SM Malls in the East goes Purple again for BorahaEast 2.0

BTS is back -- and BorahaEast 2.0 returns in full purple celebration across SM Malls in the East

Attention, Filo ARMY! A purple-filled celebration is making its way across SM Supermalls in the East as BorahaEast 2.0 returns for an even bigger and more exciting season.

Fueled by the excitement surrounding BTS’ new album Arirang and their ongoing sold-out world tour, BorahaEast 2.0 brings together ARMY from across the country for a celebration of music, friendship, creativity, and unforgettable fandom moments.

SM Malls in the East celebrate BorahaEast 2.0 ARMY Fan Festival on June 13 to July 9

In partnership with ARMYs of the East PH, the campaign transforms seven SM malls into purple-filled destinations where fans can connect, celebrate, and create memories together:

• SM Center Angono
• SM Center Antipolo Downtown
• SM City East Ortigas
• SM City Marikina
• SM City Masinag
• SM City San Mateo
• SM City Taytay

From June 13 to July 9, ARMYs can look forward to a lineup of maxed-out experiences happening throughout the campaign. Watch participating malls glow during the much-awaited purple illumination, join cup sleeve events with fellow fans, and discover exciting finds at the pop-up market featuring BTS merch and other fan-made collectibles.

Energetic fan chants are always fun with hundreds of co-ARMYs cheering together

Groove with co-ARMYs to BTS hits at ARMY fan gatherings

Running while fangirling to BTS is always a good idea

From BTS bias discussions and concert stories to handing out freebies, the ARMY fan gatherings create the perfect space for fans to connect and celebrate together. Meanwhile, energetic fans can dance their hearts out during Random Play Dance sessions and cap off the BorahaEast 2.0 celebration at the Neon Purple Run this July — a vibrant finale where running enthusiasts and ARMY alike can hit the ground in purple and create unforgettable memories with fellow fans in every stride.

Tag along your ARMY bestie and create lasting fangirl moments

Join ARMY games and win fun prizes at fan gatherings

Beyond the activities, BorahaEast 2.0 is all about creating meaningful moments together. Whether you’re attending with your ARMY besties, meeting new fandom friends, or simply celebrating your love for BTS, every stop promises surprises, prizes, photo-worthy moments, and experiences that make the Festa season even more memorable.

Join ARMY games and win fun prizes at fan gatherings

BTS merch -- official or fanmade in all forms -- available for collection at the Pop-up Market in select SM malls and dates

So wear your favorite purple fits, bring your light sticks, and prepare to celebrate the Festa season the maxed-out way at BorahaEast 2.0.

Don’t miss a single purple moment — follow the official social media pages of all seven participating SM Malls in the East for BorahaEast 2.0 schedules, surprises, and event announcements, then gala to the max by visiting your most loved malls throughout the celebration and making memories with fellow ARMY along the way.

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SM hosts biggest ARMY Fan Festival, Welcome to BorahaEast!

This June to July, East Metro turns purple as SM Malls in the East invite all ARMYs to join the Welcome to BorahaEAST celebration — the biggest fandom event of the year - happening from June 13 to July 9 across 7 SM malls: SM City Marikina, SM City Masinag, SM City San Mateo, SM Center Antipolo Downtown, SM City Taytay, SM Center Angono, and SM City East Ortigas.

Launched under SM Supermalls’ Extra Exciting East regional campaign and the nationwide SM Fandom initiative, Welcome to BorahaEAST is a tribute to the music, message, and global impact of BTS. This multi-mall celebration gives fans the chance to connect, express their love for BTS, and create unforgettable purple memories through curated activities designed especially for the ARMY community.

What to expect: A full month of purple magic

Purple illumination (June 13–July 9)

Witness all 7 malls light up in iconic BTS purple, symbolizing the group’s love and connection with their fans. It’s the perfect way to kick off the BTS Festa season in the East!

Simultaneous cup sleeve event (June 14)

Join fellow fans for a day of fandom unity, photo ops, and exclusive cup sleeves as all seven SM malls host a massive BTS-themed cup sleeve event.

ARMY fan gathering, pop-up market, and key ring party

Celebrate an OT7 reunion with your ARMY friends, shop for K-merch, and enjoy interactive booths and installations at select fan events:

• June 14 – SM City Taytay
• June 15 – SM City Marikina
• June 21 – SM Center Angono
• June 29 – SM City East Ortigas
• July 5 – SM City Masinag

ARMY key ring party

• June 22 – SM Center Antipolo Downtown

Random play dance

• July 5 – SM City San Mateo

End the celebration with a burst of energy as ARMYs take center stage and show off their dance moves during a full-on BTS Random Play Dance showdown!

Where music meets memories

Welcome to BorahaEAST is more than a celebration — it’s a place for connection. It brings together fans from all walks of life who have been inspired by BTS’ music and message of hope, self-love, and togetherness. The event series reflects how SM Supermalls continues to champion safe, inclusive, and joyful spaces for fandoms to thrive.

So, whether you’re a newly converted ARMY or celebrating your BTS era with longtime friends, this is your sign to head to the East. Spend the BTS Festa season with your ARMY friends, collect memories, and celebrate — because a new chapter has begun.

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