As anticipation builds for the return of K-pop juggernaut BTS, a global marketing campaign has signaled that the group’s next era is beginning. Set for release on March 20, the album, “Arirang,” marks the septet’s first full-group project since 2022’s “Proof,” ending a nearly four-year hiatus initiated by mandatory military service and solo career pursuits from band members.
Hybe, the South Korean entertainment company that manages BTS along with groups like TXT, Seventeen and Le Sserafim, launched the campaign this week. Several artists under the label’s umbrella shared posters to their Instagram stories asking fans, “What is your love song?” However, it took a few days for the BTS name to be associated with the red signage.
The rollout began with the members of BTS unveiling personal favorites, such as V’s “FRI(END)S” and RM’s “Heaven.” Each post linked to a curated playlist on YouTube Music and Spotify. Other Hybe artists joined the trend: TXT’s Yeonjun shared the group’s track “Deja Vu,” while the band Cortis highlighted a more Western influence, choosing The Beatles’ “And I Love Her.”
The campaign acts as a teaser for “Arirang” and a March 21 live event at Seoul’s Gwanghwamun Square. As the posters signal, the band is encouraging fans to share their own favorite love songs on social media or by scanning QR codes displayed on the campaign posters.
However, the announcement has been met with some resistance from the group’s global fan base, known as Army. Many questioned the event’s location choice, the Gwanghwamun Square, which only has room for 2,000 standing spots for a fan base numbering in the millions. While the performance will be livestreamed on Netflix, some fans have criticized the decision to use a paid subscription service rather than a free platform like YouTube.