Seoul is set to dazzle K-pop fans with a spectacular comeback celebration for the girl group IVE. The city will project a special video on the exterior of the iconic Dongdaemun Design Plaza (DDP), accompanied by a cutting-edge laser show and lighting display synchronized with IVE’s new track. This visual extravaganza kicks off on October 26, coinciding with the album’s release, and will run through November 30.
City officials announced on Wednesday that they’ve partnered with the Seoul Design Foundation for this joint promotion, aptly titled DIVE IN TO LIGHT.
The DDP 365 Light installation has been screening IVE-themed content since Monday. Come October 26, it will be amped up with the addition of a state-of-the-art laser show and dynamic lighting effects, all choreographed to IVE’s latest hit.
From 5:30 p.m. (KST) to 11:00 p.m. (KST) daily until November 1, fans can immerse themselves in the IVE experience at a dedicated promotional booth at the DDP. Highlights include a photo zone featuring artwork from the new album and a display of the actual hero masks worn by IVE members.
In a move to boost engagement, visitors who snap and share photos of the photo zone or DDP 365 Light on social media will receive an exclusive commemorative postcard, a collaborative effort between DDP and IVE. For those looking to quench their thirst, the DDP market café is rolling out two special beverages inspired by IVE’s new single, “Looks Can Kill”.
This isn’t Seoul’s first rodeo in K-pop promotions. The city previously leveraged its landmarks for Seventeen and aespa. Seventeen’s 10th-anniversary bash along the Han River in May drew over 100,000 fans across three days. For aespa’s comeback, the city lit up Yeouido and Banpo Han River Park, even incorporating the famous Banpo Bridge Moonlight Rainbow Fountain.
Looking ahead, Seoul plans to establish DDP as a cornerstone for K-pop collaborations with entertainment powerhouses. The city aims to expand these partnerships to encompass major tourist hotspots and local business districts, creating a citywide celebration of music and culture.
The recent Seoul Light DDP 2026 Fall event, held from September 3 to 13, was a resounding success, attracting 700,512 visitors. During the event, foot traffic around DDP surged by 39.3% between 6:00 p.m. (KST) and 11:00 p.m. (KST) compared to pre-event figures. Local businesses felt the impact too, with average daily card transactions jumping 17.5% year-on-year. Notably, foreign card spending skyrocketed by 38.6%.
Kim Hyun-woo, Seoul’s Economic Chief, expressed enthusiasm about the initiative: By fusing K-pop’s global appeal with Seoul’s urban charm, it’s transforming the entire city into a cultural destination. It’s committed to expanding this collaborative model across Seoul, aiming to create a magnetic draw for international fans to visit and extend their stays, ultimately fostering a new wave of tourism.