The month-long “BTS The City: Arirang Seoul” project concluded successfully, drawing a significant number of international visitors and underscoring the K-pop supergroup’s profound impact on tourism in the South Korean capital, Big Hit Music announced.
Initiated to celebrate the launch of BTS’ highly anticipated fifth LP, “Arirang,” and the commencement of its global world tour, the ambitious project reimagined iconic Seoul landmarks into dynamic, immersive fan experiences, deeply inspired by BTS’ unique music and empowering message.
A standout success of “BTS The City: Arirang Seoul” was the exceptionally high proportion of overseas visitors it attracted. Big Hit Music reported that approximately 73 percent of attendees at the spectacular media facade installation at historic Sungnyemun were foreign nationals, highlighting the project’s global appeal.
The “Army Madang” interactive fan space, strategically located at the iconic Dongdaemun Design Plaza (DDP), saw an even greater influx, with international visitors making up over 86 percent of its attendees. This vibrant hub offered a variety of participatory programs, beautifully showcasing Korean culture, from fan merchandise design workshops to the creation of a massive BTS logo installation crafted from lyric-inscribed balls.
Beyond direct installations, “BTS The City: Arirang Seoul” significantly boosted broader tourism activities in the capital. The Seoul City Tour Tiger Bus reported an impressive 20 percent rise in ridership during the project’s duration, largely attributed to the special “Seoul City Tour Bus with BTS The City” program. This dedicated bus route seamlessly connected key landmarks across Seoul, including historic Gwanghwamun, bustling Namdaemun Market, the Hybe Headquarters in Yongsan, the Dongdaemun Design Plaza, and the majestic Gyeongbokgung Palace.
Running from March 20 until Sunday, the multifaceted project featured grand-scale digital billboards and an captivating drone light show illuminating Ttukseom Hangang Park. Stunning media facades transformed iconic landmarks like Sungnyemun and N Seoul Tower, while mesmerizing music-themed light shows captivated audiences at the Dongdaemun Design Plaza and Banpo Bridge.
Interactive installations provided further engagement across the city, including the enchanting “Love Song Lounge” at Yeouido Hangang Park, which hosted live performances and dedicated photo zones. A striking wave-like space, directly inspired by the powerful lyrics of the main track “Swim,” was showcased at the National Museum of Modern and Contemporary Art. Additional key locations, such as Yongsan Station and Cheonggyecheon, were also artistically transformed with visual elements that beautifully echoed the album’s profound message.
Building on its immense success in Seoul, the “The City” project is now slated for international expansion. Upcoming editions are planned for Las Vegas, Nevada, from May 20 to 31, and Busan, South Korea, from June 5 to 21, promising continued global fan engagement.
