Shinsegae Square, a K-pop Mecca: BOYNEXTDOOR Unveils New Music Video for First Time

An overwhelming scale that commands the streets at night in Myeong-dong, and the next icon chosen by Shinsegae Square

Myeong-dong, the heart of Seoul, has been transformed into a massive canvas. In a place where the attention of global fandom is concentrated, a new chapter of pop history is being written.

Shinsegae Department Store launched an ultra-large project to mark the release of group BOYNEXTDOOR’s debut studio album through its flagship in Myeong-dong, Seoul, Shinsegae Square. The music video and countdown video for the new song VIRAL, first unveiled on the 10th, signal the birth of a mega-ton-level artwork in the middle of the city—far beyond simple outdoor advertising. Set to be broadcast every 56 minutes per hour until July 6, this video captivates public attention by seamlessly transplanting the album’s original universe onto a massive screen.

Rolling out its first reveal last November, Shinsegae Square has already cemented itself as a pilgrimage site for top-tier global artists such as IVE and TOMORROW X TOGETHER, as well as G-DRAGON and BTS. Moving beyond mere LED billboards, it is evolving into a distinctive K-Culture Landmark where K-pop and media art intersect, shaking up the cultural landscape of Myeong-dong itself.

Bold on-site promotions match the audacious space. Until the 14th, visitors who come to watch the video on-site and verify with a QR code will have the chance to win signed prizes with members’ handwriting through a real-time draw. As Shinsegae Department Store Executive Director Lee Seong-hwan, in charge of business strategy, said, ‘We will build essential must-visit destinations for both domestic and overseas tourists with differentiated content,’ Shinsegae Square is firmly solidifying its position as the epicenter of explosive K-culture right this moment.