Worldwide K-Pop sensations BTS have launched a global “WHAT’S YOUR LOVE SONG?” campaign for the release of their fifth studio album, ARIRANG.
The intriguing question – “WHAT’S YOUR LOVE SONG?” – recently began popping up in key cities across the world, including Seoul, New York and London. Seoul saw a building near Seongsu Station wrapped in the phrase, while in New York the message appeared on signs in Times Square, large-scale posters across the East Village, SoHo and Brooklyn, and projection mapping in Union Square. In London, the issue lit up LED screens at Waterloo Station and London Bridge, as well as the Westfield building, captivating commuters and tourists alike.
The campaign also extended beyond physical spaces to major digital platforms including Meta, Spotify, YouTube Music and Weverse, where interactive templates and curated playlists reinforced the message. With no indication of its origins, the campaign quickly sparked global curiosity as social media buzzed with speculation about the meaning behind the cryptic question.
On Valentine’s Day (February 14), it was revealed as part of a global promotion for BTS’ upcoming album. COEin Seoul, Covent Garden in London and The Grove in Los Angeles were transformed into installations for the campaign, with art walls in the iconic locations filled with red roses. Visitors were invited to take a rose from the installation, gradually revealing the hidden phrase “WHAT’S YOUR LOVE SONG?” and the BTS logo underneath.
The campaign reflects the central message ARIRANGan album that encapsulates BTS’s identity and the universality of the emotions they face. By inviting the audience to reflect on their own “love song” that evokes cherished memories, comfort and strength, BTS expands the album’s message beyond music into a shared global experience.
According to BIGHIT MUSIC, “A ‘love song’ goes beyond a simple track about love. It’s a song that brings back memories, brings comfort and gives strength. We hoped that ‘WHAT’S YOUR LOVE SONG?’ would inspire everyone to rediscover the song that lives in their hearts.”
The campaign continues until February 22, with QR codes attached to posters in Seoul, New York and London allowing participants to visit the campaign website and share their own “love song”. Personalized street posters featuring common local first names—along with versions featuring the names of BTS members and famous artists such as Charlie Puth, Benny Blanco, and Becky G—also appeared in New York, London, and Los Angeles. In London, a large-scale installation at Westfield further enhances the campaign’s presence ahead of the album’s release on March 20, integrating the message into everyday urban life.
Ahead of the band’s long-awaited comeback, BTS has announced BTS COMEBACK LIVE | ARIRANGa landmark live performance taking place on March 21. Broadcast live from Gwanghwamun in Seoul, the event will mark BTS’ first global live performance since their reunion. The show will also be available to stream on Netflix. The official viewing area in Gwanghwamun will be available to Weverse Global pre-order lottery and ticket holders, and access to areas outside the designated zones may be restricted in accordance with security guidelines.
BTS will also embark on their 2026-2027 Global World Tour, which includes Asia, North America, Europe, Latin America, and Australia. The tour starts in South Korea in April.
ARIRANG will be released on March 20.
Let us know your thoughts on this story on ThePlayerLounge socials now!
| | |
