March 16, 2026
SEOUL – As K-pop supergroup BTS prepares for its long-awaited comeback, Seoul is transforming into a sprawling stage for the group’s return.
Across the capital, businesses are rolling out themed experiences tied to “BTS The City Arirang Seoul,” a citywide initiative developed with entertainment company Hybe that invites fans to experience the comeback beyond the concert venue. Public institutions and city landmarks are also joining the celebration, turning large parts of Seoul into a temporary cultural playground.
Among the participants is The Westin Seoul Parnas, which will launch a limited hotel package, “BTS The City Arirang Seoul Journey,” Friday. The package includes a merchandise collection limited to 100 sets, with branded items that include a cushion, blanket, bandana and luggage stickers.
The hotel is also extending the theme to its restaurants. At Asian Live, chefs have introduced a special menu inspired by Korean dishes that BTS has helped popularize internationally, including buckwheat noodles with perilla oil and hanwoo jeon, or savory pancakes with Korean beef.
The hotel’s lobby lounge and bar The Logue is presenting a themed platter called “Global Signature Bite 7,” referencing the group’s favorite number. Inspired by the traditional Korean dish gujeolpan, which includes a combination of nine foods, the platter combines small bites influenced by cuisines from cities visited on BTS world tours.
Paradise City, which counts BTS’ V as a brand ambassador, has also introduced food and beverage menu items and a room package inspired by the group’s activities. Available through April 19, the package includes five merchandise items. At the resort’s indoor plaza, a photo wall featuring BTS has been installed for visiting fans.
JW Marriott Seoul has prepared a themed accommodation package and limited-edition cocktails for the project. Guests booking the package, available through April 19, will stay in a “The City Seoul”- themed room and receive a gift set including a cushion, towel and portable battery. At the hotel’s Mobo Bar, themed cocktails including Midnight in Seoul will be offered for a limited time.
Retail spaces are also joining the celebration. Shinsegae Department Store will open a large-scale BTS pop-up store from Friday through April 12 at the Heritage Museum on the fourth floor of its main store in Seoul.
The exhibition-style space will showcase the group’s new album alongside a range of official merchandise, including the latest fan light sticks. Entry will operate on a reservation system.
Lotte Department Store will run a “Welcome Light” project from Thursday to Sunday, illuminating parts of the Lotte Town Myeong-dong in purple. From 6 p.m. to 10 p.m. each evening, the exterior walls of its main store and the luxury wing Avenuel will glow in purple lighting to heighten the festive mood in the city ahead of the group’s show.
Duty-free retailers are likewise preparing experiential events aimed at attracting visiting fans.
Lotte Duty Free plans to operate purple experience booths in a plaza near its main Myeong-dong location, featuring social media events and roulette-style games. Visitors who receive leaflets at the booth can upgrade their membership to the gold level and receive shopping credits at the Myeong-dong and World Tower branches from Thursday to March 31.
Shinsegae Duty Free is selling BTS-related merchandise at its K-Wave Zone at the Myeong-dong location. The selection includes BTS magazines, magnets, puzzles, plush toys, cross-body bags and figurines, with products from the character brand BT21 also set to be released sequentially.
City landmarks and public spaces are taking part, too. Running from Friday through April 12, “BTS The City Arirang Seoul” blends music, media installations and fan experiences across multiple districts.
On the day the group’s new album is released, Sungnyemun and N Seoul Tower will be illuminated with media facade displays inspired by BTS.
Along the Han River, a lounge-style fan space will open at Yeouido Hangang Park, where visitors can relax while listening to the music of BTS in an open-air setting, through Sunday.
More fan-focused activities are planned at Dongdaemun Design Plaza, where a temporary fan zone called “Army Madang” will run from April 6 to 12. The space is expected to feature interactive booths and message walls where fans can leave notes celebrating the group’s return.
Elsewhere, parts of Jung-gu, Jongno-gu and Yongsan-gu in central Seoul will be transformed with media installations themed around BTS.