HYBE's "The City" Project Garners International Participation in Incheon and Seoul

Courtesy of HYBE

▲ A Carat, a fan of Seventeen, poses for photos in front of Seventeen's mascot, Bongbong, at the lounge set up for guests traveling on Seventeen-themed trains. / Courtesy of HYBE

Seventeen's encore tour, titled "'Follow' Again to Incheon," attracted approximately 20,000 fans, known as Carats, from around the world late last month. According to HYBE, the company behind the boy band, an estimated 36 percent of the audience at the two-day concerts on March 30 and 31 in Incheon were international fans.

East Asian Carats from China and Japan comprised the majority of overseas attendees, with American fans ranking third. Fans from all six habitable continents, including Asia, Africa, Europe, North and South America, and Oceania, were represented at the concerts.
 

▲ Trains adorned with the Seventeen theme were in service for a period of six days, operating from March 28 to April 2. / Courtesy of HYBE

In addition to attending the concerts, fans actively participated in HYBE's "The City" project, which included promotional events in cities where the company's artists performed while on tour. In Incheon and Seoul, Seventeen's "The City" project featured designs on public and private transportation, Seventeen-themed cafés, a photo exhibition, pop-up stores, and a cruise party.

During the project, the Yeongjong Bridge in Incheon, a landmark along the Incheon International Airport Expressway, was illuminated in rose quartz, one of Seventeen's symbolic colors, for three nights from March 29 to April 3.

▲ The Yeongjong Bridge, a landmark in Incheon, was illuminated in rose quartz, a symbolic color of Seventeen, for a duration of three nights, spanning from March 19 to April 3. / Courtesy of HYBE

Foreigners constituted a significant portion of participants in various project activities, including 80 percent of attendees at the cruise party, 83 percent at the Seventeen Lounge, and 63 percent at the exhibition.

Both overseas and domestic fans contributed to the purchase of 238,000 merchandise goods sold at the concert venue, lounge, exhibitions, and Shinsegae department store. The Shinsegae Department Store saw a notable increase in visitors, with a reported 90 percent uptick during this year's Seventeen pop-up event compared to the previous one.

▲ Carats, fans of Seventeen, delighted in the cruise party organized by HYBE on March 29, which was a component of the company's "The City" project dedicated to Seventeen. / Courtesy of HYBE

HYBE attributed the success of the Seventeen concerts and "The City" project to collaborative efforts with public institutions such as the city of Incheon and Incheon Airport, as well as the support of domestic and international fans. The company expressed its commitment to highlighting tourism in cities hosting artists' performances and fostering mutual growth with partnered companies.

Seventeen's "Follow Again" encore tour will continue with concerts in Osaka and Yokohama in May.

Sayart

Blue YIM, yimyoungseo1010@naver.com