SFGroup, in collaboration with HYBE, planned the BTS London City Project, a large-scale cultural festival created to celebrate BTS’s comeback, the launch of the Arirang album, and the global influence of K-pop.

Designed as a city-wide activation, the festival transformed London into an immersive BTS experience through a programme of fan zones, interactive installations, branded merchandise, cultural exhibitions, experiential pop-ups, and integrated marketing campaigns. The initiative formed part of BTS’s global Arirang tour, which featured flagship residencies across six international cities.

The London activation (4 – 10 July 2026) demonstrated the significant economic impact that major cultural events can generate. Over the ten-day period, the festival is estimated to have contributed approximately £100 million to the UK economy, driving increased consumer spending across retail, hospitality, accommodation, transport, tourism, and the wider visitor economy.

Beyond its direct economic contribution, the project showcased the potential for strategically curated cultural festivals to create long-term value for host cities, strengthen international tourism and build meaningful engagement between global artists, brands, local communities and fans. It also established a scalable framework that can be replicated in other major international markets as part of future global entertainment and cultural initiatives.