BTS: The Meaning Behind Everything (Including Why They Love Purple)

Global music superstars BTS are some of the most recognizable figures in entertainment, but they are not only known for their musical prowess. The Korean pop group is known for their penchant for symbolism, both in their songs and surrounding their personas. Some of these symbols come from the world of k-pop, where aegyo and skinship are very popular among fans. But there are also the BTS-based characteristics, from the band's representative color to animal emojis associated with each member, that make them so beloved to millions of ARMY (aka their fan base) around the world. All of the things that make BTS the "Dynamite" band of brothers they are today is something that is special for both the members and their beloved ARMY. "The roar of the crowds and ARMY is something we [love]," Jungkook, the group's youngest member, once shared with Rolling Stone. "We miss that more and more. And we long for that more and more."

The meaning behind BTS's name has evolved over the years, just like the group itself. When they debuted in 2013, the moniker originally stood for "Bangtan Sonyeondan," which translates to "Bulletproof Boy Scouts." "[The group name] has a profound meaning," member J-Hope shared in 2013 on the radio show "Super Junior's Kiss The Radio." "...Bangtan literally means 'bulletproof.' So it means we aim to block oppression and discrimination that rain on adolescents like bullets, and we protect their values and ideals." They took the "bulletproof" description seriously, utilizing the word in song titles, album eras, and more. By 2017, BTS and the group's label, Big Hit Entertainment, unveiled a pair of complimentary logos and a new definition of the name: Beyond the Scene. While both meanings are still used in promotion (or at least in ARMY's hearts), the group has expanded upon the "BTS" acronym in even more ways, despite not being official monikers. In 2018, they premiered the YouTube series "Burn The Stage" documenting their 2017 worldwide "Wings" tour. The concert film "Bring the Soul" was also released in 2019. The group is also set to debut a new documentary, "Monuments: Beyond the Star," featuring never-before-seen moments on and off-stage, on Disney+ in 2023.

Alongside the multiple meanings behind their group name, BTS also shares a pair of logos that encompasses both the band and their devoted fan base, ARMY. The original official logo was a straightforward bulletproof vest, revealed in 2013 upon the group's debut. In the 2017 "Beyond the Scene" promotional video, two rectangular-based logos were revealed, both resembling doors that the company stated "symbolizes youth who don't settle for their current reality and instead open the door and go forwards to achieve growth," according to Soompi. "We really like the new BI [Brand Identity]," the group members collectively wrote on Twitter at the time, originally in Korean. "We were really looking forward to it and were eager to show it to everyone even a day sooner [than we did]. More than anything, it shows that ARMY and we, BTS, are connected as one and are filled with meaning that makes us feel good." The new logos were so well-received that it won the German-based "iF Design Award" in Corporate Branding/Identity in 2018. As for the fans' reactions, they have embraced both designs as the evolution of BTS continues to move forward – while still keeping their core beliefs at the forefront of their visual identity.

Many who know BTS also know that purple is their signature color. What many don't know is that the color preference traces back to a word made up by BTS member V. He coined the phrase "Borahae," or "I purple you," as a way of BTS and ARMY communication their dedication for each other. "At the time, ARMY...they covered their ARMY bomb [lightsticks] with purple cloth and it looked purple," V shared in an interview called "Let's BTS." "I was talking between performances and it just came to mind." The performance in question took place at a fan meeting concert called a Muster in 2016. "Purple means I will trust and love you for a long time," he shared at the concert to much fan encouragement. "...I wish I can see you for a long time, just like the meaning of purple. We'll always trust you." While the origins lean more towards sentiment than logic (even his fellow members teased him in the video for making up a story on the spot), the phrase stuck and "Borahae" became a common symbol of love between artist and audience. As the group gained popularity, what was once an almost inside joke became a globally recognized symbol of the group, appearing on just about every piece of branding that included BTS and its members.

