Kim Kyung-ho, a 50-year-old taxi driver, faces long hours behind the wheel and rising fuel costs among his daily burdens, now joined by Seoul’s rapidly expanding outdoor digital billboards. “When those giant billboards suddenly light up, it’s blinding,” Kim told The Korea Times. “I know where they are now, but they used to catch me off guard.” Kim’s experience reflects how Korea’s push to transform some of its busiest districts into glittering, billboard-filled spaces modeled on New York’s Times Square is raising concerns about glare that can interfere with nighttime driving. To create urban landmarks and promote the outdoor advertising industry, the government first designated the area around Coex in southern Seoul’s Gangnam District as a free-display zone in 2016. In 2023, it added areas around Gwanghwamun Square and Myeong-dong in Seoul, as well as the Haeundae Beach area in Busan, and plans to announce a third round of designations this year. As of last year, the area around Coex had 20 outdoor advertising displays in operation, while Myeong-dong and Gwanghwamun Sq
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