INTRODUCTION Augmented reality is gaining attention as a new form of media in which people can have new experiences with various types of content on the AR platform [1]. However, thus far, most researchers have focused on retrieving multimedia content in limited contexts, such as the user’s geographical location, and with simple user profiles [2,3,4]. These partial functionalities of context-awareness have prevented the development of interactive and intelligent multimedia services. A smart multimedia service should consider integrated context-awareness of places where multimedia content is represented, the people who enjoy the content, and content that is provided through ubiquitous media