BTS Asks Fans, ‘WHAT IS YOUR LOVE SONG?’ In An Immersive Three-City Campaign

The comeback of BTS is one of the biggest highlights in the global music industry in 2026. BTS is known for its innovative marketing launched a global campaign titled “WHAT IS YOUR LOVE SONG?,” in major cities like Seoul, New York and London. This was done before the release of their fifth Studio Album, ARIRANG. The BTS members had also shared their recommendations, which showcased their distinct musical tastes. The installations are huge, catching the eye of pedestrians, fans and the general public in these cities. In Seoul, a building near Seongsu Station was wrapped in the phrase. The US has a huge fan base so the campaign there was more extensive.  

BTS 'ARIRANG" Stencil Art in London

The message appeared on billboards in Times Square, large-scale posters across the East Village, SoHo, and Brooklyn, and at Union Square. The guerilla-style projections were seen across downtown neighborhoods. BTS is going to tour nations in Asia, Europe, South America and the US. London is a special city for BTS’s fans. It was a memorable moment when they filled the iconic Wembley Stadium.  Now, we can see illuminated screens at the Waterloo Station and London Bridge, as well as the Westfield Building. All these cities have a special significance in the career of BTS. ARIRANG, which is their fifth studio album, means beloved in Korean. The folk song has special significance in the nation’s history and is like a love letter to ARMYs.  

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The campaign has also extended to major digital platforms including Meta, Spotify, YouTube Music, and Weverse, where interactive templates and curated playlists amplified the message. The general public in these cities got attracted to these campaigns wondering what was the meaning behind the cryptic question. It was finally revealed to be a part of a global campaign for pop royalty BTS’s upcoming fifth album, ARIRANG. 

The wall at Westfield, London

On February 14, art walls filled with red roses were installed in three cities: COEX in Seoul, Covent Garden in London, and at The Grove in Los Angeles. Visitors could pick up a rose from the installation that gradually revealed the hidden phrase, “WHAT IS YOUR LOVE SONG?” and the BTS logo. 

ARIRANG is a musical expression of the love, trust and longing between BTS and its fandom, ARMY. The campaign wanted audiences to reflect on their own “love song” and evoke the memories that brought strength, comfort and beauty in their lives. BIGHIT MUSIC shared, “A ‘love song’ goes beyond a simple track about love. It’s a song that brings back memories, offers comfort, and gives strength. We hoped that “WHAT IS YOUR LOVE SONG?” would inspire everyone to rediscover the song that lives in their hearts.”

The campaign will continue through February 22, as QR codes attached to posters throughout these three cities will allow participants to visit the campaign website and share their own “love song.” Personalized street posters featuring common local first names—alongside versions incorporating BTS members’ names—have also appeared across New York, London, and Los Angeles. 

The wall art in New York for 'ARIRANG' promotions

In London, a large-scale installation at Westfield further reinforces the campaign’s presence ahead of the album’s release on March 20, integrating the message into the fabric of everyday city life. BTS has also planned campaigns like ‘BTS WORLD TOUR ‘ARIRANG’’ and ‘BTS THE CITY ARIRANG,’ to take the message across cities. Fans are also excited for BTS THE COMEBACK LIVE | ARIRANG with the live performance straight from Seoul’s Gwanghwamun Square on March 21, 2026, a place associated with the Joseon kings. It will be available for viewing on Netflix. 

BTS is going all out to make their fans feel the love, which is the central emotion of ‘ARIRANG’.