Paint the Town K-pop
HYBE's THE CITY is expanding the concert experience beyond the venue. Brandon Yu discusses K-pop's new frontiers of fan engagement
Feature By IQ | 30 July 2026
K-pop behemoth HYBE is redefining the scope of the concert experience with its metropolitan takeover, THE CITY. BTS THE CITY ARIRANG marks the project’s biggest leap yet, transforming select tour stops into immersive urban playgrounds that extend the group’s brand and storytelling far beyond the venue.
From hospitality partnerships to landmark activations, HYBE Music Group APAC president Brandon Yu tells IQ how THE CITY is resetting expectations for fan engagement, tourism, and economic impact.
What’s the philosophy behind…
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