BTS THE CITY ARIRANG London: Turning Fandom into an Immersive City Experience

Background & Objectives

Turning Fandom into an Immersive City Experience

From 8–10 July 2026, BTS THE CITY ARIRANG London used a fan zone to immerse the ARMY while delivering visibility and future engagement for BTS, Samsung and South Korea.

Create a Fan-First Experience

Deliver a memorable, immersive BTS experience that celebrates fandom, community and emotional connection.

Build Partner Visibility

Give Samsung and South Korea meaningful presence within a BTS-led experience without diluting the hero brand.

Drive Future Engagement

Translate the live experience into stronger consideration, advocacy and future engagement with BTS and campaign partners.

The Solution

Full Fan-Zone Immersion, Community & Partner Participation

Visitors moved through a multi-element BTS experience spanning music, giveaways, fan messages, LED content and live messaging. Community spaces helped fans celebrate together. Samsung’s Creator’s Club Customization Studio added a participatory partner moment and stood out among those who used it. The fan zone connected to the wider BTS THE CITY ARIRANG London concert, pop-up, cultural and partner events.

Music, fan messages and LED content created an immersive BTS fan zone.

Community spaces and Samsung’s customisation studio brought fans and partners together.

Results

Fandom → Partner Impact → Advocacy

The fan zone delivered deep engagement: a highly committed BTS audience stayed, shared and connected, while Samsung and South Korea gained visibility, consideration and advocacy.

97% said it captured BTS excitement

96% agreed it was immersive; 90% experienced most or almost all of the fan zone. 94% of visitors were BTS fans, and 61% stayed over an hour.

72% named Samsung unaided

63% were more likely to consider Samsung.

90% shared or planned to share

86% became more interested in visiting South Korea; 92% felt part of something bigger and 88% felt connected to other visitors. The research also reports willingness to attend or consider another BTS experience, but gives no percentage.

"Visitors immersed themselves in the experience, with 9 in 10 exploring most of the fan zone and 61% staying for more than an hour.”
Source: 2CV Research