BTS will launch a large-scale pop-up project in Seoul to mark the release of their upcoming album “ARIRANG,” blending K-pop with elements of Korean traditional culture.
According to BigHit Music on March 10, the group will open an offline pop-up titled “BTS POP-UP: ARIRANG” beginning March 20, the same day the album is released. The event will run through April 12 across several locations in central Seoul, including the HYBE headquarters in Yongsan.
A key highlight of the project is a collaboration with MU:DS, the cultural merchandise brand operated by the National Museum Foundation of Korea. The partnership will introduce a range of products inspired by traditional Korean aesthetics, reinterpreted through the concept of the new album.
The initiative builds on BTS’ previous cultural projects, including the “Dalmajung” collection inspired by Korean heritage motifs. That project drew strong global demand and helped expand interest in Korean cultural goods among international fans.
The pop-up launch will coincide with a major comeback stage scheduled for March 21. BTS is expected to perform along the historic ceremonial path known as the “King’s Road,” stretching from Geunjeongjeon Hall inside Gyeongbokgung Palace to Heungnyemun Gate and Gwanghwamun Square, in cooperation with Korean cultural authorities and the Seoul Metropolitan Government.
Organizers said the pop-up store will operate through an advance reservation system on the Weverse fan platform to manage visitor traffic. Collaboration merchandise will also be released through official online channels and at the National Museum of Korea’s museum shops.
Meanwhile, BTS’ new album “ARIRANG” has already drawn strong global anticipation. The release currently ranks No. 1 for seven consecutive weeks on Spotify’s global countdown chart and has surpassed 4 million pre-saves ahead of its worldwide launch on March 20.
Reported by News Culture M.J._mj94070777@nc.press
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