- BTS' ARIRANG comeback begins in Seoul, marking the group's first full-band reunion in almost four years.
- The citywide installations, album release, and global webcast of their Gwanghwamun show are all part of a single continuous rollout.
- BTS' homecoming is being described as a cultural event with significant tourism and economic implications for South Korea.
BTS is preparing to transform Seoul into an immersive artistic environment this spring, representing the K-pop group's first full-band reunion in nearly four years. BigHit Music announced on Friday (06.02.2026) that BTS THE CITY ARIRANG SEOUL will take place from March 20 to April 12, 2026, transforming significant metropolitan sites into interactive experience zones to coincide with the release of their fifth studio album, ARIRANG.
BigHit Music
Seoul Becomes the Stage for BTS’ Return
BTS' initiative in Seoul fits into their larger promotional arc, which includes BTS THE COMEBACK LIVE | ARIRANG, a free concert in Gwanghwamun Square on March 21 that will be livestreamed globally via Netflix to an anticipated audience of hundreds of millions. ARIRANG will be their first full-length album since Proof in 2022 on March 20, with 14 tracks exploring themes of identity, longing, and reunion.
On ARIRANG’s launch day, key landmarks such as Sungnyemun Gate and Seoul Tower will be operational as media façades throughout the capital, integrating modern visual art with Korea's cultural history. Notably, a lounge-style event at Yeouido Hangang Park (near Han River) is planned until March 22, offering public listening experiences. Meanwhile, in April, stone walls, stairways, and tree-lined avenues in downtown Seoul will be transformed into exhibition-style displays featuring the lyrics of BTS' songs via light and video installations.
Officials stated that the citywide festival is being planned in collaboration with the Seoul Metropolitan Government to provide multifaceted cultural access to visitors as well as locals. Notably, the festival will include crossover events in food & beverage and urban mobility. Interestingly, the Seoul rendition follows the group's previous urban ventures like BTS PERMISSION TO DANCE THE CITY - LAS VEGAS and THE CITY in BUSAN in 2022, which redesigned whole cities as fan experience hubs.
BTS ARIRANG Becomes a Global Cultural Force
BTS' comeback coincides with robust market momentum, with ARIRANG garnering record-breaking pre-saves on Spotify, while soaring to No. 1 on worldwide pre-release charts. ARIRANG will be released on March 20, 2026, and its accompanying World Tour will begin in April 2026 with 82 events across different continents, kicking off one of the greatest global entertainment cycles in recent history.
Notably, BTS' world tour announcements have increased travel demand to South Korean cities, with Seoul searches increasing by ~155% and Busan searches increasing by almost 2,300%. This highlights BTS's long-term economic impact on tourism and local consumption in their home country.
By transforming Seoul into a city-scale media art apparatus, BTS THE CITY ARIRANG SEOUL expands the group's homecoming beyond the stage. The concept connects the album cycle to the world tour, reinventing the "urban play park" model by combining Korean tradition with immersive, tech-driven fan involvement to create a high-profile cultural moment. This establishes BTS not only as performers but also as creators of a globalized phenomenon.
