K-pop
BTS spark global buzz with mysterious What Is Your Love Song? campaign ahead of album ARIRANG
BTS are asking fans "What Is Your Love Song?" in a new campaign ahead of their upcoming LP ARIRANG.
BTS have set off a wave of worldwide intrigue with a new campaign asking fans — and anyone passing through some of the world’s busiest cities — a simple but striking question: “What Is Your Love Song?”
The message began appearing without explanation across Seoul, New York and London, prompting days of speculation before the group confirmed it was tied to their upcoming album ARIRANG.
The phrase first appeared as a bold visual takeover in each city. In Seoul, an entire building near Seongsu Station was wrapped in the question, while New Yorkers spotted it lighting up Times Square and splashed across walls in SoHo, the East Village and Brooklyn. Londoners encountered the same message on major commuter routes, including Waterloo Station and London Bridge, as well as the towering screens at Westfield. With no branding attached, the campaign quickly became a talking point online as fans tried to decode its meaning.
The mystery deepened on February 14 when rose‑covered art walls appeared in Seoul, London and Los Angeles. Visitors were encouraged to take a flower, slowly revealing the hidden message and the BTS logo beneath the petals — a symbolic gesture that connected the campaign to the themes of memory and emotion that run through ARIRANG.
According to BIGHIT MUSIC, the question at the heart of the campaign is meant to encourage reflection rather than romance. The label explained that a “love song” can be any track that brings comfort, recalls a cherished moment, or offers strength during difficult times. By prompting people to think about the music that matters most to them, BTS aim to extend the album’s emotional core into public spaces around the world.
The campaign is continuing through February 22, with posters across the three cities directing fans to a dedicated website via QR code. Personalised versions of the posters — featuring common first names as well as playful nods to the BTS members — have also appeared in London, New York and Los Angeles, further fuelling the global conversation.
The message will echo even further in the coming months as BTS prepare for BTS WORLD TOUR ARIRANG and BTS THE CITY ARIRANG, both of which will expand the project into a wider cultural moment.
The group will also stage BTS THE COMEBACK LIVE ARIRANG on March 21, marking their first global performance since reuniting. The show will be broadcast live from Gwanghwamun in Seoul and streamed on Netflix for international audiences.
