BTS partners with British Museum to promote Korean cultural heritage

K-pop sensation BTS is partnering with the prestigious British Museum to showcase Korean cultural heritage.

This collaboration is part of an offline event called 'BTS THE CITY ARIRANG-LONDON,' which coincides with the group's world tour stop in London. The program, titled 'Korea Gallery Trail,' will run until July 23.

Visitors can explore artifacts related to 'Arirang,' the title of BTS's fifth full album. The trail highlights key pieces from the museum's Korean collection, including a 'sarangbang' symbolizing new beginnings, a 'dalhangari' (moon jar) representing humanity, 'geumgwigeori' (gold earrings) showcasing intricate craftsmanship, and a 'sumaksae' (roof tile) embodying cultural vitality. The program also features artifacts from the Silla Kingdom, inspired by the sound of 'No. 29,' a track on the 'Arirang' album.

Participants can scan QR codes at the Korean gallery entrance to follow the trail and engage in a social media campaign. Under the theme 'What is Your Arirang?', they are encouraged to share artifacts that resonate with their personal lives on social networks. HYBE, BTS's agency, stated that the fusion of BTS's music and Korean heritage will foster new empathy by connecting with visitors' individual experiences.