IVE turns Seoul's futuristic DDP into K-pop comeback stage

Seoul is using IVE’s comeback campaign at Dongdaemun Design Plaza (DDP) in Seoul to connect K-pop promotions with tourism and local businesses. Titled “DIVE IN TO LIGHT,” the campaign runs through Nov. 30, with videos on DDP’s exterior and a promotional booth operating through Nov. 1. The city says it plans to expand entertainment partnerships and link DDP promotions with shopping districts and other attractions. Seoul Light DDP drew 700,512 visitors from Sept. 3-13, while average daily spending at nearby businesses rose 17.5 percent year over year.

The DDP promotional booth is open from 5:30 p.m. to 11 p.m. and features album-themed photo zones and displays of masks worn by IVE members.

Visitors who post photos of the installations and outdoor media displays on social media can receive commemorative postcards made through the collaboration.

Honey Presso at DDP Market is offering two promotional drinks inspired by IVE’s song “Looks Can Kill,” with limited-edition cup holders and straw decorations.

Seoul Light DDP attracted 700,512 visitors from Sept. 3-13, a 14.3 percent increase from the previous year.

During Seoul Light DDP, spending by foreign visitors at nearby businesses increased 38.6 percent year over year.

Published Oct 21, 2026 4:59 pm KST

New city partnership brings fan promotions to Zaha Hadid's iconic plaza

K-pop girl group IVE / KoreaTimes file

Seoul is transforming one of its most iconic architectural landmarks into a high-octane venue for K-pop, partnering with girl group IVE to launch its latest comeback campaign at Dongdaemun Design Plaza (DDP) in an effort to turn global fandom into tourism revenues and longer hotel stays.

The Seoul Metropolitan Government and Seoul Design Foundation are supporting the campaign, titled “DIVE IN TO LIGHT,” which began Monday at DDP and runs through Nov. 30.

The building’s exterior displays special videos featuring IVE, with a more elaborate presentation planned to coincide with the release of the group’s new album on Monday, when synchronized laser effects and lighting will accompany its new music.

A promotional booth is operating at DDP from 5:30 p.m. to 11 p.m. through Nov. 1, featuring album-themed photo zones and displays of hero masks worn by IVE members.

Visitors who post photos of the installations and DDP’s outdoor media displays on social media can receive commemorative postcards created through the collaboration, while Honey Presso, a cafe inside DDP Market, is offering two promotional drinks inspired by IVE's song “Looks Can Kill,” along with limited-edition cup holders and straw decorations.

The campaign follows earlier collaborations involving Seventeen and aespa, which used Seoul landmarks and public spaces to connect music promotions with cultural experiences.

Seventeen’s 10th-anniversary “B-DAY PARTY” drew more than 100,000 visitors over three days in May, while aespa’s “LEMONADE” campaign linked promotional activities with locations including Yeouido and Banpo Hangang parks.

Seoul officials say the strategy aims to make public spaces part of the entertainment experience while encouraging fans to explore nearby businesses and tourist destinations.

The city is also pointing to the economic impact of Seoul Light DDP, which attracted 700,512 visitors from Sept. 3-13, a 14.3 percent increase from the previous year.

During the festival, average daily spending at nearby businesses rose 17.5 percent year over year, while spending by foreign visitors increased 38.6 percent.

Seoul plans to expand partnerships with entertainment companies and connect DDP promotions with shopping districts and other attractions across the city.

“Combining the global reach of K-pop with Seoul’s vibrant urban spaces can turn the city itself into a compelling cultural asset and tourism draw,” said Kim Hyun-woo, head of the Seoul Metropolitan Government's Economic Policy Bureau.

“We plan to develop the DDP area into a landmark hub for K-pop promotions in partnership with entertainment agencies, and expand this collaborative model across Seoul to drive new tourism demand from global fans.”

This article was published with the assistance of generative AI and edited by The Korea Times.

