Issue Focus

SEVENTEEN Turns Los Angeles into a K-Pop Playground with “The City”

This article underscores how SEVENTEEN is transforming their U.S. tour into a city-wide festival that

blends music, lifestyle, and local culture—an approach that illustrates how K-pop IP can create

immersive urban experiences with global commercial partners.

♦  City-Wide Festival Transforms LA Experience

     • SEVENTEEN hosts “The City LA” from Oct. 11-19 alongside world tour, expanding beyond concerts into

         comprehensive citywide events

     • BMO Stadium area near concert venue transforms into meeting space for CARATs, creating community

         hub for fans

♦  Airbnb Partnership Offers Immersive Fan Experiences

     • Collaboration features K-pop performance workshops, K-beauty experiences,

         SEVENTEEN music DJ parties exclusive to LA

     • Hands-on activities include studio recording, remix workshops, pottery painting, cake making, and shirt

         customizing

♦  Landmarks and Public Spaces Become K-Pop Stages

     • Santa Monica Ferris wheel lights up with SEVENTEEN and CARAT logos Oct. 15-17, Universal Studios

         hosts sing-along party Oct. 14

     • Campaign visuals broadcast across 55 subway station digital screens and 157 large billboards  throughout LA

♦  Pop-Up Store and F&B Collaborations Expand Reach

     • Downtown west LA pop-up store “SEVENTEEN ON COMPLEX” offers exclusive merchandise and photo zones

     • Multiple F&B brands launch SEVENTEEN-themed menus, extending IP into lifestyle consumption across restaurant partners

Source

Yonhap News Agency. (2025. 9. 24)

https://www.yna.co.kr/view/AKR20250924049300005?section=entertainment/all (Korean version only)