Worldwide K-Pop sensations BTS have launched a global ‘WHAT IS YOUR LOVE SONG?’ campaign ahead of the release of their fifth studio album, ARIRANG.
The intriguing question – ‘WHAT IS YOUR LOVE SONG?’ – recently started appearing in key cities across the globe including Seoul, New York and London. Seoul saw a building near Seongsu Station wrapped in the phrase, whilst in New York, the messaged appeared on billboards in Times Square, large-scale posters across the East Village, SoHo, and Brooklyn, and projection mapping at Union Square. In London, the question illuminated 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 amplified the message. With no indication of its origin, 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 to be a part of a global campaign for BTS’ upcoming album. COEX in Seoul, Covent Garden in London, and The Grove in Los Angeles turned into installations for the campaign, with art walls appearing in the iconic locations which were filled with red roses. Visitors were invited to take a rose from the installation, gradually revealing the hidden phrase “WHAT IS YOUR LOVE SONG?” and the BTS logo underneath.
The campaign reflects the central message of ARIRANG, an album that encapsulates BTS’ identity and the universality of the emotions they encounter. By inviting audiences to reflect on their own ‘love song’ that evokes cherished memories, comfort, and strength, BTS extend 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, offers comfort, and gives strength. We hoped that “WHAT IS YOUR LOVE SONG?” would inspire everyone to rediscover the song that lives in their hearts.”
The campaign continues through to February 22, with QR codes attached to posters throughout Seoul, New York, and London allowing participants to visit the campaign website and share their own ‘love song.’ Personalised street posters featuring common local first names – alongside versions incorporating BTS members’ names and famous artists including Charlie Puth, Benny Blanco, and Becky G – also appeared across New York, London, and Los Angeles. In London, a large-scale installation at Westfield further reinforces the campaign’s presence ahead of the album’s release on March 20, integrating the message into the fabric of everyday city life.
Ahead of the band’s highly anticipated comeback, BTS have announced BTS THE COMEBACK LIVE | ARIRANG, a landmark live performance taking place on March 21. Broadcast live from Gwanghwamun in Seoul, the event will mark BTS’ first global live performance following their reunion. The performance will also be available to stream on Netflix. The official viewing area in Gwanghwamun will be accessible to Weverse Global pre-order raffle winners and ticket holders, and access to areas outside the designated zones may be restricted in accordance with safety guidelines.
BTS will also be heading out on their global 2026-2027 world tour, encompassing Asia, North America, Europe, Latin America, and Australia. The tour kicks off in South Korea in April.
ARIRANG will be released on March 20.
Let us know your thoughts on this story over on CelebMix socials now!