CNC helped bring ARIH, BTS’ new CPG brand, to life in North America through an experiential platform built around the scale and energy of BTS fandom. The program began with an immersive launch experience that introduced ARIH through taste, play, product education, sampling and commerce, creating a physical world around the new brand.

From there, CNC extended ARIH alongside the BTS tour, working with HYH America, HYBE and Live Nation to create fan experiences across key tour cities. ARIH Zone City became a standalone destination for ARMY, including a three-day takeover at Domino Square in New York where fans could discover and sample the product, interact with the brand, create content and collect exclusive giveaways.

Across the program, CNC connected product launch, touring, fandom and commerce, giving ARIH a way to live beyond the shelf and become part of the cultural energy surrounding one of the world’s biggest music acts.