PHOTOS: Global game festival unfolds in the heart of Seoul

Game culture festival in Jung-gu, Seoul/ AJP Han Jun-gu
SEOUL, September 16 (AJP) - Walking along Cheonggyecheon, visitors stepping into Hiker Ground were immediately greeted by giant screens playing game videos. Familiar soundtracks filled the air, emphasizing that this was not just an exhibition but a cultural space. The sky-blue entrance structure signaled the festival period, and for ten days, the venue in central Seoul became a "sanctuary of games," drawing in countless enthusiasts.

 Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu
On the second floor, which marked the starting point of the exhibition, families with children were a common sight. The space was designed as a cultural playground for all generations, showing that gaming is no longer exclusive to a specific age group but something everyone can share.
 Game culture festival/ AJP Han Jun-gu
Each floor showcased unique exhibition zones from major Korean developers, including Neowiz, Nexon, Netmarble, and Krafton. Concept art and illustrations lined the white walls, while installations matched each game’s theme. Rather than serving only as promotional displays, the exhibits were curated as cultural works in their own right.
 Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu
The fifth-floor experience zone became the highlight of the festival. Visitors could try out popular titles such as "INZOI" and "Overwatch," while a board game area offered an analog break from the digital. Rest spaces with views of the cityscape gave guests a chance to relax and chat, proving especially popular. Hidden among the large-scale company booths, an indie game zone offered a different kind of charm, allowing visitors to discover small yet distinctive projects that often remain under the radar.
 Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu
The event went beyond the framework of a conventional game show, blending music, visual arts, and esports into a comprehensive cultural festival. It highlighted the role of games as a medium connecting art, daily life, and communication.

Located just a few minutes’ walk from Jonggak Station, the venue was easily accessible by public transport, widening opportunities for people to experience gaming culture. Set in the bustling city center, where international visitors are common, the festival saw an unusually high foreign presence. Organizers estimated that on weekdays, about 70 percent of the visitors were from overseas, while even on weekends—when around 3,000 people attended—about 30 percent were foreigners.
 Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu
Running from September 5 to 14, the 2025 Game Culture Festival showed that games are more than entertainment. They are a form of culture and art that has taken root in everyday life, serving as a tool of connection across generations. Staged for free in the middle of Seoul, the festival stood as a model of what cultural spaces can achieve, offering a fresh perspective on the role of games in society.
 Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu Game culture festival/ AJP Han Jun-gu
Han Jun-gu 사진기자 jungu141298@ajupress.com