The Seoul Metropolitan Government collaborated with Netflix to create a DOOH-AR campaign that allowed people to experience iconic K-content scenes in real-world locations. This project recreated a scene from the global hit Squid Game right in the center of Seoul, enabling tourists and citizens to immerse themselves in the show’s universe while effectively promoting the city’s cultural and tourism appeal.

Participants began the experience by scanning QR codes placed on signage and booths set up at Jonggak Station and Gwanghwamun Square. When they pointed their camera at the signage pillar, Seoul’s mascot “Haechi” appeared in AR. Players transformed into Haechi and faced off against Baekho in a traditional Korean ddakji (slap match) game. By clicking when the moving gauge aligned in the center and succeeding three times, participants completed the game.

In late June, a “Soul Spot” booth was also operated at Gwanghwamun Square, where QR participants received prizes, further enhancing on-site engagement and reinforcing the campaign’s message. The campaign is currently ongoing, with final results to be announced at a later date.