Immersive show that captivated millennials and Gen Z makes its Busan debut

On display through Aug. 30, featuring writings, illustrations, photos and objects

Shinsegae Centum City is hosting the immersive exhibition "Too Kind? & Not Exactly Wrong" through Aug. 30. [Shinsegae Centum City]
Shinsegae Centum City is hosting the immersive exhibition "Too Kind? & Not Exactly Wrong" through Aug. 30. [Shinsegae Centum City]

Shinsegae Centum City is hosting a special immersive exhibition titled "Too Kind? & Not Exactly Wrong" through Aug. 30, inviting visitors to find small moments of connection and lighthearted humor in everyday life.

The exhibition previously ran in Hongdae in 2024 and Seongsu-dong in 2025, drawing a strong response particularly among millennials and Gen Z. Its run at Shinsegae Centum City marks the first time the show has been presented in Busan.

The exhibition showcases a wide range of works — writings, illustrations, photographs and objects — that observe the rhythms of modern daily life with sharp wit and close attention. Two shows run concurrently: "Too Kind?" gathers endearing everyday episodes, while "Not Exactly Wrong" moves between moments of intense relatability and complete disconnect.

The exhibition is designed as a visitor-led, participatory experience that goes beyond passive viewing, encouraging guests to reflect on their own memories and emotions through each piece and imagine how others might see the same moments. It is on view at the gallery on the sixth floor of Shinsegae department store.


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