A month-long urban celebration promoting BTS’s latest album has wrapped up in Seoul, drawing overwhelming international attention.
The promotional campaign, titled ‘BTS THE CITY ARIRANG SEOUL,’ showcased the group’s new full-length album through city-wide installations and interactive experiences. The initiative ran for approximately 30 days, coinciding with the album’s release period.
Global Fans Flock to Historic Landmarks
International tourists dominated attendance across all program venues. The management company revealed striking statistics about visitor demographics:
• At Sungnyemun (National Treasure No. 1), the media facade attraction drew approximately 73% foreign visitors
• The “ARMY Madang” experience at Dongdaemun Design Plaza recorded over 86% international attendance
According to the agency, these figures demonstrate how the group’s worldwide influence successfully brings overseas visitors to Korea’s culturally significant locations.
Diverse Entertainment Experiences
The project featured multiple attractions designed around the new album’s theme:
→ Media projection displays
→ Aerial drone performances
→ Musical light presentations
→ Love Song Lounge gathering spaces
→ ARMY Madang interactive zone
The ARMY Madang reimagined the traditional Korean concept of “madang” (a communal courtyard space) in contemporary form. Visitors participated in hands-on activities like creating support items and writing lyrics on spheres that collectively formed a large-scale logo installation.
Special Tour Bus Sees Major Success
A specially wrapped Seoul City Tour Bus featuring the album’s colors and branding operated throughout the campaign period. The route connected locations meaningful to the group’s history with Seoul’s iconic attractions, including Gwanghwamun, Namdaemun Market, Yongsan company headquarters, DDP, and Gyeongbokgung Palace.
Tiger Bus operations reported ridership jumped by roughly 20% compared to normal levels. Representatives noted that tourists enthusiastically took commemorative photos with the branded vehicles, collected specially designed tickets as souvenirs, and enjoyed experiencing Seoul while listening to the group’s signature songs aboard the bus.
Officials emphasized that the combination of the group’s global reach and musical content created a distinctive tourism experience that deeply satisfied visitors.
Similar promotional events are scheduled to launch in Las Vegas and Busan in the coming months.