Government-Private Partnerships Drive New Growth Model for Korea’s OOH Industry

Seoul’s central district of Jongno is moving ahead with one of South Korea’s most ambitious urban media initiatives, as officials and private-sector partners finalize plans to complete the Gwanghwamun Square media zone by 2026. At a regular meeting of the “Gwanghwamun Square OOH Advertising Free Zone Public-Private Council” on 25 November, the district reviewed progress made this year and outlined next-stage goals for transforming the area into a world-class digital media landmark.

The project, designated by the Ministry of the Interior and Safety as the second-phase Free Signage Zone, spans roughly 221,815 square meters across Gwanghwamun Square and the Sejong-daero corridor. Running from January 2024 to December 2033, it aims to create a showcase comparable to — and ultimately surpassing — New York’s Times Square, combining large-format digital screens with curated cultural programming and advanced media technologies.

Authorities say the backbone of the media infrastructure is now taking shape. Over the past year, large digital displays were installed on four key buildings: Koreana Hotel (K Vision), KT WEST (KT Square), Dong-A Ilbo (Luux) and the Saekwang Building (Lume Media, scheduled for completion in December). The district also hosted the “K Festa – Gwanghwamun Square Opening Ceremony” in September, attracting a significant turnout and demonstrating the area’s potential as a cultural and commercial hub.

Momentum is expected to accelerate in 2026, which officials describe as the project’s first full completion year. Digital screens will be added sequentially to nine additional buildings, including the Dajeong, Gukho and Kyobo towers, completing the core media network. A pilot version of the Gwanghwamun Square Media Platform (GMP) will also begin operation, enabling synchronized playback across the signage network and effectively turning the district into a single interconnected media canvas.

Jongno District is preparing additional programs designed to elevate the precinct’s cultural identity. Plans include public-private lecture series, curated media tours, and large-scale events such as national-team fan gatherings for major sports moments. These initiatives are intended to strengthen Gwanghwamun’s profile as a “city-center media art gallery” capable of attracting both locals and international visitors.

Jongno District Mayor Jeong Moon-heun said the groundwork now laid will allow the district’s cultural and media impact to expand rapidly next year. He noted that the unique character of Gwanghwamun Square will be highlighted through events such as World Cup-style Red Devils gatherings, adding that the district aims to establish the zone as a global media platform drawing broad international attention.

The project also drew praise earlier this November at the WOO APAC Forum in Seoul. Tom Goddard, President of the World Out of Home Organization, cited the Gwanghwamun initiative as a leading model of how government and Korean OOH industry can collaborate to unlock the full potential of the out-of-home sector. He underscored that Korea’s large-scale OOH developments are increasingly observed worldwide as benchmarks for coordinated urban media strategy.

As construction and programming expand toward 2026, industry observers say Gwanghwamun Square is emerging as a significant testbed for Korea’s vision of a next-generation digital media district — one that blends commercial advertising, cultural storytelling and real-time public experience in the heart of the capital.

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