you can’t freely walk into any of the three buildings, but each company is different. SM lets you into the lobby and its official goods shop. HYBE’s fan exhibit has been closed since early 2023. JYP’s building has never been open to the public at all. I’ve visited all three in person, so here’s exactly what to expect — and what’s worth doing nearby instead.
SM Entertainment’s Building — the Lobby and KWANGYA Store Are Open
SM Entertainment moved its headquarters to Seongsu-dong, near Seoul Forest, back in 2021. The closest subway stop is Seoul Forest Station (Suin-Bundang Line), Exit 5, which connects directly to the building.
The first-floor lobby is open to anyone — no reservation or ticket needed. The real destination, though, is the official goods shop KWANGYA, located in the basement. You can buy albums, photocards, and merchandise there, and there’s a designated photo zone as well.
That said, this is not a place to meet artists or see practice rooms. The old SMTOWN Museum, café, and hologram theater at COEX permanently closed back in June 2020. A surprising number of English-language travel sites still list “SMTOWN COEX” as a place to visit — if you go there expecting a K-pop attraction, you’ll find nothing but a regular mall floor.
What to do around Seoul Forest Station
- Walk through Seoul Forest Park
- Explore the Seongsu-dong café district (many stylish cafés within a 5–10 minute walk)
- Visit S-Factory or Daelim Changgo, both converted industrial spaces used for exhibitions and pop-ups
HYBE’s Building — HYBE Insight Has Been Closed Indefinitely Since 2023
HYBE’s headquarters in Yongsan used to house a fan exhibition hall called HYBE Insight. According to HYBE Insight’s own official website notice, however, operations at the Yongsan building ended on January 15, 2023, and the exhibit has remained closed long-term ever since. No reopening date has been announced.
You’ll still find plenty of 2024–2026 “reviews” online claiming people visited and booked tickets. These are almost certainly outdated posts or confused with a different location — before you plan a trip, always double-check the current status directly on HYBE Insight’s official site.
Even without the exhibit, the neighborhoods around the building are worth the trip.
- Hannam-dong: a 5-minute walk from the HYBE building, packed with stylish cafés, concept stores, and small galleries
- Itaewon: one subway stop away on Line 6, home to Seoul’s most international mix of restaurants and bars
- The nearest station is Hangangjin Station (Line 6), Exit 2 — from there it’s roughly a 5-minute uphill walk to the HYBE building
JYP Entertainment’s Building — Never Open to the Public
JYP’s headquarters sits in Seongnae-dong, Gangdong-gu, directly across from the entrance to the Olympic Park swimming pool. TWICE, Stray Kids, ITZY, and DAY6 all practice and record here.
Unlike SM or HYBE, JYP’s building has no fan-facing space at all. It was built purely as a working office and practice facility, so even the lobby is generally not open to outside visitors. Realistically, the most you can do here is take a photo outside the building, or possibly spot an artist commuting in or out.
Worth noting: JYP is planning a much larger new headquarters in Godeok-dong, but as of 2026 construction still hasn’t started, meaning completion has slipped to somewhere around 2028–2029.
What to do near the building — Olympic Park
- One of Seoul’s largest urban parks, great for a walk
- Home to historical sites like Mongchontoseong Fortress and the Baekje Museum
- Accessible via Olympic Park Station, Lines 5 and 9
A Few Things to Keep in Mind Before You Go
Remember that these are working offices, not tourist attractions. Artists genuinely commute in and out of these buildings, so avoid shouting, blocking entrances, or following anyone.
- SM’s lobby and store are best visited on a weekday afternoon (mornings and evenings can get crowded with commuters)
- Until HYBE Insight reopens, plan your visit around the neighborhood, not the building itself
- Pair JYP’s building with an Olympic Park walk rather than treating it as a standalone stop
Final Thoughts
Having visited all three in person, my honest takeaway is this: knowing in advance what you can and can’t actually do at each building saves you a lot of wasted time in Seoul. HYBE Insight in particular is a case where the closure status changes often enough that checking the official source right before your trip really matters.
