"After Every Flower Was Taken From the Wall"...The Mystery 'Love Song' Campaign in Central Seoul Was BTS

BTS Unveils New Album Promotion
"Surprise Message" Campaign Hits Seoul, New York, and London
Comeback on March 20, Free Performance at Gwanghwamun on the 21st

Group BTS has launched a campaign asking, "What Is Your Love Song?" ahead of the release of their fifth full-length album "ARIRANG" on March 20.

According to HYBE on the 15th, BTS displayed this phrase in Seongsu-dong in Seoul; in the United States in Times Square, the East Village, Soho, and Brooklyn in Manhattan, New York; and in the United Kingdom at Waterloo Station and Brixton in London, among other locations.

A campaign by BTS asking, "What Is Your Love Song?" BigHit Music

When this campaign first appeared in major cities around the world, the organizer was not made public, which heightened curiosity. Various speculations continued on social media, but it was eventually revealed that BTS was behind it.

This promotion is a global campaign planned to convey the message of the fifth full-length album "ARIRANG." The new album deals with the group’s identity and universal emotions such as deep love. Drawing on the emotion of deep love, BTS posed the question "WHAT IS YOUR LOVE SONG?" to the world, encouraging people to recall the "love song" they each hold dear so they can naturally experience the album’s sentiment.

On February 14, an art wall filled with roses was installed at COEX in Seoul for Valentine’s Day. After citizens took all the flowers pinned to the wall, the phrase "What Is Your Love Song?" (WHAT IS YOUR LOVE SONG?) and the BTS logo, which had been hidden behind the roses, were revealed.

A campaign by BTS asking "What Is Your Love Song?" (WHAT IS YOUR LOVE SONG?) from BigHit Music.

BigHit Music stated, "This promotion is a global campaign planned to convey the message of the fifth full-length album 'ARIRANG,'" adding, "The new album deals with the group’s identity and universal emotions such as deep love. BTS has posed a question to the world inspired by the feeling of deep love."

The company explained that the aim is for people to recall their own love songs and thereby naturally immerse themselves in the mood of the album.

Group BTS. BigHit Music

In addition, through February 22, a campaign will run in which people can scan the QR codes on posters posted throughout Seoul, New York, and London and leave their own love songs on a dedicated website.

Meanwhile, BTS will release "ARIRANG" at 1 p.m. on March 20. On the following day, the 21st, they will hold "BTS THE COMEBACK LIVE｜ARIRANG" at Gwanghwamun Square, and the performance is scheduled to be broadcast live on Netflix.