BTS has officially launched promotions for their long-awaited return with an installation at the Sejong Center for the Performing Arts, one of South Korea’s most celebrated cultural landmarks. The installation, unveiled on January 5, adorns the venue’s central staircase with the group’s name, the logo of their upcoming fifth full-length album, and its release date: March 20, 20261.
Located in central Seoul’s Jongno-gu district, the Sejong Center has stood as a pillar of Korean culture for decades. Established as a hub for performing arts, it has hosted world-class operas, musicals, and concerts while serving as a symbol of the nation’s artistic heritage and global cultural exchange efforts2. “BTS has grown from a group that started in Korea into one that performs on the global stage,” said a representative from Big Hit Music. “As the group makes a long-awaited comeback as a complete lineup, we decided to hold an offline promotion in Korea their cultural roots and in the heart of Seoul in particular”.
The promotion also features a sculptural version of the new album’s logo at the top of the staircase, drawing crowds of passers by and fans who have shared images of the display widely across social media. According to the label, this offline campaign will expand to major global cities including New York, Tokyo, and London in the coming weeks.
The comeback marks the group’s first full group activity since 2022, following a hiatus that allowed members to complete mandatory military service and pursue individual projects. The 14-track album, described as capturing “the BTS of today” and shaped by each member’s personal perspectives, will be followed by a large-scale world tour their first since the record-breaking Permission to Dance on Stage series concluded in 2024.
Details of the world tour will be announced on January 14 at midnight Korean Standard Time. The group first revealed plans for their return during a historic live stream on Weverse in July 2025, which drew more than 7.3 million real-time viewers3.
BTS’s return is also expected to have significant economic impact. Parent company HYBE reported a 37.5% year-over-year drop in operating profit in 2024, partially attributed to the group’s hiatus, and has stated it expects a full recovery in its revenue structure anchored by the group’s comeback4.
As one of the best-selling musical acts of all time, with six Billboard Hot 100 No.1 singles and multiple Grammy nominations, BTS’s return is one of the most highly anticipated events in global music this year.
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