If you want to capture a Christmas-themed photo in Seoul, there is a place that many people visit every winter. It is… Christmas photo zone in front of the Shinsegae Department Store main branch in Myeongdongno see.
Splendid Christmas videos unfolding on the exterior walls of large department store buildings, and the sight of people taking photos in front of them, has suddenly become a familiar year-end scene in Seoul.
There is a particular type of photo often seen on social media. It features a composition where a person stands in the foreground, with the entire Shinsegae Department Store building twinkling with Christmas lights in the background. While a night view capturing just the building is stunning, including a person makes the memories of a winter trip to Seoul feel a little more special.
However, when you actually look for a spot to take a photo, it is easy to get confused about where to stand. It is a good idea to know in advance whether you need to take the picture right in front of the department store, go across the road, or find out which exit to look for.
In this article Official Screening Schedule for the 2026 Shinsegae Department Store Myeongdong Christmas Media FacadeAlong with that, I will summarize the best photo spots where the department store appears large behind the subject, the best times to take photos, mobile phone photography tips, and nearby winter walking courses.
2026 Christmas at Shinsegae Department Store Myeongdong, what will it look like this year?
The Christmas video that becomes a hot topic in Myeongdong every year-end is screened on a large media facade installed on the exterior wall of the Shinsegae Department Store main branch.
A media facade refers to a method of utilizing a building's exterior wall like a large screen to display videos or media art. At the Shinsegae Department Store Main Branch, it is operated under the name 'Shinsegae Square'.
The charm of this place is a little different from typical Christmas trees or decorations.
As the video unfolds along the wide exterior walls of the building, the department store itself looks like one giant Christmas decoration when viewed from the front. Since the atmosphere changes with every change in the screen, you can capture photos with different vibes even when shooting in the same location.
The 2026 Christmas video was produced under the theme of 'A fantastic journey delivering Christmas wishes'.
This is a story about a bear guarding a post office who sets off on a journey in a balloon boat carrying letters containing people's wishes. It features an ice castle and a Christmas tree, and concludes with a warm end-of-year message.
In particular, it is said that this video utilizes a 3D anamorphic technique that makes objects on the screen appear to pop out of the actual space. It seems you can enjoy it not just as a simple lighting decoration, but as if you are watching a short story.
The video is about 3 minutes and 40 seconds long, and also features orchestral music that combines the melody of Beethoven's Symphony No. 9 with Christmas carols.
While it is nice to watch the entire video, if your goal is photography, it might be fun to wait for a scene you like to appear and take a picture.
2026 Shinsegae Square Christmas Screening Period and Times
If you are going to see the Shinsegae Department Store Christmas video this year, the first thing you should know is the screening schedule.
According to an official announcement by Shinsegae Department Store on November 5, 2026, this year's Christmas video will be released on Friday, November 6 at 5 p.m. Every day from 5 PM to midnight until January 31, 2027 It is scheduled to be screened.
The following is basic information to know before visiting.
- Location: Shinsegae Square, Shinsegae Department Store Main Branch
- Address: 63, Sogong-ro, Jung-gu, Seoul
- Screening Period: November 6, 2026 – January 31, 2027
- Screening Hours: Daily 17:00 – 24:00
- Christmas video length: Approx. 3 minutes 40 seconds
- Outdoor Admission Fee: Free
Unlike events held inside the department store, the exterior video can be viewed from across the road, so no separate admission ticket is required.
It is also welcome news that the video will continue to be screened even after Christmas ends on December 25. Travelers planning a trip to Seoul during the year-end and New Year holidays, or those visiting in January 2027, can also adjust their schedules accordingly.
However, actual on-site screenings are subject to change depending on weather conditions or operational circumstances, so it is recommended to check the latest announcements on the day of your visit.
Where is the best spot for a photo with Shinsegae Department Store in the background?
This is the most important part to introduce in this article.
To take a photo like the ones often seen on social media, where a person stands in front and a huge Shinsegae Department Store Christmas video plays in the background The key is to film from across the road, not right in front of the department store.no see.
When shooting directly below a department store, the distance to the building is too close to capture the entire frame. In particular, if you include people in the shot, the top of the building may be cut off or the balance of the photo may look awkward.
On the other hand, across the road, you can maintain a certain distance from the buildings, making it ideal for capturing large Christmas scenes with the background behind the person.
Photo zone in front of Exit 1 of Hoehyeon Underground Shopping Center
The first place worth looking for is Near Exit 1 of Hoehyeon Underground Shopping Centerno see.
This location is known as a representative viewing spot across from the Shinsegae Department Store main branch. In particular, when looking at the department store from the sidewalk near the Seoul Central Post Office, the media facade comes into a relatively wide field of view.
There is one thing you must be careful about here.
Exit 1 of Hoehyeon Underground Shopping Center and Exit 1 of Hoehyeon Station on Subway Line 4 are different exits.
