'Seventeen The City' Colors 5 Japanese Cities, Attracts 78,000 Visitors

City Tour-Linked Performance Business Model
Expanding Fan Experience, Capturing Two Benefits: Host City Economic Impact
Nagoya Merchant "Tried Various Promotions, But This Response Is Unprecedented"

SEVENTEEN's 'The City' project held in Japan has concluded with record-breaking achievements, HYBE announced on the 20th. The City project took place over a month from the 18th of last month in five Japanese cities: Tokyo, Saitama, Osaka, Nagoya, and Fukuoka. HYBE's 'The City' is an urban concert playpark that offers fans various enjoyable experiences by hosting diverse events throughout the cities where the concerts are held.

Special train on the Meitetsu line wrapped with Seventeen [Photo by HYBE]

The number of participants was unprecedented. Approximately 78,000 people took part in the 'Digital Stamp Rally' given to visitors of The City events. This is nearly three times the number of participants from the same event last year (28,000). The average daily participants also increased by about 40%, reaching around 2,500 compared to approximately 1,800 last year. The expansion from three cities (Tokyo, Osaka, Nagoya) last year to five cities, and from 46 event locations to 70, resulted in more activities for fans to enjoy.

The 'Digital Stamps,' which reflect fans' interest, totaled 580,000 issued. Digital Stamps serve as proof that fans visited The City event sites in person. Considering the 78,000 participants, this means each person visited an average of 7 to 8 event spaces scattered throughout the cities. SEVENTEEN's photo cards, exchanged at a rate of one card per three digital stamps, were distributed in a record-breaking 160,000 copies for a single event.

The exhibition of SEVENTEEN photos attracted the largest number of visitors. Over 31,000 people visited the exhibitions held in four locations: Tokyo/Saitama, Nagoya, Osaka, and Fukuoka. At the Sunshine Sakae Ferris wheel located in central Nagoya, 15,000 visitors gathered, and more than 10,000 drinks were sold at the nearby kitchen car (beverage truck) operated by reservation.

A fan enjoying Seventeen The City
Photo by HYBE

The City also revitalized the local economy through partnerships with local companies. Mitsui Fudosan, a Japanese real estate development company, provided its shopping malls across Japan?including Hisaya Odori Park Shopping Mall in Nagoya, Saitama Mitsui Outlet Park, and Lalaport shopping malls in Osaka and Fukuoka?as venues for The City events. A special event was held where customers who purchased products worth over 2,000 yen received SEVENTEEN photo stickers. A representative from the tonkatsu chain 'Yabaton,' which sold special set menus including SEVENTEEN photo stickers at eight stores, said, "Although we have conducted various promotions, this is the first time we have seen such a huge response."

Having successfully completed the Japan project, SEVENTEEN's The City will move to Bangkok, Thailand on the 23rd and 24th and continue until February next year. Han Hyun-rok, CEO of HYBE Japan, stated, "Based on HYBE's powerful artist IP and internalized business capabilities, we will evolve the 'Concert Play Park' to provide fans with more enjoyable experiences," adding, "We plan to collaborate extensively with local governments and companies to ensure that The City becomes a business model that also contributes to regional revitalization."

This content was produced with the assistance of AI translation services.