AceShowbiz - If you found yourself in New York's Times Square recently and noticed a mysterious billboard asking What Is Your Love Song?, you might have been curious about the meaning behind the romantic phrase. This intriguing question is actually part of a worldwide campaign by the sensational K-pop group BTS.

On Valentine's Day, the seven members of BTS—Jimin, J-Hope, Jin, Jung Kook, RM, Suga, and V—shared a brief clip of their 2018 track "Magic Shop" on Instagram. This post featured images of fans interacting with a large wall of red roses. Participants pulled out roses from the display and placed them into white paper cones labeled with a card that read, "My Love Song Is ( )." Together, these flowers formed the message "What Is Your Love Song?" accompanied by the BTS logo beneath it. The striking rose walls were installed in multiple cities including COEX in Seoul, Covent Garden in London, and The Grove in Los Angeles.

Earlier this week, BTS continued to build excitement by posting a snippet of their 2014 song "Just One Day." The clip featured members singing the line "Yeah, just one day, one night" over footage of people removing roses from similar displays. The caption on Instagram read, "Nothing but love in this space."

The campaign's teasers progressed with a short segment of "Boy With Luv," showcasing group members enjoying everyday moments—taking selfies in the snow, dancing, exercising, and browsing their phones. Fans, known as the ARMY, were encouraged to participate in the "Love" campaign by sharing their own moments filled with love and even replacing the music in the clip with their favorite love songs.

So, what is the full story behind this campaign? On Friday, February 20, BTS officially announced the launch of the global "WHAT IS YOUR LOVE SONG?" initiative. This involves expansive installations across Seoul, New York, and London, all designed to generate buzz for their upcoming fifth studio album, Arirang, scheduled for release on March 20.

In Seoul, a building near Seongsu Station was wrapped with the campaign’s signature question. In New York, the phrase appeared on a billboard in Times Square, large posters throughout the East Village, Soho, and Brooklyn, and a projection mapping display in Union Square. Meanwhile, London saw the message illuminated on LED screens at Waterloo Station and London Bridge, as well as on the Westfield building.

This campaign isn’t limited to physical locations. It has also extended to digital platforms such as Meta, Spotify, YouTube Music, and Weverse, featuring interactive templates and specially curated playlists celebrating love. Initially, BTS kept the campaign mysterious, but on February 20, they revealed it as part of their worldwide effort to mark their return from nearly a four-year hiatus.

The unveiling came through an Instagram post showing fans across the globe gathering roses, set to the melody of "Make It Right." The lyrics featured in the clip include, "I can make it better / I can hold you tighter / I can make it right."

A statement from their label, BIGHIT Music, elaborated on the campaign’s deeper meaning: "A 'love song' goes beyond a simple track about love. It's a song that brings back memories, offers comfort, and gives strength." The label expressed hope that "WHAT IS YOUR LOVE SONG?" would inspire everyone to rediscover the song that lives in their hearts.

The campaign aligns closely with the themes of the Arirang album, which embodies BTS’s identity and the universal emotions they encounter. By encouraging audiences to reflect on their own love songs—those that evoke treasured memories, comfort, and strength—BTS extends the album’s message beyond music, creating a shared global experience.

The installations and activities will continue through Sunday, February 22. Posters in Seoul, New York, and London feature QR codes that allow fans to visit the campaign’s website and share their personal love songs. Street posters personalized with common local first names, as well as ones featuring the names of the BTS members themselves, have been placed in New York, London, and Los Angeles.

Alongside the "Love" campaign, BTS is preparing for a major comeback with their 2026-2027 world tour. The tour is set to kick off on April 9 in Goyang, South Korea, supporting the release of their first new full-length studio album in years.

In addition to touring, the group will release two Netflix specials. The first, BTS the Comeback Live | Arirang, will premiere at 7 a.m. ET on March 21, the day after the album drops. This special will be the group’s first live show in three years. Following that, a full-length documentary titled BTS: The Return will debut on March 27, chronicling the band’s comeback journey.

Moreover, BTS fans worldwide will be able to experience their live performances on the big screen during an event scheduled for April 11 and 18. The global live cinema event, BTS WORLD TOUR 'ARIRANG' LIVE VIEWING, will feature full-length concerts screened in theaters around the world.

With the "WHAT IS YOUR LOVE SONG?" campaign, a new album, a world tour, Netflix specials, and global cinema events, BTS is clearly preparing a comprehensive and multi-platform return, promising fans an immersive experience across music, live events, and digital content.