Domestic and global platform companies are rolling out marketing campaigns and promotions targeting BTS fans ahead of the group's comeback performance after nearly three years and nine months apart. With worldwide attention focused on the concert, companies are seizing the opportunity to promote their brands and services.
According to industry sources on June 21, Naver Map is providing a venue map in collaboration with Netflix showing seating information and nearby facilities for the "BTS Comeback Live: Arirang" concert scheduled for 8 p.m. at Gwanghwamun. The service will offer multilingual information on key facilities including restrooms, gates, and medical stations. Real-time updates on road closures near the venue and public transit bypass routes will also be available. Users can view 3D street views of the Gwanghwamun area by clicking BTS-related bubble keywords on Naver Map.
Kakao Map is providing ultra-precision bus location information for over 420 Seoul city bus routes for one week starting June 16. The pilot program covers major city bus routes, excluding airport and village buses. On the concert day, the platform will provide safety guidance, allowing users to check road closure zones, congestion areas, temporary restrooms, and on-site medical stations near the venue. Subway stations operating without stops will display relevant information on station detail pages, while bus stop pages and transit navigation services will show bypass and non-stop information.
TikTok is running a global in-app campaign celebrating the BTS comeback from June 20 through July 3. Users can participate through a dedicated page within the app, completing missions to earn limited-edition Arirang profile frames or collect digital sticker sets. The stickers can be used for in-app decoration, allowing fans to celebrate the comeback in their own way. A special editing effect for BTS set to the title track "SWIM" is also available.
Uber Taxi updated its designated pickup and drop-off location service from June 20 through June 22 to reflect traffic conditions. The service designates taxi-accessible locations to reduce confusion between passengers and drivers while supporting safe and convenient travel. The company will operate nine optimal pickup and drop-off points near Gyeongbokgung Station, Gwanghwamun Station, and City Hall Station, considering customer convenience and traffic conditions. Major business hotels in Seoul and hotels popular with foreign visitors are also included. Through its "Global One App" used in 70 countries, Uber is providing traffic congestion information to users of various nationalities. The company also changed its in-app taxi icon to purple, symbolizing BTS fandom ARMY.
Netflix is expected to be the biggest beneficiary of this comeback stage. The streaming platform, which has exclusive live broadcast rights for the BTS comeback concert, held a media briefing on June 20 to introduce its collaboration with BTS agency HYBE and production direction. Brandon Riegg, Netflix Vice President of Nonfiction Series and Sports, said, "Netflix's goal is to entertain the world, and live events are entertainment opportunities that connect many people as one." He added, "This concert will create a moment where K-culture extends to the world and connects people from the historic space of Gwanghwamun." Netflix is also preparing watch party events in major countries including the United States and Brazil, targeting the BTS global fandom.
