HYBE's headquarters is the single most visited K-pop landmark in Seoul. Every day, fans from around the world gather outside, hoping to catch a glimpse of their favorite artists coming or going.
The building itself is not open to the public — you can't go inside without a reservation for the official merch store. But the exterior has become an icon. During BTS members' birthdays, fans purchase ads at the nearby bus stops, and the area fills with banners, flowers, and messages of love.
The surrounding neighborhood has transformed into a mini fan district, with cafes, restaurants, and shops catering to the steady stream of K-pop fans. Most BTS members live nearby in the Hannam-dong area, making this neighborhood the true center of BTS's Seoul.
Right next to the building's rear entrance, you'll find Bomnal Cafe — a fan event cafe that transforms completely for every comeback and birthday.