[Global Issue] BTS’ “Arirang” Makes a Comeback…A Mega Festival Spanning London, New York, and Seoul

BTS’s mega-scale project celebrating the release of their new album has, beyond Seoul, turned major cities worldwide—such as New York and London—into vivid media showcases.

On the 26th, the agency BigHit Music said that the BTS comeback celebration project ‘BTS The City Arirang (THE CITY ARIRANG)’ has expanded into a global-scale festival. Earlier, on the 25th, BTS grabbed fans’ attention by posting a compilation video featuring major landmarks around the world through their official YouTube channel.

The defining feature of this project is that, in honor of the new album ‘Arirang (ARIRANG)’ being released, it transformed major cities worldwide into one massive, immersive media space.

From the London Eye to Manhattan…A transformation of global landmarks

The released video highlights landmarks representing different countries, including London’s South Bank in the UK and the Brooklyn Bridge in New York, the U.S. On the 21st (local time), the London Eye was lit up in red, and on the exterior of nearby buildings, silhouettes of the members holding lanterns and the new album logo were brought to life through a large media façade.

Before that, on the 18th, above the Manhattan skyline in New York, a large-scale drone show took place. Countless drones formed a spectacular display across the night sky—shaping the phrase ‘ARIRANG’ and ‘BTS,’ as well as the number ‘7,’ symbolizing the seven members.

A fusion of cultural heritage and cutting-edge technology…‘Arirang’ lights up Seoul

Even in Seoul, where BTS calls home, an overwhelming-scale event continued. On the day of the comeback, the 20th, at Shinsegae Square in Jung-gu, Seoul, 3D visual content was screened. In particular, the media façade projected the members’ silhouettes using the fortress wall of Sungnyemun Gate, earning high praise as a successful example of how traditional cultural heritage and modern technology can come together.

In addition, an ‘Arirang’ logo was displayed on the exterior wall of Namsan Tower, and above Ttukseom Hangang Park, the members’ faces were vividly brought to life using drones. Around Yeouido Hangang Park, busking performances and a range of hands-on programs—including Amidang (아미마당) and Love Quarter (러브쿼터)—were prepared, adding even more to the festival’s excitement.

BigHit Music also added that, going forward, additional programs would be rolled out one by one across different spots in Seoul, including ‘Amidang (아미마당)’ at Dongdaemun Design Plaza (DDP) and ‘Love Quarter (러브쿼터)’ at Cheonggyecheon.