The phrase “WHAT IS YOUR LOVE SONG?” appeared across the exterior wall of a building near Seongsu Station in Seoul. The same message lit up large LED screens in Times Square, East Village, SoHo, and Brooklyn in New York, as well as Waterloo Station and Brixton in London. With no organizer initially revealed, the mysterious question quickly spread across social media, sparking widespread speculation.
On February 14 KST, the identity behind the campaign was finally unveiled — it was BTS.
At COEX in Seoul, a large art wall filled with red roses was installed for Valentine’s Day. As visitors took the roses one by one, the hidden phrase “WHAT IS YOUR LOVE SONG?” and the BTS logo were revealed behind them, confirming that the global teaser campaign was part of the group’s comeback promotion.
The campaign was designed to introduce the message behind BTS’s fifth full-length album ‘ARIRANG’. The album captures the group’s identity and the universal emotion of deep love. By asking “WHAT IS YOUR LOVE SONG?”, BTS invited people to reflect on the song that holds special meaning in their own lives, naturally connecting listeners to the album’s emotional theme.
Their agency, BigHit Music, stated, “A ‘love song’ can be someone’s memory, comfort, or source of strength. We hope this question becomes an opportunity for everyone to recall the song that resides in their heart.”
The campaign will continue through February 22. By scanning QR codes on posters installed throughout Seoul, New York, and London, fans can leave their own “love song” on the official website.
Meanwhile, BTS will release their fifth full-length album ‘ARIRANG’ on March 20 at 1 PM. The following day, March 21, they will hold ‘BTS Comeback Live: ARIRANG’ at Gwanghwamun Square, with the performance to be livestreamed via Netflix.
