What Happens When Heineken Takes Over Seoul’s Rooftops?
Experiential marketing at its finest. Heineken transformed unused Seoul rooftops into vibrant social hubs.
Seoul has a rooftop problem and a people problem. Many roofs sit empty. Many residents feel alone. Heineken is tackling both. The brewer has turned unused Seoul rooftops into social hubs, positioning its brand as a builder of community, not just a beer.
Heineken’s Rooftop Revival starts with a simple idea. Use satellite imagery to find flat, forgotten rooftops. Mark them with the brand’s red star to spark discovery. Then turn them into places where people want to gather.
Inside Heineken’s Rooftop Revival in Seoul
The campaign drew huge interest, with over 8,000 applications for three days of events that included a K-pop set by SEVENTEEN’s DINO and workshops by artist Cha Inchul. Activities centered around a red star, Pyeong-sang, a modern communal platform. The brand brought in aerial photographer Tom Hegen to capture the transformation, then shared the images on digital screens across Seoul. The aim was to show what is possible, and to invite more residents to rethink their own city spaces.
Heineken calls the root challenge the proximity paradox. People live close together, yet feel isolated. The company has already signaled plans to expand the idea globally, positioning it as part of its mission to boost social connection. The full scope of the effort and its cultural approach are captured in coverage of how Heineken is tackling the loneliness epidemic in cities.
Why Rooftops, and Why Now
Heineken’s own research shows a clear need. Across major cities, 57% of residents often feel lonely. In Seoul, 53% say the city is designed for work, not for meeting people, and 37% say there are too few social spaces. Many of the city’s flat rooftops sit unused, even though they are abundant.
This is the proximity paradox in action. The concept is well documented in urban studies, where dense living does not always translate to connection. The idea resonates with younger consumers who believe forgotten places can be revived for a better social life. The company’s rooftop approach fits that insight, and early coverage of the transformation shows how a city can be reimagined when brands act as conveners.
Rooftop activations also solve practical problems. Homes are small. People default to screens. Real places to meet are scarce. A discovery-led approach using satellite imagery turns the city into a treasure hunt, a tactic highlighted in the analysis of satellite-powered discovery marketing.
The Experiential Edge
For executives weighing budgets, the data is clear. Consumers prefer experiences over ads. In one large study, 69% say they like brand experiences compared to 48% for traditional advertising. Those who try experiences find them more relevant and unique, and are more likely to test the product after.
The market is growing fast. The global events and experiential marketing segment produced US$1.9 billion in 2024. It is projected to reach US$9.3 billion by 2030, a 31.4% compound annual growth rate. Asia Pacific is a major player, holding about 23% of the brand activation service market, a sign of strong regional demand.
The topline preference results are detailed in research on brand experiences outperforming traditional ads, while market growth is covered in a global outlook for events and experiential marketing. Regional share is outlined in a brand activation service market report.
One more number matters for brand leaders. After attending a live brand event, 85% of customers say they are more likely to buy. In-person events are also the most trusted marketing channel by a wide margin. These patterns, including trust and purchase intent, are summarized in a review of experiential marketing statistics.
Leighton Cosseboom
Culture, Tech, and Discovery Fuel Demand
Heineken did not stop at rooftops. In Seoul’s Hongdae district, the brand piloted 24/7 self-service “Trust bars” during the UEFA Champions League semifinals. Fans ordered and poured drinks via automated terminals, a fit for Korea’s tech-forward culture and early match times. The company plans to expand the concept to Japan and Singapore, as covered in reports on self-service bars tailored to football fans.
Cultural credibility also matters. South Korea’s branded content market grew 10% year over year in 2025, and K-pop collaborations drive outsized attention. By inviting DINO, Heineken tapped real demand without a hard sell. Korean audiences are savvy and value subtle integration, especially on YouTube and Kakao. The broader playbook for K-pop brand collaborations shows why this works.
Design choices signaled respect for local culture. The Pyeong-sang platform nods to communal seating traditions. The campaign also aligns with Korean architect Byoung Soo Cho’s idea of “interdependent nature,” where built spaces encourage shared life. Profiles of Byoung Cho’s philosophy explain why this matters in a crowded city.
Key Takeaways for Comms Leaders
- Treat space as media. Rooftops, underused plazas, and transit edges can become high-demand venues.
- Build for shareability. Design a clear visual icon, then plan mobile-first content capture on site.
- Lead with culture, not logos. Work with local creators and formats people already love.
- Connect physical with digital. Use mapping, RSVPs, and social posting to scale reach.
- Measure what finance cares about. Track footfall, trial, repeat purchase, and sales lift.
- Plan for safety and compliance. Secure permits, neighbors, and operations before going big.
The Bigger Picture for Brand Positioning
Studies claim social isolation can be as harmful as smoking 15 cigarettes a day. When brands create real spaces for connection, they solve a human problem and build loyalty. In Asia Pacific, the digital ad economy is set to reach US$305 billion in 2025. That creates a strong runway to join physical experiences with social media, where nearly all attendees post content.
Cultural intelligence will decide the winners. Asia is not one market. It is thousands of subcultures. Campaigns that work with local partners, respect rituals, and support communities will stand out. A regional trends report underscores how cultural intelligence drives brand love.
Heineken’s Rooftop Revival shows how to turn a city’s blind spots into social assets. For brands in crowded markets, forgotten spaces may be your most valuable real estate.
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