BTS's global campaign asks, 'What is your love song?' in major cities, promoting their new album 'ARIRANG' and encouraging personal reflections.
February/15/2026 11:21Related Groups & Members
A mysterious question has emerged in the heart of Seoul, New York, and London. The exterior wall of a building near Seoul's Seongsu Station is covered with the question 'WHAT IS YOUR LOVE SONG?', capturing the attention of many people. Large posters with the same question have been displayed on Times Square's electronic billboards in Manhattan, as well as in various locations in the East Village, Soho, and Brooklyn. At Waterloo Station and London Bridge Station, this question has appeared through large LEDs. This large-scale campaign that has swept major cities around the world has not revealed its subject until now, stirring curiosity. Various speculations have continued on social media, with different interpretations of the question's meaning. It has been revealed that the protagonist of this veiled campaign is BTS (Bangtan Sonyeondan). On the 14th, an art wall filled with roses was installed at COEX in Seoul to coincide with Valentine's Day. The red roses, symbolizing love, reminded people of the question displayed in each city. When people took all the flowers from the wall, the question 'WHAT IS YOUR LOVE SONG?' and the BTS logo hidden behind the roses appeared. This question, which has colored the world so far, is related to an event for BTS's new album. This promotion is a global campaign planned to convey the message of their 5th full album 'ARIRANG'. The new album deals with universal emotions like deep love and the group's identity. BTS posed the question 'WHAT IS YOUR LOVE SONG?' to the world, allowing people to naturally experience the album's emotions by thinking of their cherished 'love songs'. Their agency, BIGHIT MUSIC, explained the campaign's meaning, stating that 'love songs' go beyond simple love songs, allowing many people to reflect on their memories and gain comfort and strength. They hope that the question 'WHAT IS YOUR LOVE SONG?' will trigger memories of songs in each person's heart. This campaign will continue in a new format until the 22nd. By scanning the QR codes on the posters placed in Seoul, New York, and London, people can leave their 'love songs' on the campaign site. BTS will release 'ARIRANG' on March 20 at 1 PM and will hold 'BTS THE COMEBACK LIVE|ARIRANG' at Gwanghwamun Square on the 21st, which will be live-streamed in real-time to over 190 countries and regions through Netflix.
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