BTS Gives Korean Tradition a Digital Glow at 'DALMAJUNG' Popup

BTS' latest DALMAJUNG collection is moving from traditional Korean imagery into a physical space with a new popup in Seoul.

The 2026 BTS DALMAJUNG POP-UP opened September 29 on the first floor of HYBE's Yongsan headquarters, giving visitors a closer look at the 13-piece merchandise collection unveiled earlier this month.

Running through October 11, the popup is divided into a media zone and merchandise zone, extending the collection's reinterpretation of traditional Korean munjado beyond the products themselves.

At the center of the media zone is a four-meter-tall media wall showing a digital animation in which a traditional brush stroke develops into the graphic language of DALMAJUNG.

Ink spreads across hanji, or traditional Korean paper, as deer, pine trees and clouds associated with the sipjangsaeng which are traditional symbols of longevity as they emerge before developing into original Hangul munjado spelling "BTS."

White fabric stretching from ceiling to floor and ambient music complete the installation.

The merchandise zone displays all 13 products from the 2026 collection, including the gonggi pouch set and dried-pollack-shaped charm magnet.

Created in collaboration with the National Museum Foundation of Korea, this year's DALMAJUNG collection reinterprets munjado, a Joseon-era form of folk painting that incorporates imagery into and around written characters.

Its central motif is "흉즉대길" (凶則大吉), a phrase appearing in "Aliens" from BTS' fifth full-length album ARIRANG. The expression conveys the paradoxical idea that something appearing ominous or unfortunate can ultimately lead to great fortune.

Visitors can enter the 2026 BTS DALMAJUNG POP-UP after making an advance reservation through Weverse. The collection is also available through Weverse Shop and stores at the National Museum of Korea.