CNC partnered with HYH America to introduce ARIH, BTS’s new CPG brand, to North America through an immersive 2,800-square-foot takeover at the Westfield Century City mall in Los Angeles. Designed as the first culinary playground inspired by the global phenomenon, the activation invited fans to discover their rhythm through taste, play, and culture. Guests engaged with storytelling installations across three “3H” interaction zones (Happiness, Health, and Harmony) and participated in gamified educational moments like The Balance Game. The experience also featured dedicated sampling stations where fans tried the brand’s Modern Noodle ramen, Postbiotic Energy Drinks, and Dual Biotic Sodas, plus custom giveaways that extended the brand’s reach. Launched to perfectly leverage the group’s massive following, the activation successfully mobilized the BTS Army, driving high-volume trial and turning the launch into a major cultural and retail moment.