An immersive exhibition that lets visitors discover Korea's top tourist destinations through the voices of hallyu stars — and connect those discoveries to real travel plans — is now open in Seoul.

The Korea Tourism Organization is running the interactive exhibition "K-Trip Lounge" on the fourth floor of Hiker Ground, its tourism promotion center in Jung-gu, Seoul, through Sept. 6.

The exhibition guides visitors through Korean destinations — including Gangneung's Anbandeogi highland, Daegu's E-World theme park and Jeonju's hanok village — via audio narration by hallyu artists. Singer groups N.Flying, P1Harmony, Ampersand One and PH1, along with actors Yoon Jong-seok, Lee Min-ki and Lee Ju-seung, participate as audio docents, sharing personal recommendations and introducing domestic attractions and Korean culture. Visitors can listen to the artists' stories through headsets while browsing the content and looking up places that catch their interest.

Interior of the K-Trip Lounge exhibition [Korea Tourism Organization]
Interior of the K-Trip Lounge exhibition [Korea Tourism Organization]

The exhibition space is designed around an airport theme to give visitors the feeling of setting off on a trip. It features a range of interactive zones, including a boarding pass issuance area, artist random-call booths and a mirror selfie zone.

The exhibition was developed in collaboration with Pavement, a startup selected as an early-stage tourism venture last year. Pavement operates Seletrip, an AI-powered audio docent platform built around the K-pop fandom. Recommended destinations featured at the exhibition are linked to Seletrip so visitors can turn their interests into actual travel plans. The Korea Tourism Organization plans to use Hiker Ground as a promotional hub connecting regional tourism through an online-to-offline approach that bridges the physical exhibition and the digital platform.

"We want to channel the various attempts to weave K-content into travel into real tourism demand that reaches every corner of the country," said Yoon Seong-uk, head of the Korea Tourism Organization's tourism promotion center operations team. "We will continue to expand our collaboration with other industries and tourism venture companies to develop new content that connects K-content with travel."


terry@heraldcorp.com