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BTS raised an upheaval online as their company BIGHIT MUSIC (now HYBE Labels) shared a mysterious teaser on April 15, 2024. The news of the septet's newest project, BTS POP-UP: MONOCHROME, has caused excitement among their fan base. On April 15, 2024, BIGHIT MUSIC surprised fans by releasing a cryptic teaser and a link to an enigmatic website that purported to enable ARMYs to "track their shipment."
BTS ARMY visited the website, obtaining a customized ticket per the guidelines. The specifics of BTS' new endeavor were unknown till now, and fans speculated it to be a new group album. After following the guidelines, several ARMYs conjectured that the recently launched website could be connected to a pop-up store selling exclusive goods.
On April 17, 2024, BIGHIT MUSIC announced it as a pop-up event and released its official teaser on X and YouTube. The event, initially scheduled for Seoul's Seongsu Dong from April 26 to May 12, is now expected to travel to Tokyo, Bangkok, Los Angeles, Jakarta, and Indonesia.
BTS sent fans into an online fervor with their MCNR Logistics promotion
Since The Most Beautiful Moment in Life (HYYH) album series would celebrate its 10th anniversary in 2025, ARMYs hypothesized that the teasers were for a project commemorating the milestone. Based on the shipping information provided, fans had previously deciphered the name to be MONOCHROME from a barcode visible in the teaser released on April 15, 2024, and speculated to be a new release.
To add to the mystery of the project, BTS and BIGHIT MUSIC also released striking monochrome images of each member in conjunction with this teaser. The pictures of the members looked familiar to the ones that had been used for BTS: BEYOND THE STAGE photobook released in 2023.
Several fans pointed out that the group has been preparing the project since 2020 due to their hairstyle and color matching to the group's BE era. Fans wondered if these pictures alluded to a new song or album release or maybe a new retail line, given the minimalist style's suggestion of refinement.
In the meantime, BIGHIT MUSIC posted the official teaser to their BANGTANTV YouTube page on April 17, 2024. In black and white, the film shows television sets, memory clouds, spy boxes, and other objects. The words "Eternal Youth" appear on the screen, followed by a black box bearing stickers of BTS' logo, and is being lifted by a logistic moving machine and placed into a brown delivery box.
Now that the cargo arrived officially on April 17, the true nature of MONOCHROME was revealed through an official declaration. A look into the subtlety and depth of the campaign was provided by the arresting monochrome images of each member that was used to tease the project on their X platform.
The group teased fans with a free shipping coupon, using special benefits to add to the mystery and allure. Featuring Memory Clouds that represent the ARMYs, the MONOCHROME project will be a feast for fans, especially since all seven members are serving in the military.
Additionally, BIGHIT MUSIC released the most recent information on the global calendar of pop-up stores. The pop-up store is scheduled to take place in Seoul, South Korea, from April 26 to May 12, 2024, as per the official roster.
After that, the store will open in Tokyo from May 3 to May 26, Jakarta from May 9 to June 23, Bangkok from May 10 to June 23, Los Angeles from May 16 to May 27, and Manila from May 24 to June 30, 2024.
The BTS members are currently serving in the South Korean military. However, the group's eldest member, Jin, will return in June 2024 after completing his 18-month mandatory enlistment. Jin will reportedly release his debut solo album this year since he enlisted in the military in December 2022, after releasing his debut solo single, The Astronaut.
Meanwhile, J-Hope is set to come back from the military in October 2024. He digitally released his second solo album and documentary series, HOPE ON THE STREET, on March 28, 2024. Furthermore, the rest of the five BTS members will return in June 2025.
