BTS’ Seoul comeback concert gets full-throttle tourism push

The facade of HiKR Ground at Gwanghwamun Square in downtown Seoul, which will turn into a purple-themed entertainment space inspired by BTS' fan club, is seen in this undated photo. / Courtesy of Korea Tourism Organization

The Korea Tourism Organization (KTO) said Tuesday that it will launch a series of tourism campaigns and promotional events with the Ministry of Culture, Sports and Tourism ahead of BTS’ comeback concert scheduled for March 21 at Gwanghwamun Square in Seoul.

According to KTO, the initiatives are intended to encourage global fans to not only attend the BTS concert but also explore Korean tourism, culture and regional experiences, through a mix of online and offline marketing campaigns.

Promotional videos highlighting Korean tourism will be shown on large outdoor electronic billboards around the Gwanghwamun Square area. An LED banner welcoming international fans will also be installed on the exterior wall of Government Complex Seoul.

Near Exit 6 of Gwanghwamun Station, KTO will operate a promotional booth with the Korea Creative Content Agency, offering information about the BTS concert while introducing Korean entertainment content and tourist attractions.

Several interactive events will feature souvenirs for fans and visitors.

HiKR Ground, the tourism promotion center at Gwanghwamun Square, will also be transformed into a purple-themed entertainment space inspired by the fandom color for BTS. The venue will host a range of events, including drink discounts and dance and singing contests.

On the day of the concert, HiKR Ground will extend its operating hours until midnight and offer free restroom access, mobile phone charging and Wi-Fi for visitors attending the event.

KTO will also carry out online tourism promotions via VisitKorea, the government-run tourism platform. Locations featured in music videos by BTS will be highlighted, along with tourist attractions near Gwanghwamun Square.

Foreign visitors will also be offered discounts on tourism and activity-based products through NOL World, an English-language ticketing and travel platform operated by NOL Universe.

To assist fans attending the BTS concert, KTO plans to strengthen its information services. Multilingual support will be expanded through the 1330 Korea Travel Helpline and tourism information centers, offering guidance on transportation to Gwanghwamun Square, late-night travel and nearby medical facilities.

KTO said it will also support global influencers producing content about the concert. Selected creators will receive tour vouchers to explore culture, food and tourist attractions, and concierge-like assistance will be provided for content creators.

“The BTS comeback concert will serve as an exceptional stage to showcase the appeal of Korean tourism to fans around the world,” said Han Yeo-ok, executive director for international tourism content at KTO.

“We will do our best to accommodate global fans with unforgettable experiences.”