SEOUL — On the first day of 2026, commuters driving along Olympic-daero in Seoul were greeted by an unexpected sight: twelve giant LED billboards displaying galloping horses against a backdrop of mountains and sky, each bearing the message "새해 복 많이 받으세요" — "Happy New Year."
The installation, stretching across a 1.5-kilometer section of the highway near Yeouido, marks the beginning of the Year of the Horse according to the lunar calendar. More specifically, 2026 is the Year of the Fire Horse, or Byeong-o (丙午年) in Korean — a designation that occurs only once every 60 years and carries particular significance in East Asian culture.
The Power of the Horse in Eastern Tradition
In Eastern philosophy and mythology, the horse has long symbolized far more than mere transportation. Across China, Korea, and Japan, horses represent vitality, success, freedom, and forward momentum. They embody the yang energy — active, dynamic, and progressive.
The Fire Horse year, combining the element of fire with the animal sign, is considered especially potent. Those born in Fire Horse years are believed to possess exceptional energy, passion, and leadership qualities. The last Fire Horse year was 1966, making 2026 a rare and auspicious occasion in the traditional calendar.
"The horse represents the power to overcome obstacles and move forward with determination," said cultural historian Dr. Kim Min-jung of Seoul National University. "In Korean tradition, we say mal-ui himchan giun — the vigorous energy of the horse — which is exactly what people hope to receive as they enter a new year."
Where Ancient Symbolism Meets Modern Media
The digital installation was created by ALLISWELL, a Seoul-based company specializing in outdoor digital advertising. The twelve LED screens, collectively known as "Road Block Yeouido 12," occupy one of the most visible stretches of real estate in the capital — a section of Olympic-daero that sees more than 240,000 vehicles daily, making it the highest-traffic area along the entire highway.
According to a report by The Dong-A Ilbo, one of Korea's major newspapers, the billboards displayed not only the galloping horses but also sunrise imagery, symbolizing new beginnings. The sunrise holds particular significance in Korean New Year traditions, with many Koreans making the pilgrimage to coastal areas or mountaintops to witness the first sunrise of the year, a practice known as haedoji (해돋이).
The juxtaposition is striking: ancient symbols of prosperity and renewal, rendered in bold brushstrokes reminiscent of traditional Korean ink painting, displayed on cutting-edge LED technology visible to hundreds of thousands of modern commuters.
Digital Canvas for Cultural Expression
This is not the first time Road Block Yeouido 12 has served as a canvas for cultural moments. Last October, the billboards gained social media attention when they displayed messages supporting the Hanwha Eagles baseball team during their Korean Series run. The screens have also featured countdown displays for the Seoul International Fireworks Festival and exhibitions of national treasures from the National Museum of Korea, including the Gilt-bronze Maitreya Bodhisattva, Joseon white porcelain, and Goryeo celadon.
The use of public digital infrastructure for cultural and seasonal content reflects a broader trend in Korean urban design, where technology increasingly serves not just commercial purposes but also functions as a medium for shared cultural experiences.
A New Year, A New Beginning
As Korea enters 2026, the country faces both opportunities and challenges. The economy continues to navigate global uncertainties, while technological innovation remains a cornerstone of national identity. The image of galloping horses — powerful, forward-moving, unstoppable — offers a fitting metaphor for national aspirations.
For the hundreds of thousands of drivers who passed the billboards on New Year's Day, the message was clear and timeless: may the vigorous energy of the horse carry them forward into a year of prosperity and achievement.
The installation will remain visible throughout the early weeks of the lunar new year, serving as a daily reminder of the cultural traditions that continue to shape modern Korean life, even as they are expressed through the most contemporary of mediums.
*This article draws on reporting by Hong Jin-hwan and photography by Park Hyeong-gi, originally published in The Dong-A Ilbo on January 1, 2026. Additional cultural context and analysis by Seoul Signals.*
Source: "말의 힘찬 기운 받으세요… 도로 위 등장한 새해 인사," The Dong-A Ilbo, January 1, 2026.