If you search only for Exit 1 of the subway station, you may end up in a different direction from the photo zone you want, so it is better to search for 'Hoehyeon Underground Shopping Center' or 'Seoul Central Post Office' together on the map.
When taking photos, first secure a safe position on the inside of the sidewalk, and check if the Shinsegae Department Store exterior screen is clearly visible.
Between Exit 1 and Exit 2 of Hoehyeon Underground Shopping Center
If you want a slightly wider view, the walkway between Exit 1 and Exit 2 of the Hoehyeon Underground Shopping Center is also worth checking out.
This area is introduced as a filming location that captures wide shots of the department store's exterior walls.
However, just because it is a prime photo spot does not mean the same composition will always be available. The range available for shooting may vary depending on facilities installed by the season, on-site safety fences, and the location of visitors.
Before taking a photo, it is a good idea to check how much of the entire building fits in the frame, whether there is enough space for the subject to stand, and whether there are any other people passing by in the background.
In particular, you must be careful not to obstruct passage or linger on the stairs, especially around the entrances and exits of underground walkways.
People in the front, Shinsegae Department Store in the back! How to take a good photo
One of the biggest reasons people visit the Christmas photo zone at Shinsegae Department Store in Myeongdong is, of course, for portrait photography.
If you take a picture of just the building, it becomes a glamorous night view photo, but if people are included, the feeling of a Christmas travel photo becomes much more distinct.
However, since the background is so large and bright, you may not get the desired result if you take it like a typical street photo.
Adjusting the distance between the character and the department store
First, have the subject stand on the sidewalk facing the department store, and have the photographer step back a little to set the composition.
In this case, if you place the character too large in the center of the screen, the Christmas video in the background will be obscured.
Conversely, if you capture the person too small, it may result in a beautiful photo of the building, but it may weaken the feeling of a travel souvenir.
Personally, I think a composition would look good in a vertical photo where the subject is positioned naturally at the bottom of the screen, while the building exterior and Christmas video are clearly visible at the top.
If you are taking a full-body photo, make sure that your toes are not cut off, and if you are taking a photo focusing on the upper body, check to see if the bright image of the department store looks too cluttered around your face.
A photo of the back is also a good choice.
If you feel uncomfortable with a photo showing your face head-on, you can also take a picture of your back.
If you capture a scene of someone looking at Shinsegae Square while wearing a winter coat or scarf, the person and the Christmas night view connect naturally.
In particular, the composition of looking at a large screen has the effect of making the space in the photo appear wider because the gaze is directed toward the department store.
Since you don't need to emphasize the character's facial expressions, it is also great for creating a natural atmosphere where they are not conscious of the camera.
If you visited with a friend or partner, it would be nice to take a picture of the two of you standing side by side looking at the screen.
Try waiting for the moment the screen brightens
At Shinsegae Square, the scenes in the video keep changing.
In some scenes, bright colors fill the entire screen, while in others, a dark background and small lights may be emphasized.
This is the reason why the final result varies greatly depending on the background scene, even when taking a photo from the same location.
If possible, rather than just taking photos from the start, it is a good idea to review the flow of the video and remember the sections where your favorite scenes appear.
For portrait photos, the background can appear bright if you take the shot at the moment the screen brightens. However, strong LED lighting may cause the subject's face to appear dark, so please check the photo immediately and adjust the exposure.
Smartphone night shooting settings
You can take atmospheric photos with your mobile phone even without a professional camera.
The first thing to check is exposure.
If you take a photo aligned with the bright LED screen, the bright areas of the screen may appear white, causing the details of the Christmas decorations to disappear.
In this case, try touching a bright area on your phone screen and then lowering the exposure slightly.
Conversely, if the person's face is too dark, it is best to focus on the face and adjust the brightness to balance it with the background.
Shooting with a wide angle allows you to capture the entire building, but if there are people at the edges of the frame, the proportions of their faces or bodies may be distorted.
It is safe to shoot with a standard angle first, and if the top of the building is cut off, try a wide angle.
Night mode can be helpful depending on the situation, but it may produce blur if the person moves. It would be best to take multiple shots with the subject standing still and select the most natural-looking photo.
Shinsegae Myeongdong Christmas, what time should I go for nice photos?
The official screening starts at 5 PM, but the best time to take photos depends on the atmosphere you want.
Around 5 PM, light may remain in the sky depending on the season and weather. This is a good time to try taking photos that capture both the shape of the Shinsegae Department Store building and the surrounding cityscape.
The bright media facade stands out even more after the sun has completely set. Since the colors on the screen are more vibrant than the surrounding streets, it is better to visit after dark if you want to capture a spectacular Christmas nightscape.
However, large crowds may gather on winter weekend evenings or as Christmas approaches.
