aespa Seoul Pilgrimage: Must-Visit Spots for MY

SM Entertainment moved its headquarters to Acro Seoul Forest D Tower at 83-21 Wangsimni-ro, Seongdong-gu in 2021. The building is directly connected to Seoul Forest Station on the Suin-Bundang Line, and also a 5-minute walk from Ttukseom Station Exit 5 on Line 2. The building itself is a modern glass tower—less iconic looking than HYBE but in a more interesting neighborhood. You can't enter the office floors, but the real draw is in the basement. KWANGYA SEOUL is SM's official merchandise store and experience zone on B1. Open daily 10:30–20:00. It sells albums, lightsticks, photocards, clothing, and other merchandise for all SM artists—aespa, NCT, EXO, SHINee, Red Velvet, and more. The store layout rotates based on current promotions. During aespa comeback periods, expect dedicated display sections, album listening stations, and photo zones themed around the latest concept. The photo booth area is popular—you can take ID-style photos with aespa-themed frames. Merchandise prices are standard: albums 18,000–22,000 won, lightsticks 45,000–55,000 won, smaller goods (keyrings, stickers) 5,000–15,000 won. The area immediately outside the SM building attracts fans hanging around, especially on days when artists are known to be inside for schedules. There's an unspoken culture of waiting near the parking garage entrance, though SM's security is professional and there are clear boundaries. Respect them. One important note: KWANGYA SEOUL stocks change frequently. Limited-edition items tied to concerts or comebacks sell out within days. If there's something specific you want, go early in the promotion period. Lines form before opening on release days.

Seongsu-dong has been called 'the Brooklyn of Seoul' for its converted warehouse cafés, independent boutiques, and industrial-chic aesthetic. SM's presence here since 2021 has added a K-pop dimension to an already trendy neighborhood. The area around the SM building is walkable and packed with things to do. Seoul Forest (서울숲) is a 10-minute walk from the building—a large park with deer enclosures, walking paths, and picnic areas. It's where locals go to escape the concrete, and it makes for a good break between fan activities. Café culture in Seongsu is world-class. The neighborhood has one of the highest concentrations of specialty coffee shops in Seoul. Mesh Coffee, Onion Seongsu (in a converted factory), and Center Coffee are standouts that have nothing to do with K-pop—they're just genuinely excellent cafés. But on any given day, you'll also find pop-up cafés with SM artist themes operating in the area. These rotate constantly; check Twitter/X for 'Seongsu pop-up' plus the artist name. The 1MILLION Dance Studio, famous worldwide for its choreography videos (over 28 million YouTube subscribers), is also in Seongdong-gu. Open classes cost 20,000–30,000 won per session. Their choreographers have worked with multiple SM artists, and taking a class here while visiting the SM building area is a popular fan itinerary combo. For food, Seongsu-dong leans trendy and café-heavy, but side streets have solid Korean restaurants too. The area between Ttukseom Station and Seoul Forest Station has dozens of lunch options in the 8,000–15,000 won range. Avoid the main drag on weekend afternoons—it gets packed.

aespa's live performance footprint in Seoul has grown rapidly. Their SYNK: Parallel Line tour in 2024 started at Jamsil Indoor Stadium (capacity around 11,000) and the 2025 encore shows took place at KSPO Dome in Olympic Park. Jamsil Indoor Stadium is at Jamsil Sports Complex, near Sports Complex Station on Line 2 (Exit 6 or 7). It's a multi-purpose arena that hosts everything from K-pop concerts to basketball games. The surrounding area has Lotte World, Seokchon Lake, and plenty of restaurants—a concert here doubles as a Jamsil day trip. KSPO Dome (formerly Olympic Gymnastics Arena) is the standard venue for major SM concerts, located inside Olympic Park. Access from Mongchontoseong Station Exit 1 on Line 8 or Olympic Park Station on Line 9. Concert days at KSPO Dome are an experience in themselves—the park fills with fan activities, light stick testing, and impromptu chant practice groups. aespa has also performed at larger-scale events. SM's annual SMTOWN concerts (when they happen) typically use Jamsil Olympic Stadium (capacity 70,000) or Gocheok Sky Dome (25,000). These multi-artist events feature aespa alongside other SM acts and are good value for fans who follow multiple groups. Ticketing for aespa concerts goes through Interpark Ticket or Yes24 Tickets. MY fan club membership (available through aespa's Weverse) provides presale access. Competition is intense—Seoul concert dates sell out in minutes. A stable internet connection and pre-logged-in accounts are non-negotiable. If you miss the initial sale, check for additional seating releases about a week before the show.

