BigHit Music announced on the 1st that BTS will release a new album on March 20, followed by the launch of a large-scale world tour. This will be the group’s first full album since Proof, which was released in June 2022—approximately three years and nine months ago. What makes this comeback particularly special is that fans were the very first to be informed of the comeback date through handwritten letters from the members, which were sent out starting on December 31, just ahead of the New Year.

Traditionally, most entertainment companies first distribute press releases to major media outlets, which then publish exclusive reports before fans and the general public receive the news. This time, however, BigHit Music reversed that approach by placing fans at the center of the campaign—strategically “leaking” information and leveraging word-of-mouth marketing and collective fan psychology.

In addition to the handwritten letters that hinted at the comeback date in advance, fans recently discovered another layer of information leakage embedded in BigHit Music’s promotional strategy, further heightening excitement within the fandom. At first, many fans mistook it for a platform error, but after connecting multiple details, they began to realize that it appeared to be a spoiler deliberately leaked by the company.

Specifically, since the beginning of this month, fans have noticed subtle changes on the official website https://ibigнιт.com/bts/kor/. When switching the language to English, the site redirected to a blank page displaying the word 'Hello!'. This glitch occurred multiple times over the past few days, triggering fans' detective instincts.

Coincidentally, since the 2nd of this month, BigHit Music has launched a countdown website for the group's upcoming album. While the interface appears standard, the red logo has increasingly begun to resemble the word 'Hello.' Some fans further explained that this circular symbol is actually 'Hello' written as a bilingual pun between English and кσяєαn. These deductions have quickly led to the conclusion that 'Hello' is the official title of the group's new album."

Fans further reinforced this conclusion with additional, well-reasoned αѕѕumptions. For instance, during BTS’s seven-member livestream on a beach in mid-August—after they had completed production of the new album at a Los Angeles songwriting camp before returning to кσяєα—Jin repeatedly opened the broadcast by enthusiastically saying “Hello.” V then looked at him and teased him, as if trying to stop him from saying the word again.

Another example is that the word “Hello” had already appeared in the lyrics of Life Goes On, carrying the meaning: “Let me tell you with this song. People say the world has changed (No). But thankfully between you and me. Nothing's changed. With the 'annyeong' that we start and finish the day. Let us thread tomorrow with today. Stopped for now but don't hide in the shadow. Once again daylight will glow”.

Meanwhile, what is the context surrounding an album released on March 20? It marks a beginning—a rebirth after BTS’s three-year hiatus from group activities. At this moment, nothing feels more fitting than reuniting with a simple greeting: “Hello.”

Based on these elements, fans reached a firm conclusion that BigHit Music is gradually revealing the new album’s title to them. Fans also laughed upon realizing that the reason the members had firmly avoided spoiling anything until the album’s release was because BigHit itself planned to unveil the details step by step.

These days, fans are lavishing praise on BigHit Music for its clever marketing strategy, with many even calling it the best promotional campaign the company has ever executed. Moreover, allowing ARMYs to be the first to learn about every next move has further reinforced BTS’s prioritization of their fans, deepening the bond between the two.

At the same time, these spoilers have heightened fans’ attention to every action taken by the company, prompting them to keep searching for additional hidden clues. ARMYs have left excited comments such as:

- Thousands of spoilers has given. We will see

- BTS really kept their promise of not spoiling anything… because BigHit decided to do all the spoiling themselves

- Also, it makes sense if ya recall Life Goes On lyrics, which was written the last time we were forced to be apart for a long time, "Let’s greet each other not with ‘bye’ but ‘HELLO’!"

- Which also nicely ties with Spring Day lyrics. This time campaign is so crazy, BigHit

- Wait! I just remembered. Do y'all remember on Dec 16 live, Tae was doing bunch of old choreo but for WOH he did very briefly, "Hello Hello Hello Hello" part. It's so brief that you might miss it if you don't pay attention.

- BTS always makes trilogy except Dark and Wild, Wings and BE. So it's a possibility.

- I’m so much overwhelmed with all this information since night I don’t think I could handle the official album name and tour dates announcement .. my eyes are burning

- This time, BTS didn’t give us spoilers at all. BigHit said, ‘Don’t worry, we’ll handle it.’

- BigHit was out here dropping hints like it’s a scavenger hunt. OMG we need to be alert every time until March 20