BTS' "THE CITY LONDON" Launches British Museum Collaboration

BTS' "THE CITY ARIRANG – LONDON" project is partnering with the British Museum to introduce visitors to Korean cultural heritage through a special interactive program.

Running from July 6 to 23, the "Korea Gallery Trail" will take place in the museum's Korea Foundation Gallery as part of the wider "THE CITY LONDON" project celebrating BTS' fifth studio album, "ARIRANG."

The self-guided experience connects selected Korean artifacts with themes explored in the album, including hope, resilience, and belonging. Featured objects include a traditional sarangbang, a moon jar, gold earrings, and decorative roof tiles. The program also draws inspiration from the sound of the Sacred Bell of King Seongdeok, which influenced the album track "No.29," highlighting artifacts from Korea's Silla period.

Visitors can participate by scanning a QR code at the gallery entrance before following the trail through the exhibition. The experience concludes with a social media campaign inviting participants to answer the question, "What is Your Arirang?" by sharing an artifact that resonates with their own experiences.

The British Museum collaboration is one of several events included in "THE CITY ARIRANG – LONDON," which transforms locations across the city into BTS-themed cultural spaces during the group's London activities.

Meanwhile, BTS continues to perform strongly on the Billboard charts. The group's fifth studio album "ARIRANG" ranked No. 19 on the Billboard 200, while title track "SWIM" extended its run on the Hot 100 to 15 consecutive weeks.