The phrase “WHAT IS YOUR LOVE SONG?” that had turned major cities worldwide into scenes of mystery marked the beginning of BTS’s highly anticipated return.
On Feb. 15, BigHit Music officially confirmed that the unidentified campaign displayed across global landmarks was part of the promotional rollout for BTS’s fifth full-length album "ARIRANG," launching the official comeback countdown.
The campaign had sparked widespread curiosity by presenting anonymous questions in locations including Seongsu-dong in Seoul, Times Square in New York, and Waterloo Station in London. The identity behind the message was finally revealed on Valentine’s Day, Feb. 14, through a “rose art wall” event held at COEX in Seoul.
As citizens removed roses from the installation, the BTS logo emerged in a dramatic visual reveal, amplifying anticipation for the upcoming album.
With the mystery teaser phase now complete, BTS is expanding the promotion into an interactive campaign that invites fans to share in the album’s message.
Through Feb. 22, fans can scan QR codes on posters installed in Seoul, New York, and London to submit their own “love song,” collectively shaping the emotional landscape of "ARIRANG" ahead of its release.
BigHit Music stated, “‘WHAT IS YOUR LOVE SONG?’ is a question that goes beyond a simple love song, prompting people to reflect on memories and sources of comfort they hold dear. We hope the universal love and emotions conveyed in this album will resonate around the world.”
BTS will release their fifth studio album "ARIRANG" on March 20 at 1 p.m. KST. On March 21, they will hold "BTS Comeback Live ARIRANG" at Gwanghwamun Square in Seoul, which will be streamed live worldwide via Netflix.
Reported by News Culture M.J._mj94070777@nc.press
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