BTS comeback project turns Seoul into citywide 'THE CITY ARIRANG' festival

Ahead of BTS’ comeback, Seoul is set to be washed in what organizers call a “purple Arirang.” Beyond a standard album release, the plan is to turn the capital into a monthlong, citywide festival space tied to the group’s return.

HYBE on March 16 released details on Weverse for its urban project “BTS THE CITY ARIRANG SEOUL.” The events will run from March 20, the release date of BTS’ new album “ARIRANG,” through April 19 across central Seoul.

“THE CITY” is HYBE’s in-house format that layers exhibitions, pop-up stores, hotel packages and other tie-ins around concerts or album releases. BTS previously staged “THE CITY” in Las Vegas and Busan. Organizers said the Seoul edition expands the concept with comeback messaging, large-scale media displays and hands-on programs spread across the city.

The biggest concentration of events is planned for March 20. At 7 p.m., media facade shows are set for landmarks including Sungnyemun and N Seoul Tower. At 8:30 p.m., a 15-minute drone light show is scheduled over Ttukseom Hangang Park.

Gwanghwamun Square will also be filled with comeback content. From 7 p.m. March 20 to midnight March 21, related videos will run on large screens around the square. Music-and-light shows tied to the new album are planned at Dongdaemun Design Plaza and at Banpo Bridge’s Moonlight Rainbow Fountain. The DDP program is scheduled to continue through April 12.
Beyond watching, fans will be able to take part in experience-based programs, including a “stamp rally” linking major sites such as Yeouido, DDP and Shinsegae Square. Participants collect stamps at each location while moving through the city.

An event plaza at Yeouido Hangang Park will be turned into a “Love Song Lounge” for three days starting March 20, featuring busking and photo zones tied to the album campaign phrase, “WHAT IS YOUR LOVE SONG?” Beginning April 6, DDP Exhibition Hall 1 will be decorated as “ARMY Madang,” and media installations using light and video are planned for areas including Cheonggyecheon and Yongsan Station under the name “Love Quarter.”

Organizers said the project is also designed to connect with commercial and tourism spaces. HYBE said it is partnering across sectors including mobility, finance and food and beverage, as well as the hotel industry. Major hotels in Seoul will offer BTS-themed packages aimed at demand from global fans.

HYBE described “BTS THE CITY ARIRANG SEOUL” as a test and showcase of how BTS’ intellectual property can combine with a city’s tourism offerings. It said areas stretching from Gwanghwamun to Cheonggyecheon and the Han River are being repositioned as places to see, hear and experience the group’s music, not simply pass through.

Detailed information is available on Weverse and the project’s official website. Some programs will operate by advance reservation.