Guests take part in a BTS-themed promotion at 33 Hotel by Sono Cahm in Manhattan, New York, held in conjunction with the BTS New York concerts. [Sono International]
Guests take part in a BTS-themed promotion at 33 Hotel by Sono Cahm in Manhattan, New York, held in conjunction with the BTS New York concerts. [Sono International]

Sono International, part of the Sono Trinity Group, said Monday that its five-star Manhattan hotel, 33 Hotel by Sono Cahm, has wrapped a promotional project tied to BTS's New York concerts.

The promotion ran for 16 days, from July 24 to Aug. 9, coinciding with the BTS concert "BTS THE CITY ARIRANG-NEW YORK," held Aug. 1 and 2 local time in New York. The campaign aimed to offer global visitors — drawn to New York by the concerts and other events — a differentiated hospitality experience unique to Sono.

During the promotional period, the hotel provided guests with six types of limited-edition amenities, drawing a strong response. Participation was also high in "Find Your Arirang," an experiential program linking guests to historic landmarks across New York.

Many guests used event passports and acrylic toppers provided at check-in to visit major New York landmarks — including the Brooklyn Bridge and Pier 17 — and complete photo-verification missions. Guests also shared memories at the "BTS THE CITY ARIRANG Pass Wall" and a large-scale world map installation, "BTS THE CITY ARIRANG Map," in the hotel lobby.

K-food menu items at the hotel's restaurant Urban Cove — including gochujang wings, shrimp bao and a yuzu green tea highball, all reinterpreting Korean ingredients — also drew considerable attention.

One guest said the experience felt welcoming from the moment of check-in. "Finding my hometown on the giant world map, sharing my own 'Arirang,' and receiving a thoughtfully prepared welcome gift — as a fan visiting New York, I truly felt celebrated," the guest said.

Meanwhile, Sono International is accelerating its overseas expansion. Since launching Sono Belle Haiphong in Vietnam in 2020, the company has acquired 33 Hotel by Sono Cahm, Waikiki Resort Hotel in Hawaii, Normandie Hotel in Washington, D.C., and Hotel Dame des Arts in Paris. The company plans to expand its overseas properties to 56 locations, primarily across the Asia-Pacific region, by 2029.


spa@heraldcorp.com