In a spectacular display of global fan engagement, K-pop sensation SEVENTEEN recently concluded ‘SEVENTEEN ‘FOLLOW’ THE CITY’ in Japan, captivating audiences with immersive fan experiences across five major cities. As the ‘THE CITY’ project heads to Bangkok, Thailand, for the first time, SEVENTEEN’s innovative approach to fan interaction and the success of the project in Japan set the stage for an exciting international journey.
The ‘THE CITY’ project, initially launched in 2022 with ‘BE THE SUN THE CITY’ in Osaka, Tokyo, and Nagoya, expanded its footprint this year with additional stops in Saitama and Fukuoka, aligning with SEVENTEEN’s ongoing ‘FOLLOW’ tour theme. The Japan leg of the tour, spanning from September to December, garnered immense popularity, attracting over 515,000 attendees across 12 shows.
One of the unique aspects of ‘THE CITY’ is its transformation of cities into “concert play parks,” offering fans a multi-dimensional experience beyond traditional concert settings. The project involves diverse collaborations, turning buses into SEVENTEEN-themed mobile displays and even featuring a specially-wrapped airplane with Japanese Airline Star Flyer.
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In Fukuoka, SEVENTEEN’s collaboration with Canal City Hakata showcased a water show set to the band’s Japanese single “Ima – Even if the world ends tomorrow-,” adding a touch of spectacle to the cityscape. Mirai Tower in Nagoya illuminated in SEVENTEEN’s official color, ‘Rose Quartz & Serenity,’ while Osaka Wheel featured 20 gondolas adorned with the band’s images. The foot traffic around these landmarks reached a staggering 320 million, reflecting the project’s extensive impact.
Participatory elements like a digital stamp rally connecting city landmarks and photo exhibitions displaying behind-the-scenes glimpses of SEVENTEEN’s concerts and fan meetings further enriched the fan experience. Notably, a ride on Nagoya’s Sunshine Sakae ferris wheel, covered in SEVENTEEN graphics, attracted over 15,000 fans, with the accompanying beverage cart selling over 10,000 drinks featuring SEVENTEEN stickers.
Building on this success, ‘SEVENTEEN ‘FOLLOW’ THE CITY BANGKOK’ commenced on December 16, marking the project’s debut in Thailand. The collaboration with Thailand’s Siam Piwat Group led to the creation of a fan hub in Siam Discovery, offering a ‘SEVENTEEN POP-UP’ experience with photo booths, exhibitions, and merchandise. Additional collaborations include a SEVENTEEN-themed menu at Duck Donuts and a SEVENTEEN-themed room package at Centre Point Hotel Chidlom.
Reflecting on the collaboration with director Prashanth Neel for the upcoming ‘Salaar: Part 1 – Ceasefire,’ Prithviraj Sukumaran praised Neel’s confidence and openness to new ideas. This underscores the importance of a collaborative and innovative approach in the entertainment industry.
As ‘THE CITY’ project continues to make waves globally, SEVENTEEN’s ability to seamlessly blend music, fan experiences, and cityscapes showcases the evolving landscape of K-pop’s engagement strategies. The project not only enhances fan connection but also elevates the overall cultural impact of K-pop on a global scale.
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SEVENTEEN’s ‘THE CITY’ project serves as a testament to the band’s commitment to creating immersive experiences for fans, transcending the boundaries of traditional concerts. As the project unfolds in Bangkok and beyond, it promises to set new benchmarks in fan engagement and collaborative entertainment endeavors.
