“I took photos and videos to send to friends and family.”
Fans crowded the Sejong-daero area near Seoul’s Gwanghwamun on March 17, gathering for souvenir photos ahead of BTS’ comeback performance. As ad videos promoting “BTS Comeback Live: Arirang (ARIRANG)” played on major building screens, fans kept stopping to film and pose. Across from the KT Gwanghwamun building’s display, small groups lined the boulevard recording the footage.
Yang, a 32-year-old Chinese national, said street performances are banned in China, making a large-scale show in central Seoul “surprising and impressive.” He said friends in China were curious, so he was sending photos. He added he plans to return on the day of the performance with six friends and send proof photos to family in China.
On social media, overseas fans have also been posting “Gwanghwamun proof shots,” sharing photos taken around Sejong-daero, including the Kyobo Life Insurance building’s exterior signboard and the outdoor steps of the Sejong Center. Hwang, a Vietnamese national, said he filmed the ad video and shared it with acquaintances, adding that friends and family in Vietnam are highly interested in the show.
From Sejong-daero to Cheonggyecheon-ro, BTS visuals cover building walls
Building facades around Gwanghwamun have been filled with videos promoting the comeback performance, scheduled to begin at 8 p.m. on March 21 (Korea time). Screens on major media buildings and at the Ilmin Museum of Art have been running the promotional clips on a loop.A building that houses the HiKR Ground Korea tourism promotion center has been showing purple-toned videos featuring ARMY fan messages, including: “Proud to be ARMY,” “We’ll always be behind you,” “Enjoy yourselves on stage,” “We’ll cheer for this comeback, too,” and “I’ve been waiting for this day. Fire!”
The Kyobo Life Insurance building’s signboard has also become a popular stop for fans. Kyobo Life and Big Hit Music collaborated on a massive exterior wrap measuring 90 meters (295 feet) wide and 21 meters (69 feet) tall. It includes phrases such as “Until the story that began with me moves the whole world” and “Born in Korea, Play for the World.” Kyobo Life said the wrap is meant to convey hope that, like BTS writing its own story on the global stage, citizens will develop their potential through challenge and effort and move toward a bigger world.
The design reflects the shapes of the four trigrams from the South Korean flag — geon, gon, gam and ri — and applies elements of BTS’ new album design to the typeface and colors. A Big Hit Music official said, “We hope the hopeful energy in this collaboration is also conveyed well to citizens.”
Jongno-gu district officials have posted banners ahead of the performance to promote spectator safety. The banners include QR codes with traffic safety information and the message, “Welcome to Jongno, BTS and everyone.”
Businesses in the area are also preparing for the influx. Some restaurants have hung welcome banners or planned group sing-along events featuring BTS songs. A Hollys store near Gwanghwamun said it will extend hours by two hours and stay open until 1 a.m., while Starbucks said it will flex staffing to keep operations running smoothly. Convenience stores said they are securing more than 100 times their usual stock of key items.
Museums to close; officials urge “clean concert culture”
On the day of the performance, museums around Gwanghwamun will close, and many buildings near the venue will be shut. The National Museum of Korean Contemporary History, the National Folk Museum of Korea and the National Palace Museum of Korea will temporarily close that day.
Gyeongbokgung Palace will also close for the event, with its parking lot shut and access fully restricted. The Korea Heritage Service said it will place all staff on an emergency work system to prevent crowd accidents and damage to cultural heritage sites.
Authorities have designated 31 buildings near the venue for intensive management. For six buildings adjacent to Gwanghwamun Square, the main entrances will be closed on the day of the performance, with only rear entrances open.
The Sejong Center has also adjusted its schedule. No performances will be held, including the musical “Anna Karenina,” the play “Wasp,” and the dance program “Double Bill Bliss and Jackie.”
At Sungnyemun, where a BTS media facade event is scheduled for March 20, organizers said they will manage capacity, separate pedestrian and viewer routes, and add safety staff to prevent crowding. After the event, structures will be removed and the site restored so normal viewing can resume the next day.
In a previous news release, Korea Heritage Service Administrator Heo Min urged visitors to follow designated viewing areas to protect Gyeongbokgung’s palace platform and walls and to follow on-site staff guidance to prevent accidents. He also asked for cooperation in a “clean concert culture,” including taking home personal items after the performance.
* This article has been translated by AI.
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