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In the warmth of June, Seoul reaffirms itself as the heart of K-content through a vibrant event. From June 28 to July 6, the 2025 K-Content Seoul Travel Week will unfold across Gwanghwamun Plaza and Seoul Plaza.

This event, designed for global Hallyu fans, features immersive programs such as a Squid Game Season 3 parade, fan gatherings, pop-up booths, and docent tours. Among them, the ‘Soul Card Booth’ stands out, introducing iconic K-Drama, film, and K-Pop locations in Seoul through an emotional lens.

From Drama Sets to SOUL SPOT: Discovering K-Content Locations

A city where past and present, nature and urban life intertwine, Seoul continues to attract global Hallyu fans as a mecca of K-content. Each year, the Seoul Metropolitan Government curates key K-content filming locations and presents them as “SOUL SPOT.” 

For 2025, the SOUL SPOT project takes a step further by connecting these locations to four emotional themes. Rather than simply showcasing filming sites, the project highlights emotions such as love, happiness, courage, and truth, helping visitors experience Seoul in a more sensory, personal way.

Follow Your Mood, Choose Your Seoul: Soul Card Booth

As one of the core experiences of this year’s travel week, the Soul Card Booth invites visitors to collect a stamp card and explore a three-step program. 

Start at the Soul Card Shop, answering a quick quiz to receive your first stamp. Then, in the Emotion Selector Zone, draw a random emotion card to reflect on your mood. Finally, step into the Soul Door zone and select three cards that match your emotion, leading to a personalized Soul Spot theme recommendation. 

The booth helps travelers discover Seoul's diverse attractions based on their own feelings and preferences. Complete the mission and collect all stamps to receive themed SOUL SPOT postcards, commemorative badges, and surprise gifts—creating an unforgettable memory of your journey.

Augmented Experiences at SOUL SPOT

At Jonggak Station, near Gwanghwamun Plaza, an AR “Squid Game” experience brings the hit series to life. By scanning the QR code at Platform 9 (Dongdaemun direction), visitors can play a virtual ttakji (slap-match) game featuring Haechi (Seoul's mascot) and the Soul Friends. Winners of the AR challenge can visit the Soul Card Booth between June 29 and July 6 to claim a prize. Even after the festival, the game will remain active at Jonggak Station, allowing anyone to enjoy a playful K-content moment.

SOUL SPOT is more than a filming location—it is an emotional landscape that helps reimagine Seoul through stories of love, hope, comfort, and inspiration. Begin your emotional journey at the Soul Card Booth and rediscover the city in a way that stays with you long after.