MICE Seoul




Introducing the Seoul MICE Alliance's Newest Members


1. MBC World

MBC World is a broadcasting theme park that is centered around the Hallyu contents from MBC shows. The theme park allows visitors to experience attractions that integrate technology such as VR, AR, and holograms. Through cutting-edge technology like 4D VR and holograms, visitors can enjoy MBC dramas and variety programs in a whole new way. Visitors can also experience a range of broadcasting jobs (news anchor, reporter, weather reporter, producer, etc.) by taking part in the TV news experience program and historical drama program. You can also take photos of yourself singing and dancing with a Hallyu star!

2. Namsan Seoul Tower Hanbok Culture Experience Center

The Namsan Seoul Tower Hanbok Culture Experience Center is located on the lobby floor (B1) of one of Seoul's landmarks, the N Seoul Tower. The center features unique photo zones that have recreated representative locations from the Joseon Dynasty including the Phoenix Throne at Gyeongbokggung Palace, junggungjeon (queen's living quarters), and houses of the yangban (Korea's ruling elite during the Joseon Dynasty). The center also offers a variety of hanbok in different styles such as traditional hanbok, modernized hanbok, and wedding hanbok. Visitors can also experience Korean traditional wedding ceremony, architecture, refreshments, and cuisine. Check out the Namsan Seoul Tower Hanbok Culture Experience Center and become the star of a historical Korean TV drama while donning a beautiful hanbok.

3. L'atelier

L'atelier is a 1,400-square-meter theme park with a new concept which combines pictorial masterpieces with IT to offer creative exhibition content. It can also be seen as an “artactive” (art + interactive) theme park that maximizes the element of experience within a uniquely designed space. In addition to displaying works of art by famous impressionist painters such as Vincent van Gogh, Claude Monet, Maurice Utrillo, and Edouard Leon Cortes, L'atelier allows visitors to journey through 19th-century France where such artists lived. Visit L'atelier to have a conversation with the characters who live inside famous paintings within a space that brings together dioramas, imaging technology, and IT. You can also enjoy works of art through media art shows, holographic talk shows, and musicals.


KING STUDIO is an experiential music studio where visitors can see what it's like to record and mix a K-pop song and produce a music video. The studio offers an amazing experience program in which you can become the star at the very spot where K-pop artists themselves have recorded music.

5. 'Fireman'

Fireman is a nonverbal performance that revolves around one of society's everyday heroes, the firefighter. Fireman tells a story about the challenges trainees face to become firefighters. As there is no dialogue and the story is told through a mixture of dynamic performance styles such as parkour, b-boying, and pole dancing, Fireman is a great show for international participants to attend. Fireman is on an open run at the Myungbo Art Hall, which is a 10-minute walk away from Myeong-dong. The show is popular with both locals and foreigners as it encourages audience interaction and offers other interesting elements.

6. Novotel Ambassador Seoul Dongdaemun

The Novotel Ambassador Seoul Dongdaemun Hotel is located in Dongdaemun, where centers for shopping, entertainment, culture, and business all exist together. As a hotel that falls under the Novotel brand, which is the historic brand of the AccorHotels Group, Novotel Ambassador Seoul Dongdaemun offers the best facilities and high-quality services. With its 331 hotel guest rooms, 192 residences equipped with kitchenettes, all-day dining restaurant, lobby lounge bar, deli, charming rooftop bar and outdoor pool, fitness center, and sauna, the hotel is the perfect place to experience a unique form of relaxation in the city. The hotel also has convention facilities such as a grand ballroom that can accommodate up to 260 people and small all-purpose meeting rooms, which are perfect for the successful hosting of meetings, gatherings, and weddings. The hotel's modern and comfortable interior design, which is based on the motif of the eaves of Heunginjimun Gate (more commonly known as Dongdaemun), also stands out.

7. RYSE, Autograph Collection

Located in the center of Hongdae, RYSE, Autograph Collection is a hotel that has combined the youthful and energetic culture of Hongdae with the brand value of Autograph Collection. Autograph Collection is Mariott's boutique hotel brand with an urban edge. Each of the hotel's 274 rooms has Bluetooth boombox speakers and bathrobes designed by the Korean fashion brand, IISE. The hotel also features four artist suites with interior design contributions from domestic and overseas artists; these rooms are like works of art themselves. The executive producer suite on the 20th floor - with one of its walls featuring a design by graphic designer Na Kim and its art pieces that have been picked out by RYSE - is a unique space that's perfect for parties and events. Other interesting spots at the hotel include the globally acclaimed bakery from San Francisco, Tartine Bakery, the Michelin-starred Thai restaurant, Long Chim, the rooftop cocktail bar on the 15th floor, Side Note Club, a clothing store that offers street fashion, Worksout, and an art gallery called Arario Gallery.

8. Hyundai Department Store Duty Free

Hyundai Department Store's duty-free shops are located on floors 8 to 10 of its COEX branch. Hyundai Department Store Duty Free has been garnering attention for being the first duty-free center in the country to feature an editorial boutique. Global designer brands and jewelry shops can be found on the 8th floor, and fashion and cosmetic brands are located on the 9th floor; the pop-up zone that is presented by a merchandiser stands out in particular. Something else that separates this duty-free center from the pack is the fact that it also offers Hallyu cultural experiences. The Hallyu culture souvenir shop and experience center on the 10th floor offer products and experience programs that showcase Korea’s colors.

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