There are several numbers that are of importance to BTS. The most prominent is the number 7, which represents not only the number of members in the group, but also symbolizes how the group holds themselves in the face of adversity. "Seven could symbolize many things," group leader RM shared on "The Zach Sang Show" in 2020. "...It symbolizes the number of the members, and the years that we have spent together [at this time], and seven...means very good luck, like jackpot, lucky number." Member Jimin has also spoken about the significance of 7, which is seen as a calling card on many Twitter profiles of ARMY members. "Each of us has his own unique strength," he shared during a promotional Hyundai ambassador interview for the 2022 FIFA World Cup. "But these strengths only really become powerful when we put them together. ...Each and every one of us has contributed all he can. That's why it was clear to us from the beginning that the 7 represents BTS like no other number." Other numbers with great meaning for BTS and ARMY also include 6-13-13, which signifies June 13, 2013, the day that BTS officially debuted in the music industry. In addition, each of the members' birthdays are often used in promotional activities like music videos; a prominent example of this are on the mugshot photos of each member in the "Butter" music video.

Each member of BTS is associated with an animal that the group and ARMY alike use to show off their personalities. Their recognized animal alter egos are standard knowledge amongst their fans, but the choices originated from a 2014 interview where the members themselves discussed which animals they thought matched each other. The only group mate that has kept the same animal since 2014 is Suga, who is often compared to a cat due to his small stature and sleepy yet sassy nature. Members have even made reference to this by taking pictures of street cats, posting it to their Instagram feeds, and tagging Suga. Contrastingly, the only member whose animal compatriot has been up for debate is V. Fans have hotly contested whether or not the soft-hearted by fiercely individual V is best represented by a bear or a tiger. After much debate, including a callback from a 2016 fan meeting in which V shared that his family used to call him "baby bear" and "honey bear," V himself shared an Instagram poll to settle the matter once and for all. He eventually confirmed that it was the bear that he aligns himself with. As for the other members, their so-called spirit animals are well-known amongst ARMY: RM is a koala, Jin is a mouse, J-Hope is a squirrel, Jimin is a baby chick, and Jungkook is a bunny.

Animal alter egos aside, the members of BTS also have animated personas that they are closely associated with – better yet, they are personas designed by the members themselves! The group designed seven individual characters (and one group character) as part of BT21, which is part of the popular Line Friends brand from the Japan-based Line Corporation. According to the company's official website, BTS was the first artist to participate in the "FRIENDS CREATORS" project in 2017. The boys' creative process was documented in the "BT21 Universe" web series, in which each member helped design and personify their individual characters. 

In addition, BTS worked with the company to come up with a storyline for their seven characters and the fandom-representing character Van (a space alien) on a mission "to become the 'Universtar' of the 21st century." "Even though the characters might look cute, we will develop [the line] into more styles that relate the characters to hip-hop and street fashion," Line Corporation CEO Sehoon Change told Billboard in 2017. The BT21 brand, which consists of Koya (RM's character), RJ (Jin's character), Shooky (Suga's character), Mang (J-Hope's character), Chimmy (Jimin's character), Tata (V's character), and Kooky (Jungkook's character), along with Van, has evolved into a global phenomenon in multiple realms over the years. From makeup products through Korean beauty retailer The Crème Shop to YouTube music videos, and everything in between, BT21 has become both a standalone brand and an essential part of the BTS fandom discourse.

Like many k-pop groups, BTS actively exhibits lots of fan service, which is defined as " something [that] is done or added just for the pleasure" of fans. Examples of fanservice include acting cute (called aegyo), taking and posting selfies, or being touchy-feely with their fellow members to the delight of their fans. Since BTS' debut in 2013, there have been endless examples of BTS fan service for all of ARMY. They have dressed in drag for special fan meeting videos, and have thrown seemingly endless finger hearts at fans near and far. But, like many other artists in the spotlight, the line between fan service and invasion of privacy has been blurred at times. Multiple members including V and Jungkook have commented publicly on when things go too far with fans. "When we travel long distance or short distance fans may know beforehand that we will be boarding and sit next to us or in front of us," V shared in a live video in 2017. "...In those private spaces, we don't get to relax as much as we want to. So we [are] a bit uncomfortable." Even with the outliers, much of ARMY is dedicated to showing their love for their favorite group in the best, most respectful ways possible.