BTS Partners with British Museum to Showcase Korean Cultural Heritage

Global music sensation BTS is partnering with the British Museum in London to raise awareness of Korean cultural heritage. The collaboration features an interactive "Korea Gallery Trail" designed to engage visitors with the museum's collection of Korean artifacts.

The initiative, running until August 23, is part of the "BTS The City Arirang-London" program, launched in conjunction with BTS's world tour concert in London. The trail is themed around BTS's fifth album, also titled "Arirang."

Visitors can explore key Korean artifacts displayed in the museum's Korea Gallery, including items from the Silla period such as a stone pagoda, a white porcelain moon jar, gold earrings, and roof tiles. The program draws inspiration from the BTS song "No.29" from the album, which references the Great Bell of King Seongdeok.

Hyped as a way to foster new empathy, the program encourages visitors to scan QR codes at the gallery entrance for artifact information. They are then prompted with the question, "What is your Arirang?" and invited to share the artifact that resonates with them personally on social media. HYBE, BTS's agency, stated that the project aims to bridge BTS's music and Korean cultural heritage with the personal experiences of global audiences.

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BTS's music and Korean cultural heritage will meet the personal experiences of global audiences to create new empathy.