BTS Comeback Concert Gets Official Seoul Government Sponsorship

• Seoul government to officially sponsor BTS' March 21, 2026, event linking the group to the city's cultural diplomacy policy.
• Up to 260,000 people are expected in central Seoul, necessitating large-scale safety checks and crowd management.
• HYBE's citywide "BTS THE CITY ARIRANG SEOUL" program expands the return into a larger economic and tourism strategy.

BTS' comeback to the stage on March 21, 2026, in Gwanghwamun Square now has unprecedented state support. The Seoul Metropolitan Government has officially authorized the event to be labeled as "Sponsored by the Seoul Metropolitan Government," indicating a strategic choice to position BTS at the core of South Korea's cultural diplomacy. The decision consequently capitalizes on the major K-pop event and the group's global appeal to boost tourism and overall economic activity in the city and country.

HYBE had previously requested municipal support for the event dubbed as "BTS The Comeback Live: ARIRANG." The label was formally approved of the same on Jan 29 after a city evaluation determined that the major K-pop event is in the public interest, with the group's global appeal helping to boost tourism and overall economic activity in the city and country while aligning with its core culture.

Seoul Prepares for 260,000-Person Crowd Tied to BTS Concert

BTS’ free concert will mark the release of the group's fifth full-length album Arirang, on March 20, 2026, making this their first full-group reunion in nearly four years after its members concluded military service. The album has already topped 4.06 million preorders in its first week, setting a new record for the act and indicating global interest ahead of its March release.

City officials anticipate a large turnout, with up to 260,000 people expected in the Gwanghwamun area on concert day. The organizers are expected to arrange sitting and standing zones for around 15,000 ticketed fans, as noted by reputed media organizations like Korea Herald, Korea Times, and Yonhap. Furthermore, to address safety and infrastructure concerns, Seoul has started special inspections of 127 elevators and escalators at facilities around the arena, as well as implementing urban data monitoring and crowd management technologies. Also, to safeguard both guests and residents, authorities are focusing on price gouging in hotels and transportation around the event location.

HYBE Extends Concert Into Citywide Activation

Beyond the event, HYBE has planned a citywide cultural initiative to expand BTS' influence in Seoul. The "BTS THE CITY ARIRANG SEOUL" event will take place from March 20 to April 12, energizing key landmarks such as Sungnyemun Gate, N Seoul Tower, and Yeouido Hangang Park with immersive installations that explicitly combine music, heritage, and tourism into a unified urban experience.

The Korea Culture & Tourism Institute believes that the 'BTSnomics' effect is expected to generate an astounding amount of $1 billion USD per concert. Notably, the 'BTSnomics' phenomena encompasses more than just music. It depicts the far-reaching economic waves caused by BTS, which is quickly becoming a key component of Seoul's global urban strategy. Coupled with the historic sponsorship of Seoul's metropolitan government, South Korea now steps into a new era where cultural exports are the key drivers of worldwide brand reinforcement and economic regeneration, while increasing its global soft-power.