Holographic duality is a duality between quantum many-body systems (boundary) and gravity systems with one additional spatial dimension (bulk). In this talk, I will describe a new approach to holographic duality for lattice systems, called the exact holographic mapping. The key idea of this approach can be summarized by two points: 1) The bulk theory is nothing but the boundary theory viewed in a different basis. 2) Space-time geometry is determined by the structure of correlations and quantum entanglement in a quantum state. For free fermion boundary theories, I will show how different bulk geometries including AdS space, black holes and worm-holes emerge. I will also discuss the generalization of this approach in more generic interacting systems.