BTS Ignite Global Curiosity With “WHAT IS YOUR LOVE SONG?” Campaign

Rosa Gulliver
Feb 20
3 min read

Rosa Gulliver of TINYGMUSIC | February 20, 2026

BTS Ignite Global Curiosity With “WHAT IS YOUR LOVE SONG?” Campaign

BTS have launched a global campaign titled “WHAT IS YOUR LOVE SONG?," unveiling large-scale installations across Seoul, New York, and London ahead of the release of their fifth Studio Album, ARIRANG.

An intriguing question recently appeared across key global cities including Seoul, New York and London: “WHAT IS YOUR LOVE SONG?” In Seoul, a building near Seongsu Station was wrapped in the phrase, drawing the attention of passers by. In New York, the message appeared on billboards in Times Square, large-scale posters across the East Village, SoHo, and Brooklyn, and projection mapping at Union Square, later extending guerrilla-style projections across downtown neighbourhoods. In London, the question illuminated LED screens at Waterloo Station and London Bridge, as well as the Westfield building, captivating commuters and tourists alike. The campaign extended beyond physical spaces to major digital platforms including Meta, Spotify, YouTube Music, and Weverse, where interactive templates and curated playlists amplified the message. With no indication of its origin, the campaign quickly sparked global curiosity as social media buzzed with speculation about the meaning behind the cryptic question.

The mystery was ultimately revealed to be part of a global campaign for pop royalty BTS’s upcoming fifth Studio Album, ARIRANG. 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 were invited to take a rose from the installation, gradually revealing the hidden phrase “WHAT IS YOUR LOVE SONG?” and the BTS logo underneath.

The campaign reflects the central message of ARIRANG, an album that encapsulates BTS’ identity and the universality of the emotions they encounter. By inviting audiences to reflect on their own “love song” that evokes cherished memories, comfort, and strength, BTS extend the album’s message beyond music into a shared global experience.

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 Seoul, New York, and London will allow participants to visit the campaign website and share their own “love song.” Personalised street posters featuring common local first names, alongside versions incorporating BTS members’ names have also appeared across New York, London, and Los Angeles. 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.

Furthermore, the message of “WHAT IS YOUR LOVE SONG?” is set to echo even further with the upcoming ‘BTS WORLD TOUR ‘ARIRANG’’ and ‘BTS THE CITY ARIRANG,’ amplifying its reach across stages, cities, and shared experiences worldwide.

Ahead of the band’s highly anticipated comeback, BTS have announced BTS THE COMEBACK LIVE | ARIRANG, a landmark live performance taking place on March 21. Broadcast live from Gwanghwamun in Seoul, the event will mark BTS’ first global live performance following their reunion. The performance will also be available to stream on Netflix. The official viewing area in Gwanghwamun will be accessible to Weverse Global pre-order raffle winners and ticket holders, and access to areas outside the designated zones may be restricted in accordance with safety guidelines.

About BTS

BTS, an acronym of Bangtan Sonyeondan or “Beyond the Scene,” are a GRAMMY-nominated South Korean boyband that has been capturing the hearts of millions of fans globally since their debut in June 2013. The members of BTS are RM, Jin, SUGA, J-Hope, Jimin, V, and Jung Kook. Gaining recognition for their authentic and self-produced music, top-notch performances, and their deep connection with fans, the band has established a legacy as 21st century pop icons breaking countless world records. While imparting a positive influence through activities such as the LOVE MYSELF campaign and the UN ‘Speak Yourself’ speech, the band has mobilised millions of fans across the world (named ARMY), earned six No.1 Billboard Hot 100 singles since 2020, and performed multiple sold-out stadium shows across the world. They were also named TIME’s Entertainer of the Year 2020. BTS are 5-time GRAMMY nominees (63rd to 65th GRAMMY Awards) and have been recognised with numerous prestigious awards like the Billboard Music Awards, American Music Awards (Artist of the Year 2021) and MTV Video Music Awards. The band will release their fifth Studio Album ARIRANG on March 20, 2026 with a massive world tour to follow, signalling a return set to be etched in pop culture history.