BTS is set to transform Seoul into a citywide cultural spectacle as the global supergroup launches ‘BTS The City ARIRANG SEOUL’, a large-scale urban festival celebrating their upcoming fifth full-length album, ARIRANG. The immersive project will run from March 20 to April 12, marking one of the band’s most ambitious city takeovers to date.
Kicking off on March 20, the day ARIRANG drops worldwide, iconic Seoul landmarks including Sungnyemun Gate and N Seoul Tower will glow with striking media façade installations. By merging modern media art with historic sites, BTS aims to spotlight Korea’s cultural heritage while presenting it through a contemporary lens for a global audience.
The celebration continues at Yeouido Hangang Park, where a lounge-style music listening experience will invite fans and visitors to gather and share BTS’s music through March 22. As April unfolds, the city itself becomes an open-air exhibition. Stone walls, stairways, and tree-lined streets across Seoul will feature lyric-inspired light and video installations, turning everyday spaces into moments of visual storytelling.
The project arrives alongside a packed comeback schedule. BTS will hold a special performance at Gwanghwamun Square on March 21, streamed globally on Netflix as BTS Comeback Live: ARIRANG, before launching a world tour. BigHit Music also confirmed that BTS The City will expand to major cities worldwide.
With ‘ARIRANG SEOUL,’ BTS once again proves that their comeback isn’t just heard — it’s experienced.
What do you think of BTS turning Seoul into a living album? Share your thoughts with us on X, and explore more music stories on CelebMix.
