South Korea’s tourism agency has partnered with Studio Dragon, the production house behind hit dramas including Crash Landing on You, My Mister, and Queen of Tears, to open a dedicated K-Drama tourism exhibition at HiKR Ground in central Seoul. The exhibition runs from September through November 2026 and forms the anchor of a self-guided filming-location trail that the Korea Tourism Organization (KTO) is actively promoting to international visitors.
What the Exhibition Covers
HiKR Ground, located in Jongno-gu near Gwanghwamun, is a purpose-built immersive culture space that the KTO opened in 2021 to showcase Korean content alongside experiential travel planning. The current Studio Dragon collaboration spans two floors, with set reconstructions, behind-the-scenes production materials, and a curated map of filming locations across Seoul, Gyeonggi Province, and Jeju Island.
Entry to the main HiKR Ground building is free, though some interactive zones charge a small fee. The exhibition is open Tuesday through Sunday, 10:00 to 19:00, with the last entry at 18:30.
Self-Guided Filming Location Routes
The KTO has published three themed routes that visitors can follow independently using a dedicated mobile map:
- Seoul Classic Route — covers Bukchon Hanok Village, Ihwa Mural Village, and sections of the Han River used in period and romance dramas.
- Modern Seoul Route — focuses on Gangnam, Seongsu-dong, and the Dongdaemun Design Plaza, all heavily featured in contemporary drama productions.
- Gyeonggi Day-Trip Route — links Nami Island, Petite France, and the Garden of Morning Calm, each a recurring backdrop in productions distributed by Netflix and tvN.
Route PDFs and QR-code guides are available in English, Japanese, Chinese, and Thai at the HiKR Ground information desk and through the official Visit Korea website.
Why It Matters for Visitors
Survey data published by the KTO earlier this year indicates that 62 percent of first-time European visitors and 71 percent of first-time Middle Eastern visitors cite Korean cultural content as their primary travel motivation. For operators running group tours, the HiKR Ground exhibition provides a structured half-day anchor in central Seoul before visitors branch out to specific filming sites.
The exhibition coincides with autumn foliage season, when Bukchon Hanok Village and Nami Island are at their most photogenic. If you are planning to visit popular filming locations during October, we recommend arriving early on weekdays — Nami Island draws large domestic crowds on weekends throughout October and November.
Getting There
HiKR Ground is a three-minute walk from Gwanghwamun Station on Seoul Metro Line 5 (Exit 2). It is also easily combined with a visit to Gyeongbokgung Palace, which is directly adjacent.
The Studio Dragon exhibition is expected to run until 30 November 2026, though the KTO has indicated it may extend the programme into early 2027 depending on visitor numbers.