BTS THE CITY ARIRANG SEOUL: Experience the Spectacle Transforming Seoul into a Cultural Festival

Sungnyemun media façade / Photo: BigHit Music (HYBE)

[Sports Today reporter Song O-jeong] Seoul briefly became a sprawling cultural stage with BTS’s comeback.

On the evening of the 20th, the city launched BTS THE CITY ARIRANG SEOUL, a citywide project celebrating the release of BTS’s new album, ARIRANG. The initiative — referred to hereafter as The City Seoul — opened in spectacular fashion.

Seoul’s history and culture were woven together with the artists’ branding to create a variety of public experiences. At 7 p.m., a media façade was projected onto National Treasure No. 1, Sungnyemun. As the fortress gate seemed to open, imposing silhouettes of BTS appeared. Members carrying traditional lanterns drifted across the stone wall in a wash of light, and the sequence closed with the gate bathed in the album’s signature red. It was a moment that felt like fresh life breathed into a storied landmark. Attendees praised the rare fusion of traditional architecture and pop spectacle. A drone show embroidered the night sky over Ttukseom Hangang Park, while a giant outdoor advertisement in Gwanghwamun Square turned downtown into an expansive open-air exhibition. The bold visuals delivered fleeting, must-see moments.

Photo: BigHit Music (HYBE)

What set The City Seoul apart was its scale: it wasn’t just a fan celebration but a cultural program for all residents. From early morning, families and morning walkers gathered at the Love Song Lounge in Yeouido Hangang Park. Interactive, music-driven installations and busking performances brought surprise and warmth to everyday routines. Organizers even added three pop-up photo booths to meet demand, and the crowd grew denser as evening fell. International visitors who had flown to Korea for the album release and for the BTS THE COMEBACK LIVE | ARIRANG stream at 8 p.m. on the 21st made up a noticeable portion of attendees, underscoring the event’s global reach.

A cube-shaped installation in the courtyard of the National Museum of Modern and Contemporary Art also drew attention. Finished in sea-blue tones that referenced BTS’s title track “SWIM,” the piece displayed the message KEEP SWIMMING. Tassels on the sculpture rustled in the breeze like waves, offering an unexpectedly calming, seaside-like moment in the middle of the city. Fans and residents followed a stamp-rally route across Yeouido, DDP and other key hubs. Despite heavy turnout on opening day, careful planning and smooth on-site operations kept things safe and orderly, a sign of a maturing festival culture.

The City Seoul runs through April 19. After the red media façades at Sungnyemun and Namsan Seoul Tower, additional programs highlighting the city’s charms — including the DDP ARMY Plaza and the Cheonggyecheon Love Quarter — will roll out in stages for residents to enjoy.

[Sports Today reporter Song O-jeong ent@stoo.com]
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