As excitement builds for the upcoming concert by BTS at Gwanghwamun Square on March 21, a large-scale celebration for global K-pop fans will take place nearby in Myeongdong, one of Seoul’s most famous tourist and shopping areas.
According to the retail industry on March 11, Lotte Department Store will launch a special event designed to welcome international fans traveling to Korea for the historic BTS performance.
Myeongdong Turns Purple for BTS Fans
From March 19 to 22, the exterior walls of Lotte Department Store’s main building and the luxury shopping complex Lotte Avenuel will glow in BTS’s signature fan color—purple—every evening from 6 PM to 10 PM.
The lighting project, titled “Welcome Lights,” aims to create a memorable nighttime atmosphere for K-pop fans and international visitors who have arrived in Seoul to experience the long-awaited BTS concert.
With thousands of global fans expected to gather near Gwanghwamun, the purple illumination in Myeongdong is expected to transform the district into a symbolic celebration of BTS and the worldwide K-pop community.
‘K-Wave Shopping Week’ Targets Global Visitors
Lotte Department Store will also run a “K-Wave Shopping Week” from March 19 to 29 across three major locations:
- Lotte Department Store Main Branch (Myeongdong)
- Lotte Department Store Jamsil Branch
- Lotte Outlet Seoul Station
The campaign is tailored specifically for foreign visitors. Popular products will feature a “Korea Only” tag highlighting items exclusive to Korea. QR codes placed throughout stores will help international shoppers easily access information about discounts and promotions.
Foreign customers who spend above a certain amount during the event will receive benefits such as:
- Lotte gift certificates worth 7% of their purchase amount
- Special Korean-themed appreciation gifts
- Exclusive shopping promotions in selected fashion areas
At the K-fashion specialty zone “Kinetic Ground,” participating brands will offer 10% discounts plus an additional 10% Lotte gift certificate, allowing shoppers to receive up to 20% in total benefits.
K-Food and Korean Gifts Showcase
The department store’s basement food hall will also join the celebration. A curated “K-GIFT” zone will present Korean gift products from 18 brands, including premium items such as Lotte Hotel Kimchi.
To meet rising interest in Korean cuisine among international visitors, the store will expand its K-food zone, featuring popular Korean snacks and traditional foods frequently purchased by foreign tourists.
With massive crowds expected for the BTS concert weekend, Lotte Department Store is also preparing additional safety and crowd-management measures to ensure a smooth experience for visitors.
KOREA FBI Editor’s Comment
The return of BTS as a full group is already shaping up to be one of the biggest K-pop events of the decade. What makes this moment even more powerful is how the excitement spreads beyond the concert venue itself. From purple city lights to K-fashion and K-food shopping experiences, Seoul is turning into a living festival for global fans. For international ARMY visiting Korea, this isn’t just a concert—it’s a full K-culture journey.
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