SEVENTEEN transforms Yokohama into K-pop extravaganza with 'THE CITY' project
The Cosmo Clock 21 Ferris wheel displays the official logo of K-pop act SEVENTEEN at Cosmo World in Yokohama, Japan, Sunday. Korea Times photo by Pyo Kyung-min
YOKOHAMA, Japan — K-pop sensation SEVENTEEN has expanded its influence beyond its homeland, captivating the Japanese port city of Yokohama. The group's "THE CITY" project, an endeavor aimed at turning entire cities into "K-pop playgrounds," transformed Yokohama into a vibrant display of SEVENTEEN's colors: rose quartz and serenity, coinciding with the band's concert at Kanagawa's Nissan Stadium.
During a visit last weekend, traces of SEVENTEEN's event could be found in every nook and cranny of Tokyo and Yokohama, from exhibitions at Ikebukuro's department stores to pop-up shops in Shibuya and even the iconic Ferris wheel in Cosmo Land.
This widespread celebration was part of HYBE Label’s ambitious "THE CITY" project, a recurring series of promotional events that take over cities hosting performances by the agency’s artists. It turns these cities into expansive "K-pop playgrounds" where fans can immerse themselves in SEVENTEEN's music and culture.
The excitement was palpable as fans flocked to Tokyo's Ikebukuro PARCO last Saturday for the "SEVENTEEN MUSEUM 2024." Here they were treated to an array of exhibitions including previously unreleased photos of SEVENTEEN's "Magic Moments," costumes worn by the members and special augmented reality (AR) images accessible via QR codes.
Fans take photos of merchandise at the "SEVENTEEN MUSEUM 2024" at Ikebukuro PARCO department store in Tokyo, Saturday. Korea Times photo by Pyo Kyung-min
The enthusiasm continued in the main streets of Shibuya, Tokyo, where a pop-up store occupying an entire building floor sold a variety of merchandise, including rare photo cards and official light sticks. Among the most sought-after was the "memorial keychain" vending machine, where visitors could have their names engraved to their liking.
"Most of the merch I wanted is sold out. It's disappointing, but I guess it's because the group is so popular," said Ruting, a Taiwanese "Carat," or fan of SEVENTEEN. "At least I managed to get a keychain, which adds a touch of uniqueness, so that's something I'm happy to take home."
The official merch of Shibuya's pop-up store in Tokyo, featuring SEVENTEEN member Joshua / Korea Times photo by Pyo Kyung-min
Many of the fans encountered within Tokyo's attractions had either traveled or were planning to journey all the way to Yokohama to experience every aspect of the program. One fan elaborated on her commitment to visiting every event location over several days, despite the fact that the subway ride between the two cities takes well over an hour.
"It's true that online shopping is more convenient for buying merch. I usually shop online too, but this time, I'm participating in the stamp rally. Collecting all the stamps that grant access to special, highly valuable merchandise," explained Kirari, a 24-year-old Japanese fan.
The digital stamp rally allowed fans to collect stamps at various "THE CITY" event locations by scanning QR codes. For every five stamps collected, fans could exchange them for an exclusive photo card of a favorite SEVENTEEN member.
"I'm heading to Yokohama next. It might be tiring, but I'm just grateful that SEVENTEEN came all the way to Japan to meet us," Kirari added.
Fans of SEVENTEEN form a line to take part in the stamp rally of SEVENTEEN's "THE CITY" project at the Konica Minolta Planetaria in Tokyo, Saturday. Korea Times photo by Pyo Kyung-min
Now in its fourth year since its inception in 2021, this year's "THE CITY" project for SEVENTEEN reached new heights with collaborations with an unprecedented number of landmarks in the port city. Notably, the Yokohama project marked the first official collaboration with the local government, departing from past collaborations with individual companies.
This collaborative effort was visible at over 20 major landmarks of the city, such as the Yokohama Marine Tower, the Cosmo Clock 21 Ferris wheel at Cosmo World and the Osanbashi International Passenger Terminal. These prominent facilities were all adorned in the group's symbolic colors of rose quartz and serenity from April 27 to last Sunday.
The pinnacle of Yokohama's event was a stunning five-minute fireworks display, Sunday night, transforming the sky into a canvas of the two harmonious colors representing SEVENTEEN.
A rose quartz-colored firework for Sunday's SEVENTEEN's "THE CITY" project finale in Yokohama, Japan / Korea Times photo by Pyo Kyung-min
In addition to the Yokohama spectacle, The "THE CITY" project previously extended its reach to Osaka, coinciding with concerts held at Osaka Yanma Stadium Nagai on May 18 and 19. The Osaka leg featured events at renowned landmarks such as Dotonbori and Hep Five.
A HYBE Japan official explained the goals of the "THE CITY" project to The Korea Times, emphasizing its dual purpose of the enhancing fan experience and benefiting local communities.
"'THE CITY' aims to enhance the fan experience with various attractions before and after concerts, while also supporting local governments and businesses by attracting tourists and fostering a mutually beneficial relationship," the official noted.
"This year's project marks the first collaboration with local governments in Japan. Moving forward, we plan to work with a wider range of partners to contribute to the revitalization of local economies and tourism across Japan."