Spoon, the digital and media subsidiary of Daehong Communications, has secured advertising rights for the Jamsil Underground Plaza — the passage connecting Jamsil Station and the regional transit hub — and will expand its digital out-of-home (DOOH) advertising business across Seoul's key commercial districts.
Spoon announced Monday that the deal gives it control over major advertising inventory along the corridor linking Jamsil Station and Lotte World Mall. The underground plaza is a central artery connecting Jamsil Station — one of Seoul's busiest subway stops — the regional transit center and Lotte World Mall, which draws about 60 million visitors a year, making it a prime destination for shopping, culture and tourism.
Spoon will operate a range of advertising formats across the 294-square-meter space, including three wall-mounted LED displays, 52 light box panels and column wrapping. The existing wall displays have been replaced with ultra-high-resolution digital signage using a 0.9-millimeter pixel pitch, enhancing visual immersion and message clarity.
In the below-ground floors of Lotte World Mall connected to the plaza, Spoon is also installing AI scanning-based interactive media and curved standing media displays, giving visitors a space to engage directly with brands.
The new contract expands Spoon's media portfolio across Seoul's major commercial zones, adding to existing placements at Gwanghwamun's Lumi Media, Lotte Department Store in Myeong-dong, the NOVA display in Jongno and Lotte World Mall in Jamsil. The company plans to build on this network to strengthen integrated media solutions targeting both domestic consumers and foreign tourists.
Industry observers say the DOOH market, which combines physical spaces with digital technology, is cementing its place as a core marketing channel for advertisers.
"The DOOH market is growing rapidly alongside the expansion of designated outdoor advertising zones," said Yun Gyo-yeong, head of Spoon's DOOH division. "We will continue to expand our media inventory across Seoul's key commercial districts and create media landmarks that define the city through content that blends creativity with digital technology."
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