If there are many visitors, other people may appear in your photos, or it may be difficult to take photos for a long time in your desired location.
If you can adjust your timing, it is worth considering a weekday visit. However, you should not assume that it is necessarily quiet on weekdays.
If you visit for photos Arriving a little early to scout the filming location rather than arriving exactly on time for the screeningThis can be more efficient.
Above all, this is an area adjacent to a sidewalk and a road. While taking great photos is nice, please refrain from recklessly walking onto the road or climbing over safety fences.
How to get there by subway and things to know before visiting
The address of Shinsegae Department Store Main Branch is 63, Sogong-ro, Jung-gu, Seoul.
The nearest subway station is Hoehyeon Station on Line 4. The official guide for Shinsegae Department Store introduces a route that connects to the department store's food floor via Exit 7 of Hoehyeon Station.
However, if the purpose is to take Christmas photos, there is no need to enter the department store first.
If you search for Seoul Central Post Office and Hoehyeon Underground Shopping Center together on a map app, it is easy to understand the direction of the photo zone opposite the department store.
Especially for foreign travelers, it is helpful to save the Korean name of your destination before you depart.
You can distinguish between 'Shinsegae Department Store Main Store' when looking for the department store itself and 'Hoehyeon Underground Shopping Center' when looking for the photo shooting location.
You also need to consider situations where you take photos in the same place for a long time in cold weather.
It is a good idea to prepare gloves, a scarf, and a warm coat, and if you plan to take a lot of photos, be sure to bring a portable phone charger as well.
When there are many people, using a tripod can obstruct traffic, so it may be more convenient to shoot handheld or with the help of a companion.
Take Christmas photos and enjoy the winter night view of Myeongdong
Rather than just visiting Shinsegae Square and returning immediately, I recommend an itinerary that includes exploring the evening scenery of Myeongdong.
Myeongdong is a familiar area even for foreign tourists visiting Seoul for the first time. With its shopping streets, diverse restaurants, and street food, it is a great place to plan an evening stroll and dining itinerary together.
If filming a Christmas video is your primary objective, it might be convenient to head to the photo zone first to take pictures, and then proceed to the Myeongdong shopping street.
Conversely, it is also a good idea to enjoy shopping or dining in Myeongdong first in the afternoon, and then move to Shinsegae Square after sunset.
This year, a separate holiday market is also scheduled at the Shinsegae Department Store Main Branch. According to an official announcement, the Main Branch Holiday Market is planned to operate from November 24 to December 31, 2026.
Since the Christmas video on the exterior wall and the interior market are different content, if you want to enjoy both, you must also check the location of the event inside the department store and the terms of use.
If you are planning a short winter walk centered around photography, it would be better not to include too many places at once.
You can have a fulfilling evening just by fully enjoying the Christmas video, taking the photos you want, and spending time in Myeongdong enjoying a warm meal.
Christmas attractions recommended for this type of traveler
The Christmas photo zone at Shinsegae Department Store in Myeongdong is a perfect spot for those who want to capture the atmosphere of a winter trip to Seoul in photos.
It is recommended for those planning a Christmas date with their significant other, those wanting to take photos of their Seoul trip with friends, and foreign tourists staying in Myeongdong looking for a place to casually explore in the evening.
Another advantage is that there is no separate admission fee for outdoor activities.
This is because it can be naturally included in your Myeongdong travel itinerary without needing to leave a long gap in your schedule, unlike paid performances or experience products.
On the other hand, if you are expecting a quiet and secluded place, it might feel a little different.
This is an urban photo zone visited by many people during the year-end season, and because it is close to the road and sidewalk, traffic noise or the sight of people passing by may also be visible.
Therefore, rather than thinking that you must take a photo without people, it would be better to visit with the mindset of capturing the vibrant winter atmosphere of Seoul as well.
If you are looking for Christmas photo spots in Seoul
While Seoul features a variety of winter lights and Christmas decorations, the Shinsegae Department Store main branch in Myeongdong presents a different atmosphere in that the entire building transforms into a giant video screen.
Above all, a composition where a character stands in the foreground with a dazzling Christmas video unfolding behind them can be a memorable scene for a winter trip to Seoul.
If you want to take a photo here, the most important thing is the shooting location.
Rather than checking directly in front of Shinsegae Department Store, please check the area around Exit 1 of the Hoehyeon Underground Shopping Center across the road and the sidewalk in front of the Seoul Central Post Office first.
Next, if you adjust the proportions of the person and the building and shoot when the desired scene appears, you will be able to capture a more satisfying photo.
The 2026 Shinsegae Square Christmas video is scheduled to be screened from November 6 to January 31 of the following year.
If you are planning to spend the evening in Myeongdong this winter, why not include this place between your shopping and dining schedule?
It will be a time to capture not only large Christmas videos but also the winter night atmosphere of downtown Seoul in photos.
