From Seoul to New York, BTS Completes Global Festival for “ARIRANG”

The “BTS THE CITY ARIRANG” project, launched to celebrate the release of BTS’s fifth studio album “ARIRANG,” is transforming major cities around the world (from Seoul to London and New York) into K-pop festival venues. The “BTS THE CITY ARIRANG SEOUL” event held on March 20 transformed Seoul’s history and culture through a fresh interpretation using BTS’s music and brand identity, creating a cultural space open to both locals and fans. Entire areas of Seoul were turned into vast stages for cultural performances.

The “THE CITY SEOUL” project centered around Sungnyemun in Seoul features a media facade projection at 7 p.m. The majestic silhouettes of BTS members are projected onto the stone wall, with images of them walking under bright lights while holding Cheongsachorong lanterns reflected on traditional buildings. At the end of the projection, the entire Sungnyemun area is covered in red—the key color of “ARIRANG”—creating a moment that infuses new life into this historic site.

The dazzling events across the city turned Seoul into one large plaza. A drone show featuring thousands of drones lighting up the night sky over Ttukseom Hangang Park, along with giant outdoor advertisements in Gwanghwamun Square, dominated the city center. Each of these scenes provided a sense of “scarcity of experience” that could only be felt at that particular moment.

The biggest feature of “THE CITY SEOUL” is that it was designed as a cultural space for all citizens, not just fans. The “Love Song Lounge” set up in Yeouido Hangang Park attracted locals for walks and family visits from early morning until late at night, adding emotion and joy to their daily lives through busking performances and various interactive experiences. The song- and busking-based activities turned everyday moments into special adventures. Due to the high demand from visitors, three additional Love Song Lounge spaces were created.

As the “BTS THE CITY ARIRANG” project expands to London and New York, it naturally spreads K-culture on the global stage. Each city decorates its famous landmarks with BTS’s music and narratives, including ordinary citizens who pass by as part of the experience. BTS’s music and messages are also being widely disseminated through Western mainstream media, such as their appearance on the American talk show “The Tonight Show Starring Jimmy Fallon.”

The “THE CITY ARIRANG” project, born from the combination of Seoul’s traditional architecture, modern technology, and BTS’s music, goes beyond a simple album promotion by offering a new model for global cultural exchange. The experience, where cities become festival stages and citizens become participants, demonstrates the future vision of music and culture envisioned by BTS.