨ If you like Korean idols, you've probably heard of these groups at least once 🤩💛 This place is filled with official goods from popular idols, making it a heaven for fans 👼🌈💐 Actually, I've loved SM idols since I was a student, and I used to go to their live shows, radio recordings, and pick them up at the airport... 🙈✈️🤍 It was the best spot for such otaku 😭🧡🧡 The CDs autographed by each idol were displayed in a really stylish way, and I wanted to worship them like a Shinto shrine 🥺🙏🏻 (lol) MVs were playing on the big screen, so you could experience the realism of a live concert ☺️🎶 I visited during the day on a weekday, but it was quite crowded, so it seems to be a popular spot after all 🫣✨ What did you think? 💞 We introduced KWANGYA SEOUL, a must-visit spot for fans of SM Entertainment idols when they come to Korea🥳 ==== What did you think? 🫶 We introduced 4 fun spots in the currently popular Seongsu area🥰🌈 Please come and visit us🎶 #adultgirlstrip #girlstrip #relaxingtravelspot #Korea #Koreatrip #freetravel

====📍KWANGYA 광야 685-700, B1F, Seongsu-dong 1-ga, Seongdong-gu, Seoul [Road name address] 83-21 B1F, Wangsimni-ro, Seongdong-gu, Seoul 🚃Nearest station Seoul Forest Station, Suin-Bundang Line, Line 2 Ttukseom Station 🚶♀️Access: Direct underground connection from Seoul Forest Station Exit 4, 8 minutes walk from Ttukseom Station Exit 8 ⏱Business hours: 10:30-20:00 🗓No fixed holidays 🎫No admission fee 🛒Products sold: Mainly miscellaneous goods, CDs, books, souvenirs, etc. ==== It's like a spaceship?! This space has a futuristic feel, like the inside of a space shuttle...🫣🪐🚀 In fact, it's a goods shop inside SM Entertainment, a major agency that has many popular Korean idol groups😍💖💖 When it comes to idols belonging to SM Entertainment, there are BOA, TVXQ, Girls' Generation, SUPER JUNIOR, SHINee, EXO, Red Velvet, aespa, RIIZE, etc. 🫶✨✨ If you like Korean idols, you've probably heard of these groups at least once 🤩💛 This place is filled with official goods from popular idols, making it a heaven for fans 👼🌈💐 Actually, I've loved SM idols since I was a student, and I used to go to their live shows, radio recordings, and pick them up at the airport... 🙈✈️🤍 It was the best spot for such otaku 😭🧡🧡 The CDs autographed by each idol were displayed in a really stylish way, and I wanted to worship them like a Shinto shrine 🥺🙏🏻 (lol) MVs were playing on the big screen, so you could experience the realism of a live concert ☺️🎶 I visited during the day on a weekday, but it was quite crowded, so it seems to be a popular spot after all 🫣✨ What did you think? 💞We introduced KWANGYA SEOUL, a must-visit spot for fans of SM Entertainment idols when they come to Korea🥳 Please do visit it🫶 #adultgirlstrip #girlstrip #relaxingtravelspot #Korea #Koreatrip #overseastrip #holywater #freetravel

💫 Kwangya Kwangya If you like SM artists, you won't be disappointed here. 🌷 It is a place to display the work and albums of SM artists. It is a shop of SM Entertainment. They show and sell everything, whether it's light sticks, shirts, or even photobooks of the artists. I guarantee that you won't be disappointed. There are also many photo spots. You can stay here for days. #Flying to Hong Kong

📍Get off at Seoul Forest Station. The shop is located on the ground floor. It is a shop of Sm Entertainment. You can go through the station to enter the building. ✨ If you are a fan of Korea, you must not miss this shop. There are all SM artists. They sell albums, photos, and sticker machines. The shop is very beautiful. There are many photo spots. There are also many people. I highly recommend it. 👍🏻 #Flying to Hong Kong

This is the official merchandise store of SM headquarters. They sell official merchandise of SM artists and seasonal greetings. There are also many autographed albums on display, making it a very happy space for otaku.

#TripdotcomGayoDaejeon This is my love, Park Won-bin—seriously, he is so pretty, cute, and handsome, he just has it all on his own. Please let him go. That man is my man who ran into my heart in a single second, despite being over 300km away from me. Please, please let me see this man just one more time. I am truly begging you. If you tell me not to sit properly and to sit while doing a handstand, I’ll say yes, I will do it. If you want to be on broadcast as much as you want, just say the word. I will really do anything and bring it with me. Please, please vote for me. Seriously, let my kids go, even if it’s just me. I have to sing their cheering chants until my voice bursts. Of course, it won't happen, but what if, among all those people, there isn't a fan of my kid...? Please... I'm seriously going to memorize other singers' fan chants and come. I don't care if I get vocal nodules—no, I *will* get them—please, please take me with you. ㅠㅠㅠ If I really do go, I'll walk around on my knees for you guys. Please, I beg you. ㅠㅠㅠ #TripdotcomGayoDaejeon #RISE #Shotaro #SongEunseok #JungSungchan #ParkWonbin #LeeSohee #LeeChanyoung

Address: B1F, 685-700, Seongsu-dong 1-gil, Seongdong-gu, Seoul (Seoul Forest Station Exit 5) Features: There are some SM family hand lamps and peripherals for sale, and there are also previous albums for display, but the space is a bit small