Disclosed are methods of operating augmented reality (AR) contents, and a device and a system supporting the same. In one method, a real world image is captured using a camera in a portable device. A virtual space corresponding to the real world image is built, by partitioning image elements included in the virtual space into plural background objects and displaying the background objects. Augmented reality contents are generated by mapping one or more user contents onto the background objects. In other embodiments, location information of the portable device is used to obtain AR contents for enhancing captured images.