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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SUGA: D-Day Live Streaming at SM Cinema

ARMY bombs ready ‘coz future’s gonna be okay as SUGA a.k.a Agust D invades SM Cinema!

SUGA from BTS, recently released his album entitled “D-Day”, which is the concluding chapter of his trilogy under his alter ego, Agust D.

SUGA embarked on a solo tour that kicked off in the U.S., followed by back-to-back sold-out concert dates in Jakarta, Japan, Bangkok, Singapore, and Korea.

BigHit Music announced on Weverse that a live viewing of SUGA|Agust D’s upcoming concert in Japan will be available in selected theaters worldwide. “This is to ensure that “D-Day” will be enjoyed by as many ARMY as possible.”

Catch A to the G to the USTD at the exclusive SUGA|Agust D D-Day in Japan: Live viewing on June 3, 4:00PM at SM Cinema Bacoor, SM Cinema City Cebu, SM Cinema Clark, SM Cinema Dasmariñas, SM Cinema Davao, SM Cinema Fairview, SM Cinema Megamall, SM Cinema Mall of Asia, SM Cinema North Edsa, and SM Cinema Santa Rosa. Hurry and buy your tickets now at www.smcinema.com or via SM Cinema App.

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Catch BTS Permission to Dance On Stage concert LIVE in select SM Cinemas

The worldwide release date for ‘BTS PERMISSION TO DANCE ON STAGE - SEOUL: LIVE VIEWING,’ the latest SM Cinema exclusive event from 21st century pop icons BTS, has been confirmed for Saturday, March 12. People worldwide will join in as BTS and ARMY become one once again with music and dance in this unmissable live* concert experience broadcast from Seoul to cinemas around the world. ‘BTS PERMISSION TO DANCE ON STAGE - SEOUL’ marks the group’s long-awaited and triumphant return to a stage in South Korea in front of a live audience for the first time since 2019. Don’t miss BTS - RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook - on the big screen in SM Cinema on March 12.

‘BTS PERMISSION TO DANCE ON STAGE’ is the latest world tour series headlined by BTS, featuring powerful performances and the greatest hit songs from throughout their incredible career. The group’s most recent Los Angeles concerts, ‘BTS PERMISSION TO DANCE ON STAGE - LA,’ were seen by approximately 813,000 people across the four sold-out shows and livestream, making them some of the most successful shows in 2021.

We look forward to continuing our longstanding relationship with HYBE and BTS with this world-first live cinema broadcast of ‘BTS PERMISSION TO DANCE ON STAGE’ concert, coming direct from Seoul to cinemas around the world on March 12,” said Marc Allenby, CEO of Trafalgar Releasing. “BTS have always shared a special connection with ARMY, and we are proud to bring them closer than ever through the group's awe-inspiring stage show live on the big screen.

Event is tape-delayed to several territories including North and South America. U.S. and Canadian screening times are March 12 at 4:30 p.m. EST / 3:30 p.m. CST / 2:30 p.m. MST / 1:30 p.m. PST and at 8:30 p.m. EST / 7:30 p.m. CST / 6:30 p.m. MST / 5:30 p.m. PST. For additional showtimes by region visit btsptdlivecinemas.com.

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