BTS Launches 'Love Song' Campaign Across Global Cities

Fans invited to share personal 'love songs' as part of promotion for new album 'ARIRANG'

Published on Feb. 15, 2026

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BTS, the global K-pop phenomenon, has unveiled an innovative promotional campaign for their upcoming album 'ARIRANG' that transforms cityscapes in Seoul, New York, and London into interactive experiences. The campaign centers around the question 'WHAT IS YOUR LOVE SONG?' and encourages fans to reflect on and share songs that hold personal significance and emotional resonance.

Why it matters

This campaign represents a shift in music promotion strategies, moving beyond traditional album teasers to create immersive, community-driven experiences. By tapping into universal emotions and inviting fan participation, BTS is building stronger connections with their global audience and hinting at the future of music marketing where digital platforms and localized activations take center stage.

The details

The 'ARIRANG' campaign features large-scale installations and projections across major cities that pose the 'love song' question. Fans can scan QR codes on posters to access a website where they can share their own personal 'love songs,' fostering a sense of community and user-generated content. This approach differs from conventional album promotion by prioritizing emotional resonance and interactivity over direct product marketing.

  • The 'ARIRANG' album is set to be released on March 20, 2026.
  • BTS will host a comeback live event, 'BTS THE COMEBACK LIVE｜ARIRANG,' in Gwanghwamun Square on March 21, 2026, which will be streamed live on Netflix.

The players

BTS

A popular K-pop boy band and global music phenomenon.

Big Hit Music

The record label and management company behind BTS.

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What they’re saying

“The aim was to encourage individuals to reflect on songs that provide comfort and strength.”

— Big Hit Music (newsy-today.com)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

BTS's 'ARIRANG' campaign foreshadows a future where album launches are less about announcements and more about immersive experiences, leveraging digital platforms, localized activations, and community-driven content to build stronger emotional connections with fans. This approach holds broader implications for brands across industries seeking to create memorable and personalized moments for their customers.