BTS, the acclaimed seven-member K-pop supergroup, recently captivated global audiences with a cryptic yet compelling campaign titled "WHAT IS YOUR LOVE SONG?" This initiative, initially shrouded in mystery, has now been fully unveiled as a grand prelude to the group’s much-anticipated fifth studio album, "Arirang," set to release on March 20. The campaign also marks the collective return of Jung Kook, V, Jimin, Suga, j-hope, RM, and Jin from a nearly four-year hiatus, ushering in a new era of their musical journey.

The campaign commenced subtly with intriguing billboards in iconic locations such as New York’s Times Square, posing the enigmatic question. This was quickly followed by the appearance of captivating rose-filled walls in prominent global cities including COEX in Seoul, Covent Garden in London, and The Grove in Los Angeles. Fans were encouraged to interact by pulling out individual roses and placing them into commemorative white paper cones, each bearing a card that read "My Love Song Is ( )." The collective effort revealed the campaign's central message: "What Is Your Love Song?" accompanied by the distinctive BTS logo.

Adding to the intrigue, BTS tantalized their ARMY with a series of musical snippets shared on Instagram. One post featured an untitled, emotional new ballad, juxtaposed with footage of fans engaging with the rose displays. This was succeeded by a midtempo track with lyrics like "Yeah, just one day, one night," again set to visuals of roses being collected. A subsequent preview showcased an up-tempo pop track, accompanied by a montage of the group's members engaged in various everyday activities, encouraging fans to participate in the "Love" campaign by sharing "your daily moment with full of LOVE" and replacing the clip's music with "your favorite LOVE SONG."

The global "WHAT IS YOUR LOVE SONG?" campaign was officially confirmed on Friday, February 20, encompassing large-scale installations across their native Seoul, New York, and London. In Seoul, a building near Seongsu Station was dramatically wrapped with the phrase. New York saw its presence on Times Square billboards, large-scale posters across the East Village, Soho, and Brooklyn, and a striking projection mapping in Union Square. London’s iconic locations, including LED screens at Waterloo Station, London Bridge, and the Westfield building, also lit up with the question. The campaign’s digital footprint was equally expansive, leveraging platforms like Meta, Spotify, YouTube Music, and Weverse with interactive templates and curated playlists designed to amplify the love-themed message.

BIGHIT Music, the group’s label, shed light on the deeper meaning behind the campaign, stating that "A ‘love song’ goes beyond a simple track about love. It’s a song that brings back memories, offers comfort, and gives strength." The initiative aimed to inspire everyone to rediscover the personal "song that lives in their hearts." This sentiment directly ties into the core message of "Arirang," described as 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 aims to extend the album’s message beyond mere music into a shared, global emotional experience.

The interactive campaign is scheduled to conclude on Sunday, February 22. Throughout Seoul, New York, and London, posters featuring QR codes enable ARMY to access the promotional website and share their personal love songs. Furthermore, personalized street posters, incorporating common local first names alongside the names of the BTS members, have been strategically placed in New York, London, and Los Angeles, fostering a sense of intimate connection with fans.

Beyond the "Love" campaign and the highly anticipated "Arirang" album, BTS has a packed schedule marking their monumental return. The group is gearing up for a massive 2026-2027 world tour, slated to kick off on April 9 in Goyang, South Korea. This tour will be in direct support of "Arirang," their first new full-length studio album since 2022’s "Map of the Soul: 7." Complementing their musical comeback, BTS will also release a pair of Netflix specials. The first, "BTS the Comeback Live | Arirang," a live show, will stream on March 21, the day after the LP’s release. This will be followed by a comprehensive full-length documentary, "BTS: The Return," premiering on March 27, chronicling their journey back to the global stage.

To further engage their global fanbase, BTS will bring their electrifying performances to movie screens worldwide on April 11 and 18, with a global live cinema event titled "BTS WORLD TOUR ‘ARIRANG’ LIVE VIEWING." This special event will present two of their full-length concerts in theaters, offering an immersive experience for ARMY globally. This series of events underscores BTS’s comprehensive strategy for their comeback, blending new music, interactive fan engagement, and diverse media offerings to create an unparalleled global experience.