The Seoul Metropolitan Government released a limited-edition block series on October 30, 2026, allowing citizens and tourists to manually assemble iconic city landmarks such as Gwanghwamun Square and the Hangang Bus system through a collaboration with South Korean block brand Oxford.
The newly launched SeoulCity Series consists of two distinct sets designed to let users directly construct municipal spaces. The Gwanghwamun Square set packs multiple historical and cultural symbols into a single package. It features Gwanghwamun Gate, the statue of Admiral Yi Sun-sin, the statue of King Sejong, and the Garden of Gratitude. This marks the first time the Garden of Gratitude has been reproduced as a goods item. The site became a notable city symbol after drawing more than 500,000 visitors within 160 days of its opening.
The second option, the Hangang Bus block, integrates Seoul’s natural waterway asset with its newest public transit initiative. The set merges a model of the water-based public transport vessel with its corresponding terminal structure.
Pricing for the collection is set at 62,900 Korean won for the Gwanghwamun Square set and 43,900 Korean won for the Hangang Bus edition. Sales open on October 30 across several retail channels. Buyers can purchase the goods at the Seoul My Soul Shop, online and offline DDP stores, the official OXFORD online store, and select E-mart locations.
| Set Name | Key Included Features | Price (KRW) |
|---|---|---|
| Gwanghwamun Square | Gwanghwamun Gate, Yi Sun-sin statue, King Sejong statue, Garden of Gratitude | 62,900 |
| Hangang Bus | Water-based transit vessel, terminal structure | 43,900 |
Following this initial rollout, municipal authorities intend to broaden the scope of Seoul goods to include the city’s seasons, events, new policies, and spaces.
Kim Hyung-rae, Head of the Seoul Metropolitan Government’s Public Relations Planning Office, explained the rollout strategy. The new products give residents and visitors a hands-on method to experience Seoul and collect its charms.
The Gwanghwamun Square and Hangang Bus blocks are a new form of Seoul goods designed to allow citizens and tourists to create and experience Seoul firsthand and to collect the city’s charm. We will continue to collaborate with various private companies to widely promote the appeal of the Seoul brand through content that tells Seoul’s unique stories.
