[Edaily Starin YUN GI BACK Reporter] The group BTS is unveiling a large-scale project that will transform the entire heart of New York City into a single festival venue. In New York—the global hub of culture and economy—they will showcase urban-themed content linked to their world tour and fifth studio album “ARIRANG,” once again demonstrating their global influence.

On the 10th, BTS announced the launch of “BTS THE CITY ARIRANG - NEW YORK” via the global fan platform Weverse. The event will take place throughout New York from the 24th to August 3 (local time), transforming the entire city into a cultural space dedicated to BTS by combining performances, exhibitions, and interactive programs.
The “The City” project is HYBE’s flagship content initiative that connects various locations throughout a city, allowing fans to experience an artist’s music and worldview even outside of concert venues. Having collaborated with world-renowned landmarks such as Sungnyemun Gate, the Sphere in Las Vegas, and the London Eye, BTS is now expanding the project to iconic spaces in New York.
At the heart of this event is Grand Central Terminal, one of New York’s most iconic landmarks. Inside the terminal, in Vanderbilt Hall, an offline experience space called “ARMY MADANG” will be open to the public. Costumes worn by the members during their 2019 concert at Wembley Stadium in the UK will be on display, and fan-participation activities—such as a T-shirt customization program featuring album designs—will also be available.
At the Korean Cultural Center in New York (KCCNY), various hands-on programs will be held in collaboration with Korean brands such as Samsung Electronics, TIRTIR, Tous les Jours, and Photoism. In addition to the concerts, the center plans to introduce Korean culture—including K-Beauty and culinary traditions—to offer global fans a unique experience.
The project is also organically linked to the “BTS WORLD TOUR ‘ARIRANG’” concerts taking place at MetLife Stadium on August 1–2. A stamp rally connecting the concert venue, Grand Central Terminal, the Korean Cultural Center in New York, the Arte Museum, and Bank of Hope will be held, and various events—such as a “Random Play Dance” and a welcome party—are planned to transform all of New York into a single festival stage.
Through “The City” project—which goes beyond mere concerts to utilize the entire city as a cultural platform—BTS is expanding the scope of K-pop concert culture. This New York project is also expected to serve as a new model for broadening the reach of K-culture by engaging not only global fans but also local residents and tourists alike.