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 Supermalls in the East Metro Goes Maxed Out for BTS Comeback

The wait is finally over—global pop supergroup BTS has made their most-awaited return with their powerful new album, Arirang. Marking a new era for the icons who have redefined music and fandom culture worldwide, this comeback has sparked excitement across the globe—and at SM Supermalls, the celebration went all out for all ARMYs.

BTS Fanbase ARMYs of the East PH gather at Shakey's SM Center Antipolo Downtown to watch the live concert streaming

Bringing together through SM Fandom, ARMYs across the East Metro gathered for a series of immersive, music-filled events designed all for you—a true Gala to the Max experience that turned every moment into a shared memory.

Fan-made prizes are given away to lucky ARMYs

ARMYs put out their lightsticks while singing to BTS' new songs from their new album during their comeback concert viewing

ARMYs across the East Metro came together in full force as SM Supermalls delivered back-to-back comeback celebrations. At SM Center Antipolo Downtown, the BTS The Comeback Live Viewing Party turned Shakey’s into a concert-like experience, with cheers, lightsticks, and fan chants filling the space as fans witnessed BTS’ much-anticipated return. Meanwhile, SM City Masinag mall facade was washed in red during the ARIRANG | ARMYRang Cupsleeve Event, where themed setups, fan-made merchandise, and exclusive freebies created a vibrant tribute to BTS’ new era. The excitement continues with another cupsleeve event on April 9 at SM City San Mateo, promising more fan activities and shared moments as the SM Fandom celebrates the Arirang era together.

Your favorite drink with fan-made cupsleeves featuring the K-Pop icons at the ARIRANG | ARMYRang Cupsleeve Event at SM City Masinag

ARMY events at SM can be a mother-daughter bonding moment too.

ARMY's lounge that is ARIRANG-coded at the mall atrium of SM City Masinag for the cupsleeve event

An eventful weekend for SM Supermalls in the East Metro to welcome back BTS

From live viewing parties to fan-led gatherings, SM Supermalls continues to be the home of unforgettable fandom experiences—bringing communities together in ways that are truly all for you.

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BTS Fans Celebrate Members’ Birthdays at SM Malls in the East

September and October were extra exciting for BTS fans as SM Malls in the East hosted fan gatherings for RM, Jung Kook, and Jimin. Virgo Vibes: RM and Jung Kook Day Fan Gathering at SM Center Antipolo Downtown and SerendiPARK: Jimin Day Fan Gathering at SM City San Mateo drew enthusiastic BTS ARMYs for celebrations of music, fun and love for their idols.

In partnership with ARMYs of the East PH, a local BTS ARMY fanbase, these events showcased how SM Malls in the East have become safe and creative spaces for fans to express their love and connect with fellow enthusiasts. The gatherings were filled with heartfelt tributes, photo opportunities, fan interactions, that captured the joy of being part of the ARMY community.

Next on the lineup is Moon Bear: Jin and V Fan Gathering on November 30 at SM City East Ortigas. As part of the SM Fandom campaign, SM Malls in the East invites not just ARMYs but all fandoms to join the fun. Come celebrate your love for music, pop culture, and everything fandom at SM!

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