The Seoul Metropolitan Government has announced a location-based virtual reality experience built around the K-pop group Fifty Fifty as part of Entertech, Seoul 2026, the city's content-industry festival at the Dongdaemun Design Plaza. The city's own press release describes it as immersive VR content using the intellectual property of Fifty Fifty, who are signed to the agency ATTRAKT, and Korean coverage ahead of the event describes visitors moving freely through the space to experience the group's stage performance in VR. The group also serves as the festival's ambassador. Coverage presents the piece as a world premiere; it did not appear at the 2025 edition of the festival.
The festival is hosted by the Seoul Metropolitan Government and operated by the Seoul Business Agency. The city's release gives the wider programme, which also includes the SPP international content market, as running from 17 to 20 September 2026; the festival's own poster gives the public-facing exhibition at the Dongdaemun Design Plaza as 18 to 20 September 2026. The opening ceremony is scheduled for 3pm on 18 September and requires advance registration, while other outdoor programming is open without registration.
The Fifty Fifty piece is one of two separate VR attractions named in the city's announcement. The other presents VR content of artists from SM Entertainment and continues a format the festival ran in 2025, when visitors sat wearing VR headsets for a roughly three-minute VR concert by the group aespa. The two have different rights holders and, on the available descriptions, different interaction models — seated 360-degree viewing in the SM case against free movement in the Fifty Fifty case — so they are treated as distinct, with the Fifty Fifty experience as the subject of this record.
As of the most recent coverage, dated 13 and 14 September 2026, all reporting is written in the future tense and nothing confirms the installation has opened or operated. It is therefore recorded as announced rather than operating, and no deployment start date is claimed. No source names the producer of the experience, the headset or display technology used, or the specific zone within the festival footprint where it runs.
