By Diplomacy Journal Lee Kap-soo
The Seoul Metropolitan Government (SMG) announced on Sept. 1 that more than 10 million people have visited Dongdaemun Design Plaza (DDP), which marks its 11th year as a landmark of Seoul.
A surge is expected during autumn and winter, with many events and exhibitions planned for the year-end. Total visitors this year are expected to exceed 20 million. During last year’s 10th anniversary, the number of visitors reached around 17.29 million. Over the past 10 years, the cumulative total was about 100 million.
Facility operation rate at 80% and year-round operation including prep time, with the DDP Design Museum booked through 2028.
Opened in 2014, DDP recorded a 79.9% facility operation rate last year. It serves as Seoul’s only integrated cultural venue that not only covers design-focused exhibitions and events, but also MICE as well as cultural content across the creative industries.
Factoring in the preparation time needed between events, the space is essentially in full operation throughout the year. The DDP Design Museum is fully booked through March 2028 and is now showing a special exhibition by iconic neo-expressionist artist Jean-Michel Basquiat.
DDP’s popularity is reflected in over 1,000 major exhibitions and events held over the past decade. Chanel held its “Cruise 2015 Collection” show at DDP, recognizing the vision of architect Zaha Hadid who designed the building.
Since then, global brands have continued to use DDP as a stage for major fashion shows and exhibitions. Dior followed with “Esprit Dior” in 2015, Van Cleef & Arpels held “Noah’s Ark” in 2018, and Fendi hosted its “Seoul Flagship Opening” in 2023. Last year, Cartier also held its “Crystallization of Time” exhibition at DDP.
Global media outlets have also taken attention of DDP. The New York Times listed DDP among its “52 Places to Go” in 2015, and the LA Times named it a “Top Tourist Destination in Seoul” in 2019. DDP was also ranked third among Seoul landmarks by foreign residents living in the city last year.
The value of DDP extends beyond exhibitions and festivals and is now spreading through cultural content. Its striking architecture and refined spatial design have made it a sought-after filming location for creators from Korea and abroad.
DDP has been featured as a filming location in Korean drama series, such as Lovely Runner, My Love From the Star, Vincenzo, and Queenmaker, as well as in an episode of the popular Chinese variety show Keep Running (Season 4).
DDP has also proved popular as a venue for various events, such as Disney Korea’s Star Wars Day 2025 in May, and fan conventions for the American drama series Sense8 as well as films Guardians of the Galaxy and To All the Boys I’ve Loved Before.
