Starting from the major west Seoul downtowns of Sinchon·Hongdae and following the footsteps of the group ENHYPEN, footsteps naturally lead to the east of the city, to Jamsil·Olympic Park. Following the carefully designed flow of "ENHYPEN the City Seoul," ENGENE (fandom name) enjoyed an immersive journey that spanned the entirety of Seoul.
On the 18th, HYBE said that "ENHYPEN WORLD TOUR 'WALK THE LINE': FINAL THE CITY SEOUL" (hereafter "ENHYPEN the City Seoul"), which ran from the 11th of last month, operated an intensive program for about a month around the world tour encore performances "'WALK THE LINE': FINAL."
The City project is an "urban concert playpark" that offers expanded fan experiences by holding various attractions and events across the city before and after an artist's concert. After staging "The City" successfully in Jakarta, Indonesia, last year, ENHYPEN proved it has powerful brand strength strong enough to color an entire city by successfully rolling it out in Seoul as well.
This "ENHYPEN the City Seoul" focused on optimizing fan flows around key hubs, taking into account Seoul's dispersed urban layout. In Sinchon and Hongdae, participatory activities such as random play dance were held; in Gwanghwamun and Myeongdong, landmark and F&B collaboration programs were run; and in Jamsil, adjacent to the KSPO DOME at Olympic Park where the concerts were held, a pop-up store was operated, with differentiated themes and attractions by hub. This flow design greatly increased fan convenience, and many posts on social media mapped fans' movement routes and reviews by location, creating fandom-led tour courses.
The random play dance held in Sinchon and Mangwon on the 19th of last month helped raise the energy for "'WALK THE LINE': FINAL" performances and served as a bridge that brought accumulated fan experiences from "The City" into the concert venue. Centered on ENHYPEN's songs, this event played music by multiple K-pop artists, filling the area not only with pre-registered participants but also passersby, who danced along to the music and responded enthusiastically to each other's dances, creating a scene of K-pop unity.
This project is also meaningful in that it successfully led collaboration with the Seoul metropolitan government, the Seoul Design Foundation, the Seoul Metropolitan Government Future Han River Headquarters and other government and local entities based on ENHYPEN's activities as Seoul promotional ambassadors. Through this cooperation, large-scale media facade videos were broadcast at major Seoul landmarks such as Gwanghwamun Square's Haechimadang, the Sejong Center for the Performing Arts' "Atelier Gwanghwa," and Dongdaemun Design Plaza (DDP), and a light show was held at the Banpo Bridge Moonlight Rainbow Fountain, receiving wide acclaim.
A representative of a brand that collaborated with "ENHYPEN the City Seoul" said, "It was a collaboration that really felt the power of K-pop," adding, "In particular, during the period when "'WALK THE LINE': FINAL" performances took place, foreign visitors surged and stores were crowded, allowing us to really feel ENHYPEN's great popularity."
HYBE said, "'ENHYPEN the City Seoul' was a case that maximized the synergy between performance and tourism among past 'The City' projects by exposing ENHYPEN and the concert at Seoul's key landmarks through close cooperation with the Seoul metropolitan government," and added, "Photoism frames and some collaboration cafes will operate until Dec., so please show a lot of interest."
[Photo] Provided by HYBE.
[OSEN]