BTS has officially kicked off a citywide comeback campaign ahead of their highly anticipated return with their fifth full-length album, ‘ARIRANG.’
On February 9, major cities around the world were splashed in bold red as striking crimson ribbons appeared across urban landscapes, posing the enigmatic question, “WHAT IS YOUR LOVE SONG?” The installations were spotted on billboards and buildings in key locations, including Seoul, New York, and London.
The ribbons, which surfaced without any official explanation, quickly captured public attention. While neither the global supergroup nor their agency has released a formal announcement, the mysterious displays are widely believed to signal BTS’s imminent comeback.
New Poster of “What is Your Love Song?” In New York with a new additional phrase 🇺🇸
“WHAT IS YOUR LOVE SONG?”
“MY LOVE SONG IS ARIRANG” 👀#BTS_ARIRANG #BTS pic.twitter.com/UP7hkR1BOC
— BTS Charts Daily (@btschartsdailyc) February 9, 2026
“What Is Your Love Song” billboard ads & posters have started appearing in some major cities with under HYBE logo 👀
📍 🇰🇷 Seoul
📍 🇺🇸 New York
📍 🇬🇧 London #BTS_ARIRANG#BTSComeback2026 pic.twitter.com/OSXoBQ9Fzz
— BTS Updates, News & Charts ⁷ (@_BTSMoments_) February 9, 2026
Speculation has intensified following HYBE’s earlier statement announcing a large-scale, citywide cultural project tied to the release of BTS’s new album. The current campaign is being interpreted as a prelude to ‘BTS THE CITY ARIRANG SEOUL,’ scheduled to run from March 20 to April 12.
Meanwhile, the Seoul Metropolitan Government has confirmed it will officially sponsor BTS’s comeback concert at Gwanghwamun Square on March 21 (KST). In preparation, the city is conducting safety inspections of elevators in multi-use facilities near the venue and cracking down on price gouging at major tourist areas.
BTS is gearing up for their worldwide comeback with ‘ARIRANG’ on March 20, with live performances at Gwanghwamun on March 21 at 8 PM KST.
