Naver links Maps, Netflix and Spotify for BTS ARIRANG comeback in Seoul

Naver announced on Thursday that ahead of BTS’s comeback live event, “BTS COMEBACK LIVE: ARIRANG,” at Gwanghwamun Plaza in central Seoul on the 21st, it will expand user conveniences on its Maps and membership services and offer a broader range of content experiences for fans and visitors.

On Naver Maps, the venue will have an indoor map showing gates, restrooms, information desks, and medical support facilities, with real-time updates on road restrictions and detour guidance for public transit. The service will also support multilingual options for foreign visitors, and users can access a 3D street view of the Gwanghwamun area through map bubble keywords. An XR street-view billboard will be displayed within the map’s experience.

Starting tonight, a BTS-themed feature called “BTS THE CITY” can be accessed by tapping a button in the map’s home search, linking users to street-view coverage around Gwanghwamun Plaza. Teaser videos that air at the venue will also be viewable within this street-view context, allowing fans and curious visitors to preview the event from the location.

Within the search experience, keywords related to BTS will trigger interactive, Easter-egg style content. In addition, the “The City Seoul ARIRANG” saved list will connect major Seoul sights within the map app, enabling fans to plan a broader city experience around the event.

For members, Naver Plus now ties into entertainment streaming and music access. Subscribers can watch the live performance globally via Netflix, while Spotify login enables easy access to BTS’s new album ARIRANG. There is also a VR component: Spotify’s “SWIMSIDE Cruise” project on the Han River will be offered as VR content through Naver Maps, allowing remote participation in a related experience.

The integration highlights how South Korea’s major digital platforms are combining maps, streaming, and immersive content to extend the reach of high-profile pop culture events beyond Korea. For U.S. readers, the arrangement underscores evolving cross-border distribution models for K-pop, with Netflix and Spotify serving as primary channels for international audiences and AR/VR components expanding access to live experiences.

Gwanghwamun, the historic central district where government offices and cultural sites cluster, remains a focal point for major events in Seoul. This BTS event is shaping up as a multi-platform fan experience that blends live performance with digital storytelling, potentially influencing how international fans engage with Korean content and how future collaborations between tech platforms and entertainment properties are structured.