HYBE headquarters is the most visited K-pop landmark in Seoul. Every day, fans gather outside hoping to catch a glimpse of their favorite artists.
The building is not open to the public without a reservation for the merch store. But the exterior has become iconic. During BTS birthdays, fans purchase ads at nearby bus stops.
The surrounding neighborhood has transformed into a fan district. Most BTS members live nearby in Hannam-dong. Right next to the rear entrance is Bomnal Cafe.