For fans traveling from around the world, the group is also ensuring the souvenirs tied to the event reflect the cultural legacy of the Gwanghwamun setting.
Ahead of next week’s comeback, BTS’ agency is preparing a special pop-up event in Seoul featuring items inspired by the Bell of King Seongdeok, one of Korea’s most celebrated historical artifacts.
The merchandise collection draws on decorative motifs from the ancient bronze bell and reinterprets them in contemporary fashion items, creating a meeting point between centuries-old Korean craftsmanship and the global reach of K-pop.
The event, titled “BTS POP-UP: ARIRANG,” will run from March 20 to April 12 at two locations — the Heritage building of Shinsegae Department Store in Jung-gu and HYBE headquarters in Yongsan.
The pop-up will open at 1 p.m. on March 20, with regular hours from 10:30 a.m. to 8 p.m. on weekdays and until 8:30 p.m. on weekends, organizers said.
Fans visiting the spaces will find items such as shoulder bags, card holders, hairpins, clips and layered skirts, all incorporating patterns derived from the historic bell.
Created in 771 during the Unified Silla period, the Bell of King Seongdeok stands more than three meters tall and is widely regarded as one of the finest examples of ancient Korean bronze casting. Its intricate lotus and cloud motifs remain symbols of traditional craftsmanship.
By translating those designs into contemporary merchandise, the project aims to introduce elements of Korean cultural heritage to BTS’ global fan base.
The pop-up will also feature official merchandise connected to the album, including hoodies, ball caps, T-shirts and the group’s signature light stick.
Official goods will first be available through an online presale on Weverse Shop beginning Thursday at 11 a.m., followed by general online sales starting March 20 at 2 p.m. Sales will take place both at the pop-up locations and online.
The project builds on BTS’ earlier partnership with the National Museum Foundation of Korea, known as the “Dalmajung” cultural series, which brought the group’s branding together with traditional Korean artifacts.
Products in that series were released under MU:DS, a cultural goods brand created by the foundation. The name combines “museum” and “goods,” referring to items inspired by artifacts held in Korean museum collections.
Interest in museum-inspired merchandise surged after BTS member RM, known for his interest in art and history, shared a miniature Pensive Bodhisattva statue on social media, drawing attention to cultural goods based on Korean heritage.
The category has since grown rapidly. MU:DS recorded 413 billion won ($309 million) in sales in 2025, nearly doubling from 212 billion won in 2024.
Some pieces quickly became collectibles. According to fans and online store listings, a gold ring inspired by traditional patterns sold out on Weverse Shop on the day of its release, while several other accessories soon became difficult to obtain.
Kim Eun-seo, a Seoul-based office worker who visited the National Museum of Korea during the Dalmajung launch in October 2024, recalled the crowds.
“There were so many people at the museum that day,” Kim said. “Many visitors came to see the collaboration items, and popular products like the ring and key chains sold out quickly.”
She said the appeal lay in how traditional aesthetics were subtly incorporated into modern designs.
“The patterns weren’t overly bold,” Kim said. “They blended traditional motifs naturally, so the designs felt both modern and rooted in Korean culture.”
Partnerships between cultural institutions and K-pop artists are increasingly being used to introduce Korean heritage to younger audiences and international visitors.
The National Museum of Korea recently partnered with BLACKPINK, illuminating the museum’s exterior in pink to coincide with the group’s album release.
The event also included a listening zone inside the museum where visitors could hear tracks from the album along with multilingual audio guides recorded by the members introducing several artifacts in the museum’s collection.
The National Museum of Korea attracts more than five million visitors annually, ranking among the world’s most visited museums. Yet foreign visitors still account for only about 1.7 percent of attendance.
For many institutions, K-pop provides a powerful gateway to global audiences.
BTS will release its 14-track album “Arirang” on March 20, marking the group’s first full-group comeback in three years.
The album has already generated strong global interest, surpassing four million presaves on Spotify and topping the platform’s Countdown Charts Global for seven consecutive weeks.
The group is also scheduled to hold a free comeback performance at Gwanghwamun Square in central Seoul on March 21 — an event expected to draw more than 26,000 fans and turn the historic downtown district into a global K-pop stage.
Cultural critic Jung Deok-hyun said such projects show how K-pop can amplify Korea’s cultural identity internationally.
“We are moving from the era of K-content to the era of K-culture,” Jung said. “When globally recognized K-pop artists engage with institutions like the National Museum of Korea, it becomes a powerful way to introduce Korean culture to international audiences.”
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