HYBE Expands Tours Beyond the Arena with BTSUnder "The City" initiative, HYBE aligns itself with municipal authorities and local businesses to integrate its music and artist intellectual property directly into the stops’ urban infrastructures. For instance, at BTS' four-night run in Las Vegas, US, the company set up large photo exhibitions and pop-up retail hubs across the city, coordinated the Bellagio fountains to the group's music, and collaborated with local restaurants to offer specialized menus featuring traditional K-food such as tteokbokki, gimbap, and samgyeopsal, thus expanding its reach.