Thanks to fans who take out billboard advertisements for birthday and anniversaries, the BTS members are no strangers to appearing on signage around Seoul. This billboard, however, is a little different.
As of August 2020, the lyrics to BTS’s “Run” will be featured on a huge billboard attached to the Kyobo Building, courtesy of Kyobo Life Insurance Co.
The Kyobo billboard is one of the most iconic landmarks in Seoul. Located in the heart of business district Gwanghwamun, the 20 by 8-meter sign is typically used to display poetry and folk song lyrics.
This time, Kyobo Life Insurance Co. decided to feature lyrics from “Run”, the highly acclaimed lead single of BTS’s 2015 album, The Most Beautiful Moment in Life pt. 2. The lyrics chosen for the billboard translate to, “Let’s run, run, run again / It’s okay to fall / Let’s run, run, run again / It’s okay to be hurt”.
Kyobo Life Insurance Co. uses the billboard to highlight texts that represent the current time. As such, a representative of the company revealed that the lyrics to “Run” were chosen to provide comfort to people who are suffering as a result of the oncoming COVID-19 (novel coronavirus) pandemic.
During the The Most Beautiful Moment in Life pt. 2 album conference, the BTS members explained that while the first part of the album series focused on the tiring difficulty of youth, the second was designed to provide comfort and strength. The lead single’s meaning makes it the perfect choice for such a message.
According to Yonhap News, “Run”’s feature makes BTS the first K-Pop group to have their song lyrics displayed on the iconic billboard in its 30-year history. The billboard will be displayed throughout August for workers, residents, and tourists in the area.