Ordinary words gain significance once assigned a special meaning by those who use them. For BTS and their fandom, ARMY, the last color of the rainbow, purple, holds such a status. 'BORAHAE', 'I purple you' are the unique phrases shared between BTS and ARMY, and the color purple symbolizes their bond.
On the 13th, the South Korean group, hailed as the '21st-century pop icon,' BTS marked their tenth anniversary. Since their debut in 2013 with the single '2 COOL 4 SKOOL,' BTS has solidified their unique standing in the music industry, breaking countless records.
BTS fandom, ARMY, has had enough. They are opposing the group's management company's concert ticket policy and indiscriminate monetization of content, taking to social media with hashtag campaigns. Fans argue that the company should have drawn the line at concerts but instead crossed a line that cannot be uncrossed.
During the 2023 Coachella Valley Music and Arts Festival, BTS member Jungkook was reportedly seen in the audience, sparking discussions among fans of both BTS (ARMYs) and BLACKPINK (BLINKs). BLACKPINK headlined the event on April 15, becoming the first K-pop group to do so.