Bringing UNESCO Heritage to the Streets: Seokguram Transformed Through Public Digital Out-of-Home Media

Seokguram Grotto, one of Korea’s most treasured cultural landmarks, has been brought to life in the heart of Seoul through a spectacular digital heritage project.

Located on Mount Toham in Gyeongju, Seokguram is an 8th-century Buddhist grotto built during the Silla Kingdom and is renowned for its magnificent granite Buddha statue and sophisticated architectural design. Recognized as a UNESCO World Heritage Site, it is widely regarded as a masterpiece of Buddhist art and one of the most important cultural treasures in Asia.

Using advanced digital heritage technology, the Cultural Heritage Technology Research Institute (TRIC) recreated the texture, scale, and artistic details of Seokguram and showcased them on the giant media facade of Shinsegae Square in Seoul’s Myeong-dong district.

The project forms part of the National Heritage Administration’s K-Heritage Museum initiative, a public digital museum platform designed to bring Korea’s cultural heritage beyond museums and historic sites into everyday urban spaces. By transforming one of Korea’s most iconic UNESCO sites into an immersive digital experience, the initiative allows both citizens and international visitors to engage with the nation’s cultural legacy in a new and accessible way.

The installation has attracted significant attention from tourists and local audiences alike, demonstrating how digital technology can expand public access to cultural heritage while promoting Korea’s rich history on a global stage.