BTS is set to release their new album ARIRANG on March 20, 2026, marking a major comeback under BigHit Music after years of individual activities and a hiatus due to military service. The comeback is accompanied by a global promotional campaign themed around the question, “What is your love song?” Posters and displays have appeared in major cities, including Seoul, New York, and London, signaling the start of the album’s marketing push.
The campaign has recently included BTS’s junior groups under BigHit and HYBE, TXT, and CORTIS, who shared their own “love songs” on Instagram. This inclusion has sparked fan speculation about the nature of the campaign, whether it hints at potential collaborations with BTS on ARIRANG or is part of a broader branding effort across HYBE artists.
While some fans welcome the exposure for the junior groups, others criticize the strategy, arguing that BigHit should ensure reciprocal support for these groups during their own comebacks. Tensions were heightened earlier this month when it was revealed that BTS, TXT, and CORTIS are all scheduled for comebacks within a single month, raising concerns about market saturation.
Fan theories are divided: some anticipate direct features in ARIRANG, while others view the campaign as a strategic effort to promote BigHit and HYBE idols collectively.
