BT21 takes over Manila: Immersive BTS-themed experience draws Filipino fans

Fans swarmed SM Megamall in Mandaluyong this week as an interactive BT21 pop-up opened its doors, transforming retail into a K-pop-powered cultural event and sparking a frenzy across social media.

The first-ever interactive BT21 pop-up in the Philippines is running until 3 July. Dubbed "BT21: The Journey to the Philippines," the activation blends culture, commerce, and Instagrammable fun in a way that hits all the right notes for Filipino ARMYs.

BT21, the universe of animated characters developed by LINE FRIENDS and boy band BTS, has seen no shortage of retail success. This pop-up offers not just official merch but immersive installations that nod to Filipino pride while keeping the K-pop energy alive.

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From a Dream Work Tunnel celebrating creativity and collaboration to Philippine-themed photo zones, the pop-up is deliberately tailored for its Pinoy audience. One corner lets fans seal "Boundless Friendship Locks," a nod to enduring relationships forged through fandom.

Jeepneys, an enduring Filipino symbol, are placed alongside life-sized BT21 figures, showing how far cultural hybridisation has come in pop retail strategy.

Of course, the merchandise game remains strong. Partnering with The SM Store, Toy Kingdom, and Miniso, the pop-up offers everything from plushies, T-shirts, and tote bags to keyrings, notebooks, and even neck pillows - making it a grab-and-go haven for any fan.

To access the interactive areas, attendees must use the SM Malls Online app, which generates codes to unlock each zone - adding a touch of gamification to the retail experience.

The SM Megamall leg is just the beginning. "BT21: The Journey to the Philippines" will tour several malls across South Luzon, hitting SM Bacoor (9-25 July), SM Santo Tomas (31 July-31 August), SM Santa Rosa (19 August-7 September), SM Dasmariñas (12-26 September), and SM City Tanza (2-15 October).

The launch coincides with a milestone in BTS' timeline: over the weekend, Suga, the group's rapper and producer, officially completed his military service - marking the return of all seven members to civilian life.

Since its launch, BT21 has expanded across Asia and beyond, with merchandise primarily sold through LINE FRIENDS stores and flagship locations across various countries. In 2018, South Korea's Homeplus became the retail chain to carry BT21 character merchandise, bringing characters such as Tata, Chimmy, Cooky, Koya, RJ, Mang, Shooky, and Van from digital fandom into everyday shopping aisles.

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