BTS turns cities into stages with ‘ARIRANG’ comeback spectacle

K-pop boy group BTS performs during its comeback concert at Gwanghwamun Square in Seoul, Saturday. Courtesy of BigHit Music

The global return of BTS did not begin with a song alone. It lit up skylines, bridged continents and turned some of the world’s most recognizable landmarks into a synchronized stage.

The seven-member group unveiled a sweeping multimedia project, “BTS THE CITY ARIRANG,” late Wednesday, releasing a compilation video on its official YouTube channel that stitched together celebrations in Seoul, London and New York into a single, immersive spectacle.

The campaign, designed to mark the group’s comeback, transformed urban centers into what the band described as a shared global festival, blending digital art, drone choreography and large-scale media facades.

In London, the South Bank became a focal point of the celebration. The London Eye glowed in vivid red, while nearby buildings displayed towering media facades featuring the group’s members holding traditional Korean lanterns alongside the logo of BTS' new album.

Across the Atlantic, New York’s Brooklyn Bridge and the Manhattan skyline served as a backdrop for a coordinated drone show. Hundreds of drones moved in formation to spell out phrases including “NEW YORK, WHAT IS YOUR LOVE SONG?” and “ARIRANG,” alongside “BTS” and the number “7,” symbolizing the group’s members. At one point, the drones formed the Big Dipper constellation, drawing cheers from onlookers.

In Seoul, the project unfolded at an even larger scale, blending cultural heritage with cutting-edge visuals. At Shinsegae Square, a massive 3D display created the illusion of the members stepping out of the screen. Nearby, the historic Sungnyemun Gate was transformed into a projection canvas, with silhouettes of the group drifting across its ancient stone walls.

The Sungnyemun installation, first unveiled Friday, drew thousands of spectators, many holding up their phones to capture the moment. Organizers said the display demonstrated how modern media art could coexist with and reinterpret cultural heritage.

The festivities extended across the capital. N Seoul Tower displayed the “ARIRANG” album logo, while thousands of drones over Ttukseom Hangang Park rendered highly detailed portraits of the seven members. In Yeouido Hangang Park, a “Love Song Lounge” hosted busking performances and interactive events that kept crowds gathered late into the night.

Organizers said the “BTS THE CITY ARIRANG” project would continue with additional programs in Seoul, including installations at Dongdaemun Design Plaza’s “ARMY Madang” and Cheonggyecheon’s “Love Quarter,” further expanding the citywide celebration.