Bonabi announced that its premium bakery brand Artisee and Mexican concept Kuchara are joining the experiential urban project THE CITY and rolling out a lineup of promotions.
THE CITY is an urban “play park” that stages events and hands-on programs across a city to coincide with concerts and album drops. It blends music and media with immersive content and cityscape installations so fans can experience an artist’s world beyond the stage—eating, drinking, and staying as part of a full citywide experience.
Big Hit Music will present BTS THE CITY ARIRANG SEOUL, linked to BTS’s album release, across Seoul from March 20 through April 12. Participatory programs will run throughout the city, and a free concert for about 22,000 people is scheduled near Gwanghwamun on March 21, so organizers expect a surge in visitors.
To tie in with the event, Artisee and Kuchara created special menus inspired by BTS’s fifth studio album title Arirang, using distinctly Korean ingredients like red yeast rice, omija (schisandra berries), galbi (seasoned short ribs), and stir-fried kimchi. The brands reimagined these traditional flavors as approachable dishes for international visitors, building K-food–based experiential offerings.
Artisee will launch four items: The City Strawberry Omija Tea, The City Raspberry Red Bean Croissant, The City Red Yeast Rice Salt Bread, and The City Glutinous Rice Chestnut Red Bean Bread. The Strawberry Omija Tea pairs the tart, traditional omija berry with sweet strawberries. The Raspberry Red Bean Croissant combines Korean-style sweet red bean paste with raspberries for an East-meets-West pastry.
The Red Yeast Rice Salt Bread incorporates red yeast rice into the dough for added color and flavor. The Glutinous Rice Chestnut Red Bean Bread uses red yeast rice dough mixed with glutinous rice, sweet red bean paste, and chestnuts to create a Korean-style loaf.
Kuchara will join the project with a fusion offering: The City Kimchi Galbi Burrito, filled with Korean-seasoned galbi and stir-fried kimchi.
Alongside the new menu drops, each brand will run promotions and interactive events. In a scratch-coupon promotion, Artisee will issue a limited The City Project scratch coupon when customers buy any of the four event items, while Kuchara will issue one when customers buy one event item. Each brand will distribute 5,000 coupons.
There’s also a photo-wall social event. Customers who take a photo at the photo wall, post it on Instagram with the required hashtags, and follow the account will be entered into a prize drawing. Artisee will award 20 people a 20,000 KRW (about $15) digital gift card and 20 people a three-item The City bread set; Kuchara will award 20 people a 20,000 KRW (about $15) voucher.
Both brands will host a photo-booth promotion as well. After purchasing the four Artisee event items, customers who install the Artisee app and join its membership can take a four-shot photo. Kuchara will run the same photo event for customers who buy one event item and sign up for the Kuchara app.
A Bonabi representative said, “THE CITY centers on live performances but is designed so tourists and residents can enjoy a variety of experiences across the city. Our brands created content that invites natural participation through food and space. By using Korean ingredients like red yeast rice, omija, and kimchi, we’re offering menu items that international visitors can enjoy easily, and we hope guests feel the project’s vibe even during everyday dining.”
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