By Honorary Reporter Rosemarie Ann Cuevas from Philippines

On July 30, I am sitting next to Manuel Guthmann (left) of Germany, one of Korea.net's leading Honorary Reporters of 2024. Since his first visit to Korea in 2019, he has written about the country's culture, people and stories. (Rosemarie Ann Cuevas)

HiKR Ground, located near Cheonggyecheon Stream and just a short walk from Gwanghwamun Station, is a five-story cultural playground built by the Korea Tourism Organization showcasing the best of Korean destinations and contemporary culture. 

Sharing the experience with Honorary Reporter from Germany Manuel Guthmann on July 30 made it even more special. We saw a panoramic media display from the outside of the building's first floor. Stepping inside, we experienced a vibrant atmosphere as a massive media wall surrounded the space, bursting with vivid colors and fast-moving visuals.

More than just eye-catching, the display reflected HiKR Ground's identity as a landmark of tourism in Korea, showcasing spatial branding and modern cultural appeal. The first floor is the main lobby but it felt more like an immersive welcome zone. Guests were warmly welcomed by staff at the information center next to the media wall, with assistance in English.

On the second floor, K-Pop Ground was one of HiKR Ground's most exciting spaces. Celebrating the worldwide appeal of K-pop, the area offered interactive experiences, from filming music video-style clips and simulating studio performances to dancing under neon lights. The use of extended reality (XR) technology transformed the space into an inviting, production-like environment rather than an ordinary exhibition.

The virtual backgrounds and stage lighting closely resemble those used in K-pop performances, providing the perfect setting for photos and videos. Highlights include themed zones such as a subway station and a coin laundry setting, where visitors can dance and pose just like in a K-pop music video.

On the second floor of HiKR Ground is a creatively designed subway platform (left), retro laundry room (middle) and spaceship setting. (Visit Korea)

The third floor, known as HiKR Street Station, was a highlight of the visit. Inspired by the concept of "Dailycation," a blend of daily life and vacation, this floor presented modern Korean culture through immersive technologies like artificial intelligence, augmented reality and XR. The themed areas included a noraebang (karaoke room), streaming studio, Art Street with graffiti-style designs, DJ station, convenience store, XR skateboarding zone and behind-the-scenes photo booth.

An interactive DJ station (left) and digital graffiti (right) are highlights of HiKR Ground’s Street Station on July 30. (Rosemarie Ann Cuevas)

The fourth floor featured Local Ground, a seasonal exhibition space with rotating themes. During our visit, the summer display focused on adventure and nature tourism in Korea, highlighting activities like paragliding, rock climbing and surfing. Each section offered not only visual sights but also hands-on and educational elements that let visitors imagine experiencing Korea's natural landscapes.

The day wrapped up at the cafe on the fifth floor over coffee and donuts, a perfect way to unwind after hours of dancing, photos and immersive activities. What began as a simple visit also sparked an unexpected friendship between Guthmann and me.

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.