ENHYPEN Turns Seoul into a Fan Paradise

Fans of the K-pop group ENHYPEN have a unique opportunity to immerse themselves in a city-wide celebration that blends music, dining, and interactive experiences. From enjoying themed meals at restaurants to capturing memorable photos in special photo frames, the event offers a variety of activities designed to bring fans closer to their favorite artists.

One of the highlights is the “FEVER” set, which features king ribs and fried rice inspired by ENHYPEN’s hit song. Fans can also enjoy a jelly dessert at a café while sipping tea, creating a perfect blend of food and fun. After a full meal, visitors can take a four-panel photo in a frame that resembles a snapshot taken with an ENHYPEN member, preserving the moment as a keepsake. Additionally, participating in missions at a pop-up store allows fans to receive a compact mirror featuring the group’s image.

As the evening approaches, a fountain show set to ENHYPEN’s music will light up the night, making the experience even more unforgettable. These events are spread across several districts in Seoul, including Yeongdeungpo, Jongno, Songpa, and Banpo, turning the city into a massive playpark for fans.

The event, titled “ENHYPEN THE CITY Seoul,” officially began on the 11th and will continue until the end of the year. Organized by Belift Lab and HYBE, the initiative aims to commemorate ENHYPEN’s world tour encore performances. As Seoul’s promotional ambassadors, ENHYPEN has actively participated in shaping the experience, with the city government collaborating to present a range of programs.

Major landmarks such as Dongdaemun Design Plaza (DDP), Atelier Gwanghwamun, and Gwanghwamun Plaza Haechima Plaza display stunning videos using large-scale media facades in the evenings. The video showcases ENHYPEN’s light sticks and fireworks bursting as a subway passes through key tourist spots. The video concludes with the message: “This video was produced in collaboration with ENHYPEN, Seoul’s promotional ambassador.” From the 24th to the 26th, the Banpo Bridge Moonlight Rainbow Fountain will host a light show set to 10 ENHYPEN songs.

On the 19th, a large-scale random play dance event took place on car-free Yeonsei-ro and at Mangwon Hangang Citizen’s Park. Songs by HYBE Music Group artists, including ENHYPEN, were randomly played, and fans who applied via social media danced to the music. Due to high demand, the event expanded to include 400 participants, twice the pre-announced capacity.

Throughout the year, fans will have opportunities to encounter ENHYPEN in everyday settings, such as restaurants, pop-up stores, and photo booths. Sixteen stores, including cafés Gabdo, Felt Coffee, and Euljiro Dangdang, and restaurants Nose and Cheonggita Town, offer menus created specifically for “ENHYPEN THE CITY.” A pop-up store offering commemorative goods for “ENHYPEN THE CITY Seoul” operates at Lotte World Mall in Songpa-gu, and all branches of the self-photography brand Photoism feature “THE CITY” photo frames.

HYBE’s “THE CITY Project” has gained attention for its significant economic impact on host cities by providing fans with diverse events. During “ENHYPEN THE CITY” in Jakarta, Indonesia, from July to August last year, karaoke party and random play dance reservations sold out within five minutes, and over 14,000 ENGENs (fanbase name) attended the events.

SEVENTEEN’s “THE CITY” in Japan in 2022 involved over 25 local companies and organizations, with 46 subsidiary facilities hosting events. The “Digital Stamp Rally,” which required visiting Osaka landmarks for certification, attracted over 28,000 participants over 16 days. Additionally, BTS’s “THE CITY” in Las Vegas in April 2022 drew 200,000 people to the Bellagio fountain show and 114,000 to the pop-up store and photo exhibition over two weeks. It was praised for revitalizing Nevada, which had seen a decline in tourists due to the COVID-19 pandemic.

A HYBE official stated, “We prepared diverse events for fans to deeply connect with artists and enjoy special experiences. We hope the immersive programs available before the concert and various collaborations until the end of the year will leave a lasting impression of ENHYPEN’s world tour.”