From July 24 through August 9, bakery chain TOUS les JOURS is transforming four New York-area locations into fan hubs to celebrate the BTS THE CITY ARIRANG event. The collaboration brings exclusive themed merchandise, interactive pop-up activations, and a limited-edition cake to the band’s global fanbase.
The campaign turns the brand’s cafes in Manhattan, Brooklyn, Flushing, and East Rutherford into immersive destinations. Central to the experience is the BTS THE CITY ARIRANG Cake, available exclusively during the promotion. Beyond the signature pastry, the cafes will feature themed decor and photo opportunities designed to cater to the band's massive following.
"Korean culture is at the heart of our hospitality and the experiences we create," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. "By transforming our bakery cafes into fan destinations, we are giving BTS followers a place to gather and connect through shared flavors and memorable experiences."
Events include a Weverse Stamp Rally at the Madison Square Park location and a series of pop-ups featuring giveaways, including stickers and slap bracelets. The celebration culminates at the ARMY 'MADANG' activation held at the Korean Cultural Center in New York from August 1 to August 3. Visitors at these sites can participate in interactive activities and spin-wheel prizes while sampling the brand’s standard menu, which includes staples like Red Bean Bread and Kimchi Croquettes.
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