BTS turn Seoul, London & New York into an 'ARIRANG' playground with dazzling activations

Global icons BTS are taking their comeback to new heights — and new cities. Following the release of their fifth studio album ARIRANG, the group have rolled out a massive, multi-city activation spanning Seoul, London, and New York, transforming urban spaces into immersive extensions of their music.

Launched on 20 March, BTS THE CITY ARIRANG - SEOUL reimagined the South Korean capital as a living, breathing canvas for ARIRANG. Running through 12 April, the citywide experience blends music, art, and public space — bringing fans closer to the group’s storytelling in ways that go far beyond the album.

At the heart of Seoul’s transformation is Sungnyemun, which has been lit up through a striking media façade that fuses heritage with cutting-edge visuals. Other landmarks, including N Seoul Tower, have also been activated, turning familiar city sights into BTS-powered moments.

The scale doesn’t stop there. Across Seoul, installations and fan-focused experiences continue to pop up — from the Banpodaegyo Bridge Moonlight Rainbow Fountain to interactive spaces like “ARMY MADANG” at Dongdaemun Design Plaza and the “Love Song Lounge” at Yeouido Hangang Park. These spaces invite fans to step into the world of ARIRANG, whether through communal celebrations or more intimate encounters.

Meanwhile, the comeback energy has travelled far beyond Korea. In Seoul, a drone light show at Ttukseom Hangang Park lit up the skyline, while New York saw its own spectacle unfold on 18 March at Brooklyn Bridge Park. The 10-minute showcase featured drones forming visuals inspired by ARIRANG — including the album logo, the phrase “WHAT IS YOUR LOVE SONG?”, and symbolic motifs like the number seven and the Big Dipper constellation.

London is next in line, with large-scale media façades set to illuminate the London Eye and surrounding riverside landmarks, further expanding BTS’ visual narrative across continents.

Taken together, these activations mark a new chapter for BTS — one where a comeback isn’t just heard, but experienced. By weaving music into the fabric of major cities, BTS THE CITY ARIRANG turns ARIRANG into a shared, global moment that fans can see, feel, and be part of — wherever they are.