BTS ARMY decode 'What is your love song' as billboards appear in major cities ahead of 'ARIRANG' release

With the release of BTS' new album 'ARIRANG' drawing close, promotion for the new music has officially begun. The week began with fans spotting billboards with the words “What Is Your Love Song?” across major global cities.

While at first the billboards sparked confusion, BTS ARMY was soon convinced that it was linked to the K-Pop band's new music album. The ads, reportedly spotted in Seoul, New York and London, but offer no further explanation. Fans were quick to draw parallels between the new billboards and earlier HYBE-linked promotions with one tweeting, “Multiple other BB ads with ‘What is your love song?’ seem to appear in different cities and there is one with label ‘Hybe’."

With no formal announcement from the record label or BTS, the post has given way to speculation and theories.

Others wondered if this was the title to the band's new song. "What is happening, what’s the meaning of ‘WHAT IS YOUR LOVE SONG’? Is it the pre-single or title track name?” one fan wrote online.

ARMY = ARIRANGOthers pointed to a possible continuation of the band's January campaign that asked, “What is your Arirang?” A fan guessed, “Arirang literally meaning ‘beloved’.

BTS calling us ‘armyrangs’ in their Arirang promo clip. The ribbons — same as on tour poster designs.”

Another took a deeper look at the post and said, “If this is connected, which it 100% is, ‘what is your love song’ is such a BTS theme. It doesn’t reduce love to a single experience. It treats love as something that accumulates, something that changes shape as you move through life.” This interpretation aligns with the band's message on love in its many forms, whether it is self-love, friendship, romantic love and more.

The post concluded, "Taken together, this mirrors the emotional logic BTS have always worked within. Love isn’t singular or idealised.... it’s layered, communal, painful, healing, and remembered. It moves between people, between selves, across time and across lives."

After a nearly four-year musical hiatus, RM, Jin, Jimin, V, Suga, Jung Kook and j-hope will release a new album on March 20 titled “ARIRANG.” It is their fifth album.

The K-pop superstars are making their long-awaited return this March with a landmark 'ARIRANG' global event, set to stream live from Gwanghwamun in Seoul. Netflix, has announced a live stream of the concert and a feature-length documentary slated for release on March 27, 2026.

Directed by acclaimed filmmaker Bao Nguyen, the documentary offers behind-the-scenes access to the band's reunion and the making of their comeback album.After the album release, BTS will embark on the Arirang World Tour (2026-2027), spanning 34 regions and 82 shows across Asia, North America, Latin America, Europe and the Middle East.