- Thousands of BTS fans descended on London for the group's first capital shows since 2019, with the city hosting "BTS The City Arirang" — exhibitions, pop-ups, restaurant tie-ins and cultural events that extended the concert experience.
- Fans traded handmade bracelets, photocards and small gifts and formed instant bonds, with many describing a warm, global "Army" community and spontaneous conversations in Korean.
- Local Korean cafés and restaurants saw big boosts (limited-edition menus like an "Arirang" matcha), helping raise the profile of Korean culture across the city.
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