Abbey Road in northern London will forever be remembered by pop fans alongside the name Beatles. The band used a photo of themselves crossing the zebra crossing right in front of the studio where they recorded their final album as the cover image. This jacket photo, which has become the subject of homage in countless films and cultural content, is also an important symbol in pop history. Designated as a Grade II listed site in Britain in 2010, Abbey Road has become a representative landmark of London as its cultural significance has been highlighted.
A landmark refers to a structure or place that represents a region or nation. Since tourists plan their detailed itineraries around landmarks, these sites also become central hubs of consumption. Major cities worldwide compete to create landmarks due to their significant economic ripple effects and intangible value creation such as enhancing city image. Bilbao, a declining industrial city in Spain, transformed into a cultural destination attracting over one million foreign tourists annually after securing the Guggenheim Museum in the late 1990s. Sydney's Opera House, established in 1973, has become a successful urban symbol harmoniously integrated with the waterfront. The Eiffel Tower in Paris is analyzed to hold economic value exceeding 600 trillion won.
Ahead of BTS's first full-group reunion concert after completing military service, Gwanghwamun Square has emerged as a hot place capturing global attention. Seoul Metropolitan Government and police expect 260,000 people, including "ARMY" fans from around the world, to gather in the Gwanghwamun area on June 21 when the BTS concert takes place. As the performance will be livestreamed to 190 countries through Netflix, Gwanghwamun Square becomes the center stage of a global mega-event that day. Alongside the BTS Gwanghwamun concert, "The City" project featuring cultural events across Seoul will also take place. A landmark containing episodes of a pop group with strong fandom is itself the ultimate cultural product that draws tourists. Gwanghwamun Square, where significant moments in Korea's modern history unfolded including the 2002 World Cup cheering and candlelight vigils, is expected to be reborn as a symbolic space of K-culture.