首尔正利用IVE在东大门设计广场（DDP）的回归宣传活动，将K-pop推广与旅游业和当地商业联系起来。这项名为“DIVE IN TO LIGHT”的宣传活动将持续到11月30日，期间DDP外墙上会播放宣传视频，宣传展位也将开放至11月1日。首尔市政府表示，计划扩大与娱乐行业的合作，并将DDP的推广活动与购物区和其他景点联系起来。9月3日至13日期间，首尔灯光节（Seoul Light DDP）吸引了700,512名游客，附近商家的日均消费额同比增长17.5%。

DDP 宣传展位从下午 5:30 开放至晚上 11:00，设有专辑主题拍照区和 IVE 成员佩戴的口罩展示区。

在社交媒体上发布装置艺术和户外媒体展示照片的参观者可以获得通过此次合作制作的纪念明信片。

位于 DDP Market 的 Honey Presso 正在推出两款以 IVE 的歌曲“Looks Can Kill”为灵感的促销饮品，并配有限量版杯架和吸管装饰。

首尔灯光节DDP在9月3日至13日期间吸引了700,512名游客，比上年同期增长14.3%。

在首尔灯光节期间，外国游客在附近商家的消费额同比增长了 38.6%。

发布于2026年10月21日下午4:59（韩国标准时间）

新的城市合作项目将粉丝促销活动带到扎哈·哈迪德设计的标志性广场

韩国流行女子组合IVE / KoreaTimes档案

首尔正将最具标志性的建筑地标之一改造成 K-pop 的热门场所，并与女子组合 IVE 合作，在东大门设计广场 (DDP) 发起其最新回归活动，旨在将全球粉丝的热情转化为旅游收入和更长的酒店住宿时间。

首尔市政府和首尔设计基金会支持这项名为“DIVE IN TO LIGHT”的活动，该活动于周一在东大门设计公园 (DDP) 启动，并将持续到 11 月 30 日。

该建筑的外墙上会播放以 IVE 为主题的特别视频，更精心设计的展示活动计划于周一与该乐队的新专辑发行同时进行，届时将有同步激光效果和灯光伴随其新音乐。

从下午 5:30 到晚上 11:00，DDP 将设立一个宣传摊位，一直持续到 11 月 1 日，摊位上设有专辑主题拍照区，并展示 IVE 成员佩戴的英雄面具。

在社交媒体上发布装置艺术和 DDP 户外媒体展示照片的游客可以获得通过此次合作制作的纪念明信片，而 DDP Market 内的咖啡馆 Honey Presso 则提供两款受 IVE 歌曲“Looks Can Kill”启发而推出的促销饮品，以及限量版杯架和吸管装饰品。

此次活动延续了 Seventeen 和 aespa 此前的合作，他们曾利用首尔的地标和公共空间，将音乐推广与文化体验联系起来。

Seventeen 的 10 周年纪念活动“B-DAY PARTY”在 5 月份的三天内吸引了超过 10 万名游客，而 aespa 的“LEMONADE”活动则将宣传活动与汝矣岛公园和盘浦汉江公园等地点联系起来。

首尔官员表示，该策略旨在将公共空间融入娱乐体验，同时鼓励粉丝探索附近的商业场所和旅游景点。

首尔市政府还指出首尔灯光节（Seoul Light DDP）的经济影响，该灯光节在 9 月 3 日至 13 日期间吸引了 700,512 名游客，比上一年增长了 14.3%。

节日期间，附近商家的日均消费额同比增长 17.5%，外国游客的消费额同比增长 38.6%。

首尔计划扩大与娱乐公司的合作，并将东大门设计广场的推广活动与城市各处的购物区和其他景点联系起来。

首尔市政府经济政策局局长金贤宇表示：“将 K-pop 的全球影响力与首尔充满活力的城市空间相结合，可以将首尔这座城市本身变成一个引人注目的文化资产和旅游胜地。”

“我们计划与娱乐公司合作，将东大门开发区打造成为K-pop推广的地标性中心，并将这种合作模式推广到首尔各地，以吸引全球粉丝，从而推动新的旅游需求。”

本文由生成式人工智能协助发布，并由《韩国时报》编辑。