Ahead of the highly anticipated BTS comeback performance at Gwanghwamun Square on March 21, local businesses are launching aggressive marketing campaigns to welcome an estimated crowd of 260,000 people.
In the Gwanghwamun area, traditional and modern F&B outlets are leading the charge.
Gwanghwamun Myeonok, a local cold-noodle specialist, announced a giveaway of 1,000 free bowls of naengmyeon on the day of the event.
Specialized cafes like Coffee@Works are offering a 20% discount to any customer wearing purple items, while Paul Bassett has introduced a limited-edition Lavender Ice Cream, tapping into the symbolic color of the BTS fandom to attract the massive influx of visitors.
The marketing surge extends to the nearby Myeongdong shopping district, where fashion and beauty brands are targeting both local and international fans.
LF’s Hazzys is set to illuminate its flagship store, “Space H Seoul,” in purple and offer a 20% discount on its SS season collection.
Kolon Sport is attracting high-value international buyers with exclusive gifts, such as purple-themed keyrings and umbrellas, for premium purchases.
Meanwhile, K-beauty brand MISSHA is capitalizing on the tourist wave with “2+1” deals and up to 40% discounts on its popular skincare sets, creating a massive promotional environment centered around the “BTS Effect.”
[ONLINE-KOREA: Letter from Korea]
While corporations may prioritize economic impact and marketing events, ordinary people like myself are most concerned about the safety of those attending the concert.😥
Despite the measures announced by the authorities, many are questioning their actual effectiveness. Even the fans (ARMY) are taking initiative by sharing guidelines—such as bans on street camping and entering restricted areas—to maintain order. It’s clear that so many people are sincerely hoping for the performance to conclude without any incidents.🙏
Enjoying the concert to the fullest is important, but your safety comes first. Please, do not forget that.💡
ONLINEKOREANEWS.COM 