BTS — ARIRANG
Narrative Framework & Global Campaign Story


As Brand Story Lead for BTS’s 2026 ARIRANG era, I helped shape the high-level narrative framework, campaign language, and story logic for a major global comeback.

The work centered on translating a culturally rooted album concept into an emotionally accessible story system for global audiences — one that could support public-facing campaign expressions across platforms, partners, and fan discovery.

Much of this work was internal and confidential, including narrative development, messaging alignment, and story support. This overview focuses on public-facing expressions of a much larger campaign ecosystem.

What Is Your Love Song?
 A question-led public entrypoint for the ARIRANG era.

Born in Korea, Play for the World OOH
Public-facing campaign language connecting origin, scale, and global audience.

Google Search / Discovery Activation
A public-facing discovery layer built around fan participation and circulation.

ARIRANG Album Trailer
Public introduction to the era’s cultural origins and emotional frame.

Netflix Documentary / Live Special
A global stage for the era’s story, performance, and cultural positioning.

Netflix Documentary / THE RETURN
A public window into the making of ARIRANG and the emotional tone of the era.