BTS’s ‘BTS THE CITY ARIRANG SEOUL’ (hereinafter ‘THE CITY Seoul’) has successfully concluded its month-long grand celebration, captivating fans and tourists alike.
‘THE CITY Seoul’ was conceived to mark the release of BTS’s 5th full-length album, ‘ARIRANG’, and the commencement of the highly anticipated ‘BTS WORLD TOUR ‘ARIRANG”. This innovative project transformed Seoul’s major landmarks into a massive city-wide festival, projecting messages from the new album across the urban landscape. Familiar city spaces were reimagined through the lens of BTS’s narrative, offering a unique and delightful experience for both citizens and visitors.
A particularly striking aspect of the event was the overwhelming proportion of international tourists drawn to Seoul’s key locations. Throughout the month-long event, various parts of Seoul buzzed with visitors from around the globe, eager to immerse themselves in ‘THE CITY Seoul’ experience. For instance, the media facade at Sungnyemun Gate, Korea’s National Treasure No. 1, recorded approximately 73% foreign visitors among its total audience. This statistic powerfully illustrates BTS’s immense global influence in attracting international travelers to Korea’s significant historical sites. Similarly, the ‘ARMY MADANG’ at the iconic Dongdaemun Design Plaza (DDP) saw an impressive over 86% foreign visitor turnout. The ‘ARMY MADANG’ served as an interactive experiential space, a modern reinterpretation of the traditional Korean communal ‘madang’ (courtyard), designed to bring visitors together for shared enjoyment. It featured a diverse range of programs, including opportunities to design cheer tools and contribute lyric-adorned balls to create a magnificent large-scale logo display.
This enthusiastic response translated into tangible tourism revitalization for Seoul. Throughout the project, the ‘Seoul City Tour Bus with BTS THE CITY’, adorned with the new album’s distinctive colors and the ‘ARIRANG’ logo, journeyed across the city. The bus operated on a specially curated route, linking key landmarks associated with BTS’s journey, such as Gwanghwamun, Namdaemun Market, the HYBE headquarters in Yongsan, Dongdaemun Design Plaza (DDP), and Gyeongbokgung Palace, with other prominent Seoul attractions.
According to Seoul City Tour Tiger Bus, the number of passengers utilizing the tour bus surged by approximately 20% compared to typical periods. A representative from Tiger Bus remarked, “The global influence of BTS and the compelling power of their music content harmonized seamlessly with Seoul tourism, culminating in a truly unique customer experience.” They further elaborated, “This initiative is also viewed as having generated positive synergy with the Seoul Metropolitan Government’s tourism promotion policies. Tourists expressed immense satisfaction taking commemorative photos in front of the uniquely branded buses, keeping special design tickets as cherished souvenirs, and experiencing the beauty of Seoul while listening to the group’s hit songs on board.”
‘THE CITY Seoul’ dramatically opened on the 20th of last month with spectacular outdoor LED screens and an impressive drone light show. Media facades projected onto historic sites like Sungnyemun Gate and Namsan Seoul Tower bathed Seoul’s nightscape in brilliant hues. On the same evening, thousands of drones performed an awe-inspiring light show at Ttukseom Hangang Park, while captivating music light shows, embodying the new album’s aesthetic, took place at Dongdaemun Design Plaza (DDP) and the Banpo Bridge Moonlight Rainbow Fountain.
Interactive experiential content, designed for direct citizen engagement, also proved incredibly popular. The ‘Love Song Lounge’ at Yeouido Hangang Park Event Plaza offered a relaxing retreat, featuring busking performances and photo zones themed around the new album’s campaign slogan, ‘WHAT IS YOUR LOVE SONG’. At the National Museum of Modern and Contemporary Art, the ‘Love Quarter’ installation presented a unique sensory experience: a shimmering sea created with tassels inscribed with lyrics from the title track ‘SWIM’, inviting visitors to feel as though they were swimming within the artistic space. Yongsan Station’s entire staircase was transformed into a vibrant blue swimming pool, and the song’s core message, ‘KEEP SWIMMING’ typography, gracefully floated along the Cheonggyecheon Stream, completing a fantastical waterfront scene. Furthermore, extensive partnerships encompassing after-parties, special mobility options, themed accommodation, and food & beverage offerings ensured that the spirit of BTS’s new album could be felt and enjoyed throughout Seoul.
‘THE CITY Seoul’, which allowed people worldwide to enjoy Seoul’s rich cultural assets, is now set for its global expansion. The project will continue its journey, moving to Las Vegas, USA, in May, and then to Busan in June. This global tour aims to provide an even more expansive and immersive experience for both domestic and international music fans eagerly anticipating BTS.
