SEOUL, April 07 (AJP) -BTS franchise is in incessant motion since its March 21 comeback. As the world tour opens in Goyang on Thursday, the group has been releasing weekly viral music videos, amplifying global fan excitement. Off-stage activations have been just as intense, turning Seoul into a citywide extension of the BTS universe.
The “BTS THE CITY ARIRANG SEOUL” project has kicked off across the capital, drawing strong response to its fan-participation programs. The project celebrates the release of BTS’ fifth full-length album ARIRANG and its accompanying world tour, offering immersive, citywide experiences built around the group’s music and message.
At Dongdaemun Design Plaza (DDP), the “ARMY Madang” program is being held at Exhibition Hall 1. The program runs eight sessions per day, with about 400 participants per session. While free of charge, participation is limited to those who make advance reservations via Weverse. According to organizers, all sessions, held from 1 p.m. to 9 p.m., have sold out, underscoring surging demand.
Across the city, the project extends into themed installations, pop-up stores and interactive zones, effectively mapping BTS onto Seoul’s urban landscape. Key landmarks have been reimagined as fan destinations, blending music, design and digital engagement. Nighttime light shows, projection mapping and curated playlists further transform public spaces into shared fan arenas.
Taken together, the project illustrates how BTS’ comeback is not confined to charts or stages, but unfolds as a coordinated, multi-platform experience — one that fuses fandom, commerce and city branding into a single, continuously evolving narrative.
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