"Beautiful" Seoul Bathed in Red, Arirang Resonates Through a Massive 'BTS City' [BTS is back]

BTS Decorates Landmarks from Sungnyemun to Seoul Tower
ARMY from Around the World Gather at Pop-up Stores and Han River Drone Show
A Citywide Festival Unfolds in Seoul, Filled with Cheers and Applause

On the night of the 20th, a BTS drone show is taking place at Seoul Ttukseom Hangang Park. Photo by Yonhap News

"Wow~ Arirang!"

At 7 p.m. on March 20, the Namsan N Seoul Tower in Jung-gu, Seoul lit up in a vivid red glow, displaying the word "ARIRANG," prompting gasps and applause from the crowd. The venue was packed with people who had gathered to witness the launch event for BTS's fifth studio album, "Arirang."

ARMY, the fandom from all around the world including the United States and Japan, were busy capturing the moment on their mobile phones. Noriko (53), who came from Japan, said, "I can't attend the concert tomorrow, but I wanted to come out and enjoy the atmosphere." Haru (34), holding an ARMY Bomb (BTS's official light stick), said, "I visited the HYBE headquarters in Yongsan-gu and had a meal before coming here," adding, "The night view makes the atmosphere even better," as she took photos with the Seoul Tower in the background.

Throughout downtown Seoul that day, the combination of crowds visiting pop-up stores and media facades lighting up giant electronic billboards created the impression of a massive "BTS City." At major billboards in areas such as Myeongdong Shinsegae Square and Gwanghwamun, the music video for the title track "Swim" and a concept video of the members walking with lanterns were played, capturing the attention of passersby.

The central hub of this comeback, "BTS POP-UP: ARIRANG," opened simultaneously at both the HYBE headquarters in Yongsan-gu, Seoul, and the main branch of Shinsegae Department Store. The 413-square-meter space at the Shinsegae main store combined exhibition, interactive experiences, and shopping.

At the entrance of the exhibition hall, a 1.9-meter-tall volcanic stone sculpture representing the album logo "ㅇㄹㄹ" (the consonants for "Arirang") left a strong impression on visitors. A HYBE representative explained, "Rather than focusing on specific imagery, we concentrated on reflecting the true nature of the members." Visitors enjoyed unique experiences at the "Arirang Echo" zone, where they rolled balls representing five emotions such as "love" and "dream," and at the "What is your love song?" zone, where they could create personalized graphic images.

The lights symbolizing BTS are lit up on Namsan Seoul Tower. Photo by Yonhap News.

On the 20th, the BTS 'Arirang' media facade is being displayed at Sungnyemun in Seoul. Photo by Yonhap News

There was also a collaboration with the National Museum Foundation's brand "MU:DS." Shoulder bags and layered skirts featuring modern reinterpretations of patterns from the National Treasure Emille Bell showcased a Korean silhouette, appealing to the desire of global tourists to own them. According to a pop-up spokesperson, "Reservations for the first week, until the 26th, are already over 90% booked."

As dusk fell, major landmarks in Seoul turned into a festival of brilliant lights. From 7 p.m., a media facade show was held at Sungnyemun, National Treasure No.1. The melody of Arirang played on a taepyeongso echoed through the air, and the outer walls of Sungnyemun were illuminated with the BTS logo.

The excitement of the festival carried over to the Han River. From 8:30 p.m., a "drone light show" lit up the night sky above Ttukseom Hangang Park for about 15 minutes. Jonas (42), who came from the United States, applauded and said, "The faces of the members appearing in the Seoul sky are beautiful and dazzling."

Through this project, "BTS The City Arirang Seoul," BTS will be hosting a variety of programs across Seoul until April 19. City officials and crowd control staff installed safety fences and urged citizens to "keep moving and not stop," making every effort to ensure public safety.

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