Final Selection of the 2nd Outdoor Advertising Free Display Zone on the 28th... Highly Rated for Foot Traffic, Installation Effectiveness, Local Government Commitment, and Regional Cooperation Plans... Project to Proceed in Three Phases Until 2033
Myeongdong is being reborn as the ‘City of Light.’ It will be transformed into a landmark similar to New York’s Times Square, where diverse video media blend throughout the streets.
Jung-gu, Seoul (District Mayor Kim Gil-seong) announced on the 28th that Myeongdong has been finally selected as the ‘2nd Outdoor Advertising Free Display Zone.’
The Outdoor Advertising Free Display Zone is an area where regulations on the shape, size, color, and installation methods of advertisements are relaxed to allow free installation. Representative examples include Times Square in New York, USA, and Piccadilly Circus in London, UK.
In June, 11 regions nationwide submitted proposals for the Ministry of the Interior and Safety’s ‘2nd Outdoor Advertising Free Display Zone’ designation contest. After two rounds of comprehensive evaluations over five months, Myeongdong Tourism Special Zone, Gwanghwamun Square in Jongno-gu, and the Haeundae Beach area in Haeundae-gu were selected.
The district formed a public-private consultative body to closely discuss the selection of the 2nd Free Display Zone. The Myeongdong Tourism Special Zone Council, Myeongdong Merchants Association, resident representatives, participating businesses, small advertising operators, and experts participated. The final basic operation plan was refined through revisions to enhance completeness.
At the Ministry of the Interior and Safety’s second announcement evaluation on the 13th, Jung-gu Mayor Kim Gil-seong showed strong determination in his opening remarks. The establishment of a close win-win cooperation system with small outdoor advertising operators in the Myeongdong area was also highly praised.
Myeongdong is a representative commercial and financial center of South Korea as well as a tourist and shopping destination. It has a large floating population, and 77% of foreign tourists visiting Seoul come to this area. Due to the high foot traffic and proximity to major tourist sites, a high installation effect is expected.
The district plans to create harmonious digital signage by leveraging the area’s characteristics of having both large and small buildings, and maximize synergy by linking with Shinsegae and Lotte Department Stores, which currently operate large outdoor advertisements.
Advertisement installations will proceed in three phases over a total of 10 years until 2033. As the first phase project, by 2025, four major key locations including Hana Bank, Young Plaza, Myeongdong Art Theater, and Shinsegae Department Store, as well as the surroundings of Myeongdong-gil, will be prioritized for installation. The world’s largest large-scale displays, media poles, and smart streetlights will be installed. A management organization MMC (MYEONGDONG Media Cluster) will be established as a public-private joint consultative body to oversee management.
The district plans to create a virtuous cycle structure by allocating a certain portion of outdoor advertising sales to a fund that will be reinvested in the Myeongdong area.
Mayor Kim Gil-seong said, “I sincerely welcome the final selection of the Myeongdong Tourism Special Zone as the 2nd Outdoor Advertising Free Display Zone. Going forward, Myeongdong will leap forward as a city that shines even brighter, true to its name. We will make Myeongdong a world-class tourist attraction like New York’s Times Square.”
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