On February 14, 2026, K-pop group BTS hosted a one-day pop-up event called 'ROSES FROM BTS' in Seoul, London, and Los Angeles to celebrate Valentine's Day. Fans picked complimentary roses from floral walls, revealing a hidden message tied to the group's upcoming album. The event featured QR codes linking to a page where participants could share their love songs.
BTS marked Valentine's Day with interactive pop-up installations in three cities: Seoul, South Korea; London, United Kingdom; and Los Angeles, United States. Running from 10 a.m. to 10 p.m., the 'ROSES FROM BTS' event invited visitors to select a rose from a floral wall. Each rose included a card with a QR code directing users to the official BTS page, where they could log in and submit their favorite love song as part of the 'What Is Your Love Song?' campaign.
As fans removed the roses, a hidden message emerged at the center of the wall: 'WHAT IS YOUR LOVE SONG?' The group's official Instagram account shared a video of the event, featuring fans interacting with the installations and harmonized vocals from members V and Jungkook singing 'Magic Shop' in the background.
This promotion precedes BTS's fifth full-length album, 'Arirang,' set for release on March 20, 2026, at 1 p.m. KST. The album will include 14 tracks and be available in multiple versions, such as Rooted in Korea Ver., Rooted in Music Ver., Living Legend Ver., Weverse Album Ver., a special 7-member edition, and standard vinyls. To celebrate the release, BTS will stage a free concert at Gwanghwamun Square in Seoul on March 21, 2026, at 8 p.m., starting inside Gyeongbok Palace and moving through the Gwanghwamun gate to the square. The performance, fusing Korean traditional heritage with modern production, will accommodate 15,000 ticket holders, with up to 260,000 fans expected nearby. It will stream live exclusively on Netflix to over 190 countries.
Fans reacted enthusiastically on social media, with one X user describing the event as 'beyond beautiful promotion wise as well as spreading love on Valentine's Day.' Another praised it as a 'TRULY GENIUS idea' for attracting locals. The initiative highlights BTS's engagement with ARMY ahead of their post-military comeback.