BTS Turns Seoul Into a Living Stage With ‘THE CITY ARIRANG SEOUL’ Project

BTS is expanding its comeback beyond music with a large-scale city project that transforms Seoul itself into a cultural experience.

A Citywide Celebration of ‘ARIRANG’

BigHit Music confirmed on February 6 that ‘BTS THE CITY ARIRANG SEOUL’ will take place from March 20 to April 12, marking the release of the group’s upcoming full-length album ‘ARIRANG.’ The project blends music, media art, and urban spaces, allowing fans and visitors to experience BTS’s comeback across the city rather than in a single venue.

On the album’s release day, major Seoul landmarks including Sungnyemun (Namdaemun Gate) and N Seoul Tower will be illuminated with large-scale media facade installations, combining traditional imagery with modern visual design inspired by BTS’s new era. BigHit Music explained that the concept focuses on coexistence between heritage and the present, using Seoul’s most recognizable sites to reflect the album’s themes.

Music, Space, and Daily Life Intersect

Beyond landmark installations, Yeouido Hangang Park will host lounge-style programs where visitors can listen to BTS’s music in a relaxed, open-air environment. Additional pop-up displays will appear across city stairways, stone walls, and everyday urban paths, turning ordinary locations into temporary exhibition spaces.

The project is designed not only for fans but also for residents and tourists, offering a new way to engage with music through public space rather than traditional concert formats.

Collaboration With the City of Seoul

The initiative is being developed in collaboration with the Seoul Metropolitan Government, with plans extending into food and beverage experiences, mobility partnerships, and tourism-related programs. According to the agency, the goal is to create an accessible cultural festival that integrates seamlessly into city life. “This project allows people to experience BTS’s comeback while discovering Seoul in a different way,” the agency stated, adding that further details will be announced soon.

Part of a Continuing Global Concept

‘THE CITY’ is a recurring BTS project that reimagines cities as interactive playgrounds. The group previously launched similar initiatives in Las Vegas (April 2022) and Busan (October 2022), drawing global attention for blending music, tourism, and urban culture.

What’s Next

Detailed schedules and participation information for ‘BTS THE CITY ARIRANG SEOUL’ will be released via the global fan platform Weverse. As anticipation builds for BTS’s first full-group album in nearly four years, the project signals a comeback designed not just to be heard but experienced.