Seoul’s “My Soul” Initiative Enhances Visitor Experiences with Expanded Cultural Spaces

Seoul is actively enhancing its appeal to international visitors through the “Seoul My Soul” initiative, offering a range of experiences from immersive lounges and unique shops to engaging cultural events. Recent developments include the extension of the Seoul My Soul Lounge and the reopening of an expanded Seoul My Soul Shop at the Sejong Center for the Performing Arts.

Seoul My Soul Lounge: A Hub for City Branding

The Seoul My Soul Lounge, located on the east side of the Seoul Metropolitan Library near City Hall Station (Lines 1 & 2, Exit 5), was initially open from March 20th to March 22nd, 2026, but has been extended until March 29th, 2026, due to its popularity. Having already attracted over 20,000 visitors in its first three days, the lounge provides a space to explore Seoul’s brand story and discover city-themed merchandise.

The lounge is divided into three zones:

• Seoul My Soul Zone: Introduces the city’s brand identity, showcasing signature goods and the meaning behind “Seoul My Soul,” including Hechi and Soul Friends through pictogram installations.
• Seoul Goods Zone: Features a selection of Seoul’s stylish and unique goods, including brand collaboration products from Seoul Ramyeun, Jung Kwan Jang, Mediheal Sheet Masks, and Iconix. Visitors can participate in a goods purchase event to receive a reusable bag and entry to a gacha event.
• Seoul Charm Zone: Offers interactive photo opportunities with media wall and SEOUL MY SOUL photo zones, alongside media art installations showcasing Seoul’s beauty and initiatives like drone videos and the Seoul Spring Festival.

The Seoul My Soul Lounge is positioned as a key destination for visitors, particularly those attending the BTS Gwanghwamun Comeback Live.

Seoul My Soul Shop Reopens with Expanded Cultural Space

The Seoul My Soul Shop at the Sejong Center for the Performing Arts has reopened following a redesign focused on creating a more visitor-friendly cultural space. The updated shop combines retail and reading areas into a single integrated space, with expanded seating to encourage longer visits.

The shop offers around 200 items, including official city-branded goods and collaborative products. New additions include orchestra-themed “Haechi” character figures and items inspired by the Sejong Center’s architecture and resident arts groups.

The Seoul My Soul Shop operates daily from 11 a.m. To 8 p.m., excluding major holidays. An opening event was scheduled through March 27th, 2026, featuring on-site promotions.

Seoul’s Commitment to Visitor Experience

These initiatives demonstrate Seoul’s commitment to enhancing the visitor experience through citywide productions, multilingual guidance, on-site support, and a variety of programs. The city aims to create memorable moments for tourists, ensuring that Seoul remains a captivating destination long after their visit.