ENHYPEN Paints Seoul Pink with Successful 'The City' Project, Creating an Immersive Urban Concert Playground
Global sensation ENHYPEN has successfully concluded their 'ENHYPEN The City Seoul' project, transforming key areas of Seoul into a vibrant pink wonderland for their fans.
Running for approximately a month from last November 11th, the project offered a rich program of events surrounding their world tour encore concert, 'WALK THE LINE : FINAL', providing fans with an unforgettable experience across the city.
The 'The City' project is designed as an 'urban concert play park,' extending the concert experience into various city locations with diverse attractions. Following their successful 'The City' project in Jakarta last year, ENHYPEN has once again demonstrated their powerful brand influence by bringing this immersive concept to Seoul.
'ENHYPEN The City Seoul' focused on optimizing fan routes by centering the experience around key hubs like Sinchon/Hongdae, Gwanghwamun/Myeongdong, and Jamsil/Olympic Park. Each location featured unique themes and activities, including Random Play Dance, collaborations with food and beverage brands, and pop-up stores, enhancing convenience for fans.
Notably, the Random Play Dance events held in Sinchon and Mangwon, featuring ENHYPEN's hits and other K-pop artists' music, became a celebration of K-pop, drawing in not only registered participants but also passersby who joined in the dancing.
Leveraging ENHYPEN's role as Seoul's promotional ambassadors, the project successfully collaborated with the Seoul Metropolitan Government and the Seoul Design Foundation. This partnership led to large-scale media facade screenings at landmarks like Gwanghwamun Square and the Dongdaemun Design Plaza (DDP), as well as a light show at the Banpo Bridge Moonlight Rainbow Fountain, delighting both fans and citizens.
A representative from a collaborating brand remarked, "It was a collaboration where we truly felt the power of K-pop," adding, "We experienced ENHYPEN's immense popularity firsthand with the surge in foreign visitors during the concert period."
HYBE stated, "'ENHYPEN The City Seoul' maximized the synergy between concerts and tourism, making it a standout case among all 'The City' projects to date, thanks to close cooperation with the Seoul Metropolitan Government." They also mentioned that some collaboration cafes and Photoism frames will continue to operate until December.
Korean netizens reacted enthusiastically, commenting things like, "It felt like the whole city was painted pink by ENHYPEN, it was so much fun!", "Thanks to this, my Seoul trip became even more special.", and "Please do more projects like this in the future!"