Kyobo Life and BTS Collaboration Wraps Seoul Headquarters in Message of Hope
Seoul, South Korea – March 17, 2026 – Kyobo Life Insurance has unveiled a massive exterior wrapping on its headquarters in Jongno-gu, Seoul, in collaboration with BIGHIT MUSIC, featuring imagery and messaging inspired by the globally renowned music group, BTS. The installation precedes BTS’s comeback concert scheduled for Gwanghwamun Square on March 21st.
A Message for a Novel Generation
The expansive wrap, measuring 90 meters wide and 21 meters high, displays the phrases “Until the story that started with me resonates throughout the world” and “Born in Korea, Play for the World.” This marks the third collaboration between Kyobo Life and BTS through the Gwanghwamun message board, a long-running public installation known for sharing messages of hope and inspiration. Korea Herald
Kyobo Life explained that the design incorporates elements from the four trigrams (Geon, Gon, Gam, and Ri) found on the South Korean national flag, and reflects the typeface and colors of BTS’s new album. The collaboration aims to encourage citizens to embrace their potential and strive for a broader impact, mirroring BTS’s own journey on the world stage. The Khan
Cultural Icons Unite
A Kyobo Life representative stated that the partnership between the Gwanghwamun Poem Board and BTS represents a union of two cultural icons sharing the values of hope and encouragement. BIGHIT MUSIC echoed this sentiment, noting that the Gwanghwamun Poem Board, as a cultural landmark, will effectively convey BTS’s message to the public through their new album. Chosun
Previous Collaborations and Upcoming Events
This collaboration builds on previous partnerships between Kyobo Life and BTS. In August 2020, lyrics from BTS songs were featured, offering messages of resilience and support. In November 2021, a wrapping commemorated the 100th Gwanghwamun signboard with the empowering message, “Do whatever you want, no need for permission.” Korea Herald
Beyond the headquarters wrapping, BTS is scheduled to hold a comeback performance in Gwanghwamun Square on March 21st, anticipating an audience of up to 260,000. The event will also be broadcast globally via Netflix as part of “BTS Comeback Live: ARIRANG,” marking Netflix’s first live music performance originating from Korea. Chosun
Further celebrations include media facade displays at Sungnyemun Gate and Namsan Seoul Tower on March 20th, and a drone light show over Ttukseom Hangang Park. BTS will also perform at ‘Spotify x BTS: SWIMSIDE’ in New York City on March 23rd, followed by an 82-date world tour commencing in April and continuing through March of the following year. Chosun
A documentary, “BTS: The Return,” chronicling the group’s comeback preparation, is set to release on March 27th, featuring the traditional Korean folk song “Arirang.” Chosun