aespa's music videos are heavily CGI-based—the KWANGYA concept means a lot of the visual world is digitally constructed. You won't find as many identifiable real-world filming locations as you would for groups with more location-shot MVs. That said, some spots are worth noting. aespa's variety and behind-the-scenes content, available on YouTube and Weverse, features more recognizable Seoul locations. The members have filmed content in Gangnam, Seongsu-dong, and various cafés and restaurants around the city. Specific locations change with each series, but the Gangnam-Apgujeong-Cheongdam triangle appears frequently. The SMTOWN Museum previously operated at COEX Mall in Gangnam (159 Samseong-dong, Gangnam-gu), showcasing memorabilia from SM's entire artist history. It included sections on aespa, interactive exhibits, and a gift shop. Access was through COEX Mall, near Samsung Station Exit 5 or 6 on Line 2. Note: check current operating status before visiting, as SM's exhibition spaces have shifted formats recently. For content-related locations, aespa's reality content and behind-the-scenes footage from their 'aespa's SYNK ROAD' and other series feature trendy Seoul spots—cooking classes, arcade visits, and shopping in Hongdae and Myeongdong. These locations are generally accessible and make for good general tourism stops even without the aespa connection. SM artists frequently appear on Korean variety shows filmed at major broadcasting stations. SBS, KBS, and MBC all have studios in the Digital Media City area (Sangam-dong, Mapo-gu) and other locations. While you can't enter studios, the areas around broadcasting centers are popular for fan sightings.

One of the practical advantages of being an aespa fan visiting Seoul is that SM houses multiple major groups. A single trip to KWANGYA SEOUL can serve fans of aespa, NCT, EXO, SHINee, and Red Velvet simultaneously. If you're a multi-stan (a fan of several groups), SM's ecosystem is the most convenient to navigate. aespa's official lightstick is a key concert accessory. It connects via Bluetooth for synchronized light effects during performances. Available at KWANGYA SEOUL (around 55,000 won) or through the official SM online store. Batteries are not included—bring your own (usually three AAA). Fan chant culture for aespa is still developing compared to longer-established groups. Title tracks like 'Next Level,' 'Savage,' 'Girls,' and 'Supernova' all have dedicated fan chants. YouTube has tutorials from Korean MY fans with correct timing. Learning 2–3 songs' chants will get you through a concert comfortably. Bubble is the paid messaging platform (approximately 4,500 won per month per artist) where aespa members send 1:1-style messages to subscribers. It's not a two-way conversation, but the messages feel personal—daily life updates, selfies, voice messages. Many MY subscribe during their Seoul trip period to feel more connected. Birthday events for aespa members—Karina (April 11), Giselle (October 30), Winter (January 1), NingNing (October 23)—bring cupholder events and decorated cafés around Seongsu-dong and Gangnam. The October period is especially busy since Giselle and NingNing's birthdays are close together. Check MY fan accounts on Twitter/X for event maps and schedules. A note on SM's fan community structure: unlike HYBE's Weverse-centered model, SM uses a combination of Weverse (newer), Lysn/Bubble (messaging), and the traditional Daum Fan Café for Korean fandom activities. International fans primarily use Weverse and Bubble.

Here's a practical one-day itinerary for MY visiting Seoul: Morning: Start at KWANGYA SEOUL when it opens at 10:30. Browse merchandise, take photos at the booth, and pick up any limited-edition items before they sell out. Budget about 1–1.5 hours. Late morning: Walk to Seoul Forest (10 minutes from the SM building). The park is free and genuinely relaxing. The deer enclosure and the walking path along the stream are highlights. If the weather is bad, skip this and head straight to cafés. Lunch: Eat in Seongsu-dong. The neighborhood has everything from trendy brunch spots (15,000–25,000 won) to simpler Korean restaurants (8,000–12,000 won). Avoid the main café strip if you want a quick, affordable meal—walk one block into the residential streets. Afternoon: Explore Seongsu-dong's café scene. Hit one of the famous spots (Onion, Mesh Coffee) or check if any SM pop-up events are running. Photocard trading can also happen in this area—look for small shops with display cases in their windows. Alternative afternoon: If you want a dance class, check 1MILLION Dance Studio's schedule. Classes run in the afternoon and evening. Booking online in advance is essential. Evening: If you're heading to a concert at KSPO Dome or Jamsil, allow 45 minutes to get there from Seongsu by subway. For non-concert evenings, Seongsu's café-bars transition nicely into nighttime spots. Transportation note: Seongsu-dong is well-connected. Line 2 (Ttukseom Station) runs frequently, and the Suin-Bundang Line (Seoul Forest Station) connects directly to Gangnam and Suwon. From Seongsu to Gangnam takes about 15 minutes by subway.