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Seoul, a city that radiates diverse charm from its blend of nature and urban landscapes, day and night, leaves you with unforgettable memories of happiness. It’s also the birthplace of K-content. Like an OTT platform filled with endless entertainment, Seoul is a treasure trove for Hallyu fans.

In this city, with everything for a K-content adventure, you can visit and experience SOUL SPOT connected to K-dramas, films, music, and more. These spots offer a fresh, stylish travel experience, connecting you with the K-soul you love—the iconic scenes from dramas and movies or the stars like actors and singers.

Get ready to explore SOUL SPOT, where all of K-culture comes alive. Start your journey to Seoul, the ultimate destination for freely enjoying Hallyu at your own pace!

K-Content Pilgrimage Tour at SOUL SPOT

K-content-related travel has recently surged in popularity. From visiting birthday cafés and your favorite star's go-to spots to collecting albums and photocards, fan-driven trips are trending. Among these, the “pilgrimage tour,” where fans explore the filming locations of their favorite stars or iconic scenes from K-dramas and movies, provides a unique travel experience for die-hard fans and casual K-content enthusiasts.

Seoul has identified several key K-content hotspots for those seeking a fresh travel adventure or a Hallyu-themed journey. SOUL SPOT is a gift to fans eager to embark on a content tour, showcasing locations from beloved K-dramas, movies, and K-pop, which are at the heart of Hallyu. Each spot is connected to some of K-content's most popular and memorable works.

The distinct branding, featuring a logo inspired by a clapperboard, makes SOUL SPOT easy to identify. This intuitive design helps travelers instantly recognize that they are at a K-content hotspot, making it easier for international visitors to immerse themselves in the Hallyu experience. Like Michelin Guide stickers certify a restaurant's status, the SOUL SPOT logo signifies that you've arrived at a significant K-content pilgrimage site.

The Start of Your K-Content Journey: SOUL SPOT

The allure of K-content lies in its rich diversity of themes and captivating stories, much like the dynamic and multifaceted city of Seoul. Every neighborhood and landmark within this sprawling city has its own distinct charm.

The locations chosen as SOUL SPOT for this tour rank among Seoul’s most popular destinations, offering stunning sights and immersive experiences. Highlights include iconic sites like Cheonggye Plaza and Cheonggyecheon Stream, frequently seen in K-dramas like Marry My Husband, and the one-of-a-kind Korean Stone Art Museum (Queen of Tears). Visitors can also explore the century-old Baek In-je House, a cultural heritage site (Reborn Rich), enjoy the breathtaking cherry blossoms at Seokchon Lake (Crash Course in Romance), or visit DDP (Dongdaemun Design Plaza), a masterpiece by a world-renowned architect, where cultural experiences abound (Vincenzo). Other must-visit spots include the romantic Deoksugung Stonewall Walkway (Reborn Rich) and Seungyo Bridge in front of Sewoon Shopping Center, where Seoul’s past and present harmoniously meet (Vincenzo).

By the end of the year, an additional 15 spots, including filming locations from K-movies and K-pop, will be added, bringing the total number of SOUL SPOT to 30. Discover these K-content landmarks throughout Seoul, and embark on a pilgrimage through SOUL SPOT to collect stamps and experience a new wave of K-travel!

Capture a Scene with an AI Guide 

An exciting highlight of the K-content pilgrimage tour, where you visit locations from Korean dramas, movies, and music videos, is the AI docent. You can access the AI guide by scanning the QR code on the SOUL SPOT plaques, designed in Seoul's 2024 signature colors—Sky Coral and Film Design. The AI recreates the voice of announcer Kim Dae-ho, a popular figure in variety shows, and provides in-depth information at each SOUL SPOT. The AI docent is available in four languages—Korean, English, Japanese, and Chinese—and offers valuable insights into each location, serving as an ideal travel companion.

Each SOUL SPOT also features a film-inspired photo zone. These photo spots, designed in various formats, such as horizontal or vertical, depending on the location, let visitors feel like the stars of their favorite scenes. For more information about SOUL SPOT, visit the official websites of Visit Seoul or SOUL SPOT. On the SOUL SPOT site, you'll find comprehensive details about each location and nearby travel tips, making it a perfect guide for your Seoul adventure.

Run Through K-Content Locations: SOUL SPOT x tvN Running Event

The Seoul Metropolitan Government has introduced SOUL SPOT to provide unique travel experiences and, in collaboration with tvN, has organized a special event. As fall arrives, the ideal season for running, the highlight is “tvN Running,” a virtual running campaign that merges Korea’s growing enthusiasm for running with popular K-content.

The "tvN Running" allows participants to enjoy the beautiful scenery of Seoul while running between various SOUL SPOT locations.

Participants can run between SOUL SPOT while taking in Seoul’s beautiful scenery. Five-course levels—Beginner, Novice, Enthusiast, Aficionado, and Pro—allow participants to choose routes and SOUL SPOT combinations that fit their preferences. Joining the event is simple: pick your course, complete it at your own pace, and take a screenshot showing your distance and route. Then, upload the screenshot to Instagram. You can use any running app, but make sure to include the hashtags “#tvNRunning,” “#tvN,” and “#RunWithtvN” in your post to enter the event automatically. Whether you're a K-content fan, a solo traveler, or someone on a fan pilgrimage, this event offers a fun way to explore Seoul’s SOUL SPOT while enjoying the dynamic charm of the city through K-content.