We still have no concept photos, track list, or even album cover. All we know of BTS’s new album is that it is to be named “ARIRANG”. They may be cryptic about the release, but one thing they certainly aren’t hiding is the scale of the comeback. After announcing their partnership with Netflix and their first full OT7 performance in four years. The group is set to launch BTS ‘THE CITY ARIRANG SEOUL’ (hereafter ‘THE CITY SEOUL’), set to run in Korea from March 20 to April 12. The project will unfold across Seoul, featuring experiential content that blends music and media, alongside installations designed to harmonise with the cityscape. Through this massive-scale project, BTS is set to transform the entire city of Seoul into a riveting cultural experience.
On the day of release, March 20th, major Seoul landmarks such as Sungnyemun and N Seoul Tower will be illuminated with media façades. By adding modern media art to cultural heritage sites like Sungnyemun, ‘THE CITY SEOUL’ project will create iconic scenes where tradition and the present coexist, introducing the value of Korea’s cultural heritage to a global audience.
At Yeouido Hangang Park, a lounge-style programme will run through March 22, inviting visitors to gather, share, and enjoy BTS’s music together. In April, installations will spread across Seoul, transforming stone walls, stairways, and tree-lined streets into exhibition-like spaces. BTS’ song lyrics will be brought to life through media installations featuring light and video.
BIGHIT MUSIC stated, “During ‘THE CITY SEOUL’, we worked in collaboration with the Seoul Metropolitan Government to design programmes that allow both tourists and citizens visiting Seoul to experience the culture and art of Korea while celebrating BTS’ return in a multi-dimensional way. We have also prepared partnership events across various sectors, including F&B and mobility.”
Of course this scale-sized project isn’t the first of its kind; during the ‘BTS PERMISSION TO DANCE THE CITY – LAS VEGAS’ stop, it transformed into ‘BoraeVegas. Which turned the famous Las Vegas Strip purple. From the Bellagio fountains to the Eiffel Tower. Busan got the same treatment during <Yet To Come> THE CITY in BUSAN in October of the same year. ‘THE CITY SEOUL’ project is an urban concert playpark that offers an expanded fan experience with a wide range of attractions and events throughout the city, providing an expansive and immersive experience for fans to enjoy beyond the concert.
[INFO] “What is Your Love Song?” Poster in London, UK 🇬🇧
📍 London Bridge Station
Any ARMYs there!? #BTS_ARIRANG #BTS pic.twitter.com/H9WuoRwghF
— BTS Charts Daily (@btschartsdailyc) February 9, 2026
Detailed schedules and programmes for ‘THE CITY SEOUL’ will be announced at a later date via the BTS channel on the global superfan platform Weverse. ‘BTS THE CITY ARIRANG SEOUL’ will launch in Seoul and is planned to roll out sequentially across major cities around the world. This week has seen billboards featuring the same visuals as the tour poster. The words ‘What is your love song?’ have popped up across cities such as London, and Spotify launched a playlist of the same title. Ahead of Valentine’s Day, it seems that something could be coming our way. Stay tuned.
Be sure to pre-save ARIRANG on Spotify ahead of it’s release March 20th.
