Seventeen is bringing its large-scale Seventeen fan experience back to Los Angeles, expanding its citywide project from October 11 to 19. The event, called “Seventeen The City LA,” will coincide with the group’s world tour concerts at BMO Stadium on October 16 and 17. The project will activate multiple venues across Los Angeles. It will feature collaborations with global brands, local businesses, and entertainment landmarks to connect fans with both the group and the city.
Pledis Entertainment, Seventeen’s management agency, confirmed the return of the project on Wednesday. The company described the second LA edition as “richer and more immersive” than last year’s debut. This year’s Seventeen fan experience includes partnerships with Airbnb, Complex, and other key organizations. Events will include exclusive music and cultural programs, pop-up shops, themed food offerings, and public installations.
Airbnb will launch its Originals series in Los Angeles during the event. Offerings include K-pop dance classes, K-beauty styling, and fan meetups. Additional workshops such as DJ remixing, pottery, and cake-making will also be available. A Koreatown DJ party is scheduled for October 15 as a pre-concert celebration. Seventeen-themed dishes and drinks will be served at participating restaurants near BMO Stadium.
Waymo, a leading autonomous driving company, will offer fans discounts for its robotaxi service throughout the city. Meanwhile, Los Angeles Metro will display Seventeen branding across 157 digital screens at 55 subway stations. The project’s highlight includes the lighting of Santa Monica Pier’s Ferris wheel. From October 15 to 17, it will display Seventeen’s colors and logos. Universal Studios Hollywood will host a public sing-along event on October 14 featuring the group’s songs.
Pop-up stores are also expanding this year. One will open on the west side of LA in collaboration with media brand Complex. Another in Koreatown will offer official merchandise and interactive fan spaces. Food collaborations will roll out citywide with Korean brands such as Ahgassi Gopchang, Baekjeong, and Melo Melo. Each will offer limited-edition menu items and exclusive collectibles.
Before reaching Los Angeles, Seventeen will begin its U.S. tour on October 11 in Tacoma, Washington. The tour includes additional stops in Austin, Sunrise, and Washington, DC. The Seventeen fan experience continues to evolve as a model for how K-pop groups engage fans through citywide events. Analysts see it as a hybrid of concert promotion, tourism marketing, and brand collaboration. Fans anticipate more announcements as the tour approaches, with expectations for high turnout and global media attention.
