Seoul becomes citywide stage for BTS comeback

As K-pop supergroup BTS prepares for its long-awaited comeback, Seoul is turning purple as hotels, landmarks and shops gear up 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 the group's 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, from Friday through April 12.

Several landmark events are scheduled for the album’s release day, Friday. Media facade displays will illuminate historic sites such as N Seoul Tower and Sungnyemun, one of Seoul's historic Four Great Gates, starting at 7 p.m. Later in the evening, a 15-minute drone light show will light up the skies above Ttukseom Hangang Park beginning at 8:30 p.m.

The celebrations will extend to Gwanghwamun Square, where large outdoor screens will broadcast comeback-related content from 7 p.m. on Friday until midnight Saturday.

More fan-focused activities are planned at Dongdaemun Design Plaza, where a temporary fan zone called “Army Madang” will run from April 6-12. The space is expected to feature interactive booths and message walls where fans can leave notes celebrating the group’s return.

Among the private 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.” The dish is inspired by the traditional Korean dish gujeolpan, but with seven different foods instead of the usual nine to reflect the group's signature number. Each of the seven small bites is influenced by cuisines from cities visited on BTS world tours.

Paradise City, which counts BTS' V as a brand ambassador, has also added special dishes and drinks to its menu and a room package inspired by the group’s activities. Available through April 19, the package includes five items of merchandise. 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. Guests booking the package, available through April 19, will 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 in. 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 BTS 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 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.

Duty-free retailers are likewise preparing events aimed at attracting fans.

Lotte Duty Free plans to operate purple experience booths in a plaza near its main Myeong-dong outlet, featuring social media events and roulette-style games. Visitors who receive leaflets at the booth can upgrade their membership to gold 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 its Myeong-dong store. 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.