The global campaign "WHAT IS YOUR LOVE SONG?" by BTS is taking place in multiple cities. This campaign appeared as large lettering in the heart of major cities such as Seoul, New York, and London. A large lettering installation was placed on the exterior wall of a building near Seongsu Station in Seoul, and posters with the same message were attached throughout Manhattan's Times Square, East Village, Soho, and Brooklyn streets in New York. In London, the phrase was displayed on large LED screens at Waterloo and Brixton stations.

As the organizer of the campaign remained undisclosed, various speculations flooded social media. Some interpreted it as a brand advertisement, while others saw it as a global project. Interpretations of the phrase's meaning also varied. The identity of the campaign was revealed on February 14 at COEX in Seoul. To celebrate Valentine's Day, a large art wall filled with roses was installed, and when citizens took the roses, the hidden phrase "WHAT IS YOUR LOVE SONG?" and the BTS logo were revealed behind them. This confirmed that the question adorning major cities worldwide was a promotion for BTS's new release.

This global campaign carries the message of BTS's fifth studio album, "ARIRANG." The album deals with the team's identity and the universal emotion of deep love. Through the question "WHAT IS YOUR LOVE SONG?", BTS encourages people to recall their own "love songs" and experience the sentiment of the new release. Big Hit Music, the agency, stated, "'Love song' goes beyond a simple love song to include songs filled with memories, comfort, and strength," adding, "We hoped this question would serve as an opportunity for fans worldwide to recall the songs in their hearts."

The campaign runs until February 22. Scanning the QR codes on posters placed throughout Seoul, New York, and London leads to the campaign site where people can leave their own "love songs." BTS is scheduled to release "ARIRANG" on March 20 at 1 PM. On the following day, March 21, "BTS THE COMEBACK LIVE|ARIRANG" will be held at Gwanghwamun Square. The stage will be broadcast live on Netflix.

This campaign by BTS serves as an important means of delivering their musical message worldwide. Through this campaign, fans feel connected to BTS and have the opportunity to share their own stories about love. BTS's fifth studio album "ARIRANG" is expected to further solidify their musical identity and strengthen communication with fans.