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HYBE INSIGHT (하이브 인사이트; also known as BTS Museum) is a cultural and entertainment museum created by HYBE Corporation. The venue offers fans and visitors an immersive experience into the world of HYBE artists, music and history.[1] The museum aims to provide a deeper understanding and appreciation of the art and creativity behind the company's success.

Between May 14, 2021 and January 15, 2023, the museum opened to the public for an exhibit of South Korean boy band BTS.[2]


Key features of HYBE INSIGHT include:

Exhibitions and Displays[]

The museum features various exhibits showcasing the history, music, and achievements of HYBE's artists, including BTS, SEVENTEEN, TOMORROW X TOGETHER and others. These exhibits often include memorabilia, costumes, awards, and other significant artifacts.

Interactive Experiences[]

Visitors can engage in interactive experiences that allow them to explore the music and performances of HYBE artists in unique ways. This can include virtual reality (VR) experiences, sound immersion rooms, and other interactive installations.

Educational Programs[]

HYBE INSIGHT offers educational programs and workshops aimed at providing insights into the music production process, the creative journey of artists, and the broader music industry.


The museum also includes a store where fans can purchase exclusive HYBE-related merchandise, adding a tangible element to their visit.[3]

Ways of Listening[]

Going up one floor, in the space called "Ways of Listening", visitors can feel the music through the vibration of sound, while dancing or reading Braille. On the same floor, "Aroma of Sound" is expressed as a perfume through a nozzle designed to resemble a long, straight speaker. The song "Euphoria" by Jung Kook of BTS is reinterpreted in the perfume, with the high notes of the song and the dominant aroma of the perfume all symbolically substituted for each other.[4]

By projecting the perspectives of the people who make K-pop themselves, these people who create projects with HYBE Labels artists take the lead role in their respective positions and content such as songs, performances and music videos can always be interpreted in a new way using all the five senses, similar to compressing the creation process of K-pop and how it can be enjoyed around the world.[5]


HYBE INSIGHT is a mecca for K-pop fans designed to give them a unique space to connect with their favourite bands and performers even more closely. It incorporates a mix of electronic displays and traditional exhibits centring on its mission statement, "we believe in music". Other than BTS, bands featured in HYBE INSIGHT include NU’EST, GFRIEND, SEVENTEEN, TOMORROW X TOGETHER, and ENHYPEN.

HYBE Labels


Start date End date City Country Venue Attendance
May 14, 2021 January 15, 2023 Seoul South Korea-Flagicon South Korea HYBE INSIGHT [6]


Official links[]


Wiki-wordmark To view the HYBE INSIGHT gallery, click here.