BTS Transforms Las Vegas with 'The City' Campaign

BTS has once again transformed Las Vegas, the largest entertainment city in the U.S., with its global urban campaign, 'BTS The City Arirang - Las Vegas' (referred to as 'The City Las Vegas'). This initiative goes beyond a simple performance, turning the entire city into an immersive experience and showcasing BTS's influence in the global entertainment market.

The 'The City' project reimagines urban spaces by projecting the artists' stories, creating a musical experience throughout the city. BTS first introduced this project in Las Vegas in 2022. Returning after nearly four years, 'The City Las Vegas' has significantly expanded in scale and participation, aptly named 'Global The City 2.0.'

According to the Las Vegas Convention and Visitors Authority, BTS is the first artist to prompt a city-wide activation, moving the entire city for a single artist's campaign, excluding major sporting events like the Super Bowl and Formula One. This marks a significant moment as Las Vegas organized a city-wide campaign centered around a single artist's performance and message.

This year's campaign saw a substantial increase in partners and venues compared to 2022. Key commercial areas, including the Strip and downtown, participated, with a total of 38 local hotels and resorts joining as partners. The number of participating venues has doubled from 26 to 60 since four years ago.

Large digital billboards and lights across the city were illuminated in BTS's colors. Fifty digital marquees and ten landmark lightings combined to showcase images from BTS's new album 'Arirang' throughout Las Vegas.

The Fremont Street Experience, a downtown landmark, also joined the campaign. The ceiling screen, known as the largest digital screen on Earth at approximately 420 meters long, displayed the message 'LAS VEGAS WELCOMES BTS,' transforming the night sky into a welcoming message for the group.

The campaign duration was extended this year. While the 'The City' takeover occurred just one day before the concert in 2022, this year it spanned four days during the concert period. Every night at 11 PM, major landmarks were illuminated in red, the key color of BTS's new album 'Arirang,' showcasing a spectacular light display across Las Vegas.

The food and beverage partnerships also expanded. In addition to the existing 'After-party,' two new 'Welcome Parties' were introduced to enhance the atmosphere before the concert. The culinary program, previously centered around Mandalay Bay, has now expanded throughout Las Vegas. Visitors experienced K-food and BTS-themed meals at ten locations, featuring Korean cuisine, bakery items, and desserts.

This year's 'The City Las Vegas' campaign combined performances with urban, tourism, food and beverage, digital billboards, and lighting infrastructure, creating a festival atmosphere in Las Vegas through an unprecedented scale of urban engagement for a single artist.

Additionally, BTS announced the upcoming '2026 BTS FESTA' to celebrate their debut anniversary. This year's theme, '13(B)TS,' signifies a new beginning as BTS and their fans, ARMY, reflect on their 12-year journey together. Starting on the 4th, a family photo will be released, followed by a performance video for 'Hooligan,' the 'Run BTS 2.0' series, and the new song 'Come Over.'

On the 12th and 13th, BTS will hold the 'BTS WORLD TOUR ARIRANG IN BUSAN' at the Busan Asiad Main Stadium. This marks the group's first concert in Busan since the 'Yet To Come in BUSAN' concert in October 2022, which was held to promote the city's bid for the 2030 World Expo. The upcoming performances sold out quickly.

Meanwhile, BTS concluded their first North American tour on May 28 at Allegiant Stadium in Las Vegas. The tour included 15 performances across five cities, including Tampa and Mexico City, drawing approximately 840,000 attendees with all shows sold out.