The group BTS drenched London, the homeland of pop, in the red of their new album "Arirang (ARIRANG)" and completed a global festival.
Since the 4th (local time), the citywide pop-up festival BTS THE CITY ARIRANG – LONDON (hereinafter the City London), which unfolded across London, encompassed major cultural hubs and cutting-edge media spaces and perfectly united tourists and citizens from around the world.
Outernet, the UK's largest hot place and one of Europe's top media hubs, transformed into a massive BTS art space during the festival. The group's music videos and special media art were shown on the 360-degree screen of the Now Building and the 16K LED digital canvas, and about 10,000 people stopped to watch. Outernet praised it as the largest single-artist fan event since its opening, saying it offered an unforgettable impression as people from around the world interacted and blended into everyday London life.
The festival's centerpiece, ARMY MADANG, abandoned its prior reservation system and opened fully to the public, greatly improving accessibility. Visitors enjoyed activity programs that let them put their own stories into BTS's music and a dance experience from the Korea Tourism Organization (KTO). In addition, Samsung Electronics' Galaxy AI-enabled Outernet large LED message wall and a photo sticker creation event added immersive fun.
The city's landmarks also transformed into the album's signature intense red. The London Eye lit red at night, drawing a huge trail of light across the Thames, and a 32-meter floating 'Arirang' logo boat sailing along the river created an overwhelming spectacle against the backdrop of Big Ben and London's cluster of buildings. Some 2,000 people gathered on the riverbank to watch this scene and repeatedly expressed amazement at the red wave harmonizing with the city's historic scenery.
A meaningful encounter with Korea's cultural heritage deepened the festival's significance. The British Museum, one of the world's top three museums, offered a "Korea gallery trail" program connecting Korean exhibits such as moon jars and sarangbang that resonated with the album's message. In particular, the unusual linked viewing inspired by the sound of the Seongdeokdaewang Bell featured in track 6, "No. 29," became a new channel for introducing BTS's music and Korea's traditional culture to the world.
In addition, an "8-site stamp rally" linking the Korean Cultural Centre UK and local F&B festival bases drew visitors. The cultural center offered a variety of attractions, from an exhibition of stage costumes that drew attention when Kim Jones of Dior made them for the 2019 Wembley Stadium performance to hanbok experiences. Through the City London, BTS demonstrated once again the stature of K-pop top class by presenting a new urban festival model that integrates city infrastructure, advanced media and traditional culture beyond performance.
[Photo] HYBE
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