BTS heads to the home of The Beatles, turning the London Eye red

[Financial News] BTS, which is continuing its world tour for its fifth full-length album "Arirang," will visit London, the mecca of global pop music.
Big Hit Music announced on the 29th that it will launch "BTS The City Arirang" (The City London) in the "home of pop," where the legacies of legendary artists such as The Beatles, Queen and David Bowie remain.
"The City London" is a mega project that reimagines London as a citywide music experience centered on "Arirang," the album title and a uniquely Korean cultural asset. Following Korea's national treasure Sungnyemun and the Sphere, the world's largest spherical performance venue in Las Vegas, the city's icon, the London Eye, will now be bathed in the vivid red of "Arirang." A large floating boat carrying an "Arirang" logo sculpture will also appear on the River Thames, which runs through the city center.
In partnership with Outernet, a massive immersive media and entertainment complex in central London, a special BTS-themed media art display will also run from July 8 to 10.
"The City London" will operate an interactive program that takes participants through major sites, including the stadium concert venue, the London Eye, Outernet, the Korean Cultural Centre UK and an F&B festival, while completing missions. The route has been designed so visitors can enjoy the city like a theme park, with a total of eight stamp rally missions. At the KTO pop-up, visitors can experience Korean culture programs such as learning dance moves to BTS music. At the Samsung Galaxy booth, fans can create their own messages using Galaxy AI and receive limited-edition merchandise, offering a chance to connect with the artists. The Korean Cultural Centre UK will display outfits worn by BTS during their 2019 Wembley Stadium concert.

Earlier, BTS energized the United States' biggest entertainment city with the global city-linked campaign "BTS The City Arirang-Las Vegas." According to the Las Vegas tourism authority, BTS was the first single artist to trigger a citywide activation, excluding mega sports events such as the Super Bowl and Formula One (F1).
BTS first introduced the "The City" project in Las Vegas in 2022. This time, the scale of partner companies and infrastructure has expanded significantly compared with the 2022 campaign. The number of participating sites this year has reached 60, more than double the 26 sites from four years ago.
"BTS The City Arirang-Busan," held in Busan for the first time in about four years, turned the entire city into a festival stage to mark BTS's 13th debut anniversary. According to Busan city data, more than 200,000 people visited key venues of "The City Busan," including the "Love Song Lounge," the "Drone Lighting Show" and "Port Village."
jashin@fnnews.com Shin Jin-a Reporter