Four ways to enjoy K-pop in Seoul
Browse your favorite artist’s merchandise, film a short clip with friends, or try a class. Choose a Seoul stop that fits what you want to do, from SM and YG shops to HiKR Ground and Ktown4u COEX.
Four ways to enjoy K-pop in Seoul
Shopping for your favorite artist’s merchandise and filming a short performance with friends can both be part of a fan trip. Where you go in Seoul depends on what you want to do. For SM merchandise, consider KWANGYA@SEOUL near Seoul Forest; for YG goods, a TheSameE branch. HiKR Ground is an option for filming experiences, while Ktown4u COEX has albums by different artists and an Academy for classes.
Rather than crossing the city to visit every place, add one stop to the plans you already have. Save the shop name and floor on your map so you have a clearer destination than an entertainment company’s headquarters address.
For your favorite artist’s merchandise
KWANGYA@SEOUL is SM’s public shop on the first basement level (B1). You can browse merchandise and the media area, and general admission is free. Merchandise and photo products cost extra.[1][2]
For YG’s TheSameE, choose an Insadong, Myeong-dong or Hapjeong branch. The Insadong shop is listed on the third floor of Anyoung Insadong, Myeong-dong on the fourth floor, and the Hapjeong MD shop on B1. If you already have an Insadong outing or a Myeong-dong shopping day planned, the corresponding branch makes an easy addition.[3]
Anyoung Insadong’s courtyard, photographed in October 2020. This photograph does not show the current TheSameE shop or tenant lineup.
If you have a particular album or light stick in mind, ask your chosen branch about stock, giving the product name and version. TheSameE’s branch guide does not specify admission fees or purchase requirements, so ask about visiting without making a purchase if you just want to browse.[3]
For photos and videos rather than shopping
HiKR Ground on Cheonggyecheon-ro is a Korea Tourism Organization visitor experience space. Its standard guide describes a second-floor K-pop experience where you can take photos and videos against subway- and laundry-themed backgrounds. General admission is free, with paid programs announced separately.[6]
However, a special Pokémon event was announced for September 18–October 11, 2026, on floors 2, 3 and 5. If you want to use the filming sets during that period, ask whether the usual experience is available. Event entry involves an on-site queue and registration procedure, and the reopening date for the regular sets after the event also needs to be confirmed.[9]
For album shopping with a class or pop-up
At Ktown4u COEX, you can browse albums and merchandise in the permanent second-floor shop in the Artium. The third-floor Academy is for students and consultation clients; the fourth floor hosts events on specific dates.[7][8]
Start on the second floor if shopping is your aim. For dance or vocal lessons, look separately into sessions that fit your travel dates and how to apply. Add a pop-up only after finding an announcement with the right branch and dates. Product purchases, class fees and event participation each have their own conditions.
If you are looking for HYBE or JYP
HYBE INSIGHT’s former museum at the Yongsan headquarters closed in January 2023. Its guidance says HYBE-related exhibitions continue at various venues, so look for the exhibition name, dates and actual location. Do not head straight to the address in an old Yongsan visit review.[4]
For JYP, the JYP CENTER address on the company’s contact page alone will not identify a public shop or tour space. Find a separate announcement for a fan-accessible space or event before choosing your destination.[5]
One stop is enough to start with. Pick the activity you most want to try, whether that is shopping, filming or a class, and leave the rest of the day for your other Seoul plans. At public shops, keep out of work entrances and staff areas, and avoid visits intended to wait for artists arriving at or leaving work.
Sources
[2] KWANGYA@SEOUL
[4] HYBE INSIGHT operating information
[5] JYP Contact
[6] HiKR Ground operator guide
[7] Ktown4u offline store guide
[8] Ktown4u COEX
[9] KTO HiKR event visitor-policy plan — September 7, 2026
Image credits
• Cover photograph: S h y numis — Wikimedia Commons original; CC BY-SA 4.0. Reduced-size supplied image; no further changes.
• Inline photograph: S h y numis — Wikimedia Commons original; CC BY-SA 4.0. Reduced-size supplied image; no further changes.