IVE Comeback Video to Light Up 'DDP'... Seoul Expands K-pop City Marketing

IVE promotion at DDP starting Oct. 19

From SEVENTEEN and aespa to IVE

DDP to become a hub for K-pop promotions

The Seoul Metropolitan Government is expanding its city marketing efforts by linking K-pop artists' new music releases and performances with major attractions in Seoul. Following SEVENTEEN and aespa, it will present a comeback promotion for IVE at Dongdaemun Design Plaza (DDP).

According to the Seoul Metropolitan Government on Oct. 21, the collaboration, titled "DIVE IN TO LIGHT," will combine music and media art, including a special video featuring IVE screened on DDP's exterior walls.

A scene from a media video promoting the comeback. Seoul City.

In particular, starting Oct. 26, the album's release date, the city plans to present a special-edition DDP video along with a dazzling laser show and lighting effects set to the new song. A promotional booth will feature a photo zone using images from IVE's new album. Visitors who take photos at the photo zone and of DDP 365 Light and post them on social media as proof will receive a commemorative postcard produced through a collaboration between DDP and IVE. Hero masks actually worn by IVE members will also be on display, offering fans a special attraction.

The city has continued working with entertainment companies, linking major urban spaces in Seoul with promotions by leading K-pop artists such as SEVENTEEN and aespa.

More than 100,000 people visited the three-day "B-DAY PARTY," held from May 23 to 25 around the Han River, including Sebitseom, Yebitseom and Jamsugyo Bridge, to mark SEVENTEEN's 10th debut anniversary. The event featured a pop-up store and exhibition and hands-on programs at Sebitseom, screenings of music videos for past hit songs at Yebitseom, and a free performance at Jamsugyo Bridge. aespa's "LEMONADE" comeback promotion, held from May 29 to June 7, was organized as a large-scale pop-up project linking major Seoul attractions, including Yeouido and Banpo Hangang Parks.

The Seoul Metropolitan Government is pursuing public-private urban marketing initiatives that combine the content-planning capabilities and global promotional reach of entertainment companies, including their global fan bases, with Seoul's diverse urban spaces and tourism resources. The city supports the use of public spaces and coordination with relevant organizations for music video shoots and artist promotions, while entertainment companies handle content planning and production, fan-participation programs, and global promotion.

Going forward, the city plans to establish the DDP area as a key hub for joint K-pop promotions with entertainment companies and continue expanding urban projects that make use of Seoul's major landmarks and popular destinations. It also plans to broaden the range of partnership venues to include both major tourist attractions and hidden gems, and develop tourism content featuring music video filming locations and places visited by artists to encourage global fans to visit Seoul.

The Seoul Metropolitan Government said its analysis found that this type of city marketing also affects nearby commercial districts. According to an analysis by the Seoul Metropolitan Government's Data Strategy Division and the Seoul AI Foundation, average daily card spending in commercial districts near event venues rose 17.5% from the previous year during the event period.

"By combining K-pop's global influence with Seoul's attractive urban spaces, the city itself can become a new cultural asset and tourism resource," said Kim Hyun-woo, head of the Seoul Metropolitan Government's Economic Office. "We will establish the DDP area as a leading hub for K-pop promotions in partnership with entertainment companies and expand this collaborative model across Seoul to create new tourism demand, encouraging global fans to visit and stay in the city."

This content was produced with the assistance of AI translation services.