BTS chose Korean brand Songzio for their comeback concert, marking a significant shift from European luxury partners. This decision, reported by the New York Times, underscores the band's commitment to showcasing Korean culture globally. The collaboration with designer Jay Songzio, who created costumes for all seven members and 80 performers, transformed the concert into a cultural event.

Songzio, founded in 1993, gained international exposure through this partnership, now sold in 120 stores worldwide including a Paris boutique and a New York location under construction. The band's Arirang album and Seoul venue choice reinforced this cultural narrative, positioning Korean identity prominently on the world stage. This move benefits both BTS and Songzio, elevating the brand's profile beyond its existing Korean and European markets.