BTS spark global frenzy with dramatic comeback launch in the heart of Seoul

BTS has officially kicked off the countdown to their long-awaited full group comeback, and they have done it in a way that stopped people in their tracks in the heart of Seoul.

On January 5 KST, the central staircase of the Sejong Center for the Performing Arts near Gwanghwamun Square was transformed into a striking outdoor display dedicated entirely to the group. The large-scale installation featured BTS’s name, the logo of their upcoming album, and its release date, confirming that their fifth full-length album will arrive on March 20.

The choice of location quickly became part of the story. The Sejong Center is widely seen as a symbolic landmark of Korean culture and the arts, making it a powerful place for the group to announce its return. For fans and passersby alike, the display felt less like standard promotion and more like a cultural moment unfolding in real time.

The installation marks the first major offline promotion for BTS as a complete group in several years, and it has been widely interpreted as the opening signal of their comeback era in Seoul.

Their agency, BigHit Music, explained why the moment mattered so much, saying, “BTS began in Korea and has grown into a group active on the global stage. As they return as a complete group after a long time, we chose to hold this offline promotion in the heart of Seoul, their cultural home.”

The agency also confirmed that this is just the beginning. Similar outdoor campaigns are reportedly set to roll out in major global cities, including New York, Tokyo, and London, expanding the comeback beyond a single local reveal.

At the top of the staircase, a sculptural installation of the new album’s logo has drawn particular attention. The logo was first revealed through handwritten letters that BTS recently sent to fans across the world, adding a personal and emotional layer to the promotion. While the official meaning behind the design has not yet been shared, fans have been busy analysing every detail, posting theories and interpretations online as excitement continues to build.

The album itself will be released on March 20 and marks BTS’s first full group comeback in roughly three years and nine months. It will feature 14 tracks and is expected to offer what the agency has described as a focused portrait of who BTS are now. The record will reflect the emotions, growth, and reflections the group has accumulated throughout their journey, both together and individually.

For many fans, the announcement feels especially meaningful given the long wait and the group’s time apart. Seeing BTS reclaim a central space in Seoul has been taken as a sign that a new chapter is officially beginning.

After the album’s release, the seven members are set to head out on a large-scale world tour, a move that is likely to be one of the biggest live music events of the year. Full details of the tour have not yet been revealed, but fans will not have to wait long.

More information is scheduled to be announced on February 14 through the global superfan platform Weverse, ensuring that anticipation continues to build right up to the album launch.

For now, the staircase in Seoul has become a gathering point for fans, tourists, and curious onlookers, all drawn in by a simple but powerful message. BTS is back, and this time, they are starting at home.