The most iconic winter landmark of Seoul has returned to Myeongdong! Known as ‘Shinsegae Square,’ the facade of the Shinsegae Department Store Main Store is set to transform the city’s night into a mesmerizing gallery. For those celebrating the end of 2025 and the beginning of 2026, this media art show is an absolute must-see highlight of any Korean itinerary.
1. ✨ 2025 Theme: ‘Wonder all the Way’
This year’s theme, ‘Wonder all the Way,’ goes beyond traditional holiday decorations. It offers an immersive experience featuring vivid 3D media art and imaginative storytelling that stretches across the massive LED display.
- Art Meets Technology: This season’s show is part of the ‘2025 Art Korea Lab Art-Tech Convergence Testbed Support Project,’ elevating it from a simple advertisement to a high-tech art exhibition.
- Participation of Emerging Artists: By featuring creative works from rising artists, the show blends classic winter vibes with a modern, innovative touch, offering a unique visual experience that you won’t find anywhere else.
2. ?️ Essential Visitor Information
Make sure to check the operating dates and times before you head out to catch the show!
- Operating Period: November 1, 2025 – January 31, 2026 (approx. 3 months)
- Operating Hours: Daily 5:00 PM – 12:00 AM (Midnight)
- Location: Shinsegae Square (Shinsegae Dept. Store Main Store, Myeongdong)
- Running Time: Approx. 3-minute main video (repeated continuously)
3. ? KoreaNow’s Practical Tips for the Perfect View
Follow these tips to enjoy the show like a pro, even amidst the crowds.
- No Need to Rush: Since the 3-minute video loops continuously until midnight, there is no need to hurry for a specific “showtime.” You can arrive at your convenience and still catch the full performance.
- The Best Photo Spot: For the best panoramic view of the entire screen, stand in the plaza area in front of the Seoul Central Post Office (Post Tower). This is the prime location for capturing the full scale of the display.
- Spot the Details: The works by emerging artists are packed with intricate details and 3D effects. Look closely at the screen to discover hidden visual elements that make the “Art-Tech” fusion truly special.
4. ? The Ultimate Way to Capture Seoul’s Winter
Shinsegae Square has evolved into a cultural landmark representing the winter spirit of Seoul. Whether you are with family, friends, or a loved one, watching the lights dance across the Myeongdong sky is the perfect way to wrap up 2025. Don’t forget to take a photo—it will likely be the most glowing souvenir from your trip to Korea.
