BTS brings 'Arirang' to London, turning the city crimson

BTS is heading to the heart of pop music — London.

Big Hit Music, the group's agency, said Monday that BTS will launch "BTS THE CITY ARIRANG" in London on July 6.

BTS has run its "The City" project in cities around the world where it has held concerts, but London marks the first time the initiative comes to the United Kingdom. Taking "Arirang" — a traditional Korean cultural asset and a thread running through the group's musical identity — as its theme, the project aims to transform central London into a multisensory experience space in an unprecedented undertaking.

Having previously woven the group's identity and Arirang together at Sungnyemun, South Korea's National Treasure No. 1, and at the Sphere in Las Vegas, BTS will now bathe one of London's most iconic landmarks in crimson. On July 6 (local time), the London Eye will be lit in an intense deep-red illumination that visualizes Arirang, casting its glow across the city center. At the same time, a large floating structure bearing Arirang branding will be anchored on the River Thames, designed to deliver a striking visual impact to the many Londoners and international visitors who line the riverbank.

A collaboration with Outernet — Europe's largest high-footfall media hub — stands as the technological centerpiece of the project. Over three days from July 8 to July 10, a special media art exhibition will use the venue's massive wraparound digital LED canvas to bring BTS's narrative and the dynamic visuals of Arirang to life in an immersive, three-dimensional display.

"The City London" focuses on synchronizing the city's infrastructure rather than staging isolated events. To spread the energy of a large stadium concert across the entire city center, organizers have built an eight-stamp rally route linking the London Eye, Outernet, the Korean Cultural Centre UK and a food-and-beverage festival zone. The route creates a kind of urban theme park model designed to draw visitors on a natural circuit through the city and extend their time there.

Companion programs are equally varied. A pop-up zone run by the Korea Tourism Organization will offer an interactive space where visitors can experience K-pop dance movement firsthand. A Samsung Galaxy booth will showcase a personalized message service powered by Galaxy AI alongside a limited-edition collection. Also notable is an "Iconic Looks" exhibition at the Korean Cultural Centre UK, spotlighting the BTS stage costumes that drew wide attention when designer Kim Jones created them through Dior for the group's 2019 Wembley Stadium concert.