[비즈한국] Audio (sound) is frequently mentioned as one of the ultimate hobbies. Once you step into it, it’s hard to get out, and the costs involved are astronomical. It’s no wonder people jokingly say that "audio ruins your fortune." When we are obsessed with something, we often fantasize: "If only I had the money and free time, I would try this and that." I encountered the ultimate realization of that fantasy in real life. Located in the quiet Sinwon-dong, at the edge of Seocho-gu, Seoul, the audio-specialized museum 'Audeum' is today's protagonist.
Audeum is a space established by KCC002380 Group Chairman Chung Mong-jin, using his private funds combined with the legacy of the late founder, Honorary Chairman Chung Sang-young. You can see the audio collection that Chairman Chung Mong-jin has gathered throughout his life, having been fascinated by sound since high school. It gathers the history of audio spanning about 150 years, from Edison's early phonographs of the 19th century to the Western Electric horn speakers of the 20th century. The ultimate goal for audio hobbyists is to "turn an entire room or house into a space for audio," and this museum seems to be the result of a "fan passion" that has exceeded the critical point.
Beyond the collection, the space itself, which holds the sound, is overwhelming. Opened in June 2024, the museum was named on the list of 'The World’s Most Beautiful Museums' in 2025 by the Versailles Architecture Awards, which selects beautiful buildings globally. It is no surprise, as world-renowned architect Kengo Kuma designed it, and Kenya Hara, Japan’s leading graphic designer and art director, handled the spatial design. The exterior of Audeum is striking even from a distance, with a 5-story above-ground and 2-story underground building wrapped in over 20,000 aluminum pipes that resemble a pipe organ, creating a sense of grandeur. The interior space fully reflects Kenya Hara's concept that "a space becomes a better exhibition hall when it can utilize human inherent senses," and is arranged so that one can experience sound smoothly and three-dimensionally.
Given the immense collection and the names of the masters involved in the space, you might expect a steep entrance fee, but the twist is that it is free. However, while there is no barrier to entry in terms of cost, actually getting in is not easy. Audeum operates on a 100% advance reservation system, and you can visit by applying for the 'Jung-eum: Journey of Sound' exhibition, which allows you to tour and listen throughout the space, or the 'Audio Salon' listening session focused on deep listening. For first-time visitors, the 'Jung-eum: Journey of Sound' exhibition is recommended, but this program is only available to 20 people, 5 times a day, 3 days a week—meaning only 100 people a day—making it quite difficult to book. It is rumored to be the hardest place to book in Seoul these days.
Still, if there is a will, there is a way. After deciding on your visit date and time, set an alarm for the reservation opening date and time, click at lightning speed as soon as the time comes, and even if there are many simultaneous users, wait patiently without refreshing, and you might succeed. If you miss out due to a moment of hesitation, don't be disappointed. Because Audeum restricts future bookings for no-shows, there are many cancellations. You can also keep a sharp eye out for cancelled tickets that appear the day before the visit.
The exhibition lasts about 110 minutes, descending from the 3rd floor under the guidance of a professional docent. It follows a structure that retraces the history of audio from the 1960s back to the 19th century. In the starting point, the 3rd-floor exhibition hall, you can see home hi-fi products that blossomed in the US in the 1950s and 60s, as well as loudspeakers from Western Electric (USA) and Klangfilm (Germany), which divided the world cinema sound system market in the 1930s and 40s. Particularly impressive is the time spent comparing the sound of the same track through Western Electric and Klangfilm speakers. Even if you have "unrefined ears," you can vividly experience how different the feel and texture of the sound are depending on the audio equipment.
Next, you can appreciate the 1920s-30s audio collection and the Western Electric 'horn' speakers that appeared in large-scale American theaters after World War II. The docent's explanations and the exhibited products are interesting, but for the average person who isn't an audio geek, the listening time using rare systems and speakers will be even more enjoyable. During the visit, I was able to listen to Tony O'Malley's 'My Way', Kim Kwang-seok's 'Around Thirty', Baek Ji-young's 'Musiro', and The Beatles' 'Yesterday', and this experience is quite precious. You don't need to know anything technical. If you just sit still and concentrate with all your senses, you will feel the chills without even realizing it.
The highlight of the exhibition is the underground lounge. This is where the 'Mirrophonic,' one of the iconic sound systems of Western Electric, is housed. The beauty of the space, where Kenya Hara used fabric material to create a flower shape, blends with the obsessive atmosphere of the rare collection of tens of thousands of LPs and CDs. A massive 100-year-old classic organ from the Belgian manufacturer Mortier, located at the front of the lounge, catches the eye, though unfortunately, it couldn't be heard as it was awaiting repairs. Once repairs are finished around the end of the year, it will be available to listen to only during the first time slot every Saturday. Instead, a listening session through the 1936 extra-large Mirrophonic M1 speakers awaits. Listening to Verdi's operas and Michael Jackson's 'Billie Jean', which has seen a resurgence following a recent film release, is a treat! It's time to summon the excitement of sound hidden deep within me.
There are definitely things in this world that can only be created by those who are obsessively immersed in something. Since ordinary people like us, who can't even mimic that obsession, find enough joy in just watching it, I recommend a visit to Audeum. It is well worth the incredible competition to get in. However, since only one ticket per person can be booked, if you are with a companion, you will have to compete in clicking at the same time or snatch up cancelled tickets. Also, children under 14 are not admitted.