Seoul is giving IVE’s latest comeback a stage far bigger than a traditional album launch. The K-pop girl group has teamed up with the Seoul Metropolitan Government and Seoul Design Foundation to transform Dongdaemun Design Plaza (DDP) into an immersive fan experience, combining large-scale media art, music, collectible merchandise, and themed drinks.
Called DIVE IN TO LIGHT, the promotion runs from October 19 to November 30, 2026, turning one of Seoul’s best-known architectural landmarks into a destination for IVE’s fandom, DIVE, as well as residents and tourists.
IVE brings its comeback into the streets of Seoul
DDP’s exterior media facade is screening special comeback content, including a presentation connected to the group’s new song, Looks Can Kill. Beginning October 26, the installation is scheduled to expand with a special-edition video, synchronized laser effects, and lighting designed around the new music. The activation also features a promotional booth operating through November 1, from 5:30 p.m. to 11 p.m. Visitors can explore album-themed photo zones and see hero masks worn by IVE’s members. Visitors who photograph the installations and post them on social media can receive commemorative postcards.
Honey Presso at DDP Market is offering two drinks inspired by Looks Can Kill, accompanied by limited-edition cup holders and straw decorations.
Why Seoul is turning K-pop fandom into city marketing
The IVE activation is part of a broader strategy by Seoul to connect entertainment with public landmarks, tourism, and local businesses. The city previously supported SEVENTEEN’s B-DAY PARTY and aespa’s LEMONADE promotion. Fans visiting DDP may also explore surrounding retail and dining destinations, creating opportunities for nearby businesses.
According to city data, the September 2026 Seoul Light DDP festival attracted 700,512 visitors, up 14.3% year over year. Average daily card spending at nearby businesses increased 17.5%, while spending by foreign visitors rose 38.6%. Those figures concern the earlier festival, not the IVE activation, and should not be presented as IVE campaign results.
K-pop campaigns are becoming physical fan destinations
IVE’s collaboration reflects a marketing approach in which music releases become experiences audiences can visit, photograph, collect, and share. The media facade creates a visual spectacle, photo zones invite participation, and themed drinks extend the campaign into retail. For Seoul, the partnership is another example of using cultural landmarks as destinations for entertainment campaigns.
